Get more info on this report! Foodies in the U.S.: Organic/Natural Foodies

January 1, 2009

For food aficionados, food offers much more than nourishment. It offers a framework through which they can build relationships, make new friends, explore the world and even examine which behaviors are ethical. They use food to define who they are in greater society. The term foodie, which first appeared in the early 1980s, has entered the English language to describe this new type of food lover and a surrounding new culture of food. Foodies are distinct from gourmets in that their interests tend to be more wide ranging. Foodies enjoy high-end gourmet food, to be sure, but they also seek out hole-in-the-wall BBQ shacks, taco trucks and Chinatown markets. Foodies enjoy the thrill of the hunt and being the first to catch on to new food trends, and food outlets considered “authentic” carry the most prestige in the foodie world. As authenticity frequently equates to a degree of separation from big food conglomerates and corporate marketing campaigns, foodies can be an elusive target for marketers. At the same time, foodies are a desirable demographic, as they are avid, tech-savvy consumers who embrace all sorts of trends, not just those that are food-related, and who introduce these trends to their communities and peers.

Through an analysis of selected lifestyle statements in Simmons Market Research Bureau’s national consumer survey, Packaged Facts has determined that 14% of U.S. adults—or 31 million—are foodies. Drawing on cross-tabulated Simmons data, this report examines foodies’ demographic characteristics in depth while also discussing foodies’ values and consumer habits. Following a thorough trend overview chapter, the report profiles the foodie cohort known as organic/natural foodies, pinpointing their unique characteristics across areas including demographics and attitudes, media responsiveness, shopping habits and restaurant behavior.

Read an excerpt from this report below.

Report Methodology

The information in Foodies is based on primary and secondary research. Primary research entails in-depth interviews with consultants and industry insiders to obtain information on food trends and the people that drive them. Secondary research entailed data gathering from relevant sources, including consumer and industry publications,

newspapers, government reports and company literature. Dozens of charts and tables from diverse sources are included. Consumer demographics are derived from Simmons Market Research Bureau data.

What You’ll Get in This Report

This report helps companies understand what motivates foodies and how to appeal to them, even in difficult economic times. It makes important predictions and recommendations regarding the future of this market. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You’ll Benefit from This Report

If your company is involved in the grocery or restaurant industry or launches new food products regularly, you will find this report invaluable. Because foodies also like to lead the way in other consumer areas—from shopping to fashion, nutrition matters to “green” pursuits—marketers of non-food products will also benefit from learning how to reach this trend-setting demographic.

This report will help:

Marketing managers identify market opportunities and develop targeted promotion plans for food products

Research and development professionals stay on top of competitor initiatives and explore demand for their businesses

Advertising agencies working with clients in the foodservice industries to help their products find an eager audience

Business development executives understand the dynamics of the market and identify possible partnerships.

Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Additional Information

Market Insights: A Selection From The Report

Local Foods Moving Into Organics’ Environmental/Political Role

Local foods are not necessarily produced without pesticides or according to other organic standards, and therefore do not offer the same perceived health benefits of

organics. But as organic foods lose their environmental, political and cultural luster among the food cognoscenti, local foods are moving into the gap. And more so than any other foodie cohort, organic/natural natural foodies are inclined to care about local foods’ environmental advantages, with environment-related Simmons lifestyle statements indexing higher for this cohort than for any other. Organic/natural foodies are, for example, much more likely than U.S. adults on average to agree a lot that they buy products that use recycled paper (index of 303), buy recycled paper products (index of 286) and “would pay more for nvironmentally friendly products” (index of 361). In fact, over two-fifths (42%) of organic/natural foodies agree a lot with this last statement.

Members of this cohort also care passionately about local issues, as 37% strongly agree that they “prefer shopping at local stores to shopping at national chains” (for an index of 279, compared with 175 among foodies overall and 87 among non-foodies). Environmental and political reasons for buying local foods include:

Buying local lessens the environmental impact of food production. Local foods help protect the environment by reducing greenhouse gas emissions from the fuel used to transport food long distances.

