The full report takes a full and analytical view of the current market, demonstrating that the sector is sensitive to climatic and seasonal effects. One fifth of industry respondents stated that good or warm weather had a "positive effect" on sandwich sales. Almost two-thirds (65%) of the industry experiences variable patterns in sales and just over a fifth (22%) attribute this to seasonal changes.

The report also examines the views of the trade itself. It found that more than eight out of ten (84%) of those working in the industry believe that "innovation" is important in sustaining current market performance. This is despite the popularity of traditional sandwich fillings. On the consumer side, the findings reveal that half of the sandwich market is made up of younger consumers, aged 16-34 years.

Andy Mitchell, Taylor Nelson Sofres Consumer Tracking, commented "These findings illustrate the growing importance of an innovative sandwich industry that meets the needs of its market. The sandwich has become an integral part of many people’s daily food intake and, despite the dominance by traditional favourites such as cheese and ham, there is a clear need for innovation to keep consumers’ interest fresh."

The research drew on TNS’ SandwichTrak using face-to-face interviews with 24,000 people (16+ years old) and in-home earlier in 2001. Some 300 trade telephone interviews were also conducted as well as six consumer focus groups in London and the Midlands.