Fast food trends analysed

Fast food nations

The figures reveal that in 12 out of the 15 markets analysed, the majority of people eat fast food. Australia and the US are home to the largest proportion of fast food consumers with almost nine out of every ten people in each market choosing to eat it. In both countries, fast food consumption is particularly high among young men (aged 18-24).

The nations with the lowest prevalence of fast food consumers can be found in Europe and Latin America. In Spain and Brazil less than half of people claim to eat fast food, and in Hungary the figure drops to just 35%. Almost half (46%) of Hungarians think that 'fast food is all junk', a belief which appears to be fairly consistent across age groups.

The appeal of fast food

Among the various factors which contribute to the high levels of fast food consumption in some markets is convenience.

In choosing the preferred outlet in South Africa, Coloured and Indian fast food users are more likely to want a "fun atmosphere", whilst our black citizens like to have "food pictures to help make their choice", "good-sized portions and "every day meals". Whites rely heavily on "past experience" and "will pay a little more for good quality". South Africans agreed that advertising was relatively unimportant in making their choice.

The TGI research suggests that in many countries consumers like to treat themselves to foods that are considered unhealthy.

Growing health awareness

Despite the popularity of fast food in most countries, the figures also show that people are becoming increasingly aware of their diet, and that attitudes are changing.

In Canada, a third of people (34%) say that they 'feel guilty when [they] eat junk food', and two thirds (66%) agree with the statement 'I really should try to eat foods that are better for me'.

In Britain, the percentage of people who say that they 'always think of the calories' in what they eat has increased by 23% over the past five years and those who agree that 'fast food is all junk' has increased by 18% over the same time period.

Healthier alternatives

In response to these changes in attitude and lifestyle, the fast food industry is taking steps to create healthier fast-food options.

As many nations try to deal with the crisis of obesity, the fast-food industry is introducing lower-fat options to win over health conscious consumers. Faced with this new breed of consumers, fast-food companies must certainly take action to assure their future. By keeping the consumer informed about what is being done to tackle the obesity problem, the fast-food industry's core product offerings, and reputation as a result, will have a better chance of surviving.