McDonald’s leads NZ fast food, report

The shift comes as price sensitivity, convenience, changing demographics and demand for different flavours reshape how New Zealanders approach food.

McDonald’s has overtaken Fish & Chips as New Zealand’s most widely consumed fast-food choice, according to Nielsen Consumer & Media Insights (CMI) data.

McDonald’s reached 40.4 percent of New Zealanders in the past month, ahead of Fish & Chips at 30.8 percent. KFC followed at 24.7 percent, Chinese food at 20.5 percent and Domino’s at 19.6 percent.

McDonald’s takes top position in fast food

Burger King reached 16.8 percent of the population, while Pizza Hut and Subway reached 16.7 percent and 15.7 percent respectively. The figures show a market spanning global quick-service brands and established New Zealand takeaway options.

The change is particularly evident compared with five years ago. In 2021, Fish & Chips reached 38.5 percent of New Zealanders, compared with 37.2 percent for McDonald’s. McDonald’s has since increased its reach to 40.4 percent, while Fish & Chips has fallen to 30.8 percent.

Fish & Chips consumption shifts towards older consumers

Fish & Chips consumption has increased among older New Zealanders. Consumption rose by 7 percent among people aged 60–74 and by 25 percent among those aged 75 and over during the five-year period.

People aged 60 and over now account for 35 percent of Fish & Chips consumers, compared with 26 percent five years ago.

Helene Maurer, Commercial Director, NZ Agencies & Advertisers, Nielsen: "McDonald’s overtaking Fish & Chips is a striking illustration of how New Zealand’s food habits are changing. Fish & Chips remains an important Kiwi favourite, but its consumer base is increasingly skewing older, while major quick-service brands are competing for consumers across a much broader range of occasions.

"For food businesses, the important point is that these changes don’t happen in isolation. What Kiwis eat is being influenced by what they can afford, how much time they have, the flavours they want to experience and the expectations they have around health and taste."

Price and flavour influence food choices

Price has become a stronger consideration in food and product choices. Some 80.5 percent of New Zealanders now agree that price is an important factor when choosing products, compared with 76.5 percent five years ago.

At the same time, consumers report greater interest in international flavours and product variety. Some 64.4 percent say they like trying flavours from other cultures, up from 57.1 percent five years ago, while 61.9 percent say they like trying new products.

Convenience and health remain important

Convenience is also influencing food choices. Some 60.7 percent of New Zealanders say they want ideas that make cooking meals easier, while 47.7 percent prefer to assemble meals quickly rather than spend time cooking.

Health has gained importance as well. Some 59.8 percent agree that a healthy diet and plenty of exercise are an essential part of their life, compared with 51.9 percent five years ago. However, taste remains an important consideration, with 75.9 percent saying they will eat healthy food if it tastes good.

For food and beverage businesses, the findings point to consumers considering several factors at once, including price, convenience, health, flavour and enjoyment.

Fast food competes across different occasions

The role of fast food also varies by eating occasion. Lunch and dinner are its strongest major meal occasions, with 24.6 percent of New Zealanders visiting a fast-food restaurant for lunch and 30.0 percent doing so for dinner during the past seven days.

Breakfast shows a different pattern. Cafés were the leading out-of-home option, with 12.0 percent of New Zealanders visiting one for breakfast during the past seven days, compared with 7.6 percent visiting a fast-food restaurant.

Late-night occasions favour fast-food restaurants

Fast-food restaurants have a stronger position later in the day. They were the most popular outlet type for late-night snacks, with 7.3 percent of New Zealanders visiting one for that occasion.

Glenn Channell, Pacific Head of Advanced Analytics, Nielsen: "For food brands, capturing market share hinges on understanding the specific eating occasion, where consumers increasingly weigh value and convenience differently – whether they are buying breakfast, grabbing lunch on the run, or ordering late-night delivery.

"That matters beyond fast food. Grocery retailers and FMCG brands are competing for many of those same occasions, which means understanding the combination of price, convenience, flavour, health and timing can help businesses identify where the next opportunity lies."

www.nielsen.com

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