Blog by Sarah Andrup
Across Europe, there is a noticeable trend towards convenience-focused purchasing habits. In Germany, for example, over a third of the population now foregoes a proper meal at least once or twice a week, opting instead for more on-the-go options (Lamkemeyer, 2023). This shift is mirrored in the United Kingdom, where the food-to-go market was valued at £16.1 billion in 2017 and is projected to grow to £23.4 billion by 2027 (AHDB, 2017; IGD, 2022). In the Netherlands, retailers like Albert Heijn have responded by launching the “Albert Heijn to go” format, aimed at busy consumers seeking convenience (Albert Heijn, 2024). Similarly, Germany’s REWE Group has strategically positioned its REWE To Go stores at railway stations and shopping centres to cater to this growing demand for convenience (REWE GROUP, 2024).