South Africa Brand Report: Consumers of Top 10 Fast Food Brands


May 23, 2012
92 Pages - SKU: ANYX3905143
License type:
Table of Contents Search inside this report Related Reports Detailed Contents
Countries covered: South Africa
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 (2007-2011); Amount spent at last Fast Food outlet visited (2007-2011); Geo-demographics trends among Fast Food consumers (2007-2011); Detailed geo-demographic profile and brand penetration analysis; Cellphone and Internet usage; Lifestyle and media consumption (2011).

The consumer analysis is based on the latest annual consumer survey among a nationally representative sample of more than 25,000 people - All Media and Products Survey conducted by the South African Advertising Research Foundation.

Some of the key questions the report will help you to answer are: 
  • What are the global and regional Fast Food market trends? USA, Asia and Middle East, Europe and Africa
  • Who are the Top 10 SA Fast Food brands and how are they positioned?
  • What are the important consumer and market trends that should be included in your business strategy?
  • Who are the customers of the Top 10 Fast Food brands in South Africa? e.g. age, gender, affluence, life-stage, geo-demographics
  • How do you engage with them? e.g. lifestyle, cellphone, Internet, sports, music interests
  • What media do you use to communicate to them? e.g. online media, TV, radio, newspapers, magazines 
It provides a comprehensive consumer profile of the Fast Food category (minimum category sample = 17 176), as well as a detailed segmentation among the Top 10 Fast Food brands in South Africa, namely: Chicken Licken, Debonairs, KFC, King Pie, McDonald’s, Nando’s, Pie City, Spur, Steers and Wimpy.

Additional brands that are included in the South African market trends and geo-demographic trends analysis of Fast Food consumers: Barcelos, Bimbo’s, BJ’s, Black Steer, Captain Dorego, Fishaways, Fontana, Hungry Lion, Kauai, London Pie, Little Caesar’s, Maxi’s, Mimmos, Mochachos, Ocean Basket, Panarottis, Perfect Pizza, Pizza Hut, Scooters, Something Fishy, St Elmo’s, Roman’s Pizza, Whistle Stop.

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

Why purchase this market research report?  
  • The report focuses on consumer-based intelligence – the most valuable brand asset
  • Provides a comprehensive analysis of the “big picture” with local consumer/market trends
  • 92 page report with 80+ charts, graphs, tables
  • Salient points and key insights are highlighted and summarised in comment boxes on each page 


