Consumer Research | USA

Quality trumps healthy claims when choosing a sandwich

Fresh and premium ingredients are most important to US consumers.
IMAGO / YAY Images
Fresh and premium ingredients are most important to US consumers.

US research and consulting firm Technomic has asked 1,500 consumers, which factors influence their choice when ordering a sandwich. Here are the results:

Fresh and premium ingredients are most important to consumers, supporting the idea that taste and quality rank as the overall leading sandwich purchase drivers.

Hence, the researchers conclude, operators should build messaging around freshness and quality to attract more sandwich customers. “It’s important to remember, though, that many consumers also prioritize price and value when deciding where to eat, so it will be crucial for individual operators to determine what’s most important to their unique guest base” the Technomic 2022 Sandwich Consumer Trend Report reads.

High in protein is another claim consumers like to see, underscoring the fact that sandwich protein quality is important and demonstrating that sandwiches are often viewed as a good source of dietary protein.

Younger consumers (18-34 yrs) place greater value on organic products than the 35+ group.

Overall, plant based options or sustainably sourced ingredients are not major drivers of sandwich choice by US consumers, though they matter more to the younger age group. 

stats