Away-from-home F&B sales are growing as consumers ‘treat’ themselves

Ines Coutinho — Thu, 31 Oct 2024 15:06:21 +0000

Rising food prices may be a top concern for consumers, but that is not stopping them from drinking and dining out.

Despite cutting back on grocery spending, Chris Costagli, vp/food insights lead, Nielsen IQ, in his “Mastering Omnichannel Sales in the Coffee Industry” webinar for the National Coffee Association (NCA), said that foodservice excluding alcohol sales are expected to approach USD $1 trillion this year, adding that foodservice and drinking places are recapturing share of U.S. food sales. “The trend change was dramatic in 2020; driven by more frequent at-home cooking and panic-induced stockpiling. Foodservice and drinking place sales are recovering and projected to recapture the lead in 2026,” he said. (Costagli noted that inflation and high menu prices have contributed to large growth in foodservice; however, these macroeconomic conditions are causing the growth rate to slow.)

It seems that in today’s stressful climate, away-from-home consumption plays an important role in consumers’ mental wellbeing. Despite inflation, Costagli said that most consumers are going out to eat/drink as least as often as usual. Only a quarter of those who eat/drink out have scaled back on the frequency of visits. There are more consumers visiting more often than usual than there are scaling back. “They are more than places to eat and drink,” he explained, “they are vital gathering spots that foster friendship and connection.”

Nielsen IQ (NIQ) found that one-in-five consumers said they would be lost without bars or restaurants. As such, going out weekly is the norm. Per NIQ’s CGA May 2024 US On Premise Impact Report:

63% restaurant/bar visitors make at least one trip a week
77% plan to go out to eat in the next month
47% plan to go out for a drink in the next month

According to Costagli, ‘treating’ is the main reason for going out more. Of the 29% going out more often, treating and variety seeking are leading motivators:

I have been treating myself 44%
There are new places that I have wanted to try 35%
There have been more events than usual 25%
I want to support local business 23%
I have been able to save money recently 21%
I am visiting while I have enough disposable income 19%

‘Away-from-home coffee’ is already considered an ‘affordable indulgence’ so these latest dining out trends bode well for coffee shops and cafés. At one of his NCA Convention presentations (it may have been the virtual convention in 2022 or the 2023 one in Tampa) Matthew Barry, senior beverages insights manager, at Euromonitor International, spoke about the emergence of two types of coffee shops following the Covid-19 pandemic: those offering convenience (speed, mobile orders, etc.) and those offering an experience.

If one of the primary reasons consumers are drinking and dining out is because these places help “foster friendship and connection,” then those coffee shops favouring ‘experience’ over ‘convenience’ have a real opportunity to solidify their establishment as a ‘go to gathering place’ and attract more consumers by elevating or enhancing their in-store experience, through ambiance, menu options, and of course, customer service.

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Twinings announces new Drink in Life campaign

Sarah McRitchie — Thu, 16 Dec 2021 09:19:56 +0000

Twinings, a leading wellbeing drinks brand, is blending positivity and vibrancy in its new “Drink in Life” campaign, inviting consumers to share in the optimism of the reinvigorated brand. Showcasing its new Superblends collection, “Drink in Life” demonstrates how these new products help consumers feel good, live well and enjoy life. Twinings’ Superblends are at the heart of the “Drink in Life” campaign, with four new flavors that are fortified with vitamins and functional additives.

“Our ‘Drink in Life’ campaign is rooted in the idea that taking even the smallest step counts when it comes to reaching your wellness goals and contributing to your overall health,” said Mike Currie, VP of Marketing at Twinings North America. “Twinings is committed to delivering quality teas with exceptional taste and aroma that make consumers feel good – both inside and out – with every sip.”

The “Drink in Life” campaign features Twinings’ new Superblends collection, which are wellbeing-focused teas that include functional additives and ingredients. Superblends offers consumers a simple way to approach their overall wellbeing by providing physical and mental benefits, according to the brand.* With a signature blend of tradition and innovation, Twinings aims to deliver delicious wellbeing drinks that nourish the mind, body and soul.* The Superblends collection is available in four premium flavours, with additional flavours slated for 2022.

Sleep+: Wake Up Wonderful*

Combines the sweet flavour of vanilla with warming cinnamon and melatonin, crafting a well-balanced herbal tea that Twinings says is sure to be the tastiest part of a nightly bedtime routine.

Immune Support+: A Super Defense*

Combines the sweet taste of mango and the subtle warmth of ginger with green tea and Vitamin C for an uplifting, everyday cup.

Energy+: Play All Day*

Mixes the flavours of apples and oranges with green tea and Vitamin B6 for an ‘exhilarating’ blend.

Heartea+: Support a Healthy Heart*

Raspberry flavoured hibiscus herbal tea that supports healthy heart function with the addition of Vitamin B1.

“Twinings’ Master Blenders leverage generations of trusted knowledge and ethical integrity to craft exceptional wellbeing drinks that are made with only the finest herbs, fruits and teas,” said Sophia Forrester, herbal sdvisor at Twinings North America. “Twinings is proud to introduce its latest Superblends collection, which offers a range of functional benefits to help consumers enhance their everyday lives, without compromising on great taste.”

Twinings inspires consumers to “Drink in Life” with its full portfolio of wellness drinks, which includes its Superblends collection in addition to products that contain Probiotics and Adaptogens such as Calm, Detox, and Boost. Each cup of Twinings’ Probiotic tea delivers 250 million CFU of probiotics that have been shown to help with effective digestion support. As part of an active and healthy lifestyle, Twinings’ Adaptogen teas can reportedly provide comfort and relaxation, work in harmony with the body’s natural detoxification process and help rev up metabolism.

In addition to its rigorous product development process, social responsibility remains top of mind for Twinings. The company’s Sourced with Care programme aims to improve the lives of its growing communities with efforts that deliver tangible benefits for those involved in Twinings’ supply chain. Examples include empowering women and youth, improving access to water and sanitation, and enhancing livelihoods and land.

The “Drink in Life” campaign will be supported by a multifaceted marketing campaign inclusive of connected television, digital campaigns and in-store point-of-sale materials. Twinings’ Superblends, Probiotics and Adaptogens are sold at national retailers nationwide, leading e-commerce sites, and through twiningsusa.com for $5.49 (price varies by retailer) per carton. For more information, visit: twiningsusa.com.

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Away-from-home F&B sales are growing as consumers ‘treat’ themselves

Twinings announces new Drink in Life campaign