ONSUMER FOODSERVIE SURVEY IN...
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CONSUMER FOODSERVICE SURVEY IN SINGAPORE Survey conducted by RAS, in collaboration with Euromonitor March 2019 © Euromonitor International Ltd 2015. All rights reserved. The material contained in this document is the exclusive property of Euromonitor International Ltd and its licensors and is provided without any warranties or representations about accuracy or completeness. Any reliance on such material is made at users’ own risk. This document is confidential and for internal use by XXXXX and its affiliates only. Publication or making available to any third party of all or part of the material contained in this document (or any data or other material derived from it) without Euromonitor International’s express written consent is strictly prohibited. Please refer to the applicable terms and conditions with Euromonitor International.
Transcript of ONSUMER FOODSERVIE SURVEY IN...
CONSUMER FOODSERVICE SURVEY IN SINGAPORE
Survey conducted by RAS, in collaboration with Euromonitor
March 2019
© Euromonitor International Ltd 2015. All rights reserved. The material contained in this document is the exclusive property of Euromonitor International Ltd and its licensors and is provided without any
warranties or representations about accuracy or completeness. Any reliance on such material is made at users’ own risk. This document is confidential and for internal use by XXXXX and its affiliates only.
Publication or making available to any third party of all or part of the material contained in this document (or any data or other material derived from it) without Euromonitor International’s express written
consent is strictly prohibited. Please refer to the applicable terms and conditions with Euromonitor International.
© Euromonitor International
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Joined Euromonitor in 2014
▪Project manager in the Singapore office,
▪Delivers strategic insights to inform clients’ decisions in Asia Pacific,
Credentials:
▪Loves eating
▪Hunting for food In Singapore since 2002
▪Found my other “half” here
▪Indonesian from Macau, China
▪Loves all types of cuisines
Who is Andre Kamarudin?
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▪N = 1,000
▪500 male / 500 female
▪Monthly income: following national
income distribution estimates
Project Overview: Consumer Survey 2018
0 50 100 150 200 250 300 350 400 450
Below SGD 2,000
SGD 2,000 - 3,999
SGD 4,000 - 4,999
SGD 5,000 - 5,999
SGD 6,000 - 6,999
SGD 7,000 - 7,999
SGD 8,000 - 9,999
SGD 10,000 - 12,999
SGD 13,000 - 14,999
SGD 15,000 and above
Foodservice Market Size in 2017
2.3%CAGR
2017 – 22
1.4%CAGR
2012 – 17
Full-Service Restaurants
Fast Food Cafés/Bars
Street Stalls/Kiosks
8.1billion SGD
17%
26%
29%
27%
USD mn Per Cap
ASEAN Spending On Consumer Foodservice
0 200 400 600 800 1000
Bar / pub
Café
Full-service restaurant
Home: Order delivery / buy take-away
Fast food restaurant
Food court in malls
Coffeeshop / hawker centre
Home: Cooking
Lunch Dinner
LUNCH: Coffeeshop / Hawker Center
DINNER: Cooking At Home
Number Of Consumers Dining At Each Location At Least Once A Week
Home Cooking
Coffeeshop / Hawker Centre Lunch
Dinner
FOR OTHERS: Frequented once a week or less
Consumers Dining Once A Week
Or Less In Each Location
0% 20% 40% 60% 80% 100%
Bar / pub
Café
Order delivery / buy take-away
Full-service restaurant
Fast food restaurant
Food court in malls
Cooking
Coffeeshop / hawker centre
Almost never Less than once a week Once a week
Twice a week 3-4 times a week 5-6 times a week
Almost everyday
Fast Food Restaurant
Full Service Restaurant
Order Delivery/Take-away
Bar / Pub
Cafe
Food Court In Mall
F&B TECH:Positive experience;Even more positive views on the ideasBut…
0% 50% 100%
Self-service ordering systemon premise
Digital menu for orderingon premise
Online / mobile payments(e.g. Fave, GrabPay, Apple
Pay, Mileslife)
Online ordering for homedelivery / pick-up
Online reservation
Neutral
I dislike the idea
I like the idea but I had negative experience
I like the idea and I had mostly good experience
Online Reservation
Online Ordering ForHome Delivery / Pick-up
Online ReservationOnline
/ Mobile Payments
Digital Menu ForOrdering On Premise
Self-service OrderingSystem On Premise
Views & Experience of Consumers
Who Have Used F&B Technology
0% 10% 20% 30% 40%
Reservation option
Cashless payment options
Option for home delivery
Ambience
New dining concepts
Recommendations / word of mouth
Less waiting time / no queue
Accessibility / location
Menu (e.g. food quality / health option)
Pricing / promotions
Dinner Lunch
KEY TO GAIN NEW CUSTOMERS: Promotions & PriceMenuAccessibility
