Consumer Research: Onion Ring Insights
In honor of National Onion Ring Day, we spoke to consumers to see what they had to say about crispy, fried onion rings.
Snapshot:
Consumers who love onion rings prefer a smooth batter over a rough batter.
Consumers are interested in a better-for-you onion ring.
Due to COVID-19, consumers are ordering onion rings less often but are making them more frequently at home.
Consumers are ready for new flavor infusions.
Crispy and Golden Brown, What’s Not to Love?
A number of consumers responded they love onion rings compared to any other side. Consumers love a smooth, battered onion ring and they like onion rings for their taste and crunch of the outside and softness of the onion inside.
Crispy is Key
During the pandemic, some consumers reported ordering onion rings from a fast food or family chain restaurant for pickup or delivery.
Of the consumers that ordered onion rings, majority indicated the onion rings were still crispy upon arrival. However, some consumers felt that their onions were semi-soft upon arrival and didn’t meet their expectations. Continued improvement is needed as consumers are expecting that their onion rings will remain crispy on delivery.
“A lot of work needs to be done to ensure onion rings remain crispy. Whether it be at a restaurant or upon delivery, as consumers are expecting crispy onion rings at all times.”
Better-for-You Onion Rings
Consumers are interested in a healthier onion ring option. This includes air fry, no fry and low-carb options. If a better-for-you onion ring was available, consumers felt that it should taste the same as a regular onion ring. While some consumers felt it should taste even better since it would be healthier for them.
“Healthier ingredients are so much better for you and they always taste better.”
Additionally, consumers would order onions rings more frequently if there was a better-for-you option available.
“With healthy lifestyles continuing to trend, our consumers want a better-for-you onion ring without compromising taste and texture.”
Brisan Group 2020
Brisan Group 2020
Onion Rings At Home
With the nation under lock down, consumers are spending more time eating at home than ever before. Due to COVID-19, consumers are ordering onions rings less often from restaurants but are instead, making them at home more frequently.
Battered and Beer Battered are among the most popular batter types purchased and made at home from scratch.
Freezer Aisle
Between frozen, store-bought and completely from-scratch, consumers indicated they were purchasing and making more frozen onion rings. This is due to convenience and that they are hot right out of the oven, fryer or skillet.
The most popular onion ring brands purchased are among Ore-Ida and grocery store brands.
Innovation Possibilities
Consumers are looking to switch up the flavor profiles of their onions rings and are interested in adding different inclusions into the batter. Buttermilk Ranch and Garlic Parmesan are among the most popular options for new onion rings flavors. While inclusions like cheese crumbles, bacon bits and jalapeños could be the next hot thing for onion ring makers everywhere.
“This is a great way for consumers to have an extra dose of veggies and protein in one sitting.”
Key Industry Takeaways
The majority of consumers who love onions rings prefer a smooth batter opposed to a rough (breading) batter.
Consumers expect a better-for-you onion ring to taste the same or even better than a regular onion ring. This shows that consumers are not willing to sacrifice flavor or texture for health benefits.
Crispiness is key to a satisfied consumer and is expected at all times—delivery and eating at a restaurant.
Many consumers are tackling homemade onion rings and are purchasing frozen onion rings now more than ever.
Overall, consumers are excited about having new flavor options and are interested in the idea of adding different inclusions to the batter.