Buying local helps the local economy by keeping the money working in the community. It helps support family farmers and preserves local farmland. Says Jane Aiudi, Director of Marketing and Production Development at the food and rural resources division of Maine’s Department of Agriculture, “The surest means of farmland preservation is to have profitable farms” (Maine Today, March 16, 2007).

Buying local has become a backlash to “industrial” food production and consumer disenchantment at organic foods going corporate.

Local foods are believed to use less packaging than industrial foods. Local farmers are more likely to practice sustainable agriculture and to treat their

animals humanely. They are also more likely to pay their workers a fair wage than farms in some distant foreign country.

Recent scares over E. coli-contaminated spinach and ground beef, and over tainted food ingredients from China, have caused concern about the food production chain. Local foods are believed to pose less of a disease risk, and in case of an outbreak, the chain can be easily traced.

TABLE OF CONTENTS

Chapter 1: Executive Summary Scope and Methodology Scope of Report Five Foodie Cohorts Report Methodology Market Overview

The New Culture of Food Defining Foodie An American Phenomenon Foodie Character and Values Foodie-ism Often a Key Part of Self-Identity Foodies May Resist Foodie Classification 31.2 Million U.S. Adults Are Foodies Figure 1-1: Foodies and Foodie Cohorts as a Percentage of U.S. Adults, 2008 (percent) Foodiehood Peaks in Pre-Middle Age Brackets Skew to Pacific and Northeast Regions, Downtown Areas Educated But Not Necessarily Rich Consumers with an Attitude Influencers and Influenced High Media and Advertising Awareness Traveling to Taste Foodies Highly Receptive to Food Marketing Foodies as Informed Health Consumers Foodie Eco-Consciousness Foodie Opportunities in All Dayparts Figure 1-2: Relative Importance of Breakfast, Lunch and Dinner Among Foodies, 2008 (index) Eating In: No Time to Scrimp Food Shopping Skews to Fresh Formats The Cheaper Side of Whole Foods Food and Beverage Purchasing Patterns The Resurgence of Farmers’ Markets Organic v. Local Foodies Push Fast Food in Healthier Directions Foodies Embrace Social Aspects of Food Foodies and the Economic Downturn

Chapter 2: Market Overview Introduction The New Culture of Food Defining Foodie An American Phenomenon Foodie Character and Values Foodie-ism Often a Key Part of Self-Identity Foodies May Resist Foodie Classification 31.2 Million U.S. Adults Are Foodies Five Foodie Cohorts 10% of Adults Are Foreign/Spicy Foodies 9% Are Restaurant Foodies 7% Are Foodie Cooks Figure 2-1: Foodies and Foodie Cohorts as a Percentage of U.S. Adults, 2008 (percent)

5% Are Gourmet Foodies Figure 2-2: Foodies and Foodie Cohorts by Number of U.S. Adults, 2008 (in thousands) 4% Are Organic/Natural Foodies Figure 2-3: Foodie Cohorts as a Percentage of All Foodies, 2008 Overlap Between Foodie Cohorts Table 2-1: Overlap Between Foodie Cohorts, 2008 (percent) Foodies and the Mapping of Food Trends Foodie Demographics Foodiehood Peaks in Pre-Middle Age Brackets Figure 2-4: Age Distribution Among Foodies, 2008 (index) A Female Skew Figure 2-5: Foodie Gender Breakout, 2008 (percent) Hispanics Index at 128 as Foodies Figure 2-6: Foodie Ethnic/Racial Demographics, 2008 (index) U.S. Racial/Ethnic Trends Skew to Pacific and Northeast Regions, Downtown Areas Figure 2-7: Foodie Patterns by Region of Residence, 2008 (index) Figure 2-8: Foodie Patterns by Type of Residence, 2008 (index) Educated But Not Necessarily Rich Foodies and the Economic Downturn Figure 2-9: U.S. Grocery Industry Sales Growth, 2001-2007 (percent) Will Foodies Cut Back? Table 2-2: Foodie Demographics, 2008 (percentages, number and index for U.S. adults) Foodie Psychographics and Consumer Traits Consumers with an Attitude Enthralled with the New Figure 2-10: Foodie Attitudes About Experimentation, 2008 (index) An Adventuresome Self-Image Figure 2-11: Foodie Self-Image About Adventure, 2008 (index) Foodies Wear Prada Figure 2-12: Foodie Attitudes About Fashion, 2008 (index) Influencers and Influenced Figure 2-13: Foodie Attitudes About Trendsetting, 2008 (index) Figure 2-14: Foodies Attitudes About Outside Opinions and Validation, 2008 (index) High Media and Advertising Awareness Foodies Gravitate to the Web, Blogs Figure 2-15: Popular Foodie Blogs Figure 2-16: Foodie Computer Attitudes and Usage Levels, 2008 (index) Bricks-and-Mortar Patterns Reflect High-Style, High-Tech Tastes Foodies Are Active as Direct Shoppers Foodies Highly Receptive to Food Marketing Impulse Spending Over Coupon Cutting Figure 2-17: Foodie Attitudes About Spending, 2008 (index)

