consumers of top 10 fast food brands · consumption and brand trends (2007-2011); amount spent at...

©Analytix Business Intelligence 2012

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SOUTH AFRICA BRAND REPORT

– CONSUMERS OF TOP 10

FAST FOOD BRANDS –

COMPILED: MAY 2012


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REPORT OVERVIEW

2

Compiled: May 2012

(92 pages)

This comprehensive report examines consumers of the Top 10 Fast Food brands in South Africa:

Profile of the Top 10 South African Fast Food brands; Global and regional Fast Food trends;

Consumption and brand trends (2007-2011); Amount spent at last Fast Food outlet visited (2007-

2011); Geo-demographics trends among Fast Food consumers (2007-2011); Detailed geo-

demographic profile and brand penetration analysis; Cellphone and Internet usage; Lifestyle and

media consumption (2011).

The consumer analysis is based on the latest annual consumer survey among a nationally

representative sample of more than 25,000 people - All Media and Products Survey conducted

by the South African Advertising Research Foundation.

Some of the key questions the report will help you to answer are:

What are the global and regional Fast Food market trends? USA, Asia and Middle East, Europe and Africa

Who are the Top 10 SA Fast Food brands and how are they positioned?

What are the important consumer and market trends that should be included in your business strategy?

Who are the customers of the Top 10 Fast Food brands in South Africa? e.g. age, gender, affluence, life-

stage, geo-demographics

How do you engage with them? e.g. lifestyle, cellphone, Internet, sports, music interests

What media do you use to communicate to them? e.g. online media, TV, radio, newspapers, magazines


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REPORT OVERVIEW

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It provides a comprehensive consumer profile of the Fast Food category (minimum category

sample = 17 176), as well as a detailed segmentation among the Top 10 Fast Food brands in

South Africa, namely: Chicken Licken, Debonairs, KFC, King Pie, McDonald’s, Nando’s,

Pie City, Spur, Steers and Wimpy.

Additional brands that are included in the South African market trends and geo-demographic

trends analysis of Fast Food consumers: Barcelos, Bimbo’s, BJ’s, Black Steer, Captain

Dorego, Fishaways, Fontana, Hungry Lion, Kauai, London Pie, Little Caesar’s, Maxi’s,

Mimmos, Mochachos, Ocean Basket, Panarottis, Perfect Pizza, Pizza Hut, Scooters,

Something Fishy, St Elmo’s, Roman’s Pizza, Whistle Stop.

It examines in detail the demographics, lifestyle, media consumption and cellphone and

Internet usage of the Fast Food segment, making it a vital reference report for anyone

wanting to understand this market.

Why purchase this market research report?

The report focuses on consumer-based intelligence – the most valuable brand asset

Provides a comprehensive analysis of the “big picture” with local consumer/market trends

92 page report with 80+ charts, graphs, tables

Salient points and key insights are highlighted and summarised in comment boxes on each page


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92 page report filled with >100 detailed charts, graphs, tables and insights

SCREENSHOTS FROM REPORT


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Between 2007 to 2011, the proportion of people that had personally purchased Fast Food at least once a month climbed from 53% to

61%. The strongest growth came from people that personally purchased once a month, increasing from 26% in 2007 to 33% in 2011.

In 2011, 18% of consumers had ‘Never’ personally purchased Fast Food compared to 27% in 2007.

SAMPLE FROM REPORT FAST FOOD CONSUMPTION TRENDS: 2007-2011

Source: AMPS 2007B-2011B (16+ years adult population)

Sample Size: 21 068 (2007); 21 083 (2008); 25 170 (2009); 25 160(2010); 25 160(2011)

Based on weighted numbers

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2007 2008 2009 2010 2011

8% 8% 9% 9% 8%

9% 8% 8% 8% 9%

10% 11% 10% 11% 11%

26% 26% 27% 32% 33%

13% 13% 14% 14% 15%

5% 5% 6% 6% 6%

27% 29% 26% 21% 18%

How often usually buy food from a Fast Food outlet : 2007-2011

Never

Less Often Than Once In 6 Mnth

Once in 2-6 months

Once a month

Once in 2-3 weeks

Once a week

Everyday to 1-6 times a week


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SAMPLE FROM REPORT FAST FOOD CONSUMER TREND 2007-2011: LSM

In 2011, 24% of Fast Food consumers were living in LSM 6 households, 19% were living in LSM 1-4 and 17% in LSM 5 households.

