TO GO MARKET


Food to ‘go home’ is a particular focus, with operators including Costa, Pret


A Manger and Marks & Spencer already targeting this occasion with new products featuring clear heat-at-home instructions.


The coffee opporTuniTy


Coffee has dominated FTG drinks occasions lately, enjoying a 50% share of total drinks consumed over the last four months. Reflecting the increase in socialising in outdoor spaces, younger consumers are the most active on coffee walks, with almost one in four having picked up the habit of purchasing a hot drink to go when on a walk with a friend since March 2020. The Top 10 FTG channels can look forward to a £1.1 billion sales opportunity


between 2022 and 2024, with sandwich & bakery and coffee shop/café segments poised to lead in absolute terms; underpinned by physical outlet growth, a core focus on takeaway/to-go and continued consumer aligned new product development. Katherine Prowse, insight manager at Lumina Intelligence said: “The sudden


shift from a highly transient, on-the-go society, to one with restrictions placed on movement had a significant negative impact on the UK FTG market in 2020, with much trade diverted to other routes to market such as delivery. However, buoyed by the easing of restrictions and the swift vaccine rollout, we will see a resurgence of the market in 2021, before a full recovery to pre-pandemic sales levels by 2024.” “Retail-led FTG channels that are less exposed to tight restrictions and offer


low-ticket solutions are best placed to recover quicker. However, operators and retailers will be forced to adapt. The continuation of home and hybrid work patterns for many and the rise in outdoor socialising will result in changes to the ways in which consumers will interact with FTG. Portable FTG solutions will strike appeal with consumers meeting friends/family in parks, whereas a shift in focus on food to ‘go home’, will provide a relevant solution to those home working.”


Preparation at all costs


Disposables manufacturer and supplier, Herald, believes the challenge for the to-go market as we come out of lockdown is to be well-stocked and prepared. Managing director Yogesh Patel says: “As lockdown restrictions ease,


people will continue to meet outside and make use of parks – particularly if the weather is nice – as they’ll want to gather in larger groups to socialise. “We witnessed this last summer, when there was an easing of


lockdown so, to a degree, we know what to expect. This bodes well for the to-go market and it is likely to be busy; presented with the opportunity to claw back some of the profits lost during the winter months. “There may also be a lingering degree of nervousness around


gathering together indoors that remains with us for some time. Being outside allows more freedom and is less risky for those concerned about COVID-19. Again, this will impact favourably on the to-go market and sales of takeaway hot drinks. “Outdoor events and entertainment, including festivals and concerts,


are due to start back up which equates to a healthy demand for refreshments on the go. Ultimately, any activity which occurs outdoors is good for the to-go market. “There’s also the bonus of the phased return to the office. As people go


back in to work, workers will want their caffeine fix and will take their teas and coffees to go, particularly if canteens and kitchens are still off limits. “The challenge will lie in being best prepared. Disposable cups, paper


bags and takeaway boxes should be kept well-stocked. These items will be essential to the running of a smooth operation.”


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