Foodies as Informed Health Consumers Foodie Eco-Consciousness Figure 2-18: Environmental Attitudes of Foodies, 2008 (index) Vegetarians, the Food Chain, and the Environment Traveling to Taste Table 2-3: Selected Psychographics: Adults Overall vs. Foodies, 2008 (percent of U.S. adults overall and percent and index for foodie adults) Table 2-4: Personal Computer Use Patterns: Adults Overall vs. Foodies, 2008 (percent of U.S. adults overall and percent and index for foodie adults) Table 2-5: Retail Shopping Patterns: Adults Overall vs. Foodies, 2008 (percent of U.S. adults overall and percent and index for foodie adults) Table 2-6: Internet, Mail, or Phone Order Shopping Patterns: Adults Overall vs. Foodies, 2008 (percent of U.S. adults overall and percent and index for foodie adults) Table 2-7: Food Retail Shopping & Spending Patterns: Adults Overall vs. Foodies, 2008 (percent of U.S. adults overall and percent and index for foodie adults) Foodies and the Food Industry Foodie Opportunities in All Dayparts Figure 2-19: Relative Importance of Breakfast, Lunch and Dinner Among Foodies, 2008 (index) Eating In: No Time to Scrimp Food Shopping Skews to Fresh Formats The Cheaper Side of Whole Foods Food and Beverage Purchasing Patterns Malls Make a Play for Gourmets The Resurgence of Farmers’ Markets Figure 2-20: Number of Operating Farmers Markets, 1994-2008 Rise of Local Food Movement An Organic Plateau? Figure 2-21: U.S. Organic Food Sales, 2005-2008 (in millions of dollars) Foodies and Foodservice Chains Foodies Push Fast Food in Healthier Directions Foodies Embrace Social Aspects of Food Communal Dining Supper Clubs Table 2-8: Household Use of Packaged Foods by Type of Product: Adults Overall vs. Foodies, 2008 (percent of U.S. adults overall and percent and index for foodie adults) Table 2-9: Household Use of Beverage Products by Type: Adults Overall vs. Foodies, 2008 (percent of U.S. adults overall and percent and index for foodie adults) Table 2-10: Household Purchasing Patterns for Packaged Foods for Selected Brands: Adults Overall vs. Foodies, 2008 (percent of U.S. adults overall and percent and index for foodie adults)

Table 2-11: Household Use of Non-Alcoholic Beverage Products for Selected Brands: Adults Overall vs. Foodies, 2008 (percent of U.S. adults overall and percent and index for foodie adults) Table 2-12: Use of Selected Alcoholic Beverage Brands: Adults Overall vs. Foodies, 2008 (percent of U.S. adults overall and percent and index for foodie adults) Table 2-13: Use of Family Restaurant and Fast Food Chains: Adults Overall vs. Foodies, 2008 (percent of U.S. adults overall and percent and index for foodie adults) Foodie Kids Household Expenditures on Kids’ Food Table 2-14: Aggregate Annual Family Expenditures on Food for 3- to 11-Year-Olds by Age Group, 2007 (number and dollars) A New Foodie Generation Organic Baby Food on a Healthy Track Nurturing Foodie Kids and Teens Trends for Kids Trends for Teens

