Consumer Research: Sandwich Insights
In honor of National Sandwich Day, Brisan Group partnered with Carl Buddig to understand consumer’s sandwich behaviors.
Snapshot
We’ll cover the following:
Behaviors surrounding sandwich consumption
Possible better-for-you options for sandwiches
Possible innovative ideas for sandwiches
Behaviors Surrounding Sandwich Consumption
Where and How Often Sandwiches are Consumed
Sandwiches are most often consumed at home one or more times a week. Some consumers even claim to eat a sandwich once a day or more often.
Sandwiches consumed out of the home at a fast food chain are consumed one or more times a week to every other week or less. While sandwiches consumed at a restaurant are more likely consumed every other week or less often.
Making Sandwiches at Home
Consumers are more likely to purchase fresh sliced deli meat and use wheat bread at home.
Among those that have purchased plant-based deli slices, popular brands they purchase are Beyond Meat, followed by Lightlife. Reasons for using plant-based deli as a way to eat healthier and reduce meat intake.
Turkey is a popular meat used for both at home and when purchasing sandwiches out. Ham and salami are most often used at home versus ordering it on a sandwich while out. Conversely, chicken, roast beef, corned beef, and steak are more often a selection for a sandwich when ordering it out at a fast food chain or restaurant.
The most popular types of lunchmeat brands purchased are Sara Lee, Dietz & Watson, Boar’s Head, Hillshire Farm, and Oscar Mayer.
Brisan Group 2020
Brisan Group 2020
packaging & thickness
Respondents generally prefer a medium to large package of deli meat, a package that is resealable, and either thin or average in slice thickness.
Brisan Group 2020
Types & toppings
Consumers are traditional in liking the American sandwich, cold cut with all the regular fixings of cheese, lettuce, tomato, mayo, mustard, pickle, onion, and bacon.
Better-for-You Options
HEALTHY SANDWICHES ARE A MUST
Consumers continue to want healthier options, it is no different when it comes to sandwiches. Most are interested in a better-for-you sandwich option.
Options for healthier/better-for-you include using a wrap (low carb, lettuce, or cheese wrap), using less processed meats, using lower sodium choices, and using vegetables as toppings.
Innovation Opportunities
ROOM FOR GROWTH
When selecting lunchmeat, consumers are looking for 100% natural, no preservatives, and no artificial flavors.
While consumers lean toward choosing typical American sandwiches, there is room for unique toppings to be considered. Some options include different cheeses such as brie, gouda, Havarti, other toppings like BBQ sauce, sprouts, horseradish, banana peppers, and coleslaw.
Key Industry Takeaways:
Sandwiches are consumed the most at home
Consumers purchase fresh-sliced deli meat and wheat bread
Consumers prefer a resealable package for lunchmeat
Consumers like traditional toppings like cheese, lettuce, tomato, mayo, mustard, etc.
Consumers are interested in better-for-you sandwich options
Buzz words like 100% natural, no preservatives, and no artificial flavors are priorities for consumers