A recent survey by Analytix BI “South Africa Country Report: Fast Food Consumer Trends (2007 - 2011)”, showed that despite, or perhaps in spite of a changing lifestyle and sluggish economy, South Africans have become fast food junkies embracing affordable, large-portioned and immediate consumption fast food. With three out of four South African adults (16+years), which equates to 25.3 million, having personally bought from a fast food outlet in 2011 in the past 4 weeks, this was up from an already high two-thirds (20.6 million) in 2007.
South Africa’s growth is in line with global trends that showed a total reach of 208 billion transactions in 2009 and global revenue expected to reach $240 billion by the end of 2014 - with the Americas accounting for 48%, Europe 17% and Asia-Pacific for 36% of the global fast food market value. The reason for fast food’s popularity seems to lie in the deliberately large portions at low prices which appeal to the consumer desire for value-for-money. The easy access and efficient service delivery of Fast Food chains play a vital role in the success and growth in consumption of Fast Food as people value convenience and efficiency. Some interesting facts emanating from the survey include:
- In 2011, 61% had personally purchased fast food at least once a month, compared to 53% in 2007.
- Those who had never purchased fast food declined from 27% to 18% over the same period.
With fast food having the reputation of being unhealthy, it is interesting to note that there is an overall move by fast food brands to introducing healthier options to their menus - from introducing lower fat options to catering for health conscious and vegetarian consumers.
These and other results are available in Analytix BI's latest report, "South Africa Country Report: Fast Food Consumers Trends (2007-2011)" which is based on an annual consumer survey among a nationally representative sample of over 25,000 people - the All Media and Products Survey (AMPS) conducted by the South African Advertising Research Foundation.
The report provides a comprehensive consumer profile of the fast food industry (minimum category sample = 20 088 consumers) as well as a detailed segmentation by brand, namely: Barcelos, Black Steer, Captain Dorego, Chicken Licken, Debonairs, Fishaways, Hungry Lion, Kauai, KFC, King Pie, London Pie, Maxi's, McDonald's, Mimmos, Mochachos, Nando's, Ocean Basket, Panarotti's, Pizza Perfect, Pie City, Roman's Pizza, Scooters, St Elmo's, Something Fishy, Spur, Steers and Wimpy. Additional brands that are included in the market trends and geo-demographic trends analysis of fast food consumers: Bimbo's, BJ's, Pizza Hut, Fontana, Little Caesar's, Whistle Stop. It examines in detail the demographics of the fast food segment, making it a vital reference report for anyone wanting to understand this market.
For more information, go to www.analytixbi.com. Alternatively, contact Suzan Losaba on (011) 258-8731 or Katja Walter on (021) 551-7066. Please note that the 88-page powerpoint report is available for purchase for R9,000 (excluding VAT). Simply visit www.analytixbi.com to view the brochure and order form or contact us directly on (021) 551-7066.