Boston, MA -- (SBWIRE) -- 11/24/2014 -- Fast food is ditching standardisation and embracing new meal concepts. The trend is not new but reached a new high in 2013 as chains such as H3, Prego Gourmet, MiiT and Noori continued to expand in the market. A common trend among most of the fast food chains on the way up is the perceived quality and freshness of their meals. Some of them go as far as to present themselves as gourmet options. This trend is common to all fast food segments from burgers (H3) to sushi (Noori and its temakis), and even traditional Portuguese cuisine (Prego Gourmet). Not surprisingly, chains branding themselves as gourmet sell their meals for higher prices than other fast food chains. This should work as a red alert for the frugal and price conscious post-recession consumers. In fact, the so-called gourmet fast food chains are not competing against Macdonald?s but with full-service restaurants. Most gourmet fast food customers are trading down from full-service restaurants which helps explain why a consumption choice perceived as premium has gained ground while the Portuguese economy delved in recession.

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Competitive Landscape

Ibersol SGPS SA continues to lead the fast food market in Portugal with %. The company has established a very powerful brand name through its fast food brands Pans&Co, Burger King and KFC. However, due to the financial crisis in the last three years, the company closed down some of its outlets in order to reduce the operation costs, especially for the Pans&Co brand.

Industry Prospects

Fast food is expected to return to growth over the forecast period. Over the review period, Portugal saw three years of harsh recession. There have also been three years of decline in value sales in fast food. In fact, the decline in fast food has been less steep than the decline observed in other consumer foodservice categories. The reason for this can be found in fast food?s affordability. In addition, there has been a movement of diners from full-service restaurants to fast food establishments which in turn has been helped by the emergence of premium fast food brands. Now that consumer confidence is increasing, some diners will venture for meals out again. However, the decline in purchasing power registered over the recession means that not all of them will be prepared to go for the full-service restaurant experience just yet. Fast food is, therefore, well positioned to benefit from the economic recovery.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Fast Food industry in Portugal with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Fast Food industry in Portugal, our research will save you time and money while empowering you to make informed, profitable decisions.

The Fast Food in Portugal market research report includes:

- Analysis of key supply-side and demand trends
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the market size of Fast Food in Portugal?
- What are the major brands in Portugal?
- Which type of fast food (burger fast food, chicken fast food, Asian fast food etc.) is expecting the greatest level of growth over the next five years?
- Do Fast Casual restaurants have a presence in Portugal?
- What are fast food chains doing to attract consumers during non-traditional day-parts?

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- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions

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