Generation Y: Eating out becomes ‘lifestyle’ for young people, finds Taste of the Nation survey

The Taste of the Nation survey from business advisory firm Deloitte reveals the average UK consumer is going out for food and drink – anything from a takeaway sandwich to dinner at a restaurant - on 19.8 separate occasions per month, up 13 per cent against the same time in 2011.

The increase is being driven by Generation Y, which is now going out 32 times a month, up from 25 times. That’s twice as often as 35-54 year olds (16 times) and more than three times as often as the ‘Baby Boomer’ generation (55+ years), which is at 10 times a month.

“The going-out market remains resilient owing to Generation Y’s more carefree lifestyle and a touch of ‘austerity fatigue’,” explained Jon Lake, a corporate finance director in the licensed retail group at Deloitte.

“They expect to go out even more over the next six months, which demonstrates just how ingrained going out is in their lives.  It is a lifestyle, not a luxury and has become embedded in their culture. 

“Generation Y also tend to be heavy users of social media and are highly adept at seeking out online offers to fuel their lifestyle. 

“Operators have been very successful in targeting this particular audience and should continue to do so as they are long-term customers.”

Other findings in the Taste of the Nation survey include:​

• While consumers across all the regions are going out more now than they were 12 months ago, those in the South East are going out significantly more often than consumers elsewhere in the UK: 23 times a month, up 18 per cent year-on-year, buoyed by the London market. 
• Consumers in the North are going out 19.8 times a month (up 8 per cent year-on-year), those in the Midlands 18.6 times a month (+19 per cent) and in the South West 15.6 times a month (+1.9 per cent).
• In previous surveys, men indicated they intended to reduce their going out behaviour, however they actually went out more: 24.4 occasions in a month compared to 20.3 last year and 60 per cent more often than women (15 times a month). 
• Both the men and women surveyed now predict they will go out more over the coming months, influenced by the prospect of longer summer days and the hope of better weather.

The latest Deloitte Consumer Tracker (the first quarter of 2012) revealed consumer sentiment was improving slightly, but a lack of disposable income was preventing a sustained recovery in the consumer economy. 

The modest rise in the UK’s retail sales figures in May indicate the consumer economy is looking a little brighter this year than last.

Lake concluded: “Consumers are still happy to allocate discretionary spend to eating and drinking out. Operators can be hopeful the positive mood of consumers will continue beyond the Diamond Jubilee, into the forthcoming Olympic summer.”

The Taste of the Nation survey was completed by a nationally representative sample of 3,000 British adults, during April 2012. It takes into consideration every time they purchase drink or food from a pub, bar, coffee/sandwich shop, fast food outlet, restaurant or club, whether it be a sit-in or takeaway occasion.