Pricing / Promotions
Key Factors To Influence Consumers
To Try A New Eatery
Menu (Quality / Options)
Accessibility / Locations
KEY TO RETAIN CUSTOMERS:Good Service QualityPromotions & PriceMenu
0% 50% 100%
Interesting dining concepts
Kids friendly facilities
Option for home delivery
Cheaper to eat out than to cook
Menu
Promotions
Good service quality
Very Unimportant Somewhat Unimportant
Neutral Somewhat Important
Very Important
Good Service Quality
Promotions & Price
Menu
Key Factors To Motivate Consumers
To Dine Out More Often
MOST EFFECTIVE PROMOTIONS:DiscountsCash RebatesLoyalty Points
Most Appealing Promotions Among Those Who Picked Pricing/Promotions As The Top Influencing Factor
0 200 400 600 800 1000
Discount via cashlesspayments mode (e.g. Google…
Free items with purchase
Credit card points
Loyalty points for therestaurant / group
Cash rebates for the credit card
Cash rebates for the restaurant/ group
Price discounts
Very Important Somewhat Important
Neutral Somewhat Important
Very Important
Price Discounts
Cash Rebates ForThe Restaurants Or Group
Cash Rebates ForThe Credit Cards
Loyalty Points ForThe Restaurants Or Group
7%
7%
9%
11%
12%
22%
36%
52%
54%
0% 10% 20% 30% 40% 50% 60%
Low glycemic index
Diabetics (No/low sugar)
Sustainable ingredients
Organic
Low-carb
Low-fat
No MSG
Visually appealing menu /tasty food
Wide variety of selection
THE BEST MENU:Wide Variety Of SelectionVisually Appealing / Tasty No MSGLow Fat
What Does A Good Menu Mean To You?
Wide Variety of Selection
Visually Appealing Menu/ Tasty Food
No MSG
Low Fat
0% 25% 50% 75% 100%
Have handicapped access
Personal mobility device accessible
Ample parking
Easy access by public transport
Near home / office
Very Unimportant Somewhat Unimportant Neutral
Somewhat Important Very Important
ACCESSIBILITY / LOCATION:Near Home/OfficeEasy Access by Public Transport Ample Parking
Easy Access By Public Transport
Ample Parking
What Is Considered Accessible?
Near Home / Office
MARKETING:Friends’ Posts (Facebook / Instagram / Twitter)
GoogleFood Critics
Most Effective Marketing Media In Influencing Consumer Choices Of Eatery
0 200 400 600 800 1000
Radio commercials
paid advertisements /sponsored Posts
Prints (e.g. newspapers,magazines)
TV commercials
Bloggers / influencers
Featured on online platforms(e.g. Foodpanda, Deliveroo,…
Professional food critics (e.g.Michelin Guides) /…
Google searches
Friends' posts / word of mouth
Neutral I don't remember seeing any
Ineffective Very ineffective
Effective Very Effective
Friends’ Posts On Social Media/ Word Of Mouth
Google Searches
Food Critics
TOP DELIVERY PLATFORMS:GrabFood Honestbee Food FoodpandaWhyQ Singapore
Preferred Delivery Methods For
Order Delivery / Buy Take-away
0% 20% 40% 60% 80% 100%
Delivery by restaurant itself
Laborme
Deliveroo
WhyQ Singapore
Foodpanda
Honestbee Food
GrabFood
Never Rarely Every once in a while Often
Online Ordering2012: 1.7%2017: 3.5%
MOST PREFERRED CASHLESS PAYMENT:Visa NETSMasterCard
2%
2%
2%
3%
4%
5%
5%
9%
10%
18%
18%
21%
China UnionPay
Mileslife
Alipay
WeChat Pay
Favepay
Grabpay
American Express
EZ link
Contactless Payment
MasterCard
NETs
Visa
Most Preferred Cashless Payment Options
© Euromonitor International
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Top Marketing Channel
Social Media
Google Searches
Food Critics
Top Selection
Pricing Menu Location
Full-Service Restaurants
Fast Food Cafés/Bars
Street Stalls/Kiosks
8.1billion SGD
17%
26%
29%
27%
Foodservice Market Size in 2017
Online Ordering2012: 1.7%2017: 3.5%
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Key takeaways
Foodservice players responding to changing consumer preferences
Growing focus on offering healthier options, cafes and specialty coffee shops segment, the adoption of technology in the fast food segment and the rapid development of food delivery platforms across all segments.
Most effective marketing media channels for guiding consumers’ choice of eatery are social media, Google searches and professional food critics.
Pricing/promotions, menu, and accessibility & location still influence consumers’ choice of eatery the most.
Well-tailored strategies must take both the business’ unique value propositions and the industry trends into consideration to identify a niche for the business.
Marketing for foodservice is evolving
Traditional factors that influence choice of eatery remains unchanged
Investments for foodservice players need to have a clear vision and strategy
Conclusion
CONTACT DETAILS
Andre Kamarudin 甘兴龙Consultant
Euromonitor International
+65 64290590 EXT 6626
Registration no.199803348D
Email me: [email protected]
Find me on LinkedIn: https://www.linkedin.com/in/andrekamarudin/
