British consumers still going out to eat and drink, according to Deloitte Taste of the Nation survey

1 December 2011

• Adult consumers going out 12% more often than six months ago;
• Growth driven by Generation Y and drink-led occasions for males;
• Next six months likely to be more challenging as overall outings expected to drop marginally by 1.4%.

Despite ongoing economic concerns, consumers are still reluctant to forego the opportunity to go out to eat and drink, and have been doing so more than previously predicted, according to the latest Taste of the Nation survey conducted by Deloitte, the business advisory firm, and BDRC Continental.

3,000 adult consumers from across the country were surveyed on their eating and drinking habits out of the home, taking into consideration every time they purchase drink or food from a pub, bar, coffee/sandwich shop, quick service outlet, restaurant or club, whether it be a sit-in or takeaway occasion.  

The survey results reveal consumers have been going out to eat and drink 12% more often than six months ago (up from 17.5 occasions per month on average to 19.7) and significantly higher than the predicted increase of 3%, when we asked this question in April.  The growth has primarily been driven by two key consumer groups: 18-34 year olds, recording an average of 30.4 going out occasions per month, compared to 24.8 occasions six months ago, and ‘frequent users’, being those that go out at least twice a week, predominantly males going out for a drink (up 10%).  

However, the survey’s financial sentiment index indicates 38% are expecting to be worse off in the next six months (34% in April 2011).  As such, consumers say their overall outings are expected to stall, dropping marginally by 1.4% (down from 19.7 occasions per month to 19.4).

Jon Lake, a corporate finance director in the licensed retail group at Deloitte, comments: “Despite a gloomy outlook, the eating and drinking out market has bucked the trend over the last six months.  Whilst an element of the growth can be attributed to seasonality and the welcome boost provided by a late summer, these latest findings demonstrate the continuing resilience of the going out market and are a reflection of the importance of the sector for the UK consumer.

“The coming months may prove more challenging.  However, consumers are still regularly going out and those operators that continue to be innovative and tailor their offer accordingly should continue to prosper.  With the continued rise in the number of outlets and brands being introduced, the going out market will continue to be highly competitive.”

Key highlights from the survey report:

• The average UK consumer has been going out for food and drink 19.7 times per month, 2.2 occasions more than six months ago and 9% higher than they had previously predicted;
• Consumers are expecting to go out 1.4% less in the coming months (down from 19.7 occasions per month to 19.4); those in the South West region (down 9%) and drink-led occasions (down 6%) are expecting the highest decrease;
• 18-34 year olds (on average 30.4 going out occasions per month) have driven the recent increase, going out 23% more over the past six months, almost twice as often 35-54 year olds (16.9 occasions per month);
• Males continue to dominate the market and go out over 50% more than their female counterparts – 23.9 occasions per month compared to 15.3 for females.  Over the next six months, the number of occasions for eating and drinking are predicted to remain flat;
• The North recorded a rise in overall outings recently (up 13%), despite being the only region in the previous survey to forecast a decrease (down 1.1% six months ago);
• Londoners (on average 28.2 going out occasions per month) go out over a third more than the next highest region, the North (20.6 occasions per month).

Ends

Notes to Editors

About the report
Taste of the Nation produced by Deloitte, together with BDRC Continental, explores the trends and patterns of consumers’ going out habits eating and drinking habits out of the home.  It takes into consideration every time they purchase drink or food from a pub, bar, coffee/sandwich shop, fast food outlet, restaurant or club, whether it be a sit-in or takeaway occasion, shedding light on the size of the market and its opportunities.  

The survey was completed by a nationally representative sample of 3,000 British adults, during October 2011, and comprised strong representation from all UK regions (excluding Northern Ireland), as well as different age and gender groups.

About Deloitte
In this press release references to Deloitte are references to Deloitte LLP, which is among the country's leading professional services firms.

Deloitte LLP is the United Kingdom member firm of Deloitte Touche Tohmatsu Limited (“DTTL”), a UK private company limited by guarantee, whose member firms are legally separate and independent entities. Please see www.deloitte.co.uk/about for a detailed description of the legal structure of DTTL and its member firms.

The information contained in this press release is correct at the time of going to press.

About BDRC Continental
BDRC Continental is the UK’s largest independent market research agency. Established in 1991, the company has built an unrivalled reputation as a full service consultancy with specialist expertise across a number of sectors including business to business, financial services, hotels, meetings & hospitality, media & advertising, internet & telecoms, Government & not for profit, culture & leisure and tourism, travel & transport.

Last Updated: