Every marketer wants to know what makes the young consumers tick. EMMA (Enhanced Media Metrics Australia) report on QSR usage answers that question, literally, as it show us what their attitudes to food and nutrition are.
When it comes to the 14-29s, there are some clear distinctions compared to the wider Australian population. Getting the right nutrition and preparing traditional meals is less of a priority for the youngsters - food is seen as a necessity to fill up. Youngsters are also less fussy about eating the highest quality ingredients and not as confident cooks compared to the average Australian. Not surprisingly, the 14 -29 year olds are far more likely to choose the convenience of a Quick Service restaurant compared to any other age group.
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