Consumers’ Proposals for Food Service in Portugal

Introduction: Meals served in the Food Service industry represent a significant part of the daily diet of many consumers, including at least one of their main meals. Changes in the needs and expectations of both customers and consumers have led to the evolution of the sector. Gaining in-depth insight into the consumer perspective is a huge competitive advantage for companies. Aim: To analyse consumers’ proposals for the future of food service in Portugal, aiming to identify changes to be implemented in the industry from the consumers’ perspective. Methods: A cross-sectional survey was conducted among Portuguese adults with experience in food service. The questionnaire included closed and open-ended questions and was distributed on paper and online in 2020 and 2021. The online version was disseminated by email, through social media, in food service companies and the food service industry, and the paper version was sent to some food service companies. Data were analysed using descriptive and inferential statistics, and qualitative content analysis was applied to open-ended responses. Results and Discussion: Consumers’ proposals for products are meals with fresh, regional/local, sustainable, organic products that are nutritionally balanced. Regarding services, consumers suggest environmentally friendly spaces, portion sizes adjusted to consumers’ needs, services of meals made to order and convenience services. Consumers mainly suggest improving products and services, but also new products and services and human resources. Overall, the proposals identified in this study are consistent with several global megatrends, particularly ethical living, healthier lifestyles and new ways of shopping. In the Portuguese context, these trends are reflected in consumers’ preference for fresh and sustainably produced foods, the growing demand for convenience services such as takeaway and Grab and Go options, and the increasing interest in personalised or made-to-order meals. These results also suggest the emergence of premiumization, through the preference for higher-quality ingredients, and the influenced of connected consumers, reflected in the demand for digital ordering systems and customised services. Conclusions/Originality: The outcome of this research is to provide important information enabling the food service industry to remain updated and competitive in the market.