There had been a decline in the proportion of Fast Food consumers in LSM 9, from 12% in 2009 to 10% in 2011.

In addition, the proportion of Fast Food consumers in LSM 7 increased from 11% in 2007 to 13% in 2011.

LSM 1-4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10

2007 5 854 158 2 970 219 4 045 360 2 281 756 1 738 423 2 026 503 1 647 249

2008 5 037 376 3 298 806 4 151 224 2 279 582 1 771 890 2 160 340 1 662 401

2009 4 611 877 3 198 278 4 356 279 2 477 382 1 970 752 2 400 576 1 711 204

2010 5 049 264 3 762 235 5 129 479 2 905 781 2 283 795 2 520 365 1 791 785

2011 4 736 571 4 258 699 5 993 877 3 260 537 2 446 707 2 620 531 1 941 200

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2007 2008 2009 2010 2011

28% 25% 22% 22% 19%

14% 16% 15% 16% 17%

20% 20% 21% 22% 24%

11% 11% 12% 12% 13%

8% 9% 10% 10% 10% 10% 11% 12%

11% 10% 8% 8% 8% 8% 8%

LSM profile of consumers of Fast Food in past 4 weeks: 2007-2011

LSM 10

LSM 9

LSM 8

LSM 7

LSM 6

LSM 5

LSM 1-4

Source: AMPS 2007B-2011B (16+ years adult population)

Sample Size: 15 722 (2007); 15 617 (2008); 17 722 (2009), 18 345 (2010); 19 080 (2011) (personally bought Fast Food past 4 weeks)

Based on weighted numbers


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SAMPLE FROM REPORT BRAND PROFILE: POPULATION GROUP

In 2011, 90% of Chicken Licken customers were Black compared to 55% of Spur customers.

Wimpy (31%) and Spur (29%) had the highest proportion of White Fast Food consumers compared to the other brands.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

76%

90%

66% 79% 83%

62%

76% 88%

55% 67%

58%

8%

4%

8%

8% 8%

10%

5%

7%

12%

7%

8%

3%

2%

7%

3% 1%

4%

1%

4% 3%

3%

13% 4%

20% 10% 8%

24% 10%

4%

29% 24%

31%

Fast Food brand profile by population group

White

Indian

Coloured

Black

Source: AMPS 2011B (Adults 15+ years)

Sample Size: 17 176 (personally bought Fast Food past 4 weeks); See beginning of section for breakdown

Note: all figures based on weighted numbers


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SAMPLE FROM REPORT TOP 3 WEEKLY NEWSPAPERS:

AVERAGE ISSUE READERSHIP

The most popular weekly newspaper among the total number of Fast Food consumers of selected brands was the Sunday Times

(13%), followed by Sunday Sun (7%) and City Press (7%).

The City Press was the second most popular weekly newspaper for Debonairs (10%), King Pie (7%), Nando’s (8%) and Pie City

(7%).

Chicken Licken Percentage

Sunday Times 14%

Sunday Sun 9%

City Press 9%

McDonald's Percentage

Sunday Times 19%

Sunday World 9%

Sunday Sun 9%

Debonairs Percentage

Sunday Times 23%

City Press 10%

Sunday World 9%

KFC Percentage

Sunday Times 12%

Sunday Sun 7%

City Press 7%

Nando's Percentage

Sunday Times 19%

City Press 8%

Sunday World 8%

King Pie Percentage

Sunday Times 12%

City Press 7%

Sunday Sun 7%

Steers Percentage

Sunday Times 20%

Sunday Sun 9%

City Press 8%

Spur Percentage

Sunday Times 20%

Rapport 11%

Sunday Sun 8%

Pie City Percentage

Sunday Times 11%

City Press 7%

Sunday Sun 7%

Total Percentage

Sunday Times 13%

Sunday Sun 7%

City Press 7%

Wimpy Percentage

Sunday Times 19%

Rapport 11%

Sunday World 9%

Source: AMPS 2011B (Adults 15+ years)

Sample Size: 17 176 (personally bought Fast Food past 4 weeks); See beginning of section for breakdown

Note: all figures based on weighted numbers

consumers of top 10 fast food brands · consumption and brand trends (2007-2011); amount spent at...

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