Maureen Gahan, Ireland Market, Bord Bia – Irish Food Board

On Thursday, 9th May, Bob Goldin, Executive VP Food Research with Technomic US was in Bord Bia’s offices Dublin to present an overview of the 2013 US Foodservice market, along with some of the key trends taking place and some thoughts on what the future outlook might hold.

The recession has had its toll on foodservice in the US where market share has been lost to Retail, falling from 51% to 46% in recent years.  Bob noted that the lines between Retail and Foodservice are becoming increasing blurred with retailers keen to maximise on ‘meal solution’ and ‘food to go’ opportunities.

Independent outlets are expected to perform better than chains over the next five years.  Growth will be driven by owner/managers that are close to their customers and providing the service levels and food offerings sought after by increasingly ‘demanding’ consumers.

The major international quick service chains such as McDonalds & KFC are no longer growing on the US or European markets, Asia and other overseas markets are key for their growth strategy.  Contrastingly, Fast Casual is the ‘bright spark’ of the US foodservice market.  Gourmet burger chains continue to grow, along with a host of smaller players offering simple food choices at affordable prices in a fun environment.  Keeping it simple, yet providing consumers with the ability to customise their offering seems to be key to success for Fast Casual operators.

Food Trucks are still in mode, using social media to interact with their consumers.  Artisan, craft products and scratch cooking are also on demand, identified globally as part of the Keeping it Real Consumer Lifestyle Trend.  And consumers are still looking for Healthy Options, although healthy has many different meanings, from ‘certified organic’ to ‘hormone free’.  With ‘Eating Out’ viewed by many as an affordable indulgence, the provision of detailed calorific breakdowns appears to be moving down the list of priorities for US diners.

Tips for Irish manufacturers that wish to build on foodservice sales include the need to heighten their point of differentiation, to improve their service levels, to lower their cost position and, by being mindful of local market trends, to focus on what truly matters to their foodservice customers.

For a copy of the presentation or for any queries contact maureen.gahan@bordbia.ie