SOUTH AFRICA BRAND REPORT CONSUMERS OF TOP 10 FAST FOOD BRANDS COMPILED: MAY 2012
REPORT OVERVIEW 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 geodemographic 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, lifestage, 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 2
REPORT OVERVIEW 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 3
4 SCREENSHOTS FROM REPORT 92 page report filled with >100 detailed charts, graphs, tables and insights
SAMPLE FROM REPORT FAST FOOD CONSUMPTION TRENDS: 2007-2011 How often usually buy food from a Fast Food outlet : 2007-2011 100% 90% 80% 70% 60% 50% 40% 30% 20% 0% 27% 29% 26% 21% 1 6% 6% 5% 5% 6% 1 15% 13% 13% 1 26% 26% 27% 32% 33% 11% 11% 9% 11% 9% 9% 9% 2007 2008 2009 2010 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 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, 1 of consumers had Never personally purchased Fast Food compared to 27% in 2007. 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 5
SAMPLE FROM REPORT FAST FOOD CONSUMER TREND 2007-2011: LSM LSM profile of consumers of Fast Food in past 4 weeks: 2007-2011 100% 90% 80% 70% 60% 50% 40% 30% 20% 0% 11% 11% 12% 9% 11% 11% 20% 20% 1 16% 12% 12% 13% 21% 22% 2 15% 16% 2 25% 22% 22% 19% 2007 2008 2009 2010 2011 17% LSM 10 LSM 9 LSM 8 LSM 7 LSM 6 LSM 5 LSM 1-4 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 In 2011, 2 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 in 2011. In addition, the proportion of Fast Food consumers in LSM 7 increased from 11% in 2007 to 13% in 2011. 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 6
SAMPLE FROM REPORT BRAND PROFILE: POPULATION GROUP Fast Food brand profile by population group 100% 90% 80% 70% 60% 13% 3% 2% 20% 7% 1% 3% 2 5% 1% 7% 29% 12% 2 3% 7% 31% 3% White Indian 50% 40% 30% 20% 76% 90% 66% 79% 83% 62% 76% 8 55% 67% 5 Coloured Black 0% 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. 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 7
SAMPLE FROM REPORT TOP 3 WEEKLY NEWSPAPERS: AVERAGE ISSUE READERSHIP Chicken Licken Sunday Times 1 Sunday Sun 9% City Press 9% Debonairs Sunday Times 23% City Press Sunday World 9% KFC Sunday Times 12% Sunday Sun 7% City Press 7% King Pie McDonald's Sunday Times 12% Sunday Times 19% City Press 7% Sunday World 9% Sunday Sun 7% Sunday Sun 9% Nando's Sunday Times 19% City Press Sunday World Pie City Sunday Times 11% City Press 7% Sunday Sun 7% Wimpy Sunday Times 19% Rapport 11% Sunday World 9% Spur Sunday Times 20% Rapport 11% Sunday Sun Total Sunday Times 13% Sunday Sun 7% City Press 7% Steers Sunday Times 20% Sunday Sun 9% City Press 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 (), King Pie (7%), Nando s () and Pie City (7%). 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 8