Far from Homogenous

SR Consumer Research 10 Countries in Profile a flat white at their local coffee bar, to Koreans ordering spicy chicken delivered home for an after dinner snack. – Total Restaurant/Away from Home Spend in 2010: US-$935 bn* – Everything is different from one place to another. China 3% Australia 4% Here we’ll give you a look at how things are the same or Pop: 51 m Pop: 23 m different around the world. Here we’ll look to see how Spain 6% much people really like their fellow countrymen and the Pop: 45 m food they grew up with within the global foodservice mar - ketplace. Here we’ll see where there are pockets of growth Italy 8% around the world. Here we’ll talk about who the best cu - Pop: 60 m stomers are and how they might drive growth in the future. US 40% The NPD Group tracks consumers in ten countries around p u Pop: 300 m o Germany 8% r the world. These countries account for just under a third of G Pop: 83 m D the global population and two-thirds of the global econo - P N : my. Of these countries, the USA has by far the largest e c r foodservice industry when measured in consumer spen - u o France 7% S ding. We only track eight cities in China, accounting for Pop: 65 m Canada 5% Pop: 33 m around 50 m people... but if we take what we know and ap - UK 8% ply some thought, we can make a reasonable estimate of Japan 11% Pop: 61 m what is happening in the country as a whole. And when we Pop: 128 m do that, we find like everything in China, that there is a re - ally big market. Not quite as big as the USA but really, re - *Japan represents Tokyo and Osaka only, but population is for entire country. ally big and guaranteed to get bigger. China represents only 8 cities with 51 m people. How many visits individuals make to restaurants per year Far From Homogenous You can’t help but stand in awe of the way in every country? Japan, dominated by convenience stores, leads the way. Restaurant use in European countries (aside from Italy) the foodservice industry around the globe is relatively low. What’s surprising is that the Chinese use restau - serves the needs and tastes of consumers. rants at about the same rate as do the Americans. Yes, they make Through one lens it all looks the same: ta - different sorts of (mostly much lower priced) choices. They have a very strong habit, largely driven by breakfast. Across the Euro - bles and chairs, kitchens, waiters, che - pean countries, the frequency of use appears to be strongly related ques, counters, display... so many com - to price. Italy, with the lowest check in Europe, has the highest mon elements. Through another lens the usage. France, with the highest check, has the lowest usage. differences within that basic structure are Here’s one of the things that NPD has learned over many years of working across markets in the global foodservice industry: Peo - obvious. Pricing, foods, and service vary ple like their countrymen, their culture, their people. They like across and within countries to create great their folk music. They like their art. They like the way their buil - experiences for the tastes of local custo - dings look. They like the colors of their flag. And they like their food. mers. Market research in 10 countries by In some countries there are distinctive segments that grab large Bob O’Brien. www.n pdgrou p.com shares of consumer spending. The vendors in China or Taiwan are one example. In Japan we see that Convenience Stores are ubi - quitous and have replaced consumers’ lunch boxes or, in some ca - It’s not just the food and pricing, either. The habits around the ses, their refrigerators. In Russia, an emerging restaurant market world vary radically. From North Americans eating in their cars that is dominated by chains (most of them local), it’s the tea hou - to Spaniards sitting down for dinner at 11 pm to Japanese and Tai - ses or the ‘Russian-ized’ foreign concepts that draw consumers. wanese buying snacks from convenience stores to Chinese get - The cafes and bars of southern Europe serve as a major driver to ting their soy milk and buns for breakfast to Australians grabbing consumer behavior there. 6 RS Anuga 2011 TrendSpecia l RS Consumer Research: Ten Countries Worldwide RS Besides these segments, a handful of Japan is Leading brands stand as the shorthand sym - – 2010: Annual Visits per Capita in Restaurants – bol for the global fast food industry. 