More than half (56%) of food-to-go consumers decide where to purchase based primarily on the quality or freshness of products such as sandwiches, wraps and salads, compared with a third (31%) who choose their meal based on price, the report says.
IGD also found that three in five food-to-go consumers are tempted to change their mind once in the store, and that food-to-go consumers are impulsive more often than other shoppers.
However, consumer research revealed that food-to-go shoppers perceived convenience stores' strengths to be in cold food, cold drinks and snacks, but still preferred fast food chains for their hot meals and coffee shops for hot drinks.
IGD chief executive Joanne Denney-Finch said: "Price is important, but definitely not at the expense of quality. Many food-to-go shoppers want to be tempted to try something new in-store, and with the increasing emphasis on healthy eating there is a clear opportunity to promote the health credentials of food- and drink-to-go."