Sizing Up the Sandwich Category

Sandwiches are on a roll. Refrigerated sandwiches were the fastest-growing U.S. food/beverage category for the year ended Nov. 1, 2015, according to data provider IRI. Sandwiches are the most popular brown-bag item, according to NPD Group data.

On average, Americans eat 3.6 to 3.8 sandwiches per week; 52% of those sandwiches are made at home, according to Technomic’s 2016 Sandwich Consumer Trend Report. In 2015, 35% of adults ate at least one sandwich per week in a restaurant, 29% ate one from a drive-through outlet, 16% from a supermarket/convenience store, 7% from a cafeteria, and 6% had a sandwich supplied by a street vendor/food truck, according to Packaged Facts’ 2015 Sandwiches: Market Trends & Opportunities report.

Sales of deli-prepared sandwiches topped $2.1 billion in 2015, up 9.3%, per the International Dairy Deli Bakery Assoc.’s (IDDBA) What’s in Store 2016 report. Sales of deli breakfast sandwiches are especially strong; they shot up by 22%.

Turkey, ham, chicken, subs, peanut butter/jelly, bacon/lettuce/tomato, and grilled cheese are America’s most consumed sandwiches, according to Datassential’s 2014 Keynote Report: Sandwiches. According to Packaged Facts, consumers cite bread as the most important ingredient for making a “truly great sandwich.” Moreover, Packaged Facts reports that consumers are more likely to experiment with bread than with any other sandwich ingredients. While regular breads, wraps, and rolls remain the top sandwich carriers, their presence on restaurant menus declined between 2010 and 2014. These mainstream sandwich carriers are getting some competition from more exotic options, including pretzel bread, brioche, ciabatta, Texas toast, French baguettes, and challah bread, according to Packaged Facts.

Between 2010 and 2014, the frequency with which all-natural chicken sandwiches appeared on menus increased by 170% and pulled chicken sandwiches climbed by 86%. Six in 10 of the fastest-growing restaurant sandwiches are made with pork. Adults are more likely to order pulled pork than a ham sandwich. Canadian bacon, Mexican carnitas, sopressata, country smoked ham, and slow-roasted pork are gaining in popularity, per Technomic’s 2015 Center of the Plate: Beef and Pork Consumer Trend Report.

Sales of specialty deli meats jumped 9.5% in 2015, per IDDBA. All-natural, hormone-/antibiotic-free, and free-range/pasture-raised have become important deli meat descriptors, according to the 2016 Culinary Visions Panel Deli Survey. IRI FreshLook reports that sales of deli meat labeled “no antibiotics ever” grew by 29% for the year ended Nov. 29, 2015.

Swiss, cheddar, mozzarella, provolone, and American are the sandwich cheeses that appear most frequently on restaurant menus; white/sharp/aged cheddar, Gruyère, goat, queso, Gouda, fontina, and Brie are among the big gainers, per Packaged Facts.

Although sauces, mayonnaise, dressing, barbecue, and mustard remain the most frequently ordered sandwich toppings, one-third of adults now prefer sweet/savory spread flavors, per Packaged Facts.

So what’s next? Barbecue is projected by Datassential to be the next hot sandwich megatrend; it is of interest to 63% of consumers. Ethnic sandwiches and unique ethnic carriers like naan and bao buns are among the fast-emerging sandwich trends, per Datassential. Seven in 10 adults (71%) would consider ordering an Italian sandwich; 66% would go for a Mexican sandwich; 37%, Mediterranean; 33%, Cuban; and 16%, a Vietnamese sandwich, according to Technomic.

With ethnic condiments ranked eleventh among the top culinary trends for 2016 in the National Restaurant Assoc.’s annual What’s Hot survey, expect a new generation of ethnic sandwiches that get their credentials from ethnic sauces/toppings versus authentic ethnic recipes.

Ethnic/regional breakfast sandwiches are another rising trend. Although all-day breakfast sandwiches have been in high demand, it’s the emergence of non-breakfast sandwiches sold in the a.m. daypart that is even more noteworthy. Chick-fil-A’s Spicy Chicken Biscuit and Chick-n-Minis are among those that have the most potential as morning options.

Healthfulness is increasingly important for sandwiches. In 2015, 32% of consumers switched to a healthier bread; one-third opted for healthier meat, per IRI. Flatbread grew 46% on menus between 2010 and 2014, multigrain bread was up 30%, and whole wheat tortillas were up 14%, Packaged Facts reports. Forty-two percent of consumers have ordered a salad sandwich away from home, according to Technomic.

Premade, grab-and-go sandwiches for kids’ and teens’ snacks or brown bags represent a big untapped opportunity. Turkey, ham, and chicken are kids’ favorites. Where are the fun-shaped sandwiches?

Many consumers are thinking small when it comes to sandwiches. In 2015, 47% of consumers ate a mini sandwich as a snack in the past week, ranking them seventh among all snacks. Hot Pockets Snack & Breakfast Bites are projected by IRI to be among the best-selling new products of 2016.

A. Elizabeth Sloan, PhD, Contributing Editor
President, Sloan Trends Inc., Escondido, Calif.
[email protected]