Most opting to dine at home for Valentine’s Day

Valentine’s Day has arrived and for most consumers in the UK (68 per cent) it will be celebrated by dining at home rather than going out to a restaurant, according to IGD’s latest report.

A quarter of those dining in will be cooking dinner from scratch while 13 per cent plan to buy a supermarket meal deal. Those with children are more likely to celebrate with a supermarket meal deal, with 17 per cent opting for this compared to 9 per cent of those without children.

“The popularity of supermarket meal deal mechanics, especially amongst families, reflects shoppers’ desire for both convenience and value, even during special occasions,” said IGD’s Shopper Insight manager Nicola Ball.

“In the current economic climate, shoppers remain cautious and are looking for ways to save money, so these options enable savvy shoppers to treat themselves but in an affordable way,” Ball said.       

“With 47% of shoppers saying they look out for promotions during seasonal events we know that price is a key factor in driving product choice, and this year we’re seeing a focus on retailers communicating discounts and offers, with the likes of Tesco and ALDI offering Valentine’s gift bundles.”

Over a quarter of shoppers will have a specific dietary requirement or preference with 10 per cent serving up vegetarian dishes and 5 per cent being vegan. This is followed by 4 per cent who will be having a dairy-free meal, 3 per cent going gluten-free and 3 per cent opting for sugar-free.

“During key seasonal events such as Valentine’s Day, there is a significant opportunity for products and recipes that cater to specific requirements. Whilst vegetarian and vegan options remain the most popular, there is also demand for free-from and sugar-free choices. Retailers and manufacturers are responding to this interest with new product launches including M&S’ heart-shaped ‘beet burger’,” Bell added.


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