2019 saw the second consecutive year of value growth in Out-of-Home (OOH) consumption of snacks and drinks. By the end of the year it accounted for a 44% share of spend on snacking foods and non-alcoholic beverages across 11 markets – a rise in value of 2.5%, compared to 1.9% for In-Home consumption.
But with most of the world having been in lockdown at some point during 2020, due to COVID-19, OOH consumption has been hit hard. The question is, exactly how hard has it been hit? How much has OOH spend declined, and how much has shifted to In-Home purchasing?
In this paper we explore data covering the first 32 weeks of 2020, to determine how the pandemic has influenced OOH consumption, examining the impact by market, by snacks versus beverages, and by channel. We also look at how OOH might perform over the rest of the year, and what that means for the sector.
Next, we delve into the growing importance of Food Technology, a topic we featured in our 2019 report Winning food & drink occasions OOH, in which we showed not only how fast Home Meal Delivery was growing, but how incremental it was to OOH. Has this growth continued, and accelerated enough to make up for the fall in OOH spend?
Alongside reviewing combined In-Home, OOH and Home Meal Delivery sales across 2020, we dig deeper into how many people are using these services and why, how often they use them, and what drives their choices.
COVID-19 is still here, and continues to impact the way we’re living. The data and insights in this paper will support your planning process by helping you to understand how the OOH market could perform over the next six months.
Nuria Moreno Global Solution Director OOH & Usage nuria.moreno@kantar.com
How we measure OOH
Our unique mobile app allows us to record every snack and non-alcoholic drink bought for consumption outside the home – whether that’s on the go, at the place of purchase, in the workplace, or otherwise.
To create a comprehensive view of the OOH market we look not only at what products are purchased – and where – but when the purchase was made and whether it was for sharing or for individual consumption.
We currently collect this information for eleven markets globally: Brazil, China, France, Indonesia, Mexico, Portugal, Spain, South Korea, Thailand, the UK and Vietnam.
We have also reached out to out OOH sample asking additional questions around Home Meal Delivery to quantify the opportunity across different regions and understand the acceleration of this habit during lockdown.
