New research has found that more UK-based students are concerned about the taste of food rather than its value offering when making purchases at outlets across their campus.
Results from a survey of 500 students aged 16 to 24 conducted by bakery supplier Délifrance were published in its latest report entitled Prove It: A Bitesize Guide to Education Catering.
The study – described as a deep dive into what students want from on-campus food, where they buy it, and what they look for in a retailer – found that 34% of respondents had taste as being most important during food shopping, versus 23% saying value. A further 16% put convenience as their top consideration, and 13% put quality.
Overall, 79% of students had taste in their top three most important factors when buying food on campus including bakery. “Operators can meet demand for tasty products by offering baked goods that are fresh, hot and consistent,” commented Délifrance marketing director Stéphanie Brillouet.
Just under two-thirds (64%) of students questioned placed value in their top three of importance for food purchases, although Brillouet pointed out that this did not necessarily mean cheap. “Students also insist on quality,” she says. “There are clear opportunities for trading customers up by offering a range of products at different price points.”
Price deals are a good way to entice student customers, however, with 19% of the study group admitting to having their shop selection swayed by special offers. But this didn’t extend so much to loyalty schemes, with just 3% choosing to dine somewhere based on membership.
Convenience also matters to busy students, who are understandably most often looking for food on campus during lunchtimes. The survey found 52% of students consider quick to purchase as the most important factor, followed by quick to eat (47%), will fill me up (42%), and easy to eat on the go (41%).
It can be vital for foodservice operators including bakeries to get their offering just right to ‘catch’ students in the first term of the academic year, notes education catering expert Matthew White MBE FIH, who worked with Délifrance to produce the report. “Once they have formed their purchasing habits, students mostly stick to them for their entire academic career,” he adds.
Sustainability was also discussed with students, who associated it most with Fair Trade (50%), quality ingredients (40%), seasonal ingredients (30%), and sustainable packaging (30%). “It is key that caterers and retailers understand the impact of their operations and communicate the action they are taking to minimise and prevent negative outcomes from their business activities,” said White.
Délifrance’s latest publication follows a report from manufacturer Baker & Baker earlier this year, which found that budget-wary students still considered sweet bakery items to be an affordable luxury.
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