Consumers Eat Burgers Less as Menu Prices Rise

13 Jul 2017 --- Fewer consumers are eating burgers now compared to previous years and restaurants are feeling the effects, according to Technomic Inc.’s recently released 2017 Burger Consumer Trend Report.

While 56 percent of consumers say that they eat burgers at least once a week, this is down from roughly two-thirds of consumers in 2013, and consumers say they are now preparing a higher percentage of their burgers at home. These shifts in consumption align with the increased availability of other foodservice options, especially at fast casuals and retailers, and the 15 percent increase in burger prices at leading chains since 2013 (compared to about 11 percent for all entrees).

“Burgers are becoming a more premium option as pricier toppings like brisket, fried eggs and avocado trend up on menus,” explains Anne Mills, manager of consumer insights at Technomic. “While these ingredients are satisfying demands for new and unique burgers, increasing prices may make burgers a less practical option and push consumers to more affordable alternatives, especially as retail prices for burgers drop.”

Kara Nielsen, Sales and Engagement Manager for the US, Innova Market Insights told FoodIngredientsFirst: “Today, the diner who might have relished a burger a few years ago from a restaurant or at home has many more choices, some indulgent and others more healthful. On menus, expanded sandwich choices include indulgent fried chicken builds, tasty pulled pork or smoked brisket sandwiches, and even more vegetarian patties made from grains, mushrooms and vegetables.”

“Tacos are another menu category that has grown considerably and offers an alternative to a burger, especially when global flavor fusion choices, like Korean or other Asian mash-ups, exist,” she explains.  

“More street food trucks, food halls and even grocery store prepared food counters also compete with burgers, in or out of the home. At home, meal kits may be taking some share away from easy burger grilling as well as more bowl meals and the always popular pizza and at home tacos. Some burger lovers may be cutting back on meat and adding more meat alternatives, sales of which have grown thanks to more appealing meatless options, though this may be small,” notes Nielsen. 

Key takeaways from the report include:

• Thirty-five percent of consumers say it’s very important that restaurants offer burgers with new and unique flavors
• Twenty-six percent of consumers say breakfast burgers are highly appealing, up from twenty-two percent in 2015
• Forty-eight percent of consumers say it’s very important that burgers are made with never-frozen beef

by Elizabeth Green