The "Away-from-Home Market"
Definition: People, voluntarily or not, choose to consume commercial food, drink, or lodging services "outside of the home." The provider is called an out-of-home outlet.
Growing Fast Means Growing Complex
Foodservice is enjoying phenomenal growth worldwide. In the US, one out of every two dollars is spent on food and drink away from home. The word "foodservice" in the US has traditionally implied traditional cafeteria services, but the terminology "Away-From-Home" market covers a wider net. This net includes many take-home foods prepared in grocery stores, service from vending machines, and anywhere people can get food on the go!
Whatever name we give it, this market is volatile with a complicated supply chain that often has hidden decision makers and purchasers. This process makes understanding the buying process a tool for key motivators.
Additionally, foods that were once only the norm in their own country have been introduced to others around the world. People everywhere now demand products produced in other countries. Both of these aspects spell growth. Is your company poised to take advantage of these many opportunities?
However lucrative, your attempts to access various markets can be daunting. Their fast growth has delivered some real challenges:
* High fragmentation
* High degree of segmentation
* Lack of information – especially about independent operators
* Scarce private-label information, especially in foodservice channels
* Decision makers are often the operator vs. the ultimate consumer
The complexity of the supply chain can be frustrating at best. Understanding where the purchase decisions are made can often be the key to unlocking the potential of a new or unaligned 'Away-from-home' segment.
Your best starting point is with better data.
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