MOSCOW, 27 July 2022. To mark Hamburger Day Russian Public Opinion Research Centre (VCIOM) presents the findings of a survey on fast food restaurants in Russia.
Hamburger or bread with a cutlet?
The word “hamburger” is associated with a sandwich, bread with a cutlet and a bun with meat (28%). This overseas word sounds more familiar to young respondents - they associate this word with a sandwich (37%), whereas persons aged 60 and older find it hard to answer the question (22%). Another common association is “harmful, fatty food” (15%), which proves that both hamburgers and fast food are perceived in an ambiguous way. Such associations are popular with respondents aged 35-44 (22%) and women (19%). Young interviewees under 25 are less likely to have such associations (7%), with perceptions of hamburgers and fast food being more positive. Young respondents saying that this type of food is “tasty, nutritious, and hearty” (16%) also proves that. Generally, Russians have an equal number of positive and negative associations related to the word “hamburger”.
Fast food: who, with who and why?
Whereas 19% of Russians visited fast food restaurants on a regular basis in 2010, today this share is twice as high (38%). The key fast food target audience is young people aged 18-34 (66-71% vs. 9% among persons aged 60), people living in Moscow, St Petersburg and million-plus cities (57-46%), as well as those residing in Central and North Western federal districts (44-47%). Respondents with good financial income and higher education diplomas are more likely to visit fast food restaurants (43% and 46%). Seventy-eight percent of Russians aged over 60 and 62% of rural area residents have never been to fast food restaurants.
Every second fast food visitor tries to save time and have a quick snack (45%). This is followed by the taste of such dishes (13%). Every tenth respondent chooses fast food when they are away or far from home (11%); the same number of respodnents visit fast food restaurants to please children (9%).
Those who avoid fast food stick to healthy diet: they say fast food is harmful (26%). Every fifth respondent in this group (21%) prefers homemade food; 13% cook at home. Twelve percent of respondents say there are no fast food places in their area. It means that people often avoid fast food not because of objective reasons but because of their own conscious choice.
Reflection about the harmful effects of fast food defines the difference between those who support fast food and those who oppose it. For fast food visitors, eating tasty and spending less time on meals are stronger arguments in favor of fast food than eating healthy foods.
Although fast food restaurants are mainly popular among young people, Russians go there alone or accompanied by children or grandchildren (35%, each). Fast food practices change with age. Half of young respondents aged 18-24 eat fast food socializing with friends (50%); persons aged 25-34, accompanied by “husband/wife” or “boyfriend/girlfriend” (43%); respondents aged over 35 point to children/grandchildren taking the initiative to go there (38-49%). Women are twice as more likely to opt for fast food than men (45% vs. 25% of men). However about one-third of respondents in each age group go to fast food restaurants alone – they are primarily men (42%) and residents of Moscow and St Petersburg (47%).
VCIOM-Sputnik Russian nationwide telephone survey was conducted July 17, 2022. A total of 1,602 Russians aged 18 and over took part in the survey. Survey method: telephone interviews using a stratified random sample based on a complete list of Russian mobile phone numbers. The data were weighted for social and demographic characteristics. The margin of error at a 95% confidence level does not exceed 2.5%. In addition to sampling error, minor changes to the wording of questions and different circumstances arising during the fieldwork can introduce bias into the survey.
July 17, 2022 survey key effectiveness indicators: 1,602 respondents; cooperation rate (COOP1)* = 0.8186; minimum response rate (RR1)** = 0.0230; response rate (RR3)*** = 0.1686.
* The number of complete interviews divided by the sum of: а) complete interviews and b) non-interviews with eligible respondents.
** The number of complete interviews divided by the sum of: а) complete interviews, b) interrupted interviews after successful screening and c) all the telephone numbers where it is unknown whether the subscribers meet the selected criteria or not.
*** The number of complete interviews divided by the sum of: а) complete interviews, b) interrupted interviews after successful screening and c) all the telephone numbers with respect to the assessment of the percentage of eligible cases in the total number of cases of unknown eligibility.
What word associations come to your mind when you hear the word “hamburger”? Up to 3 answers (open-ended question, up to 3 answers, % of total respondents) | |||||||||
Total respondents | Male | Female | Ages 18-24 | Ages 25-34 | Ages 35-44 | Ages 45-59 | Ages 60+ |
| |
Food / bun with meat / bread with a cutlet / sandwich / cutlet, herbs, vegetables, sauce / French fries / coke / doughnut | 28 | 33 | 24 | 37 | 32 | 32 | 29 | 20 |
|
Unhealthy food / harmful / not healthy food / high calorie, fatty | 15 | 10 | 19 | 7 | 12 | 22 | 17 | 12 |
|
I don’t like it / disgusting / unpleasant, negative associations | 12 | 11 | 12 | 1 | 9 | 6 | 14 | 18 |
|
No associations | 7 | 7 | 7 | 4 | 5 | 6 | 8 | 9 |
|
McDonalds / Burger King / KFC | 7 | 8 | 6 | 12 | 15 | 9 | 5 | 1 |
|
Fast food / fast eating / time-saving | 7 | 6 | 7 | 12 | 12 | 9 | 4 | 3 |
|
Tasty, nutritious,, hearty meal/ appealing / positive attitude | 6 | 6 | 6 | 16 | 9 | 4 | 4 | 5 |
|
America / fatty American / foreign food | 6 | 7 | 5 | 3 | 6 | 8 | 7 | 3 |
|
Diseases / stomach ache / obesity / fatty people | 4 | 4 | 5 | 2 | 4 | 7 | 5 | 3 |
|
Unhealthy food | 2 | 1 | 4 | 4 | 1 | 2 | 5 | 2 |
|
Other | 2 | 2 | 2 | 6 | 2 | 2 | 2 | 2 |
|
Don’t know | 17 | 17 | 17 | 18 | 15 | 14 | 14 | 22 |
|
Do you often happen to eat at fast food restaurants where you can spend literally 10-15 minutes on a meal, or not?(closed-ended question, one answer, % of total respondents) | ||
| 2010 | 2022 |
Yes, regularly, almost every day | 1 | 1 |
Yes, often, at least once a week | 4 | 9 |
Yes, sometimes but no more than once a month | 14 | 28 |
I was there only a couple of times | 11 | 12 |
No, almost never | 69 | 50 |
Do you often happen to eat at fast food restaurants where you can spend literally 10-15 minutes on a meal, or not? (closed-ended question, one answer, % of total respondents) | |||||||
| Men | Women | Ages 18-24 | 25-34 | 35-44 | 45-59 | 60 + |
Yes, regularly, almost every day | 1 | 1 | 6 | 2 | 1 | 1 | 0 |
Yes, often, at least once a week | 12 | 6 | 19 | 18 | 12 | 5 | 1 |
Yes, sometimes but no more than once a month | 28 | 27 | 41 | 51 | 31 | 26 | 8 |
I was there only a couple of times | 13 | 11 | 9 | 9 | 13 | 15 | 12 |
No, almost never | 45 | 54 | 24 | 20 | 43 | 54 | 78 |
Do you often happen to eat at fast food restaurants where you can spend literally 10-15 minutes on a meal, or not (closed-ended question, one answer, % of total respondents) | ||||||||
Moscow and St Petersburg | Million-plus cities | 500-950 thousand | 100-500 thousand | Less than 100 thousand | Rural area |
| ||
Yes, regularly, almost every day | 3 | 4 | 1 | 0 | 1 | 0 |
| |
Yes, often, at least once a week | 15 | 10 | 12 | 8 | 7 | 5 |
| |
Yes, sometimes but no more than once a month | 39 | 32 | 27 | 30 | 24 | 22 |
| |
I was there only a couple of times | 11 | 9 | 15 | 13 | 13 | 11 |
| |
No, almost never | 33 | 44 | 45 | 49 | 55 | 62 |
| |
Why do you visit fast food restaurants? Up to 3 answers (open-ended question, up to 3 answers, % of those who have been at a fast food restaurant) | ||||||
