The British butty is biting back thanks to the abundance and varieties of fresh food available, according to latest research from the consumer, media and market research company Mintel International Group Ltd.
Due to limp lettuce and processed cheese, British sandwiches have for some time been facing rising competition from their more glamorous counterparts - salads, soups and sushi. Between 2002 and 2006 average year-on-year growth in sandwich sales was 3.5 per cent, but over the last year alone growth stands at nine per cent - almost three times the amount of previous years.
“The sandwich market has turned itself around,” said Vivianne Ihekweazu, senior market analyst at Mintel. “Having successfully tapped into the trend for healthy eating, it is now clearly reaping the rewards. With the likes of superfood and wheat-free varieties now available, sandwiches increasingly appeal to the rising number of Brits looking for naturally good and wholesome food.”
“There is also a greater variety of fillings to choose from, allowing Brits to be more adventurous and go for sandwiches such as Middle Eastern falafel or Oriental style chicken, a far cry from the traditional cheese and ham variety,” she added.
This year Brits will spend approximately £4.1 billion on sandwiches, up from £3.3bn in 2002. Mintel has predicted that the sandwich market will continue to grow over the next five years, with sales set to break through the £5bn mark by 2012.
Consumers are also becoming more ethically minded and are concerned with both the environment and with animal welfare. Bringing these principles into sandwiches will be key if the market is to enjoy continued success, according to Mintel. “Consumers are looking for high quality free-range meat and eggs, as well as packaging that won’t harm the environment. But taking this one step further by considering the carbon footprint of a product, or its local sourcing credentials may satisfy Britain’s burgeoning sense of ethical responsibility and create a unique selling point,” said Ihekweazu.
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