EXCLUSIVE: IN FOCUS: The NPD Group reveals data about women in the QSR market

The NPD Group has revealed how women represent more than half of the QSR overall traffic. In real terms, this equates to 3 billion visits for the year ending December 2015. Fiscally, female eaters generated 10 billion pounds.

The data demonstrated that women tend to spend slightly less than men with an average spend of £3.39, in the order of £0.51 less compared to men. This may be explained partly by the fact that women are more likely to snack. Indeed, snacking make up 29% of their overall traffic in QSR, a proportion that is 16% higher than for men.

In the QSR market, they tend to favour outlets that have an emphasis on the snacking occasion such as retailers and coffee shops as opposed to fast food outlets such as burger outlets and chicken shops.

Overall, for women, eating out in the QSR sector is not only simply motivated by hunger or thirst but also by a desire to treat themselves or others.

Muriel Illig, Senior Account Manager in the NPD group commented “Addressing the specific needs of women should be a key target for QSR operators. It must be remembered that women are increasingly busy therefore convenience is essential however must not overlook that women visit the QSR market to indulge and treat themselves. To effectively cater to the female eater, QSR operators will need to provide both, in particular in relation to snacks. ”