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 (2011-2015) with consumer forecasts (2016-2020), Amount spent at last Fast Food outlet visited (2011-2015); Geo-demographics trends among Fast Food consumers (2011-2015); Detailed geo-demographic profile and brand penetration analysis and Cell phone and Internet usage.

 

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Compiled: September 2016 (101 pages) The report provides a comprehensive consumer profile of the Fast Food category, as well as a detailed segmentation among the Top 10 Fast Food brands in South Africa, namely: Chicken Licken, Debonairs, KFC, Fishaways, McDonald’s, Nando’s, Spur, Steers, Wimpy and Hungry Lion.

It examines in detail the demographics and cellphone and Internet usage of the Fast Food segment, making it a vital reference report for anyone wanting to understand this market.

SOME KEY QUESTIONS THE REPORT WILL HELP YOU TO ANSWER:

*Who are the key players and brands in the market and how are they positioned?

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

*What is the size of the market and consumer purchasing trends (2011-2015) and what is the purchaser forecast for 2016-2020?

*What are the brand penetration trends (2011-2015) for key brands in the market?

*Who are the purchasers of Fast Food? What are geo-demographic trends among purchasers (2011-2015)? e.g. age, gender, affluence, life-stage, geographics

*How do you engage with your purchasers via cellphone and the Internet?

 

 

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1. South African Population Demographics Overview

1.1. South Africa At A Glance: Size; Population; GDP; Gini Coefficient; Life Expectancy; Human Development Index; Top Exports And Import Goods; Top Trading Partners
1.2. SA Province Overview (2015): GDP Contribution And Population Size
1.3. SA Age Estimate (2015): South African Population Age Distribution
1.4. SA Population Race and Gender Estimate (2015): Race; Black; White; Coloured; Indian or Asian. Gender; Male or Female

          2. Fast Food Trends and Overview

          3. Company/ Brand Analysis

          4. Survey Methodology

           5. Fast Food Trend Analysis (2011-2015)

5.1. Personally bought fast food in the past 4 weeks

5.2. Frequency of eating in a restaurant

5.3. Amount spent at last visit to fast food outlet

5.4. Number of people bought for at last visit to fast food outlet

5.5. Bought in the last 4 weeks by brand

5.6. Last bought by brand

 

         6. Consumer Forecasts

6.1. Market Dynamic Drivers and Restraints

6.2. Consumer Actual (2011-2015) vs Consumer Forecast (2016-2020)

 

         7. Geo-Demographic Trends among Fast Food Consumers (2011 -2015)

7.1. Gender: Male; Female
7.2. Age: 15-19; 20-24; 25-34; 35-44; 45-49; 50-54; 55-64; 60+
7.3. Lifestage: At Home Singles; Starting-out Singles; Couples; Parents; Single Parents
7.4. Population Group: Black; White; Coloured; Indian
7.5. Home Language: Afrikaans; English; Zulu; Xhosa; North Sotho; South Sotho; Tswana; Tsonga; Venda; Swazi; Ndebele
7.6. Province: Western Cape; Northern Cape; Eastern Cape; Kwazulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
7.7. Community: Rural; Settlement; Small Village; Large Village; Small Town; Large Town; City; Metropolitan
7.8. LSM: LSM 1; LSM 2; LSM 3; LSM 4; LSM 5; LSM 6; LSM 7; LSM 8; LSM 9; LSM 10

            8. Brand Loyalty of Fast Food Consumers (2015)

             9. Geo-Demographic Profile of Fast Food Consumers (2015)

9.1. Gender: Male; Female
9.2. Age: 15-19; 20-24; 25-34; 35-44; 45-49; 50-54; 55-64; 60+
9.3. Lifestage: At Home Singles; Starting-out Singles; Couples; Parents; Single Parents
9.4. Population Group: Black; White; Coloured; Indian
9.5. Home Language: Afrikaans; English; Zulu; Xhosa; North Sotho; South Sotho; Tswana; Tsonga; Venda; Swazi; Ndebele
9.6. Province: Western Cape; Northern Cape; Eastern Cape; Kwazulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
9.7. Community: Rural; Settlement; Small Village; Large Village; Small Town; Large Town; City; Metropolitan
9.8. LSM: LSM 1; LSM 2; LSM 3; LSM 4; LSM 5; LSM 6; LSM 7; LSM 8; LSM 9; LSM 10

