Norway sees possibilities in Asian ‘fast food’ market Published: 07 March, 2005
Modern Asians eat a lot of fast food. A recent analysis from marketing information company ACNielsen shows that 61% of the population in Hong Kong eat at so-called “take-away restaurants” at least once a week, as do 59% of Malaysians, 54% of Filipinos, 50% of Singaporeans and 44% of Thais. In comparison, only 35% of Americans eat at fast food restaurants once a week, and only 10% of Europeans.
Asians eat at fast food restaurants far more often than both American and Europeans. But in the East, fast food is not only associated with hamburgers; sushi is very popular among those who dine out.
Merete Kristiansen,Marketing Manager for Salmon in Norwegian Seafood Export Council (NSEC), sees the possibilities for Norwegian Salmon in Asia. ”In Asia, ”fast food” also means sushi and salads, not just hamburgers. Modern Asians want their food served quickly – and to an increasing degree, they want their fast food to be healthy”.
“With the general increase in prosperity in Asia, there is going to be more focus on health and food in the future, which clearly provides potential for Norwegian Seafood”, says NSEC’s Merete Kristiansen. “The establishment of the many sushi chains in Asia is an example of the focus on healthy fast food.”
For example, Japanese restaurant chains in Thailand have grown rapidly in popularity, with a large element of Norwegian Salmon on the menu. A chain that has recognised these possibilities is Genki Sushi. With almost 200 sushi restaurants in Japan and 35 in Southeast Asia, they are going all out on healthy fast food. Pizza Hut is also focusing on seafood, and last year they launched their salmon pizza in all 160 restaurants in China. The large Japanese fast food chain, MOS Burger, has 1500 restaurants in Asia, and last year they also launched service of healthy fast food, i.e. lemon salmon burgers based on salmon fillets. You can also find white fish and prawn burgers on their menus.
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