Spending on household food has reduced as a direct result of people's ‘food-to-go’ habits, presenting a new challenge for supermarket brands.
Fresh research from Shoppercentric has shone a light on the rapidly changing face of retail, with 80% of UK shoppers saying they've eaten a meal which wasn’t prepared at home over the past month.
Enthusiasm for the 'food-to-go' sector is particularly prevalent among young people with 92% of 18 to 24 year old’s embracing convenience versus a 71% share of over 65s.
This is evidenced by the fact that one-tenth of shoppers now believe their grocery spend has reduced as a result of their eating habits, with millennial and Gen Z shoppers in the vanguard of this shift.
The results come as the 'big four' supermarkets are seeking out new ways to showcase their value in a competitive landscape. Tesco, Sainbury's, Asda and Morrisons all reported a particularly poor Christmas trading period for 2019 as shoppers visited them less often than usual.
Jamie Rayner, managing director of Shoppercentric said: “The research shows us that widening choice, easy accessibility, and pricing to cater for all tastes and budgets, means that many shoppers relying on ‘food-to-go’ believe their spending in those outlets will increase, which likely means more pressure on grocery spending.
“The fact that the food-to-go category is embracing healthier options and sustainability more quickly than grocery retailers means that no one in the grocery sector can afford to turn a blind eye to this challenge.
"For the supermarkets, food-to-go is a competitor hiding in plain sight and presents a growing challenge to which they need to rise.”