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FOOD
Super sarnies
Quality of ingredients beats price when it
comes to ready-made sandwiches.
More than half of UK
consumers asked (59%)
now cite the quality of
ingredients as the most
important factor when choosing a
ready-made sandwich, according
to new research* by Mediterranean
dairy specialists Futura Foods. This
outpaces traditional drivers such as
price (51%) and convenience (29%).
Despite ongoing pressure on
household budgets, the research
revealed that 79% of consumers
would be willing to pay more for
a sandwich containing premium
ingredients, with more than half of
those (53%) saying they would pay an
extra 50p to £1 per sarnie for better
quality ingredients.
Rhian Newman, Brand
Development Controller at Futura
Foods, commented on the research
saying, "Even in tough economic
times, people still seek out small
moments of comfort and indulgence.
It's what behavioural economists call
the 'lipstick effect,' where consumers
treat themselves to little luxuries that
lift their mood without breaking the
bank. The ready-made sandwich is
a perfect example of that. It's a daily
ritual, an affordable pleasure and
increasingly, a product where people
want to know exactly what they're
getting. They're looking for quality,
authenticity and simple on-pack cues
they can trust. That's why we believe
the brands that will win in this space
are the ones that put provenance and
ingredient integrity front and centre."
Authenticity
The study also explored what makes
consumers trust that a sandwich
contains premium ingredients. Clear
labelling came out on top, with 46%
agreeing that on-pack claims such as
'100% Authentic Greek Feta' would
make them more likely to pay a
premium price. Brand trust followed
closely at 45%, with transparency
about ingredient sourcing (40%) and
certification logos such as Organic or
Fairtrade ranking at 31%.
Newman continues, "This
research clearly showed that
consumer perceptions of value are
evolving. Where certifications like
organic or fairtrade once held strong
influence, we're now seeing demand
YAMAS! is an authentic Greek and Cypriot dairy brand.