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Shoppers who buy food and beverages to go are more concerned about quality and freshness than price, despite the current economic downturn, according to a new consumer trends report, “Food to Go,” released by United Kingdom-based IGD.
More than half of food-to-go consumers (56 percent) said they decide where to purchase based primarily on the quality or freshness of such products as sandwiches, wraps and salads, compared with a third (31 percent) who said they choose stores based on price.
In contrast, when consumers are doing their main supermarket shop, more than half (58 percent) mention price as a primary consideration of store choice.
“Price is important, but definitely not at the expense of quality,” noted Joanne Denney-Finch, chief executive of IGD, in the report. “Freshness and speed of service are a winning combination. Many food-to-go shoppers want to be tempted to try something new in-store, so exciting promotions and merchandising are also important. And with the increasing emphasis on healthy eating, there is a clear opportunity to promote the health credentials of food and drink to go."