While today’s consumers certainly scrutinize the foods that fill their pantries, they aren’t just eating at home. In fact, eating out isn’t just for special occasions; it’s a way of life for nearly half of global respondents (48%), who say they eat at restaurants or other out-of-home dining establishments weekly or more often. Respondents in Asia-Pacific and North America are particularly avid out-of-home diners.
Rise and shiners, not rise and diners
Dinner and lunch are the meals that respondents most commonly eat away from home, while fewer say they eat breakfast outside the home. But this trend may be changing in some markets. For example, respondents in the U.S. are more likely than the global average to say they eat breakfast at a restaurant (21% versus 16% globally), and many establishments are capitalizing on this by introducing convenient offerings for busy consumers who have little time for a formal meal. Coffee shops are expanding their menus to include more breakfast options, while some quick-service restaurants have introduced breakfast service or made their breakfast offerings available all day.
“Breakfast has been a growth driver for some fast-food and quick-service dining establishments, but it represents a strong growth opportunity for retailers as well,” said Andrew Mandzy, Director of Strategic Health and Wellness Insights, Nielsen. “To win at breakfast, retailers should focus on healthfulness and convenience. Consumers often have less time for meal planning and preparation in the morning, but quality, taste and freshness remain critical. And products that pack a healthful benefit are even better positioned to succeed. For example, while the ready-to-eat cereals category is declining in the U.S., the gluten-free, GMO-free and no-high-fructose-corn-syrup cereal sub-segments are growing.”
Other findings from our recent global Ingredient and Dining-Out Trends report include:
- Among those who say they eat away from home, North American respondents (69%) say they eat at fast food restaurants, exceeding the global average (57%).
- Respondents in Malaysia (51%), Taiwan (50%) and Vietnam (48%) were the most likely to say they eat food from street food vendors.
- Reasonable food prices and food quality are the two most important attributes when choosing a restaurant or out-of-home dining establishment.
For more detail and insight, download Nielsen’s Global Ingredient and Dining-Out Trends Report. If you would like more detailed country-level data from this survey, it is available for sale in the Nielsen Store.
About the Nielsen Global Survey
The Nielsen Global Out-of-Home Dining Survey was conducted Aug. 10-Sept. 4, 2015, and polled more than 30,000 consumers in 61 countries throughout Asia-Pacific, Europe, Latin America, the Middle East/Africa and North America. The sample for the survey includes internet users who agreed to participate in this survey and has quotas based on age and sex for each country. It is weighted to be representative of internet consumers by country. Because the sample is based on those who agreed to participate, no estimates of theoretical sampling error can be calculated. However, a probability sample of equivalent size would have a margin of error of ±0.6% at the global level. This Nielsen survey is based only on the behavior of respondents with online access. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60% internet penetration or an online population of 10 million for survey inclusion.