Consumers lose appetite for dining out says research

Brits have cut down on meals out in a bid to save money, new figures have suggested.

Data compiled by independent research company The NPD Group showed that on average, consumers made 15 fewer visits out for food last year, compared to 2008.

According to a report by Eat Out magazine, the steepest drop was noticed among 18-24-year-olds who made an average of 222 visits to eateries in 2008, but just 184 visits last year. In total, the eating out of home market shrank by 90 million visits last year, the research claimed.

Guy Fielding, business development director for Foodservice Europe at The NPD Group, described the environment as "fiercely competitive". He said as consumers become more cost-conscious, brands needed to "attract and claim" their market share.

He said: "They need to offer a clear value proposition, and ensure that they communicate it to consumers with messaging that is relevant to them.

"Whether that message is value, healthy food, local sourcing, great service, or a place for kids and families, the brands that survive and thrive will have successfully moved beyond price, price, price."

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