CHICAGO – New research from foodservice consultancy Technomic Inc. found that most consumers enjoy eating a burger from time to time. In a recent survey of 1,200 U.S. consumers, the vast majority (85 percent) said they eat burgers once a month or more; only 6 percent say they never eat burgers.

While limited-service chains dominate the burger category, the research confirmed that consumers tend to go to these venues when value, price, portability and speed of service are most important. When purchasing fullservice burgers, however, variety and freshness are of greater concern.

The report found significant differences in burger preferences and consumption behavior based on gender, age, region, ethnicity and income. For example, Northeastern consumers are the lightest burger users, and Asian consumers are more likely to find themed burgers appealing than other ethnic groups.

Heavy burger eaters, those who eat burgers once a week or more, make up the largest burger user category (44 percent); this group skews toward young consumers and those in the South and Midwest. While “traditional” burgers still hold solid appeal, there is strong preference toward customization and “build your own burger” options. Additionally, variation in burger size is appealing to consumers, especially miniature burgers, typically sold as appetizers.

The dynamic burger category continues to be dominated by limited-service restaurants, which represent 33 percent of U.S. quickservice sales. Within the nearly $59 billion burger category, the Top 25 limited-service burger chains held roughly 97 percent of the market — and the Top 3 (McDonald’s, Burger King and Wendy’s) accounted for nearly 75 percent of fast-food burger chain sales.

“Burgers are more popular than ever, and represent some of the hottest trends in the industry” Darren Tristano, executive vice president of Technomic Information Services, said in a press release. “Given the overall strength in the segment and consumer interest in variety and customization, burgers provide a great avenue for innovation and sales growth.”