The Hospitality, Restaurant, and Catering or Cafés (HoReCa) sector in Europe is constantly evolving due to shifting consumer preferences and expectations. Drawing from Datassential’s comprehensive Major Trends in Away-From-Home report, which surveyed approximately 500 consumers in each of the six key European markets – Belgium, France, Germany, Spain, the Netherlands and the United Kingdom – we can explore the key trends influencing this dynamic industry.

By examining the major drivers of foodservice usage and occasions, we can gain valuable insights into the future direction of the HoReCa sector in Europe (and, in case you missed it, check out our deep dive on Germany’s HoReCa landscape), and perhaps even glimpse the potential innovations that may soon become commonplace.

Convenience Reigns Supreme

Convenience has become a significant driving force behind consumer choices in the food industry. In today’s fast-paced world, people are increasingly seeking quick and effortless dining options that fit seamlessly into their busy lifestyles.
Traditionally, fast food establishments have been the go-to solution for those craving convenient meals. These outlets have long been associated with speed, accessibility, and consistency, making them a staple in the hospitality landscape.

According to the Major Trends in Away-From-Home report, fast food is one of the most popular dining options during the week in both the UK and Germany. Indeed, fast food restaurants (quick-service and fast casual) represent a substantial portion of the food service sector in those countries, accounting for 70% of all restaurants in the UK and 49% in Germany. The COVID-19 pandemic further accelerated the demand for convenient dining options, leading to a surge in food delivery services. This trend has persisted even as restrictions have eased, with many consumers continuing to favour the convenience of having meals brought directly to their doorstep.

Datassential’s Major Trends in Away-From-Home report highlights the popularity of delivery services through the types of food most frequently ordered. Pizza leads the pack, particularly in Spain and Germany, where 74% and 77% of consumers, respectively, opt for this Italian favourite when ordering delivery. Burgers claim the second spot in France and the UK, whilst Asian cuisine enjoys significant popularity in the UK and the Netherlands. Interestingly, French fries feature prominently in delivery orders, ranking among the top three items that are usually ordered in the Netherlands, Belgium, and France.

Balancing Experience and Value

Dining habits across Europe reveal fascinating cultural nuances. The French and British usually opt for a two-course experience, including a main course/dessert or starter/dessert combination. Meanwhile, Spanish consumers tend to choose a full meal comprising a starter, main course, and dessert.

Datassential found that in addition to a full course meal, Spanish diners are more likely to start their meal with an aperitif when dining in a sit-down restaurant. While 44% of Spaniards are motivated by the atmosphere and the opportunity to get out of the house when visiting restaurants, the menu offerings (56%) and prices (55%) play a more significant role in their decision-making process for choosing dining destinations. Intriguingly, Spanish servers wield influence, swaying drink and main course choices for nearly a quarter of patrons.

In contrast, Belgians, Germans, and Dutch are significantly more likely to order à la carte dishes in sit-down restaurants. Germany leads this trend, with an impressive 79% of diners opting for à la carte dishes when at restaurants with table service. For over two-thirds of Germans, the restaurant’s menu diversity is the primary selection criteria.

In the Major Trends in Away-From-Home report, perceived value emerges as the universal draw for exploring new eateries. Word-of-mouth is the next most effective in guiding diners to undiscovered gems, while in Germany, atmosphere plays a significant role in attracting patrons.

Shift Towards Healthier Soft Drinks

The European soft drink market is experiencing a trend towards healthier alternatives. Consumers are becoming more conscious of their sugar intake, leading to a higher demand for low-calorie and zero-calorie options.

Datassential found that 24% of Spaniards, 22% of French, and 21% of Germans consume plant-based alternatives. Moreover, there’s a burgeoning interest in functional beverages like kombucha and cold-pressed juices, which offer perceived health benefits beyond mere refreshments. Interestingly, soda consumption patterns vary significantly across the continent. In the UK, ordering soda appears to be more common. Soda consumption is higher in the UK and Germany across all segments (e.g., FRS, QSR, delivery, convenience stores) compared to the other four countries.

The Major Trends in Away-From-Home report reveals that cultural differences play a significant role in drink choices. In countries like France, Spain, Belgium, and Germany, brand loyalty is the main factor influencing purchases. The British, however, are more price-conscious, prioritising value. The Dutch take a unique approach, placing emphasis on the drink’s format, perhaps valuing convenience or portion control.

These nuanced preferences highlight the complexity of the European soft drinks market, presenting both challenges and opportunities for manufacturers and marketers alike. As health consciousness continues to rise, brands that can successfully navigate these diverse consumer priorities whilst offering healthier alternatives are likely to thrive in this evolving marketplace. According to our survey, 37% of French respondents believe that businesses operating in a short circuit with local producers are lacking, and 35% of German consumers share this sentiment.

As the HoReCa industry continues to evolve, staying ahead of these trends will be crucial for businesses operating in the European market. Adapting to changing consumer demands and leveraging technology will be key to thriving in this dynamic and competitive landscape.

Maryline Guilleminot is the Europe Marketing Manager at Datassential.

Want more insights on how and when European consumers indulge? Read about eating habits during break times, and about European burger and sandwich innovation.