Premium, plant-based, and health trends are influencing NPD in the food to go sector, with operators focusing on healthier and plant-based alternatives carrying higher price points, according to Lumina Intelligence.
The newly launched Food to Go Market Report 2023 found the majority of new products surveyed in Q1 2023 had a price point of +£4.00. Higher priced items are typically healthier and vegan, with brands increasingly partnering with plant-based specialists like Quorn and This.
However, indulgent trends have also led snack NPD as a way to tempt consumers to trade up. New drink launches have similarly centred on both health and indulgence, from vegan-friendly tea and coffee drinks to indulgent hot chocolates.
While operators have broadened NPD across day parts in 2023, lunch NPD has increased 16ppts year-on-year as consumers continue to return to offices. The focus on lunch favourites has seen sandwiches and salad products as the most common new products introduced in 2023.
Toasted sandwiches and hot boxes have also seen an increase as operators expand their ranges of higher priced items.
Asian and Italian cuisine combined account for most of the top 10 new items introduced, while Filipino, Mexican, and West African are among emerging trends.
Following investment in both physical expansion and NPD, Greggs and Costa have increased their share of the food to go market, while McDonald’s and Subway remain in the top 10 but have seen their share decline following growth in delivery channels.
The Lumina Intelligence UK Food to Go Market Report 2023 provides a comprehensive overview of the fast paced UK food to go market landscape and how consumer behaviour is changing in the market. To find out more about the report or to purchase a copy, please visit Lumina’s report store.
Hear from Lumina Intelligence at MCA’s annual Food to Go Conference on 7 March at the Ham Yard Hotel in Soho. To find out more and to book your tickets, please visit foodtogoconference.co.uk.
