In International Study, U.S. Among the Leaders in Fast Food Dining, But Asia Tops List for Dining Frequency

Research Points to Opportunities for Consumer Packaged Goods Industry

21 December 2004
Schaumburg, IL

Nearly all U.S. adults (97%) eat at fast food restaurants, but in terms of dining frequency, Asia leads the pack in fast food consumption, according to a new international study from ACNielsen, a leading provider of consumer and marketplace information.

While the U.S. still has a hefty percentage of fast food diners, even more people in the Philippines (99%), Taiwan (98%) and Malaysia (98%) eat at fast food restaurants. The ACNielsen study examined consumer behavior in 28 international markets across three regions.

In terms of dining frequency, 35 percent of U.S. adults eat at fast food restaurants at least once a week, edging out those from the Asia Pacific region as a whole (34 percent). However, the top 10 list for dining frequency is dominated by Asia Pacific markets – led by Hong Kong, where 61% of adults eat at fast food restaurants weekly. Just 11 percent of adults in Europe eat at fast food restaurants at least once a week. The chart below looks at fast-food dining frequency on a market-by-market basis. No European markets were among the top ten.

Source: ACNielsen

“Fast food is a staple of the U.S. diet,” said Tom Markert, ACNielsen’s chief marketing and client service officer. “Busy lifestyles and ease of access to a wide variety of fast food restaurants have proven to be a powerful combination. Smart consumer packaged goods manufacturers and retailers are tapping into consumers’ desire for convenience by offering a wider assortment of prepared and easy-to-prepare meals than ever. Where fast-food restaurants still have a significant advantage, though, is the ease with which consumers can make their purchases. Perhaps we’ll begin to see drive-thru windows at grocery stores or at least more convenient in-store prepared food sections with dedicated registers.”

The chart below shows several examples of convenient CPG food items that are enjoying success.

Source: ACNielsen, Food/Drug/Mass Merchandise (excluding Wal-Mart) stores in the United States, 52 wks. ending 11/27/04

In the U.S., younger people are much more likely than older people to eat at fast food restaurants at least once a week (50% of 18-24 year olds vs. just 11% of people age 65 and older), and men are slightly more likely than women to do so (38% vs. 34%).

Among other findings:

• Hong Kong tied with Malaysia as having the highest percentage of people who eat at fast food restaurants every day at nine percent. The U.S. tied with India at four percent.
• In most markets, including the U.S., dinner is the meal occasion when people eat at a fast food restaurant most often.
• In the U.S., the number one criterion when choosing a fast food restaurant is the type of cuisine offered, followed by price. Tied for third are the convenience of the restaurant’s location and its cleanliness. Just four percent cited the availability of healthy food options as the most important reason for choosing a fast food restaurant.

The ACNielsen study was conducted in October via the Internet* among 14,000 consumers in 28 markets across Asia Pacific, Europe and the U.S.

ACNielsen, a VNU business, is the world’s leading marketing information provider. Offering services in more than 100 countries, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen’s market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns.

*In Vietnam, the survey was conducted in person.

About ACNielsen

ACNielsen, a VNU business, is the world’s leading marketing information provider. Offering services in more than 100 countries, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen’s market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns.