Brioche is the first choice of burger fans, according to a new survey conducted for Lantmännen Unibake brand Americana.
The brand’s ‘Burger Barometer’ study was based on a recent poll of 1,500 people aged 18 to 59, who have eaten a burger out of their home in the past three months.
When it comes to the bun, brioche took the top spot, with 30% of the survey, followed by seeded brioche at 18% and grill-marked buns at 15%.
Lantmännen said this demonstrated consumer demand for premium buns and supported the brand’s previous research that found consumers would pay up to £1.25 more for their burger to come in a gourmet bun.
“The brioche bun macro-trend is still running strong, but at the same time, there is an opportunity on menus for other emerging premium buns, like the grill-marked bun, for those looking for a new on-trend gourmet bun experience and who are bored with brioche,” stated the company.
Beef remains the number one burger patty of choice for 68% of consumers, according to the study, with chicken burgers second-favourite. And, despite the trend for meat-free eating, only 8% of consumers said a veggie or vegan patty was their preferred choice. The top meat-free burger choice was a veggie bean burger with cheddar cheese (32%), followed by halloumi cheese with grilled aubergine, courgette and peppers (24%).
Lantmännen said the Burger Barometer gave further evidence that operators who traded up to gourmet would boost margins, with 63% of respondents willing to pay more for new and improved burger options.
“This research gives us an even deeper understanding of exactly what it is that consumers want from a burger when eating out of home,” said Americana assistant brand manager Samantha Winsor. “This ensures we offer our customers bun and burger recommendations based on factual consumer-led insights, supporting them to drive sales and thrive in a highly competitive and ever-changing, market.”