More than half put ingredients over price when picking sandwiches

It outpaced traditional drivers such as price (51%) and convenience (29%).

More than half of UK consumers (59%) say the most important factor when picking a ready-made sandwich is the quality of the ingredients, according to Futura Foods.

This outpaces traditional drivers such as price (51%) and convenience (29%).

Moreover, the research also revealed that 79% of consumers would be willing to pay more for a sandwich containing premium ingredients, with over half of those (53%) saying they would pay an extra 50p to £1 for better quality.

“If a sandwich contains genuine, premium ingredients, they want to see that clearly on-pack. When brands get that right, this research shows they’re willing to pay more for it,” said Rhian Newman, brand development controller at Futura Foods.

“We believe the brands that will win in this space are the ones that put provenance and ingredient integrity front and centre,” Newman added.

The study also explored what makes consumers trust that a sandwich contains premium ingredients.

Clear labelling came out on top, with 46% agreeing that on-pack claims such as “100% Authentic Greek Feta” would make them more likely to pay a premium.

Brand trust followed closely at 45%, with transparency about ingredient sourcing (40%) and certification logos such as Organic or Fairtrade ranking at 31%.