SA Population Demographic Overview
i. South Africa At A Glance: Size; Population; GDP; Gini Coefficient; Life Expectancy; Human Development Index; Top Exports And Import Goods; Top Trading Partners
ii. SA Province Overview (2011): GDP Contribution And Population Size
iii. SA Age Estimate (2011): South African Population Age Distribution
iv. SA Population Race And Gender Estimate (2011): Race; Black; White; Coloured; Indian Or Asian. Gender; Male Or Female
1. Fast Food Trends Global & African Overview
1.1. Global Fast Food Industry Trends
1.2. United States Fast Food Industry Overview
1.3. Asia & Middle East Fast Food Industry Overview
1.4. Europe Fast Food Industry Overview
1.5. Africa Fast Food Industry Overview
2. Company/Brand Analysis
2.1. Famous Brands (Steers, Wimpy, Debonairs, Fishaways, Black Steer and M&G)
2.2. Chicken Licken
2.3. King Pie
2.4. Pie City
2.5. KFC
2.6. McDonald’s
2.7. Nando’s
2.8. Spur
3. Fast Food Trend Analysis: 2007-2011
3.1. Fast Food Consumers (bought Past 4 weeks): Personally bought Fast Food from a Fast Food Outlet past 4 weeks; Overview: Total adult population (2007-2011)
3.2. Fast Food Consumption Trends: 2007-2011: Never, Less often than once in 6 months, once in 2- 6 months, once a month, once in 2-3 weeks, once a week, everyday to 1-6 times a week
3.3. Fast Food Consumer Trends by Brand (2007-2011): Bought Fast Food in past 4 weeks by brand
3.5. Fast Food Spent (2007-2011): Amount Spent at Last Visit To Fast Food Outlet
4. Geo-Demographic Trends Among Fast Food Consumers: 2007-2011
4.1. Gender: Male; Female
4.2. Age: 16-19; 20-24, 25-29, 30-39, 40-49, 50-54, 55-64, 60+
4.3. Lifestage: At Home Singles; Young Independent Singles; Mature Single; Young Couples; Mature Couples; Young Family; Single Parent Family; Mature Family
4.4. LSM Group: 1-4; 5; 6; 7; 8; 9; 10
4.5. Population Group: Black; White; Coloured; Indian
4.6. Home Language: English, isiZulu, isiXhosa, isiNdebele, Afrikaans, siSwati, Sepedi, Sesotho, Setswana, Tshivenda and Xitsonga
4.7. Province: Western Cape; Northern Cape; Eastern Cape; KwaZulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
4.8. Community Type: Rural; Small Village, Large Village, Small Town, Large Town, City, Metropolitan Area
5. Brand Profile and Brand Penetration (2011): Chicken Licken, Debonairs, KFC, King Pie, McDonald’s, Nando’s, Pie City, Spur, Steers and Wimpy
5.1. Gender Profile: Brand profile and penetration of each brand by gender
5.2. Age Profile: Brand Profile and penetration of each brand by age
5.3. Lifestage Profile: Brand profile and penetration of each brand by lifestage
5.4. LSM Profile: Brand profile and penetration of each brand by LSM group
5.5. Population Group: Brand profile and penetration of each brand by population group
5.6. Home Language: Brand Profile and penetration of each brand by home language
5.7. Province Profile: Brand Profile and penetration of each brand by province
5.8. Community Profile: Brand Profile and penetration of each brand by community
6. Cellphone & Internet (2011): Chicken Licken, Debonairs, KFC, King Pie, McDonald’s, Nando’s, Pie City, Spur, Steers and Wimpy
6.1. Cellphone Ownership: Cellphone ownership by brand
6.2. Payment Mechanism: Payment Mechanism brand
6.3. Make of Cellphone: Cellphone brands by segment brand
6.4. Cellular Network Provider: Cellular network provider by brand
6.5. Top 10 Cellphone Activities: Daily cellphone activities by brand
6.6. PC and Laptop Ownership: Ownership of PC and Laptop by brand
6.7. Internet Access (Past 7 Days): Internet access in past seven days by brand
6.8. Online Purchase (Past 12 Months): Online purchase in the past 12 months by brand
6.9. Top 10 Internet Activities: Internet activities by brand
7. Lifestyle (2011): Chicken Licken, Debonairs, KFC, King Pie, McDonald’s, Nando’s, Pie City, Spur, Steers and Wimpy
7.1. Financial Institutions: Main bank for all banking transactions by brand
7.2. Sports Interests: Top 10 Sports interested in by selected brand
7.3. Sports Participation: Top 10 Sports participated in by selected brand
7.4. Favourite Music: Top 10 Favourite music types by selected brand
7.5. Frequency of cinema visits: Frequency of cinema visits in average four weeks by brand
8. Media (2011): Chicken Licken, Debonairs, KFC, King Pie, McDonald’s, Nando’s, Pie City, Spur, Steers and Wimpy
8.1. Online Media Usage: Online media usage by brand
8.2 Average Newspaper Readership: Average readership of daily and weekly newspapers by brand
8.3. Newspaper Readership: Top three daily and weekly newspapers by brand
8.4. Average Magazine Readership: Average readership of weekly and monthly magazines by brand
8.5. Magazine Readership: Top three weekly and monthly magazines by brand
8.6. Top 3 TV channels (Past 7 Days): Top three terrestrial TV channels viewed past 7 days by brand
8.7. Top 3 DSTV channels: Top three DSTV TV channels viewed past 7 days by brand
8.8. Top 3 Radio Stations (Past 7 Days): Top three radio stations listened to in past 7 days by brand

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