Asians the World's Greatest Fast Food Fans

It doesn't matter where in the world you are or how well off, the fast food culture has become a way of life for all of us. According to the latest findings from ACNielsen, the world's leading market research firm, nearly all Filipino (99%), Taiwanese and Malaysian (98%) adults eat at take-away restaurants. Among the 28 markets studied across three regions, consumers in these three markets had a higher percentage of adults than Americans (97%) who eat at fast food restaurants.

The latest ACNielsen Consumer Confidence and Opinion Survey was conducted over the Internet in 28 countries across Asia Pacific, Europe and the US interviewing more than 14,100 consumers over the Internet.

According to the ACNielsen survey, 34 percent of Asia Pacific adults eat at take-away restaurants at least once a week, slightly behind fast food fans in the US (35%). At the other end of the scale, however, just 11 percent of European adults eat take-away at least once a week. On a market-by-market basis, nine of the top 10 markets globally for weekly take-away consumption hailed from Asia Pacific. No European markets were among the top ten.

Top 10 Global Markets for Weekly Fast Food Consumption Market Percentage of Adult Population That Eats at Take-Away Restaurants at Least Once a Week. Hong Kong 61% Malaysia 59% Philippines 54% Singapore 50% Thailand 44% China 41% India 37% U.S. 35% Australia 30% New Zealand 29% Source: ACNielsen

"Fast food appears to have become a staple of our diets in Asia Pacific including Malaysia," said Steve Mitchell, managing director, ACNielsen Malaysia. "Busy lifestyles and ease of access to a wide variety of fast food restaurants have proven to be a powerful combination. Where fast-food restaurants still have a significant advantage, though, is the ease with which consumers can make their purchases. Perhaps we'll begin to see drive-thru windows at grocery stores or at least more convenient in-store prepared food sections with dedicated registers."

Despite the obvious popularity and convenience of take-away dining, there are consumers that continue to resist. Across the region, 18 percent of Europeans and 12 percent of Asians eschew the 'take-away'. Led by the Danish, Swedish and Italians, Europeans are the least tempted by a take-away lifestyle when compared to consumers in the US and Asia Pacific. With nearly one fifth of Europeans (18%) claiming never to patronize take-away outlets, nearly half claim to visit only once a month or less.

In Asia Pacific, despite 12 percent claiming never to eat fast food, the region has the most take-away addicts, with 14 percent reportedly eating take away every week, led by people in Hong Kong (61%), Malaysia (59%) and the Philippines (54%).

"The state of one's health has consistently been among the top concerns for consumers according to previous ACNielsen surveys, but it doesn't seem to affect the way consumers choose to eat," said Mr Mitchell. "For many city-dwellers, these days it's all about convenience. Europeans