Total | Ages 18-24 | 25-34 | 35-44 | 45-59 | 60 + | |
It’s fast / time saver / no time/ I’m in a hurry | 45 | 65 | 50 | 40 | 39 | 22 |
Tasty / I like it | 13 | 23 | 11 | 9 | 12 | 13 |
On the go / if I’m away | 11 | 4 | 7 | 14 | 16 | 20 |
With children/ children want it / children ask for it / children like it | 9 | 0 | 8 | 19 | 9 | 4 |
Not pricey / affordable price | 8 | 14 | 7 | 9 | 5 | 5 |
It’s close / on my way / within walking distance | 7 | 5 | 6 | 9 | 9 | 2 |
Convenient | 6 | 5 | 12 | 3 | 3 | 5 |
If you’re hungry / to have a snack | 6 | 6 | 4 | 4 | 10 | 8 |
Need / no possibility to eat at home / to bring along with you from home | 5 | 1 | 2 | 5 | 9 | 7 |
You just fancy it / if you feel like it | 4 | 3 | 4 | 7 | 2 | 6 |
Variety / rich menu | 4 | 4 | 5 | 3 | 2 | 7 |
Walking / at the cinema | 4 | 8 | 3 | 2 | 3 | 3 |
Quality / I trust it | 3 | 3 | 3 | 2 | 4 | 2 |
At work / lunchtime | 3 | 0 | 2 | 2 | 7 | 0 |
Sometimes you just feel like eating something bad | 3 | 2 | 4 | 3 | 0 | 3 |
No desire to cook anything / lazy to cook | 3 | 3 | 4 | 2 | 1 | 0 |
Availability / many outlets | 2 | 2 | 3 | 2 | 2 | 0 |
Because you don’t need to cook / I don’t like cooking | 2 | 4 | 2 | 1 | 1 | 3 |
No other places / no any other place | 2 | 0 | 3 | 1 | 1 | 4 |
Socializing / with friends | 2 | 2 | 2 | 1 | 1 | 6 |
Rest / spending quality time | 2 | 2 | 3 | 1 | 1 | 0 |
Other | 4 | 3 | 3 | 2 | 6 | 9 |
Don’t know | 2 | 3 | 3 | 1 | 1 | 6 |
Why do you not visit fast food restaurants? Up to 3 answers (open-ended question, up to 3 answers, those who have been at a fast food restaurant) | |
| Total |
It’s harmful / I keep my health on track/ poor quality food / I like healthy eating | 26 |
I eat at home / I like home-cooked meals / Home-cooked meals are tastier, healthier / I am fed at home | 21 |
I cook / cooking at home | 13 |
There are no McDonalds in our city / area | 12 |
Not tasty / I don’t like it | 12 |
Expensive / no money | 11 |
I don’t trust / You don’t know what they put into it / you can get poisoned with food / unsanitary conditions | 8 |
I don’t need it / what for / no point / no need | 7 |
No time / I’m busy | 3 |
Health issues / diet | 3 |
I live in the countryside / in a village/ rural area | 3 |
I don’t leave my house / I don’t go anywhere | 2 |
Not interested | 2 |
Far / not on my way | 2 |
I’m against fast food | 2 |
Other | 4 |
Don’t know | 2 |
Who do you go to fast food restaurants with? (closed-ended question, up to 3 answers, % of those who have been at a fast food restaurant) | ||||||||
Total | Men | Women | Ages 18-24 | 25-34 | 35-44 | 45-59 | 60 + | |
Children, grand children | 35 | 25 | 45 | 6 | 30 | 49 | 38 | 45 |
Alone | 35 | 42 | 27 | 38 | 35 | 32 | 37 | 33 |
Husband /wife, boyfriend/girlfriend | 32 | 33 | 32 | 37 | 43 | 32 | 24 | 16 |
Friends | 22 | 22 | 21 | 50 | 30 | 11 | 12 | 10 |
Coworkers | 14 | 16 | 12 | 18 | 16 | 14 | 13 | 7 |
Other family members | 8 | 5 | 11 | 15 | 6 | 5 | 10 | 6 |
Other | 4 | 3 | 4 | 1 | 5 | 4 | 3 | 6 |
Don’t know | 1 | 1 | 0 | 1 | 0 | 1 | 1 | 1 |