Technomic Report Finds Cravings, Value and "Better Burgers" Driving High Burger Consumption and Category Growth in Canada

CHICAGO, Aug. 20, 2013 /CNW/ - According to new research from Technomic, the overwhelming majority of Canadian consumers (89 percent) eat burgers once a month or more often—and cravings and value are driving this high consumption. More consumers cite cravings than any other factor (42 percent) as one of the top reasons they purchased a burger on their most recent occasion, while about a third of consumers (30 percent) named "good value" as a factor. And despite fast-casual burger restaurants' relatively low unit presence, 27 percent of consumers say they eat fast-casual burgers at least monthly, signaling that the emerging fast-casual better-burger segment is fueling the momentum of the burger category.

Burger-chain value menus remain prevalent in the industry, but the traditional model is shifting to one that emphasizes higher quality, variety and craveability for a lower price. "The better-burger sector is an up-and-coming segment within the overall burger category," says 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 high-quality ingredients, the customer's choice of toppings, alternative proteins or specialty preparations—can really help deliver that as part of a solid value equation."

[View larger INFOGRAPHIC: Spotlight on Canadian Burgers]

To help foodservice executives understand the latest consumer preferences and attitudes regarding burgers, Technomic has released a comprehensive update of its Canadian Burger Consumer Trend Report. Key findings include:

• Of consumers who eat burgers at least twice a week, 61 percent say they usually purchase burgers as part of a combo meal, and 37 percent are purchasing value-menu burgers from fast-food restaurants more often than they were two years ago.
• Quality is key: 82 percent of consumers say the quality or taste of the meat is one of their top considerations when purchasing a burger—an increase from 76 percent two years ago.
• More than half of consumers (57 percent) say that build-your-own burger concepts are appealing, and 55 percent say that the ability to customize burger toppings and condiments is important.
• Data indicates that interest in special diets—driven by younger consumers—continues to prevail, as more than a fifth of all consumers who eat burgers say that the availability of gluten-free (24 percent), vegan (22 percent) and vegetarian (20 percent) burger options are important.

Technomic's Canadian Burger Consumer Trend Report provides comprehensive research on the latest menu and consumer trends for the burger category, organized into five major sections:

Menu Insights—Technomic's exclusive MenuMonitor data is used to provide year-over-year analysis of menu development; menu analysis also breaks down leading breads, proteins, cheeses, toppings and condiments for burgers on LSR and FSR menus in the Top 250 restaurant segment.

Consumer Insights—an examination of consumption, attitudes and purchasing decisions for burgers based on findings from an exclusive survey of 1,000 consumers.

Competitive Insights—explores consumer purchasing behaviour and preferences for burgers at 40 leading limited-service and full-service chains.

Outlook: Trends to Watch—pulls together menu, consumer and concept-positioning trends that are impacting burger menu development and driving burger dining occasions.

Profiles—appendices feature detailed concept and menu profiles for 10 burger-centric restaurant chains and independent burger brands.

Technomic publishes a complete library of consumer trend reports. To learn more, please visit Technomic.com or contact one of the individuals listed below. For Technomic updates, please follow us on Twitter, LinkedIn or our blog.

Contacts:

Press Inquiries: Darren Tristano, 312-506-3850, or [email protected]

Purchasing Details: Patrick Noone, 312-506-3852, or [email protected]

Report Details: Kelly Weikel, 312-506-3830, or [email protected]

About Technomic

Technomic provides clients with the facts, insights and consulting support they need to enhance their business strategies, decisions and results. Its services include numerous publications and digital products, as well as proprietary studies and ongoing research on all aspects of the food industry.

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SOURCE: Technomic

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