Innovation will be key for the Canadian sandwich category to win back sales from at-home occasions

Technomic’s newly released 2018 Canadian Sandwich Consumer Trend Report reveals a growing preference for making sandwiches at home rather than purchasing them from foodservice

CHICAGO, May 25, 2018: While 61% of Canadian consumers eat sandwiches on a weekly basis, the percentage of away-from-home sandwich purchases has declined since 2016. This is primarily due to the affordability and ease of preparing sandwiches at home, as Canada experiences a sluggish economy and rising menu prices at restaurants amid a decrease in commodity prices for sandwich ingredients. Less variety may also be a factor, with many consumers seeking more variety as there are fewer sandwich offerings available at the Top 200 restaurant chains now than in 2016, according to Technomic’s 2018 Canadian Sandwich Consumer Trend Report.

“As the economy bounces back, consumers may trade back up to foodservice for sandwich occasions. In the meantime, offering innovative yet affordable sandwiches that consumers can’t easily replicate themselves, through specialty or unique ingredients or preparation methods, may help entice consumers who want to break up their routine or treat themselves” states Anne Mills, senior manager of consumer insights at Technomic. “Brands will need to find the right balance of innovation for their core customer base. Younger consumers seek more ethnic options, while older consumers prefer classic sandwich varieties.”

Key takeaways from the report include:

  • 61% of consumers eat sandwiches at least once a week either at home or away from home
  • 34% of consumers’ sandwiches are purchased away from home, down from 42% in 2016
  • 30% of consumers and 39% of millennials want restaurants to offer more sandwiches with new or unique flavours

Compiling findings from nearly 1,000 consumer responses, as well as menu and industry data from the Ignite database, the comprehensive 2018 Canadian Sandwich Consumer Trend Report serves as a guide for foodservice operators and suppliers to help them better understand how consumer usage, attitudes and preferences toward sandwiches are evolving and to identify key areas of opportunity.

Technomic publishes a complete library of Consumer Trend Reports. To learn more, please visit or contact one of the individuals listed below.

Press inquiries and report details: Kelly Weikel, (312) 506-3830,
Purchasing details: Patrick Noone, (312) 506-3852, or

About Technomic
Technomic Inc., a Winsight company, delivers a 360-degree view of the food industry. It impacts growth and profitability for clients by providing consumer-grounded vision and channel-relevant strategic insights. Its services range from major research studies and management consulting solutions to online databases and simple fact-finding assignments. Its clients include food manufacturers and distributors, restaurants and retailers, other foodservice organizations, and various institutions aligned with the food industry. Visit Technomic at

About Winsight, LLC
Winsight LLC is a recognized leader in business-to-business media and information services for the convenience-retailing, foodservice and grocery industries. Winsight has an extensive media portfolio, including five publications: CSP, Restaurant BusinessFoodService DirectorConvenience Store Products, and Winsight Grocery Business. Winsight also offers a suite of digital products, including websites, e-newsletters, webinars, video products, mobile and tablet apps, and custom marketing solutions. In addition to more than 12 major EduNetworking conferences and advisory meetings, Winsight also produces seven exclusive, large-scale executive-level conferences: Restaurant Leadership Conference, Global Restaurant Leadership ConferenceOutlook Leadership Conference, Convenience Retailing University, FSTECMenuDirections and Restaurant Directions. In 2015, Winsight acquired Technomic Inc., a provider of primary and secondary market information and advisory services for the food industry. For more information on Winsight and its brands, go to

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