New research from Mintel finds that many Brits are now looking for a ‘better burger’, with 7% of Brits who’ve visited a fast-food restaurant in the past three months (to May 2015) saying they’ve switched from these restaurants to gourmet burger restaurants, rising to over one in 10 (12%) users aged 16-34.
Although the number of gourmet burger bars is still small, Brits’ hunger for a superior burger among other factors is having a positive influence on the overall burger bar market, with sales expected to post growth of 4.5% to £3.2 billion in 2015 and a growth of 19% predicted between 2015 and 2020 to reach £3.8 billion.
And it seems many are looking to trade up their burger choice at fast food restaurants too, with half (52%) of UK consumers who’ve eaten or bought food from a fast-food restaurant in the past three months saying they’d be interested in trying gourmet burgers from fast food chains. What’s more, 29% of fast food users are interested in burgers from fast food venues containing thicker meat, 26% in a greater selection of burger toppings and 24% are interested in burgers made using more premium bread.
“The gourmet burger trend continues seemingly unabated, adding value and interest to the burger market. Gourmet burgers have prospered during the economic downturn through their status as an affordable meal that still offers indulgence. The ongoing expansion of ‘better burger’ restaurants continues to add value to the market by encouraging trading up. Offering thicker burgers and a greater range of patty meats should provide burger operators with opportunities to further entice customers and maintain their interest,” said Richard Ford, senior Food and Drink analyst at Mintel.
Whilst those aged 16-34 are the most likely to prefer a posher patty, they are also the most likely age group to visit fast food restaurants. Four in five (81%) UK consumers aged 16-34 have eaten in a fast-food restaurant in the past three months, compared to the national average of 65%.