Out of Home Food Intake and Behaviours Among Adults Living in Scotland, 2025

Motivations for OOH consumption were analysed in both phases of the study. In Phase 1, the web questionnaire included rating different motivators on a scale from ‘Not important’ to ‘Very or extremely important’. In Phase 2, the pre-task involved questions regarding participant’s most recent, naturally occurring OOH experience. The qualitative interviews delved more deeply into motivations and behaviours around OOH consumption.

Across all OOH consumer levels, taste emerged as the most prominent motivation, with 77% overall reporting it as ‘Very or extremely important’, and little variation across low (78%), moderate (77%), and high (77%) OOH consumers.

Treat-related motivations were also highly rated across all groups, with over half of respondents overall (53%) considering this ‘Very or extremely important’, and relatively modest variation by OOH usage level. Socialising was also considered ‘Very or extremely important’ by nearly half of low and moderate (both 48%) as well as high (43%) consumers. Value for money was considered ‘Very or extremely important’ by nearly half of both low (43%) and high (48%) consumers. However, ‘Less expensive than eating in’ was the least frequently rated as ‘Very or extremely important’ overall (15%), and the proportion was similar across OOH frequency groups.

Motivations related to convenience, including time saving, being on the move, easy to come by, and not having to cook, were more important for high OOH consumers than moderate and low consumers. For example, the proportion rating on-the-move as ‘Very or extremely important’ was 15% in low consumers and 31% in high consumers. 

Variety followed a comparable pattern, with 38% of low consumers and 49% of high consumers rating it as ‘Very or extremely important’. 

In summary, taste was consistently the most important motivator for OOH consumption across all levels of OOH use, with being a treat, socialising and value for money also consistently important motivators. Whereas convenience and variety were especially important to high OOH consumers.

Table 16. Motivations for out of home consumption in the past week by high, moderate, and low levels of overall out of home consumption among adults 16+ years living in Scotland, 2025 (n=1,012).

7.2.1 Pre-task

OOH eating occasions identified in the pre-task were informal, everyday social connections rather than highly social or large-scale events. Quick service restaurants and takeaways were the most commonly used outlets across the pre-task occasions (13 out of 35, 37%). 

Most respondents purchased in person, usually on their own. When accompanied, it was most often by a partner, followed by friends, children, or colleagues. Reasons for buying in person included being out and about, social activities, enjoying the restaurant setting, browsing options, habit, personal interaction, and avoiding delivery fees.

A few individuals reported a lack of trust in delivery apps, highlighting concerns around food freshness, temperature, missing items and extra charges. One participant also described the use of apps as “lazy”.

The average cost of the OOH purchase was £25.10. Spend ranged from £3 (a McDonald’s McChicken Sandwich for one) to £125 (an Indian restaurant outing with family). Most participants (74%) felt the purchase offered good value for money.

7.2.2 Broad themes

Motivations to consume OOH food and drink could be segmented into three broad themes: (1) Convenience, (2) Enjoyment, and (3) Spending time together.

Convenience was experienced in several interconnected ways. It included “grab and go” options that were fast, familiar, and easy to access, such as picking up a meal deal or takeaway on the way home, grabbing a quick Chinese to eat in the van between jobs, or stopping at Burger King when stuck in traffic. It also meant a “cheap fill-up,” with affordable, filling, and good-value choices, like something cheap and quick for dinner while gaming or a low-cost meal after five-a-side football. Convenience further involved reduced effort and headspace, avoiding time- and effort-intensive tasks such as cooking, meal planning, shopping, and cleaning up, particularly after a long day at work, caring for children, or when it felt too late to cook from scratch. Finally, it reflected “buying back time,” with participants weighing the time spent preparing meals against what they could be doing instead, such as relaxing or reclaiming time for themselves, a motivation especially strong among busy families but also evident among pre-family participants favouring quick, low-effort options “on the go”.

'Enjoyment’ was experienced as rewarding yourself by using OOH food to mark a moment in the day or as a deserved treat, such as a coffee and cake after a presentation, a premium convenience meal (meaning a quick and easy meal that can be consumed on the go but that the participant felt was better than other similar options) after a productive day at work, or a takeaway pizza on a night off when the children were with grandparents. It also served as a source of comfort and a mood lift, helping participants distract themselves, de-stress, or feel better in the moment. Enjoyment further came from “changing it up” by stepping outside everyday routines, getting out of the house, or trying something different, such as dishes or cuisines they would not typically cook at home. While older adults viewed these occasions as an opportunity to get out of the house, young families framed them more as a reward or a source of comfort, particularly during moments of personal time away from family demands.

