Sandwiches are a core part of the out of home market, from the wallet-friendly meal deal options to eye-catching creations by gourmet sandwich brands.
The UK sandwich market is currently enjoying a period of renewed growth propelled by expanding dayparts and evolving expectations around quality and format.
Last week, I was invited by Délifrance to attend a special event in London to mark the launch of its latest ‘Prove It’ report, which looks into the trends driving sandwich consumption. The bakery supplier had surveyed 1,000 UK adults who regularly eat sandwiches, with results compiled and analysis provided along with comments from food trend experts Harris & Hayes.
Among the headline statistics of the report was that half of the respondents (50%) said they were eating sandwiches more often than a year ago. “This is a clear sign that the simple, versatile sandwich is keeping pace with changing lifestyles,” commented Stéphanie Brillouet, marketing director for Délifrance.
“Far from being limited to lunch, sandwiches are now appearing across multiple dayparts, from breakfast to dinner, and increasingly serving as a convenient, satisfying option for busy households, young professionals and on-the-go consumers,” she added.
Among the five key trends identified in the report was ‘taste & flavour’. Just over a third of consumers surveyed (34%) noted taste as the single biggest reason for choosing one sandwich over another, while nearly two-thirds (63%) said they associated freshly made sandwiches with great taste. Food operators should also be considering bread as part of the flavour profile, not just a vehicle for a filling, with 39% saying the dough of the carrier influences how tasty the sandwich is.
Home comforts translated to out-of-home preferences. British was by far the most popular cuisine for a sandwich, receiving votes from 70% of those surveyed, while people also favoured American (45%), Italian (34%), Mexican (30%), Caribbean (28%), French (27%), Indian (21%), Korean (20%), and Middle Eastern (19%).
Consumers are increasing seeking out something with a chilli kick, whether it be from the likes of sriracha mayo, hot honey, or peri peri sauce. As many as 68% of the respondents said they like a spicy sandwich, especially those in the younger demographics (18-24 and 25-34 age groups).
Quality & value was the second key trend. The rise in standards across the sandwich market was the top reason (46%) why people are eating more of them. Quality fillings could also tempt 29% of consumers to step outside of their usual sandwich choice. Although over half of consumers (56%) think value for money is an important factor behind purchasing decisions, this isn’t solely focussed of affordability. Other aspects also carry weight, like higher-quality fillings, better carriers, and freshness.
The third key trend was health, with 30% of respondents admitting they’d try something new if it was healthier. Most sought after benefits include fresh ingredients (52%), high fibre (39%), low fat (38%), and low calories (34%). “We expect fibre to overtake protein as a leading health claim – this is particularly relevant to sandwiches, where naturally high-fibre breads can deliver meaningful benefits without major format changes,” said Harris & Hayes.
Sandwiches by their very nature lend themselves to the fourth key trend – convenience. Fourty-seven percent of consumers interviewed said where they choose to buy sandwiches is driven primarily by ease and accessibility, while 67% typically buy the same sandwich most of the time. There was also 52% of respondents expressing how they preferred sandwiches that were clean and simple to eat. However, only 18% of the survey actively preferred a grab-and-go sandwich, suggesting that speed matters to consumers but they don’t want to feel they’re compromising on quality or freshness.
Lastly, social media – a “mecca for sandwich discovery” – was highlighted as a key trend. Indulgent “killer” sandwiches, that both look and taste incredible, are playing into Gen Z demand for treating occasions, noted the report. “A phenomenon now emerging is ‘sandwich tourism’, reminiscent of the queues for independent bakeries, where consumers travel to experience a city’s renowned sandwich shop,” said Harris & Hayes.
The full report can accessed for free via Délifrance’s website here.
The launch event, held at The Art House by Acrylicize in Bethnal Green, also featured a selection of chef-prepared sandwiches showcasing some of the top carriers in Délifrance’s bread range (see images above). Among these were pinsa tonda (Roman-style flatbread similar to focaccia) filled with fried egg, crispy bacon and egg mayo; croissant buns with fresh salmon, cream cheese and dill; and Sfilatino multicereal sub rolls stuffed with pastrami, Swiss cheese, mustard, and pickles.
Sandwich Safari
Following a panel discussion on the report, we were given the chance to join a ‘Sandwich Safari’ across east and central areas of London, taking in five of the city’s hottest sandwich spots. Having recently penned a feature on new rules of the UK’s premium sandwiches market, I was keen to witness the trends in action. Here are my notes on each destination:
Rogue Sarnies, Bethnal Green
Housed inside a railway arch alongside various other artisan brands, Rogue Sarnies bakes its own flatbreads in a wood-fired oven each day, which is also used to slow-roast its own meats such as topside beef, porchetta, and peri-peri chicken thighs. Whilst we didn’t eat here, I did see an example of a meat and cheese laden sandwich being pulled out of the oven with an enticing looking char.
Fat Pats, Spitalfields
It seemed fitting that a sandwich shop located just off the vibrant street art-covered Brick Lane has the feel of an urban fashion boutique when walking in. In fact, there was no food to be seen, just some branded merch in the back and some wall art including Fat Pat’s logos replicated in various familiar retro brand fonts. Like the original hole-in-the-wall site in Manchester, the recently opened London outlet hides its production space away from view. But the sandwiches meet the hype. We tried all three of their indulgent subs: the Philly Cheesesteak, the Eggplant Muffuletta, and the Hot Honey Fried Chicken – the latter being my favourite due to its mix of crunchy fillings and sauces with a spicy kick.
My Favourite Sandwich, Shoreditch
This striking pink store stood out on the high street, and its counter looked equally appealing. A sizeable slab of deep-pan rosemary focaccia was laid out ready to be converted into the likes of the Soho Salmon, made with smoked salmon, dill & chive cream cheese, and avocado; the ‘Mi-so Veggie’ featuring miso-roasted aubergine cream, sweet potato, and vegan mozzarella; and The Italian Job with salami, prosciutto, and mozzarella. There were also rustic baguettes, ciabatta and ciabattini (rolls) used in other sandwich options including the Tuna McConoughey – a nod to Hollywood A-lister Matthew McConoughey’s twist on a tuna mayo salad complete with corn chips, pickled jalapeno and green peas.
Crunch, Spitalfields Market
A short hop away, inside the bustling Spitalfields market, is Crunch – the luxury sandwich concept that serves its menu choices in ‘brioche-inspired’ bread. We tried the best-selling Patty Melt and the Chicken Katsu, but being a seafood fanatic, I was smitten with the Carla’s Lobster Roll. This had succulent poached lobster smothered in light mayo with a house blend of spices, plus a lovely bit of zing from a lime wedge. Being slap bang in the middle of lunchtime, the Crunch outlet had a high volume of customers to contend with but the service was slick enough to clear them in just the short time we were there.
Sandwich Sandwich, City of London
Our last stop was at the spacious Mark Lane store of Sandwich Sandwich. Convenience is clearly king here, with an abundance of touchscreens for rapid ordering plus some grab-and-go chillers. The well-lit counter housing a large line-up of chilled ingredients gave off Subway vibes, albeit definitive step-up in quality. Our platter of quartered sandwiches were chilled but had no discernible dip in freshness – the thick slices of bread were still nice and softl. I sampled the Southern Fried Chicken and Sandwich Sandwich Club varieties, and most enjoyed the Coronation Chicken, which had brilliantly balanced spices, nice large chunks of chicken, and crisp rocket leaves on brown seeded bread. A smashing sandwich, even after all I’d consumed earlier.
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