Abstract
Attitudes towards burgers are changing. For so long pilloried as the archetypal junk food, burgers are undergoing a renaissance. Consumers are increasingly seeing burgers as a positive meal choice rather than a food to be avoided. However, there remains some way to go.
A significant proportion of consumers still hold negative attitudes to burgers but fewer now consider that burgers are too high in fat. As a consequence, consumption is stretching far beyond the stereotypical young, male consumer.
Changing attitudes provide opportunities for burger suppliers to present their products as both a premium meal centre or as an acceptable quick snack or meal. Microwaveable burgers have taken the traditional convenience of burgers to a new "snack-on-the-go" audience.
This report considers the potential for further growth in the market for burgers based on these changing attitudes and the extent to which new consumers can be attracted to this market.
Key report themes:
- To what extent are attitudes towards burgers changing and what impact does this have on the market?
- Has premiumisation run its course or is there scope for further development?
- What impact has the gastropub and upmarket burger restaurants had on the market?
- Is the shift from frozen to chilled burgers to continue, or are frozen burgers about to reverse their declining fortunes?
- Who are the non-core consumers, and how might they be attracted to burgers?
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