Trends in the Out Of Home market have changed significantly in the past few years with an increasing number of consumers wishing to mirror their in home repertoire of food and beverages.
The market has seen a shift to healthier requirements in fast casual dining and a growth in takeaway with ethnic foods becoming increasingly popular. This, combined with the fact that increasingly, more and more consumers are eating out (56.8% of all adults eat out at least once over any seven day period) means the opportunity for the Out Of Home market cannot be underestimated. This shift from in home to Out Of Home consumption is expected to account for 50% of total spend by 2035 in the UK market.
However, the eating and drinking environment in Out Of Home will remain the key factor whereby consumers will expect an "experience" with their meal or snacking occasion that is not available to them in home. With regard to beverages, the Out Of Home market accounts for 20% of all drinks consumed, with alcohol having the highest percentage drunk out. Tea is prodominantly an in home drink with 9% of all tea consumed away from the home. Tea remains the drink of choice to all consumers by daily volume intake and is the equivalent to coffee in the Out Of Home environment. Workplace is key for tea consumption - accounting for 33% of all drinks consumed at work.
Our own research suggests that consumers expect their tea to taste exactly the same away from home as it does in home and are disappointed if this is not the case. As a result, consumers are reassured by the presence of a branded product that they know and love being available to them in the Out Of Home environment.
In addition to this, as consumers increasingly demand more indulgent, healthy or specialised products when they are out and about, the tea offering must also reflect this. Therefore, the importance of a greater repertoire of tea in a catering environment increases. Speciality, green, fruit & herbal, and decaf teas all serve to fulfil the consumer's expectations and these sectors of the tea market are all growing up to 20% year on year. Tetley now have a wide range of Special teas and also a new decaf offering specifically designed for the Out Of Home environment - all envelopes using our drawstring technology that keep your serving areas clean.