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The State of the Burger - US - April 2016

The State of the Burger - US - April 2016

"The burger category is ripe for continued innovation as new fast casual players enter the market and existing brands expand their burger menus. Diners today are open to trying new and exciting burgers made with innovative beef blends and unique toppings. While burgers are a favorite dish for many consumers, restaurants must compete with not only other burger restaurants but also chains offering quick and delicious non-burger entrees."

- Caleb Bryant, Foodservice Analyst

This report discusses the following key topics:
The burger market is getting crowded
People are eating less beef


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: Burger consumption at segment in the past three months, by demographics, January 2016
Figure 2: Total US beef consumption
The opportunities
Figure 3: Burger self-segmentation: Burger attitude, January 2016
Figure 4: Burger innovation interest, January 2016
Figure 5: Burger statement agreement, grass-fed beef is higher quality than regular beef, by demographics, January 2016
Figure 6: Burger statement agreement, “I want to know the origin of beef in burgers,” by generation, January 2016
What it means
THE MARKET
What you need to know
Consumers are turning away from beef
Beef gets cheaper
Market perspective
Foodservice trend: Alternative proteins
Trendy chicken and international dishes force burger innovation
Market factors
Consumption of beef down year-over-year
Figure 7: Total US beef consumption
After a period of record highs, beef prices finally fall
KEY PLAYERS
What you need to know
Non-beef burgers receive attention from chefs and customers
New burger chains enter the market
No lack of innovation in the burger category
What’s working?
Veggie burgers get a makeover
Where’s the beef?
Figure 8: New releases of non-beef frozen burgers
Figure 9: Non-beef frozen burgers released in 2015
Protein packed burgers
Restaurant profiles
QSR
Fast casual
Midscale/casual dining
Fine dining
Figure 10: Fine dining burgers
What’s next?
Mean green grass-fed beef
Are butter burgers the next great LTO?
Meet the Juicy Lucy
MMI analysis
Overview
Figure 11: Top 10 menued burgers at restaurants, Q4 2012-Q4 2015
Burger toppings: Vegetables/fruit
Figure 12: Burger toppings: Top 10 menued vegetables/fruits at restaurants, Q4 2012-Q4 2015
Burger toppings: Cheeses
Figure 13: Burger toppings: Top 10 menued vegetables/fruits at restaurants, Q4 2012-Q4 2015
Burger toppings: Sauces
Figure 14: Burger toppings: Top 10 menued vegetables/fruits at restaurants, Q4 2012-Q4 2015
Burger buns
Figure 15: Top 10 burger buns menued at restaurants, Q4 2012-Q4 2015
Burger ingredient claims
Figure 16: Top 10 menued burger ingredient claims at restaurants, Q4 2012-Q4 2015
THE CONSUMER
What you need to know
A majority of diners identify as burger lovers
Consumers are open to new and innovative burgers
Non-beef burgers are an area of exploration
Burgers garner few concerns
Restaurant visitation
QSRs remain the most visited location for burgers by far
Figure 17: Burger consumption at segment in the past three months, by demographics, January 2016
Burger segmentation
A majority of consumers identify as burger lovers
Figure 18: Burger self-segmentation: Burger attitude, January 2016
Men, Millennials, and Hispanics are “lovers.” Women, Boomers, and suburbanites are “likers”
Figure 19: Burger self-segmentation: Burger attitude, by demographics, January 2016
Provide a burger for every eater type
Figure 20: Burger self-segmentation: Burger eater type, January 2016
Gender differences by eater type
Figure 21: Burger self-segmentation: Burger eater type, by gender and age, January 2016
Burger opportunities
Consumers are open to a variety of burger innovations
Figure 22: Burger innovation interest, January 2016
Beef opportunities
Young women desire premium options while young men are all about protein
Figure 23: Burger innovation interest, by gender and age, January 2016
Figure 24: Burger innovation interest, thicker beef patties, by gender and age, January 2016
Reach rural diners with beef; urbanites want unique choices
Figure 25: Burger innovation interest, thicker beef patties, by area, January 2016
CHAID analysis – Ultra-premium beef blends
Methodology
Millennial fast casual and fine dining consumers are most interested in ultra-premium beef blends
Figure 26: Burger innovation interest, thicker beef patties, by area, January 2016
Non-beef burgers
Understanding the different tiers of non-beef burgers
Figure 27: Interest in non-beef burger types, January 2016
Interest in non-beef burgers driven by young consumers and urbanites
Figure 28: Interest in non-beef burger types, by generation, January 2016
Figure 29: Interest in non-beef burger types, by age and income, January 2016
Men want meaty non-beef burgers
Figure 30: Interest in non-beef burger types, January 2016
Non-beef burgers: In their own words
TURF analysis – Non-beef burgers
Methodology
Reach a majority of consumers by offering a selection of non-beef burgers
Figure 31: TURF analysis – Non-beef burger interest, January 2016
Burger perceptions
Consumers have positive perceptions of burgers
Figure 32: Burger statement agreement, January 2016
Provide consumers with a premium burger
Figure 33: Burger statement agreement, “I would pay more for burger made with premium ingredients”, by demographics, January 2016
Strong consumer interest in grass-fed beef
Figure 34: Burger statement agreement, “Grass-fed beef is higher quality than regular beef”, by demographics, January 2016
Figure 35: Burger statement agreement, “Grass-fed beef is higher quality than regular beef”, by gender and age, January 2016
Grass-fed beef: In their own words
Millennials want food with a story
Figure 36: Burger statement agreement, “I want to know the origin of beef in burgers”, by generation, January 2016
Burgers and beverages
Burgers are often paired with CSDs
Figure 37: Burger beverage pairings, January 2016
Men want beer with their burgers
Figure 38: Burger beverage pairings, by gender and age, January 2016
Beverage pairing by income
Figure 39: Burger beverage pairings, by income, January 2016
Qualitative analysis
Burger ingredient importance
Figure 40: Qualitative responses: Most important burger ingredients
Figure 41: Qualitative responses: Least important burger ingredients
Burger delivery
Burger eater types
Reaching the different burger eater types
Figure 42: Burger innovation interest, by burger eater types, January 2016
Figure 43: Burger statement agreement, “I would pay more for burgers made with premium ingredients”, by burger eater types,
January 2016
APPENDIX
Data sources and abbreviations
Consumer survey data
Consumer qualitative research
Mintel Menu Insights
Abbreviations and terms
Consumer
CHAID
Figure 44: Burger attribute interest – CHAID – Table output, January 2016
TURF
Figure 45: TURF analysis – Non-beef burger interest, January 2016
RESEARCH METHODOLOGY
US Research Methodology
Consumer research
Social Media Research
Trade research
Statistical Forecasting

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