LEADING DATA analysts NPD Group has released its first ever complete forecast of the British out-of-home (OOH) sector, highlighting trends towards growth and areas of opportunity.
NPD predicts that the foodservice market will grow by 1.1% in 2015 and 1.5% in 2016, as consumers gain confidence in the economy and start to spend on leisure activities again, creating opportunity for operators and suppliers alike.
In particular NPD points to the consumer trend of ‘complete experience’ when eating out which will drive footfall and spend overall, but which has the potential to negatively impact independent high street outlets which are unable to invest at the same level of casual dining and pub chains, or offer the same perceived ‘value’ that diners are seeking – another trend for the OOH market.
NPD also predicts that pubs will overtake the full service restaurant (FSR) channel and will be driven by the top chain brands. Pubs will notch up 1.29 billion visits by end 2016 against 1.18 billion visits for FSR. The casual dining segment is likely to grow at the fastest rate because the restaurants are “exceptionally well positioned to meet core consumer needs for something that combines “newness and diversity” with the opportunity for a “family-oriented treat”. Casual dining will outgrow all other channels and achieve spend of well over £5 billion by end 2016, finishing at 13.7% ahead of the casual dining spend recorded end of 2014.