Quality of ingredients beats price when it comes to ready-made sandwiches

DURSLEY, UK, 19th May 2025 - Over half of UK consumers (59%) now cite the quality of ingredients as the most important factor when choosing a ready-made sandwich, according to new research by Mediterranean dairy specialists Futura Foods. This outpaces traditional drivers such as price (51%) and convenience (29%).

Despite ongoing pressure on household budgets, the research 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.

Rhian Newman, Brand Development Controller at Futura Foods, commented, “Even in tough economic times, people still seek out small moments of comfort and indulgence. It’s what behavioral economists call the ‘lipstick effect’ - where consumers treat themselves to little luxuries that lift their mood without breaking the bank. The ready-made sandwich is a perfect example of that. It’s a daily ritual, an affordable pleasure and increasingly, a product where people want to know exactly what they’re getting. They’re looking for quality, authenticity and simple on-pack cues they can trust. That’s why we believe the brands that will win in this space are the ones that put provenance and ingredient integrity front and centre.”

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%.

Newman continues, “This research clearly shows that consumer perceptions of value are evolving. Where certifications like Organic or Fairtrade once held strong influence, we’re now seeing demand shift towards clarity and honesty. Brand trust ranked highly - but trust isn’t just a logo, it’s built over time through consistency, transparency and truth. Many shoppers have lost faith in vague claims and legacy standards.

“What consumers want now is straightforward, no-nonsense communication. 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.”

To meet this demand, Futura Foods is placing greater emphasis on how it communicates the provenance and authenticity of its dairy products. As part of this, they are leading in support of transparency as the first dairy company to establish and implement isotope testing within the continental dairy industry with strategic partners Food Forensics, to scientifically verify milk origin claims for Greek and Cypriot cheese - an approach that supports the integrity of PDO (Protected Designation of Origin) labelling.

With consumer expectations shifting towards greater clarity and honesty, proving quality, not just claiming it, has become essential. This level of verification helps protect the entire supply chain - ensuring farmers are paid fairly for what they produce, retailers have confidence in their suppliers and consumers know they’re getting what they’re paying for.

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Notes to editor:
For media enquires, please contact:
Emma Critchley-Lloyd
emma@biglittlelondon.com

About Futura Foods

Futura Foods - Mediterranean Dairy Specialists launched the YAMAS! brand into UK Retail and Food Service markets in 2012.  
 
YAMAS! is an authentic Greek & Cypriot dairy brand that brings the excitement of Greece and Cyprus to the table. YAMAS! is a celebratory term in Greek so as a brand, we celebrate authenticity, provenance and great taste. We have a range of multi-award winning PDO cheese and yogurts, including Greek feta, halloumi, halloumi fries, grilling cheese with chilli and Authentic Greek yogurt, with whipped feta, being the latest addition to the range.
 
YAMAS! is also a leader in food service markets with trade options to deliver authentic Mediterranean dairy products in convenient formats and sizes. Trade customers can purchase larger packs and pre-cut versions of our halloumi, feta and other products in the range, plus have access to products that are only available to trade such as halloumi fries and authentic Greek yogurt.
 
YAMAS! retail listings include: 
Tesco, Co-op, Booths, Spar, Budgens, One Stop & Dunnes.
 
Futura Foods is the 2nd largest supplier in the Speciality Cheese Ingredients category behind Lactalis. Currently in 127% YOY value growth [Nielsen – SPECIALITY CHEESE– MAT Total Year – we 30 Dec 2023]

Research methodology
All of the questions were answered by a demographic of consumers that: Are ‘Food to go’ buyers at least fortnightly. Qualified by answering 'yes' to a frequency at minimum of ‘at least fortnightly’.

Demographic of 258 participants.