Sixty one percent of Hong Kong consumers and 59% of Malaysians eat at take away restaurants at least once a week. Sixty eight percent Danes choose take away . according to findings released today from ACNielsen. fast food and take away dining is not part of European culture. Despite the steady spread of franchise take away restaurants.S. the British are the highest consumers of take away meals in Europe. October 2004 The ACNielsen survey the most popular time to opt for a take away of British and 64% of found that dinner was for European consumers meal. compared to 34% of Asians and 35% of Americans who consumer fast food at least once a week. 46% of Europeans eat fast food once a month. where 50% 46 Base: All Respondents 40% 30% 25 18 20% 10% 8 2 1 Everyday 0% Never Once a 2-3 times month or less a month Once or twice a week 3-6 times a week 0 More than once a day Europe average take away consumption traditional eating and dining values strongly prevail. At the other end of the scale. 33% of Danes. And McDonalds is the most popular take away globally. Lunch and dinner are occasions to sit down and enjoy a proper meal with friends and family.According to the latest ACNielsen Online Consumer Survey. Cafes and bars across Europe do a roaring trade with special lunch offers that can be even cheaper than a take away meal in some countries. The latest ACNielsen Consumer Confidence and Opinion Survey surveying take away dining habits and attitudes was conducted in October 2004 over the internet with over 14.000 consumers across 28 markets in Asia Pacific.A. according to the survey. No European countries made it into the top 10 global markets for weekly fast food consumption Market Percentage of population that eats at take away restaurants at least once a week 61% 59% 54% 50% 44% 41% 37% 35% 30% 29% Hong Kong Malaysia Philippines Singapore Thailand China India U. Australia New Zealand Source: ACNielsen Online Consumer Survey. and 29% of Italians and Swedes claim never to eat take away at all. This is compared to 35% of Americans and 14% of Britons making a weekly visit to fast food outlets. one in five Europeans claim never to eat in a fast food restaurant and nearly half of European consumers say they only frequent fast food restaurants once a month or less. Among the most ‘anti’ fast food nations. The survey results highlight that in stark contrast to the US and Asia. only 3% of Belgians and Swedes opt for take away on a weekly basis. ACNielsen’s global survey revealed Asians as the heaviest consumers of take away food in the world. the US and Europe.

And according to the survey. price and good hygiene standards. 50% of Brits were most concerned about the Type of Cuisine on offer while the Swedes (26%) and Danes (25%) are most concerned with good hygiene habits. while the Portuguese in contrast are more likely to have take away food for breakfast and lunch but only 15% will consider eating fast food for dinner. the survey showed that in Europe.’ Interestingly. On a global ranking. Global results revealed four leading factors in selecting a take away restaurant – the type of cuisine. Service and ‘Brand Image’ are not key drivers of choice at all among European – or globalconsumers. locally established fast food chains are generally more popular than international chains. convenient location. In Europe. In contrast. ‘Type of Cuisine’ was most important for Indonesians (75%). . The French (45%) lead the global ranking for choosing lunch as their preferred take away dining option. it’s not surprising that most well-known fast food chains are targeting developing Asian markets for high growth and expansion. Knowing the key drivers influencing consumers in their selection of take away is absolutely crucial for fast food businesses. with each market differing according to its varying lifestyle and cultural influences. as other factors far outweigh consumers’ selection process. ‘Special Offers and Promotions’. 65% 56% 61% 50% 29% 20% 6% Breakfast Lunch Dinner 30% 7% A betweenmeal snack Global take away meal occasions With Asia’s voracious appetite for take away. the leading reason why the Germans (22%) and Austrians (24%) eat take away food is simply because they have ‘no time for a proper meal.100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 9 8 1 2 3 14 3 5 1 6 1 1 6 2 13 3 1 3 5 1 3 1 2 10 3 1 5 1 13 26 32 31 15 25 16 20 16 22 33 23 34 28 20 51 56 61 55 42 38 47 35 56 37 44 38 41 Every day 3-6 times a week Once or twice a week 2-3 times a month 29 29 33 9 11 11 12 14 16 16 23 23 Once a month or less Never Base: All Respondents 0% FIN UK POR NETH AUS GER SPA NOR FRA BEL ITA SWE DEN Country by country comparison – take away consumption food for dinner. Base: All Respondents Most often Occasionally Never 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 19% 15% 43% The survey also revealed the motivating forces behind consumers’ choice of take away food. a ‘Convenient Location’ meant most to Norwegians and ‘Price’ was the most important factor for the Japanese.

64% of Asians and 75% of Europeans picking it as their first choice for take away food. bringing the number of markets covered by the survey to 28. Printed in Australia . is the world’s leading marketing information company. Asia Pacific Australia India Korea Philippines China Indonesia Malaysia Singapore Vietnam Hong Kong Japan New Zealand Taiwan About the survey The ACNielsen Asia Pacific Online Consumer Confidence Study is conducted twice a year over the Internet in 13 countries in the region. Clients rely on ACNielsen’s market research.134 consumers on their attitudes towards the economy. Belgium France Netherlands Spain Denmark Germany Norway Sweden About ACNielsen ACNielsen and the ACNielsen logo are trademarks of A.A. their concerns and how they use their spare cash. with 54% of Americans. A representative sample of consumers with Internet access are asked questions relating to their views on the economy. what they do with any spare money after covering living expenses and their concerns and attitudes towards a variet of topics and current events.acnielsen.Nielsen Company © 2005 ACNielsen. Europe and the US. a VNU business. proprietary products. the survey was expanded to include Vietnam (face-to-face). For further information.50% 48% 48% 45% First Second Third 40% 18 14 10 34% 30% 18 11 8 32% 10 20% 19 12 8 24 17% 5 16% 6 6 5 16% 7 15% 12% 7 10% 16 11 14 14 7 5 9% 4 1 3 8% 4 1 3 7 3 2 7 3 5 3 0% ly ab d on foo es ed R ic pr t en ni on ve cati n Co lo e pe en ty e gi rds e sin hy nda Th cui d of oo ta G s r fo e eal tim m o er N op pr a / y ily rs th m e al ns ffe ns /fa nc l o io He ptio up fere ia mot o o ec o gr re od Sp pr er s’ p fo Pe ber em m Se rv ice n t-i s ea itie he acil T f d an e Br ag im O th er s Base: All Respondents Global drivers of take away restaurant choice Among the international fast food chains.C. In October 2004. the company provides measurement and analysis of marketplace dynamics and consumer attitudes and behaviour. analytical tools and professional service to understand competitive performance. McDonalds was the most popular of all take away options. please visit http://www. Offering services in more than 100 countries.S. to uncover new opportunities and to raise the profitability of their marketing and sales campaigns. This round of the survey was conducted over the period September 28 to October 8 across the following markets: Thailand Europe Austria Finland Italy Portugal United Kingdom and U. interviewing 14.

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