           10. Geo-Demographic Penetration of Fast Food Consumers (2015)

10.1. Gender: Male; Female
10.2. Age: 15-19; 20-24; 25-34; 35-44; 45-49; 50-54; 55-64; 60+
10.3. Lifestage: At Home Singles; Starting-out Singles; Couples; Parents; Single Parents
10.4. Population Group: Black; White; Coloured; Indian
10.5. Home Language: Afrikaans; English; Zulu; Xhosa; North Sotho; South Sotho; Tswana; Tsonga; Venda; Swazi; Ndebele
10.6. Province: Western Cape; Northern Cape; Eastern Cape; Kwazulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
10.7. Community: Rural; Settlement; Small Village; Large Village; Small Town; Large Town; City; Metropolitan
10.8. LSM: LSM 1; LSM 2; LSM 3; LSM 4; LSM 5; LSM 6; LSM 7; LSM 8; LSM 9; LSM 10

            11. Cell phone and Internet

11.1. Cell phone usage by brand

11.2. Top 10 Daily cell phone activities

11.3. Internet access (Past 7 days)

11.4. Internet purchase (last 12 months)

11.5. Top 10 internet activities (computer)

11.6. Top 10 internet activities (cell phone/ mobile)

 

                  12. Summary of Findings

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Our comprehensive analyses include 5-year consumer trends and forecasts expected consumer growth and trends in a market over the next five year period. This forecast considers the compound annual growth rates (CAGR) achieved in the 5 previous years (4 periods), as well as market drivers and restraints as the basis for determining expected future growth.

The forecasting is done in-house based on our forecasting background, experience and expertise.

SECONDARY/DESK RESEARCH

For our comprehensive sections on the Global and South African market trends and overview, we make use of the most credible and accurate market intelligence sources, our own proprietary databases, as well as other recognized data sources that are available in the public domain.

CONSUMER ANALYSIS

The majority of consumer analysis is based on the All Media and Products Survey conducted by the South African Audience Research Foundation. For more detailed info, please visit www.saarf.co.za.

Methodology

Analytix BI uses AMPS to obtain an in-depth understanding of various consumer markets in South Africa. AMPS is a single source survey, based on media usage, product consumption and demographics collected from in-home face to face personal interviews with the same respondents. AMPS is currently conducted using Double Screen Computer Assisted Personal Interviewing technology (DS-CAPI) and is one of the only four media audience surveys in the world that replaced the previous paper-based interviews. With DS-CAPI, mastheads and show cards on separate computer screens/laptops are handed to respondents. The interviewer’s laptop and the respondent’s screen/laptop are linked and are programmed so that the right mastheads and show cards come up on the respondent’s screen/laptop at the right questions. The survey is conducted annually in two fully national fieldworks between January – June and July to December, over 25 000 adults (15+ year olds) are interviewed, in both rural and urban areas, with computer-assisted personal interviewing.

Sample Design

The sample is designed by using multi-stage area stratified systematic probability sampling. In order to measure this universe a large, scientifically drawn, multi-stage, area stratified, probability sample is taken to represent the population of South Africa. Using population estimates, the sample is then grossed up to the total population so that findings can be looked at in terms of both percentage and thousands of people .The residential addresses are arranged within each geographic areas arranged alphabetically by suburb name, street name within suburbs and numerically by street number within street. Multiple dwelling units such as flats, cluster houses with the same street number are listed individually.

SAARF LSM

Analytix BI also uses the SAARF LSM (Living Standards Measure) rating, which is the most widely used marketing research tool in Southern Africa. SAARF’s LSM tool segments the South African market based on universally applicable variables according to living standards such as urbanisation and ownership of possessions such as cars and major appliances. This further divides the population into 10 LSM groups, 10 (highest) to 1 (lowest). Previously eight groups were used but this changed in 2001 when the new SAARF Universal LSM consisting of 10 groups was introduced. For more detailed information on SAARF LSM, go to www.saarf.co.za

 

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