In the last year, the way Brits approach meal choices has shifted significantly. New research conducted by Mintel reveals that consumers have reduced the frequency of ordering delivery or takeout meals. This change in behaviour can be attributed to various factors, including economic pressures and evolving consumer preferences. In 2023, only 24% of Brits are opting for these options once a week or more, compared to 30% in 2021.
Francesca Smith, a senior consumer and lifestyles analyst at Mintel, credits this shift to changes within the economy. Many Brits are feeling the pinch of rising living costs and are seeking ways to save. As a result, they are opting for more home cooked meals and occasionally out-of-home dining, leaving takeaways empty-handed.
This presents some challenges for the industry. Rising costs, paired with constant demand for free delivery and discounts, require operators to adapt. Maintaining trading levels and protecting profit margins has become increasingly difficult, and could potentially get worse before it gets better.
Adaptations could include exploring creative pricing structures, social media marketing campaigns, improved dining experience or implementing unique selling points to stand out.