Ahead of competitors despite decline in market share.
Ipsos’ Enhanced Media Metrics Australia (emma) study shows that despite globally suffering from a 2.5% reduction is sales for June-July, in Australia, Macca’s is still very much the leader of the pack, with over 40% of consumers having eaten a Macca’s in the past 4 weeks.
Its not all positive for McDonalds though, by conducting a year on year analysis (year to June 2013 vs. year to June 2014), the number for Macca’s have dipped from 41.9% to 40.2%, however Subway, KFC and all other top 10 brands have suffered a reduction in usage too.
Australia has an extremely competitive fast food market and the proliferation of many niche brands catering to specific market segments may see an irreversible decline in share for the major brands.
More information on emma available at emma.com.au.
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