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The US food macro-trend linked to the over-consumption of fast food seems to be fading due to inflation and the consequent rise in prices. This is reflected in a survey showing that almost 80% of Americans now see it as a new contemporary luxury.
The survey, carried out by Lending Tree, presented a series of results that provide a glimpse of this shift in American consumption. Half of them hold that perception because of the crisis and the fact that they are struggling financially; especially those earning less than $30,000 a year, parents with young children (58%), Gen Zers (58%) and women (53%).
When asked about their choice for an easy meal, 56% said they would opt to prepare food at home. And, despite 78% of respondents showing some concern about rising prices at fast food restaurants, 72% admitted they would be willing to eat at fast food restaurants if discounts were available.
However, Americans continue to consider fast food as one of their top choices, with 3 out of 4 eating fast food once a week, despite its high prices. This is especially true of some of today’s most expensive chains such as Chick-fil-A (25%); Starbucks (22%), Chipotle (21%) and McDonald’s (16%).
