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What drives food-to-go shoppers to your store format?

What are the opportunities for developing food-to-go for you?

About this article

In order to really capitalise on the opportunity presented across the different parts of the food-to-go channel, it’s important to understand what drives shoppers to choose a particular store, channel or to complete their mission. IGD Shopper Insight Manager Rhian Thomas looks at the latest FTG research and where the opportunities lie.

IGD mission’s research carried out in early 2016 shows that, amongst food and grocery channels, convenience stores and high street discounters were the top channels being used to complete a food-to-go mission, followed by supermarkets/superstores third.


Convenience is the most popular channel for shoppers to complete a food-to-go mission, with eight in ten shoppers wanting more choice of food-to-go products in their main convenience store.

Food-to-go products c-store shoppers want more range

Source: IGD ShopperVista Channel Focus research, base: convenience shoppers, Dec-Feb ‘16

Could this present an opportunity for new product development?

Mission drivers

Looking at the key drivers behind product choices by mission, we see that taste is more likely to be at the forefront of shoppers’ minds when buying food-to-go and even more so with AB category shoppers.

Top product drivers by mission

Source: IGD ShopperVista research, base: All grocery shoppers, March’16

Have you considered how you can communicate the taste elements of your products in-store? How can you encourage shoppers to try new and different products?


Previous research exploring the food-to-go mission in food discounters shows that food discount shoppers score the channel very highly relative to other channels in terms of value for money.

Given the importance of price to shoppers when choosing products, this is an important consideration. However, just one in five food-to-go discount shoppers felt that the range of brands available in food discounters were better than elsewhere.

Perceptions amongst food discount shoppers who bought food-to-go products in a food discount store

Source: IGD ShopperVista Channel Focus research, base: Food discount shoppers, Oct-Dec’15

Does this present an opportunity for your brands to work with food discounters?

If you need to understand food-to-go innovation and the opportunities that arise from it, join us for a one day retail safari around London in November! We’ll be looking at some of London’s best FTG concepts in action across specialists, convenience and large stores, listening to first hand feedback from the store management teams, and growing your practical understanding of how the key players are responding to the latest trends and shopper demands.

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The channels on IGD ShopperVistaShopperVista features a wealth of insight in reports, presentations, articles and webcasts across key shopper channels:

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Related information on

Channel Focus is a subscription service from ShopperVista, designed to give you detailed understanding of shopper attitudes in four high-growth channels:

  • convenience
  • online
  • discount
  • food-to-go

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