Five food-to-go trends for 2018
Food-to-go is one of the food industry’s most exciting areas, with many innovative products tested in this space.
The Institute of Grocery Distribution (IGD), a non-for-profit which spearheads initiatives to help the food and grocery industry deliver what the public needs, has come up with a list of five trends they believe food-to-go will deliver on in 2018.
The list is focused on the UK market but still contains valuable insight for those who work in the ready-to-go food sector within Australia and other countries.
- Health and wellness underpinning innovation
Head of Food-to-Go at IGD, Gavin Rothwell, said many of the concepts from across the world where food-to-go is growing are underpinned by healthy positioning.
“The likes of Sweetgreen in the US, Cedele in Singapore, Chopped in Ireland, Exki in Belgium, Cojean in France and a number of examples in the UK are proof of the increasing role health is playing in products that are eaten on the go,” Rothwell said.
- Changing and expanding reasons to visit
Consumers should have more, and different, reasons to pick up food-to-go in 2018, including health conscious consumers after high-protein products.
“UK retailer Waitrose spoke in late 2017 about a shift away from three fixed meals per day to four,” Rothwell said.
“This suggested change underpins a wider adjustment in how we eat food, with more focus on fitting food around our lifestyles, rather than vice versa.”
- Even more locations and experimentation
Workplaces, fitness centres, sports stadiums and festivals are increasingly offering food-to-go options says Rothwell.
“The growing presence of street food in many markets is encouraging a more flexible approach to companies’ location strategies and is encouraging some to adapt their offer to a food truck format to take advantage of new opportunities,” Rothwell said.
“In the US, the likes of both Whole Foods Market and Walmart are even bringing food truck concepts in-store.
“Meanwhile, in Mexico, we’re seeing the delivery app Rappi experiment with food delivery from street vendors, and in the UK a number of food-to-go players such as Subway and Greggs are experimenting with delivery services to broaden their reach further.”
- Conveying the right balance of function and emotion
More retailers are expected to provide emotional engagement with their food-to-go options in 2018.
“What many food-to-go specialists do well is create emotional engagement with shoppers,” Rothwell said.
“The experience is based on the quality of the product, but is determined by a widening array of factors, including product display, in-store décor, customer service and more.
“We’ve seen some great experimentation around this from retailers over the past year – Albert Heijn’s new counter-based bakery/deli concept in the Netherlands is a great example.”
- More new and unexpected partnerships
IGD expects to see more partnerships between like-minded partners who want to develop food-to-go.
“Part of this could include additional food-to-go specialists looking to target more on-the-go customers, such as working with railway companies and airlines, following the example of M&S and British Airways,” Rothwell said.
“At the same time, the idea of food-to-go hubs, inspired both by retail space, shopping mall evolution and food halls, is an area we expect to see grow in 2018.”
- Top 5 food trendsfor 2018: Innova Market Insights
- Mintel predicts 5 top Chinese consumer trendsfor 2018
- Top 5 packaging trends for 2018
Di Bella Coffee has launched its 2018 Reserve Limited Edition coffee blend.
Finding a snack you can trust is no piece of cake for one in seven Australians with gut issues. Whi...
SWALLOWING food, drink, and saliva is a central part of our lives. It’s something we do about 900 ti...
The winners of the 2017 Australian Grand Dairy Awards have been announced.
Chris’ Dips is now selling a new range of dips designed to be eaten after dinner.
Murray Goulburn (MG), has posted a loss of AUD $31.9 million got its first half results.
New Australian research has found that eating grains does not help you gain excess weight.
The Australian Open has attracted criticism for selling bottle water imported from China.