The reluctance to buy is hitting many industries hard – but not the restaurant operators in the vicinity of retail stores. They are recording a strong increase, as a study shows.
The increased prices and economic uncertainty are putting a damper on the mood of many consumers: The catering offerings in German retail have recently benefited from this, as a study by the Cologne-based retail research institute EHI shows. “Consumers have tried to reduce costs and have chosen low-cost alternatives. Retail catering offers good products at prices that are often lower than those in traditional restaurants,” said study author Olaf Hohmann.
As a result, the retail catering industry recorded record sales of 11.7 billion euros in 2023 – around 16 percent more than in the previous year. “The strong growth in sales surprised us,” said Hohmann, who is head of the retail catering research department at EHI. The increase was due to both price increases and increasing visitor frequencies. Almost 60 percent of companies see a positive influence of the economic development on their catering, as an EHI survey of retailers shows, only one in ten sees a negative one.
Commercial catering includes all catering services such as prepared food and drinks that are related to commercial activities. These include bakeries, cafés, hot counters and integrated restaurants in the vicinity of supermarkets, shopping centers, petrol stations, furniture and hardware stores.
“The snack in between is becoming increasingly important”
From the point of view of EHI expert Hohmann, the industry is also benefiting from changing eating habits. “Snacks are becoming increasingly important. There are no longer just the classic meals like breakfast, lunch and dinner. People eat when they are hungry.” Consumers prefer to go for the classics when it comes to food and drink. Schnitzel, sandwiches, meatballs and other meat dishes, home cooking and pizza are the best-selling foods. The most frequently sold drinks were soft drinks, coffee and water.
Retail companies continue to struggle with various difficulties. According to the survey, the most difficult thing is finding and retaining staff and running the business profitably despite the high prices of raw materials and energy. When asked about the biggest challenges, every second retailer cites consumers’ expectations of value for money.
According to the study, there are significant differences between age groups when it comes to using the gastronomic offerings. Almost two thirds of purchases and expenditure are made by people aged 45 and over. The proportion of consumers under 24 is only 8 percent. “Quickly available dishes such as schnitzel and meatballs are very popular with older people, but less so with younger people,” says Hohmann. However, many retailers are more focused on trends and now also have vegetarian and vegan options on their menus.
Source: Stern
