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What is on with on-the-go consumption?

What matters to consumers most when eating or drinking on the go? Let’s look at how on-the-go consumption has shaped up in recent years.
A view through the consumption lens
 series
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Eating and drinking when out and about was the norm, till one day it wasn’t. From grabbing a coffee on the way to work to packing lunch boxes for kids or a drink for after a workout, the practice was so commonplace that food and beverage manufacturers designed products just for on-the-go consumption.

So, what happened to the “on-the-go” market when consumers stopped going anywhere. Well, these products are meant to make life easier for consumers, whether they are juggling tasks outside or switching gears at home.

Priority convenience

Convenience has been the primary driver behind the growth of on-the-go products. As our busy lives compressed into our homes during the pandemic and the novelty of everything homemade wore off, convenience became important once again. Affordability and hygiene considerations were among the other key factors behind the continued popularity of single-serve packs designed for on-the-go consumption.

But now that the world is back on the move, what are consumers prioritising when shopping for products they will consume on the go? Do their priorities differ from other consumption occasions? The answer is both yes and no. While some factors remain consistent, some others are especially relevant for on-the-go consumption.

Functionality meets sustainability

Making choices that are good for the body and good for the planet is something that comes naturally to most people today. Consumers are weaving in healthier choices with functional benefits into every occasion and that extends to on-the-go consumption too. And the same goes for making sustainable choices. Consumers not only look for products with minimal footprint but are also willing to pay a premium for it.

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Snacking rules

Everyone loves snacking. And nothing changes that, not even a pandemic. Many consumers are replacing large meals with snacks, eating and drinking in response to their hunger pangs rather than a set schedule. In tune with market demand, snacks have also evolved beyond their high-salt, high-sugar personas to healthier options that provide nourishment on the go. From healthy bars to drinks that fill you up, the market offers a plethora of options. Innovations in packaging help manufacturers feed into this trend further. Take SIG’s own technologies, such as drinksplus and Heat&Go.

Going single

It is a no-brainer that single-serve packs are most popular for on-the-go consumption as they not only are easy to use and portable but also help avoid wastage. Going beyond big considerations like shelf stability and sustainability, on-the-go packaging needs to tick many boxes, such as sizing options, resealable and leak-proof closures, and ease of use. And this is where the right packaging partner can make a difference.

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Take a look at our SIG Smile stories and discover we have helped clients differentiate their on-the-go products. In the next part of the series, we will move on from retail to food service, examining the trends in eating and takeaway. Subscribe to our exclusive bi-weekly newsletter to get the story and other food and beverage insights straight to your inbox.