Convenience and value driving consumer decisions

By Rebecca Weller

- Last updated on GMT

Lumina Intelligence quarterly report: convince and value driving consumer decision making (Credit:Getty/Zorica Nastasic)
Lumina Intelligence quarterly report: convince and value driving consumer decision making (Credit:Getty/Zorica Nastasic)

Related tags Lumina Intelligence Food Finance

Convenience and affordability are driving consumer decisions when visiting on-premise venues, the latest Lumina Intelligence quarterly report has shown.

The report showed on-trade occasions gained a 3pp share (42%) of the total eating and drinking out market in the 12 weeks ending 19 February 2023.

Value for money saw the largest increase as a reason for choosing an establishment for breakfast and lunch occasions, up 3pp and 2pp respectively.

The report said: “Consumers scrutinise value for money and satisfying experiences when their finances are stretched.”

Convenience is also influencing consumer decisions, with the majority eating and drinking in the on-premise when “out and about”, for example shopping, seeing a 1pp growth.

The report added: “The return to the workplace and hybrid working means consumers are out more leading to share loss for at home consumption across all day parts.”

Having a treat or not wanting to cook were the second and third top reasons for eating out, accounting for 14% and 10% of the total market respective, despite a slight decline in treat occasions.

Change in mindsets 

Spending time with friends and family, to relax and travelling were among other popular reasons to visit the on-trade.

The report continued: “Convenience-led missions have increased year-on-year.

“Treat occasions saw a 1ppt decline in the total market, driven by declines at snack and dinner with a change in consumer mindsets following periods of Covid anxiety and restrictions on daily life.”

Overall repeat visits accounted for the majority of reasons, with location, lots of choice, friendly and fast service, pleasant atmosphere and quality also heavily considered.

In addition, 14% of consumers are also looking for local, independent venues.

Affordable dishes also showed continued growth during this period, with chips/wedges/fries accounting for 59% of dishes in pubs while burgers and salad accounted for 28% and 18% respectively.

Looking at the total eating out market, chips/wedges/fries were the most popular menu item with a 31% share, while burgers and salad took second and third place with a 20% and 13% share respectively.

Affordable dishes 

Pizzas, sandwiches, pastries, fruit, wings/nuggets/tenders, confectionary and crisps were all also in growth when looking at the total market.

Meal-wise breakfast saw the highest participation growth in venues, up 8pp, while lunch and dinner grew 2pp and 4pp respectively.

Drinks only occasions gained a 50% share of the market during compared with February 2022 while snack occasions grew by 1pp (39%).

Consumer value​ in pubs and bars also grew during this time, up 19%, though frequency saw a decline of 3%, highlighting the reduction in consumer discretionary spending and “preferences moving towards affordable, classic dishes.”

Looking at age demographics, the report showed 55+ year olds saw a “considerable boost” in all dayparts, except for snacks, while younger consumers saw a share decline.

The report said: “The former period saw older consumers continuing to remain vigilant out of home amid Covid concerns. 

“Younger consumers have subsequently seen share decline, with 25–34-year-olds losing share especially at dinner, in part driven by older consumer share recovery but also driven by a decline in delivery occasions with this age group impacted by the rising cost of living.”

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