International brands dominate the UK & Ireland market share
International chains lead the burger segment but coffee is still dominated by local players.
International brands account for more than half of the market share in the UK and Ireland; however, local players proved to be excelling in certain segments, which could mean a growing preference for local offerings, Meaningful Vision revealed.
International brands in the UK account for 49% of all chained outlets whilst capturing 51% of the total visits. Ireland, meanwhile, has a stronger presence, with nearly 61% market share.
In the burger segment, McDonald’s, Burger King, and Five Guys lead in the UK, holding a massive 99% market share in footfall traffic. This leaves little room for local competitors, according to Meaningful Vision.
Ireland also sees a strong international presence in its burger sector, though less pronounced at 71%, with local brands like Supermacs maintaining a significant foothold.
A similar pattern is also seen in the pizza segment, with international chains leading 90% of the UK market. However, it is the opposite in Ireland, where local players such as Apache Pizza and Four Star Pizza capture a substantial 67% share.
The chicken segment is revealed to be the most balanced with international brands in the UK, holding 71% of the market but still facing strong competition with local brands like Morley’s Chicken, Pepe’s Piri Piri, and Dixy Chicken. Conversely, Ireland's chicken market is heavily tilted towards international chains, primarily KFC, which controls 89% — though this segment holds potential for future shifts.
Local brands lead the coffee segment, capturing 76% of the market in the UK. In Ireland, local chains, such as Insomnia Coffee and Esquires Coffee Chain, account for 31% of foot traffic. International brands, including Costa Coffee, Caffè Nero, and Starbucks, hold 24% of the UK market and 69% of the Irish market, respectively.
The bakery and sandwich segment also shows a clear preference for local offerings. UK local brands hold 85% of the market share. In Ireland, however, international brands attract 56% of traffic to coffee shops within this category.
"International brands leverage strong brand recognition and operational efficiencies, whilst local businesses excel in personalised services and adaptability. For businesses aiming to expand in either market, a nuanced understanding of these preferences is crucial,” Maria Vanifatova, CEO of Meaningful Vision, said.
