Sandwiches are no longer confined to the lunchtime rush. New research from Délifrance suggests the category is benefiting from a broader shift in eating habits, with consumers reaching for sandwiches at breakfast, mid-afternoon and even dinner as demand rises for food that feels both convenient and substantial.

The bakery supplier launched its latest "Prove It" report in London after surveying 1,000 UK adults who regularly eat sandwiches. According to the findings, half said they were eating them more often than a year earlier, with Délifrance arguing that the format is keeping pace with busier routines and changing expectations around quality. The company said the appeal now stretches well beyond office lunches, with sandwiches serving households, young professionals and on-the-move consumers across more occasions.

One of the clearest messages from the report is that taste remains decisive. Just over a third of respondents said flavour was the biggest factor in choosing one sandwich over another, while nearly two-thirds linked freshly made sandwiches with better taste. The report also underlines how bread itself is becoming part of the flavour conversation, with a sizeable share of consumers saying the carrier influences how tasty the sandwich is.

That matters because the market is becoming more adventurous. British fillings remain the most popular choice by a wide margin, but consumers also show strong interest in American, Italian and Mexican combinations, alongside flavours inspired by Caribbean, French, Indian, Korean and Middle Eastern food. Spicier profiles are also gaining traction, helped by ingredients such as sriracha mayo, hot honey and peri peri sauce, with younger adults especially receptive to heat.

Value is still central, but not in the narrow sense of being cheapest. The report found that improved standards across the sandwich market were a major reason people were buying more of them, and many respondents said they would switch from their usual choice for a better filling, fresher bread or a more appealing overall product. That sits alongside a wider market backdrop: the Agriculture and Horticulture Development Board says the UK food-to-go market is expected to grow sharply by 2028, while industry analysis from Lumina Intelligence points to strong expansion in sandwich and bakery channels as consumers return more confidently to out-of-home routines.

Health is another area shaping demand. Respondents said they would be open to trying something new if it offered a better nutritional profile, with fresh ingredients, fibre, lower fat and fewer calories among the most sought-after benefits. Analysts quoted by Délifrance said fibre could become even more important than protein as a health message, especially given the role naturally high-fibre breads can play without forcing a major change in format.

Convenience, meanwhile, remains a defining strength of the sandwich category. Many consumers said location and accessibility drive where they buy, and most admitted they tend to choose the same sandwich repeatedly. Yet only a minority said they actively wanted a grab-and-go product, suggesting that speed still needs to be balanced with freshness and perceived quality.

Social media is adding a further layer of momentum. Délifrance and the trend analysts it worked with said visually striking, indulgent sandwiches are becoming discovery items online, particularly among Gen Z consumers looking for treat-led occasions. They also pointed to a new form of "sandwich tourism", with customers travelling to try destination sandwich shops in much the same way they queue for celebrated bakeries.

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