OOH food and drink created space for conversation and connection, where the food becomes secondary to the shared experience. These moments ranged from everyday family meals, planned catch ups or more spontaneous moments. One participant described his OOH occasion in a pub as a more intimate moment to focus on conversation and connection with his wife while others talked about this as time they catch up with friends for coffee or a meal. Some considered occasional outing shared with family and friends, linked to a milestone, celebration or meaningful event. One participant described planning a night away for her birthday and enjoying a nice meal with her husband, while another organised a special meal for his first anniversary with his girlfriend. Shared rituals and routines around different activities was also a key motivation where OOH food becomes part of maintaining these social bonds. For example, one participant described enjoying a pub meal while playing Dungeons & Dragons with friends. Another participant described a regular meal out with his teammates at his bowling club after a game.

7.2.3. Life stage, attitudes, and everyday drivers for out of home consumption by high, moderate and low consumers

High OOH consumers have normalised consuming OOH food and drink as part of their day-to-day life. Most high OOH consumers (16 out of 19) had no dependents and for them, OOH consumption was often connected to socialising, being busy or away from home. Among those with families, 2 described OOH occasions as solo moments, involving quick, efficient meals or a treat for themselves, and 1 talked about a shared family meal out. Older adults were more likely to link OOH consumption to spending time with others. 

OOH consumption was normalised as part of their routine and was often a default solution rather than conscious decision or special treat for high consumers. Regular takeaways and quick service purchases were common, with strong repetition of familiar outlets and items. OOH food was frequently used during working days or periods spent out of the house. Cooking was not always enjoyed and was sometimes seen as a chore rather than a pleasure. 

Cost remained an important factor in food choices, with some relying on deals, promotions or avoiding delivery fees. However, a participant mentioned viewing OOH meals as a cost-effective option when taking into account the time and energy saved by not cooking. 

Moderate OOH consumers viewed OOH consumption as a deliberate break from home-cooking routines. Most (8 out of 11) had dependents, and children’s preferences and household schedules often dictated choices. OOH consumption was framed as a planned family treat or as relief from cooking when participants felt tired and busy. Among those without dependents, OOH consumption was more often socially driven, such as meeting friends.

Takeaways were more frequent and regular, while sit-down meals out were typically reserved for social occasions or celebrations. Consumption was often structured around a regular core OOH meal (for example, a weekend takeaway), supplemented by additional ad hoc occasions.

Most cooked regularly during the week, favouring fresher and healthier options. Cooking followed predictable routines shaped by work and family commitments, and many used strategies such as prepping ingredients, bulk cooking, and freezing portions to make regular cooking more manageable. They were cost-aware and felt the impact of rising costs, which made frequent eating out harder to justify. Framing out-of-home eating as an occasional occurrence helped them justify the expense. 

Of the five low OOH consumers interviewed, two were young families living in rural areas, where access to out-of-home food options was more limited. Delivery services were often unavailable, and travelling to eat out or collect food added time, effort, and extra cost. Their OOH occasions showed little variation and were typically reserved for special events, such as a birthday meal, a sit-down meal to reunite family members living across the UK, or a date-night takeaway, with occasional practical top-ups, like ordering in after an exceptionally busy day. Cooking was central to their everyday routine, with quick, familiar meals during the week and weekend batch cooking to support busy days, while more elaborate meals were prepared when time allowed. Enjoyment varied, but cooking was largely seen as a practical necessity. They were cost-conscious, with rising prices acting as a clear barrier to more frequent OOH consumption, and when they did choose OOH food, the experience needed to feel worth the expense.

7.2.4. Concerns related to out of home consumption

Cost was a major concern affecting OOH food consumption, with many noting that eating out is becoming increasingly expensive. This has led some to reduce their frequency compared to the past, to actively seek out deals, or to ensure their budget can accommodate the OOH occasion before going ahead. Cleanliness was another key consideration, with participants frequently mentioning venue hygiene, kitchen practices, and food safety. Health was also raised by a few, but rarely as a primary barrier, often focusing on weight management or perceptions of OOH food as less healthy than home cooking. Those with active lifestyles framed OOH food as a deserved indulgence. Dietary restrictions were non-negotiable for a minority, shaping both venue and food choices, typically driven by health conditions (e.g., Crohn’s disease) or religious and cultural requirements (e.g., Halal). 

Reducing OOH frequency was often seen as a way to save money and eat more healthily, though many felt this would be difficult to sustain given the convenience and social role of OOH food. Participants suggested that lower-cost meals, better offers and discounts, clearer pricing on delivery apps, and more time to cook at home could help enable this change. Healthier choices could be supported by clearer portion guidance, improved nutritional information, and more appealing, widely available healthy grab-and-go options, especially for those with dietary restrictions.

These concerns rarely prevented OOH consumption but typically influenced where people went, what they chose, and how often they engaged with OOH options. Rather than deterring consumption altogether, they shaped venue choice and repeat visits. Even when motivated to reduce OOH eating, limited time, higher costs, and habitual routines constrained how much change participants felt able to make.