Chapter 3: Organic/Natural Foodies Organic/Natural Foodie Demographics Market Definition Figure 3-1: Overlap Between Organic/Natural Foodies and Other Foodie Cohorts, 2008 (percent) Younger and Female Figure 3-2: Indexes by Age Bracket: Organic/Natural Foodies vs. Foodies Overall, 2008 Hispanic, Blacks Prominent Among Organic/Natural Foodies Organic/Natural Foodies Clustered in Metropolitan Markets Education and Income Demographics Figure 3-3: Indexes by Highest Level of Educational Attainment: Organic/Natural Foodies vs. Foodies Overall, 2008 Employment Picture Mixed Families with Children Table 3-1: Organic/Natural Foodie Demographics, 2008 (percentages, number and index for U.S. adults) Organic/Natural Foodie Psychographics and Consumer Traits Willing to Pay for Quality Figure 3-4: Indexes for Spending Psychographics: Organic/Natural Foodies vs. Foodies Overall, 2008 Fans of Self-Care, Medical Alternatives Figure 3-5: Indexes for Health Psychographics: Organic/Natural Foodies vs. Foodies Overall, 2008 In Tune with Internet and Print Media Followers of Fashion Figure 3-6: Indexes for Shopping and Peer Influence Psychographics: Organic/Natural Foodies vs. Foodies Overall, 2008

Figure 3-7: Indexes for Clothing and Fashion Psychographics: Organic/Natural Foodies vs. Foodies Overall, 2008 Eating for Health Figure 3-8: Indexes for Diet and Nutrition Psychographics: Organic/Natural Foodies vs. Foodies Overall, 2008 Retail Shopping Patterns Figure 3-9: Indexes for Average Weekly Grocery Shopping Expenditures: Organic/Natural Foodies vs. Foodies Overall, 2008 Favored Food and Beverage Products Restaurant Usage Patterns Table 3-2: Selected General Psychographics: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies) Table 3-3: Selected Food- and Nutrition-Related Psychographics: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies) Table 3-4: Personal Computer Use Patterns: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies) Table 3-5: Retail Shopping Patterns: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies) Table 3-6: Internet, Mail, or Phone Order Shopping Patterns: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies) Table 3-7: Food Retail Shopping & Spending Patterns: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies) Table 3-8: Household Use of Packaged Foods by Type of Product: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies) Table 3-9: Household Use of Beverage Products by Type: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies) Table 3-10: Household Purchasing Patterns for Selected Food and Beverage Brands: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies) Table 3-11: Use of Family Restaurant & Fast Food Chains: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies) The Natural/Organic Food Landscape Organic Food Sales Post Double-Digit Growth Table 3-12: U.S. Organic Food Sales, 2005-2008 (in millions of dollars) Organics Grow to 15% of New Product Introductions Table 3-13: Number and Percent of U.S. Food and Beverage Product Introductions Tagged as Organic or Natural,1998-2008 Table 3-14: Number of U.S. Food and Beverage Product Introductions Tagged as Organic: By Product Classification, 1998 vs. 2008

30% of Consumers Buy Organic Produce Figure 3-10: Percent of Adults Who Shop for Organic Products: By Product Category, 2008 82% of Grocers Sell Natural/Organic Food Background of Organic and Natural Foods in Retail Stores Figure 3-11: Organic Products Purchased by Store Chain, 2008 (percent) The Backlash Against Mainstreamed Organic Local Foods Moving Into Organics’ Environmental/Political Role “Green” Benefits of Locavorism Called into Question The Perils of Packaged Food “Nutritionism” The Fair Trade Seal Community Supported Agriculture Programs Lazy Locavores Future Prospects for Organic Market Growth

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