Cravings Drive Rise in Burger Consumption01 September 2013
Consumers in the US areeating burgers more often than ever before, according to new research from market analyst group Technomic.
The overwhelming majority of consumers (95 per cent) say they eat burgers at least once a month and cravings are driving this high consumption.
Half of consumers (49 per cent) cravings are one of the top reasons they purchased a burger on their most recent occasion.
Year-on-year comparison data shows that the fast-casual “better burger” segment and customisation formats are driving the momentum of the burger category.
Burger-chain value menus in the US are evolving from a pricing model of under $1 to one that emphasises high quality, variety and craveability for a low price.
“The ‘better burger’ sector continues to thrive in the overall burger category and that shows no signs of stopping,” said Darren Tristano, Executive Vice President of Technomic Inc.
“As the burger category evolves, consumer demands are changing.
“Consumers expect ‘something extra’ when dining out, and better burgers, with quality ingredients and customer-chosen toppings or speciality preparations, can really help deliver that as part of a solid value equation.”
Key findings in the Technomic report include:
- Burger consumption is up at fast-casual restaurants; 51 per cent of consumers report eating fast-casual burgers at least once a month—an increase from 43 per cent in 2011.
- Quality is key: 51 per cent of consumers say it’s highly important that the burgers they order are made from never-frozen beef—an increase from 43 per cent two years ago. More than half (55 per cent) want menus to specify the type of beef used, up from 48 per cent in 2011.
- Nearly two-thirds of consumers say that build-your-own burger concepts are appealing, and 64 per cent also say that the ability to customise burger toppings and condiments is important.
- Data indicates that interest in special diets—driven by younger consumers—continues to grow, as more than a fifth of all consumers who eat burgers say that gluten-free (23 per cent), vegan (23 per cent) and vegetarian (22 per cent—up from 18 per cent in 2011) burger options are important.