The Era of Food on

Demand
July 2021
Michael Schaefer, Global Lead, Food & Beverage
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Euromonitor International
network and coverage

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Foodservice definition
Euromonitor International’s foodservice
coverage includes all commercial
foodservice, while excluding workplaces,
institutions and meals served aboard
planes, trains and other forms of
transportation.
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Categories:
▪ Cafes/bars
▪ Full-service restaurants
▪ Limited-service restaurants
▪ Street stalls/kiosks
▪ Self-service cafeterias
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The era of food on demand

20th century 21st century

Packaged food and drinks within a few minutes’ Freshly-prepared food and drink just a click away
drive

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Supply and prep

5 key draws closer to
The meal as new
themes end consumer
value driver

Sustainability
From shopping “Meal and obesity
to meal integrators” discussion to
fulfillment drive branding shift
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Drivers

▪ Demographics and lifestyles

▪ Investment

▪ Technology and infrastructure

▪ A new focus on the evening meal

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Amazon enters a new

era of investment

Amazon’s spending on capital

equipment and acquisitions surpassed
$40 billion in 2020, more that AT&T
and ExxonMobil

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Delivery, e-commerce surges

Global Food and Drinks Spending, 2015-2025

700,000 12

600,000
10

500,000
Sales (US$ million)

400,000
6

%
300,000

4
200,000

2
100,000

Global Average: -25%

0 0
2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025
Food and Drink Grocery E-Commerce Restaurant Delivery % of total
Source: Euromonitor International

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Every occasion became a

“home-first” occasion

Lunch

Breakfast Dinner

Snacks
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A new world of prepared meals

supported by delivery

Ghost Grocery Convenience Next-gen

Restaurants Dark stores
kitchens stores stores vending

Third-party and in-house delivery

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Less food consumed away-from-

home — potentially far more
produced away from home

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India’s Rebel Foods builds a delivery-only empire

▪ Indian wraps chain with 75 brick-and-mortar

outlets reimagined into a virtual restaurant
chain with 11 separate online-only brands —
no physical restaurants
▪ Operates more than 350 ghost kitchens across
40+ cities in four countries
▪ 2020 revenues of USD75 million
▪ Central kitchens for multiple brands and
menus
▪ Purchasing built around cross pollination
▪ Now partnering with third-party brands,
including Wendy’s and others
Image source: Rebel Foods
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Food as fashion: new business models and new players

Retail Foodservice

Packaged Prepared

Processed Fresh

Cooking meals Talking about food

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KraftHeinz’s “Honig
▪ Leading Dutch packaged foods brand
Freshly Prepared” partners with JustEat/Takeaway and
Compass to produce prepared meals
▪ Honig ingredients – pasta, spices and
curries – combined into affordable
meals, available via delivery
▪ Netherlands pilot extended across
Image source: Honig
Western Europe in 2021

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Points of
The new model food discovery
Foodservice
and drink producer
Vertical integration, real-time innovation
and a mastery of a much more fragmented
channel environment will drive growth over
the next 10 years On-the-go Countertops

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Coca-Cola’s digital
strategy spans vending
machines, retailers and ▪ New service linked with “Coke On”
smartphone app
smartphones ▪ Subscribers can have one beverage a day
from one of 340,000 machines across
Japan for USD25/month.
▪ Potential to link with a range of access
points, including Coke Freestyle
machines and Costa Express vending
machines

© Euromonitor International Images source: Coca-Cola

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Challenges to overcome

The expansion of prepared meals is disruptive to every food and drink manufacturer

Omnipresent delivery requires new formats and business models

More prepared meals does not just mean more restaurant meals

More digital platforms and more aggregation mean consumers are easier to reach, yet
long-term engagement is more difficult

As prepared meals expand, healthier options and greater transparency are needed

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Closing thoughts

Focus on the Build new

job to be points of
done contact

Run multiple
Find the story
experiments
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Thank You
Michael Schaefer, Global Lead, Food &
Beverage
Michael.Schaefer@Euromonitor.com
Linkedin.com/in/mschaefer84