TrendSights Analysis: Out-of-Home

Brands can target out-of-home consumption occasions by positioning themselves as the solution to one of five challenges: solving time-scarcity, meeting consumers' desire to cocoon, providing the best value, meeting consumers' health concerns, and positioning brands as being “anti-hipster.” Rather than limiting sales, these challenges will create new opportunities for foodservice brands, salons, and retail products designed to be consumed at work or other out-of-home locations.

"TrendSights Analysis: Out-of-Home " provides insight into all occasions when a consumer makes a deliberate stop to use or enjoy a product away from their home, be it eating out at a restaurant, going to a hair salon, or eating lunch at their desk at work. Brands can use this trend to drive sales by positioning themselves as the solution to one of five challenges: solving time-scarcity, meeting consumers' desire to cocoon, providing the best value, meeting consumers' health concerns, and positioning brands as being “anti-hipster.”

Scope

- Foodservice outlets need to do more to show that they offer a unique experience: almost three in four consumers think recreating a restaurant-quality meal at home is an achievable goal.

- Delivering value remains a key need. Out-of-home brands should do this by emphasizing treating, and encouraging consumers to not hold back when they do treat themselves.

- 57% of consumers say they often feel like they do not have enough time in the day to cram in all the things they would like to do. Out-of-home brands need to adopt a “counter-culture” message that encourages consumers to slow down, disconnect, and enjoy an experience, or risk losing sales to on-the-go products consumed in transit.

Reasons to buy

- Understand which audiences and consumption occasions are most affected by the Out-of-Home trend.

- Compare the presence of this trend in each industry across the FMCG space, and learn what the key opportunities are.

- See the actions that major brands are taking to target the best Out-of-Home opportunities.

Companies mentioned

Allset

Garagista

Cheesewich

Golden Coral

Graze

Guyader

Hong Kong Soya Sauce Chicken Rice and Noodle

Kellogg’s

Little Miss Bento

Makers Café

Meltdown Esports Bars

McDonalds’s ...

Allset

Garagista

Cheesewich

Golden Coral

Graze

Guyader

Hong Kong Soya Sauce Chicken Rice and Noodle

Kellogg’s

Little Miss Bento

Makers Café

Meltdown Esports Bars

McDonalds’s

Merchant Hotel Belfast

Panera Bread

Saga Fustli

Savvy

Schick's

Seabrook’s

Smirnoff

Taybarns

Ziferblat

Table of Contents

1. Trend snapshot

2. Challenge 1: Time-scarcity

3. Challenge 2: Cocooning

4. Challenge 3: Cost-consciousness

5. Challenge 4: Health

6. Challenge 5: Peak hipster

7. ...

1. Trend snapshot

2. Challenge 1: Time-scarcity

3. Challenge 2: Cocooning

4. Challenge 3: Cost-consciousness

5. Challenge 4: Health

6. Challenge 5: Peak hipster

7. What next?

8. Appendix

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