386 Those brands are seen as having rea - ched far beyond their home borders to influence consumer choices in all 237 228 235 corners of the globe. To a degree, 221 213 that’s true. They do not, however, 182 181 dominate the landscape in any part 131 136 of the world. In fact, they rarely (outside the USA) account for more than 10% of the money consumers spend on prepared meals and snak - US Canada Australia Japan China UK France Germany Italy Spain ks. Domestic chains usually account for a much larger share of consum - Source: NPD Group ers’ wallets than do the global chains. that the British are more likely to order Chinese and Indian foods Take Japan, where Western habits and brands have found their than a Traditional Roast or Fish and Chips. Another is the United way into the market. Among restaurants, however, those big glo - States, where Mexican food (which is only technically ‘foreign’) bal brands account for less than 10% of the amount that consum - is very near the top of the list of favorite foods. Other than that, pe - ers spend at chains. Domestic chains account for the vast majori - ople tend to like their own food. Every country has at least one ty of chain business in Japan. And chains account for a little over unique item in their top 10 list. Buns and soybean milk in China, half of all foodservice visits in Japan. A similar situation can be Sushi, Miso and Rice Balls in Japan, Donuts in Canada, Tapas in seen in Great Britain, China or even Germany. The global brands Spain or Bacon in Great Britain all highlight the differences that are there, tucked inside a larger domestic market. remain in tastes around the world. When we consider the top foods of the global restaurant industry, Different consumer need states: “Going OUT to eat....” is an En - we can find a handful of common tastes around the world. Yes, Beef Burgers are among the top 10 foods in every country we NPD Group/Crest track except Italy and China. In China, however, you could argue About The NPD Group's Foodservice Division: that the meat filled buns that are so prevalent are functionally the The NPD Group is the industry's leading source for food - same thing as burgers are. Fries are among the top 15 items in eve - service trends and restaurant market research data. ry country except China. Leaf Salads, in one form or another, ap - NPD's Crest service, which continually tracks consumers' pear in nearly every country. Pizza is near the top in every coun - use of commercial and non-commercial foodservice, as- try outside of Asia. Ice Cream pops up from place to place. sists foodservice manufacturers, foodservice operators and Bob O’Brien is a Also important is what is NOT on the lists. Remember, people li - other foodservice organizations with strategic planning very knowledgea - ke the food they grew up with. Yes, there has been a good deal of and positioning, product/menu development, and consu - ble foodservice in - cross-pollination of cuisines around the world. Sushi is found in mer targeting. NPD conducts the Crest survey in the USA, dustry insider and Moscow, London or Chicago with equal ease. Noodle bars have Canada, Great Britain, Germany, Japan, Spain, France, speaks frequently emerged as a viable new segment in Europe and North America. Italy, China and Australia. to industry and There isn’t a major city around the world, Chinese cities included, www.n pdgrou p.com management where consumers don’t have groups all over the their pick of French, Italian, Chi - France in Front globe. He is cur - nese, Indian, Tex-Mex or Spa - rently Global Se - nish restaurants or Irish Pubs. In – 2010: Average Eater Cheque in US-$ – nior Vice President spite of this, ‘foreign’ foods are for The NDP 8.03 8.28 8.34 only rarely on the top 10 lists in Group, based in 6.92 7.26 any country. Sure, a point can be 6.31 6.41 the USA. He joined 5.91 made that Burgers and Fries and 5.61 NPD’s Crest servi - Pizza are foreign in most places. ce in 1987. In These have become, for better or 2003, he drove 2.73 p u worse, global foods. o the launch of Crest r Imported major ethnic cuisines G Japan, in 2009 he D P can be found nearly everywhere N led the launch of : e c but they are rarely among the fa - r Crest China and US Canada Australia Japan China UK France Germany Italy Spain u o vorite foods. One exception is S Crest Australia. SR Anuga 2011 TrendSpecia l RS 7 Chains SR Grafiken 21 31 28 34 are the path to future success. It makes sense 51 35 from one perspective.

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