Fast Food - China - May 2014
Reflected by the anti-corruption policy, domestic fast food restaurants have decisively outperformed full-service restaurants, indicating a confident outlook for the sector’s growth in China. However currently, fast food eaters are anxious about the ongoing food and environmental crisis, which has catalysed the fast food outlets’ transformation into tailor-made healthy dining stores. This has also given multinational foreign players an unfavourable status due to them being perceived as unhealthy and unable to provide menu customisations. Marketing communication tools are the key shapers in driving healthy eating within Chinese society. Three critical elements – access to convenient nutritional information, affordable ‘green’ menus and consumer empowerment must seamlessly merge to revolutionise the current Chinese fast food industry.
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Table of Content
Introduction
In this report we answer the key questions:
Definition
Inclusions
Exclusions
Methodology
Abbreviations
Executive Summary
The market
Figure 1: Total China fast food and takeaway market, by value sales, 2008-18
Figure 2: Total China Fast food and takeaway market, by market volume, 2008-18
Companies and brands
Figure 3: Leading chains in the Chinese fast food and takeaway market, by market volume (outlets), 2012-13
The consumer
Chinese-style fast food: Winner in the domestic market
Figure 4: Fast food usage (including eating in and takeaway) in the last six months, February 2014
Busy modern life drives fast food\'s popularity
Figure 5: Reasons for eating fast food (including eating in and takeaway) in the last six months, February 2014
Organic ingredient and balanced nutrition top consumers’ interests
Figure 6: Levels of interest in product innovation/value-added services in fast food restaurants, February 2014
Eating fast food as a...