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    Food-to-go Shoppers Put Quality Above Price

    IGD: More than half decide where to purchase based on product quality and freshness.

    NEW YORK -- Shoppers who buy food and beverages to-go are more concerned about quality and freshness than price despite the current economic downturn, according to a new consumer trends report, titled Food to Go and released by United Kingdom-based IGD.

    "Price is important, but definitely not at the expense of quality," Joanne Denney-Finch, chief executive of IGD, stated in the new Food to Go report. "Freshness and speed of service are a winning combination. Many food-to-go shoppers want to be tempted to try something new in-store, so exciting promotions and merchandising are also important. And with the increasing emphasis on healthy eating, there is a clear opportunity to promote the health credentials of food and drink-to-go," she noted.

    More than half of food-to-go consumers (56 percent) said they decide where to purchase based primarily on the quality or freshness of such products as sandwiches, wraps and salads, compared to one-third (31 percent) who said they choose stores based on price.

    This contrasts to when consumers are doing their main supermarket shop, where more than half (58 percent) mention price as a primary consideration of store choice.

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