Fast Food in Asia Pacific

January 2019

Fast food in Asia Pacific is being driven by the popularity of Asian fast food, which has grown significantly across the entire region. The rising population of millennials and their busy lifestyles have supported the rapid growth of fast food. Further, rising disposable incomes and the appeal of local cuisines, especially Chinese fast food, in major markets such as China and India, have supported the development of this category.

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Key Findings

Fast food growth expected to slow down during the forecast period, owing to rising health concerns among consumers

The wider choice in consumer foodservice, with a broad variety of food options available for consumers, and the growing popularity of specialist coffee shops among young consumers and white collar workers is expected to squeeze the development of fast food over the forecast period, resulting in decelerating value growth. This is also a sign of growing health consciousness among local consumers, who usually associate fast food with unhealthy dishes, and are increasingly opting for other choices which are considered healthier.

Increasing demand for healthier fast food options leads players to modify their menus and packaging

Consumers are more knowledgeable and concerned about the ingredients in the foods they eat at fast food restaurants than ever before. They do not want simply to avoid fast food, and instead are voicing their opinions in the hope that offerings will be adjusted. Hence, fast food chains in Asia Pacific are having to adjust their offering based on changing consumer attitudes.

Convenience stores fast food continues to perform well in many markets

Convenience stores fast food is the fastest growing channel for the sale of fast food in several countries in Asia Pacific, including Indonesia, the Philippines, South Korea, Taiwan and Thailand, which witnessed the strongest growth in fast food sales via this channel in 2017. This was driven by low pricing, accessibility and the availability of single-portion meals. India was the main exception to this trend in Asia Pacific.

Domestic players dominate the Chinese and Indian markets, as consumers in these countries still prefer regional flavours

Asian-style fast food continues to dominate in China and India primarily owing to consumers’ preference for food from their own region. Furthermore, Asian fast food operators continue to be primarily independents, and hence do not directly compete with other fast food formats.


Key findings

Regional Overview

Asia Pacific leads growth in fast food
Fast food to see slower growth owing to rising health concerns
China, India and Japan dominate regional consumption of fast food
Rising incomes and the millennial population drive growth in fast food
Asian fast food continues to be the leading choice in Asia Pacific
Convenience stores is the fastest growing channel for fast food
Asian fast food and convenience stores fast food drive growth
Young consumers base expected to drive the growth of fast food
Fast food through retail contributes substantial sales
Retail channel gains popularity as it offers a one-stop solution

Leading Companies and Brands

Domestic players dominate in India and China
Japanese retailers hold the highest regional shares
Japan’s chains contribute to high share for top regional players
Convenience stores retailers lead in the region

Forecast Projections

China and India will continue to witness strong growth
Fast food in Asia Pacific is set to witness a slowdown in growth

Country Snapshots

China: market context
China: competitive and retail landscape
Japan: market context
Japan: competitive and retail landscape
South Korea: market context
South Korea: competitive and retail landscape
Taiwan: market context
Taiwan: competitive and retail landscape
Thailand: m arket context


Thailand: competitive and retail landscape
India: market context
India: competitive and retail landscape
Singapore: m arket context
Singapore: competitive and retail landscape
Indonesia: market context
Indonesia: competitive and retail landscape
Hong Kong, China: m arket context
Hong Kong, China: competitive and retail landscape
Malaysia: market context
Malaysia: competitive and retail landscape
Philippines: market context
Philippines: competitive and retail landscape
Vietnam: m arket context
Vietnam: competitive and retail landscape


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