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Get more info on this report! Foodies in the U.S.: Gourmet 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. adultsor 31 millionare 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 gourmet 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

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Get more info on this report! Foodies in the U.S.: Gourmet 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 gourmet 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

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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

Female, Ethnic and Geographic Skews

As with foodies overall, gourmet foodies skew more female than male, but this cohort narrows the gender gap somewhat, at 55% female and 45% male, compared with 57% and 43%, respectively, for foodies overall.

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Racially, gourmet foodies are more likely than U.S. adults on average to be Hispanic (index of 118, compared with 128 for foodies overall) or Black (index of 115, compared with 107 for foodies overall). Correspondingly, they are 13% less likely to be White (index of 87, compared with 91 for foodies overall), although Whites still comprise a sizable majority of gourmet foodies—62%, or approximately 6.2 million of the 10 million gourmet foodies overall. Gourmet foodies are more likely than U.S. adults on average to live in the Pacific (index of 124) or Northeast (index of 112) regions. On the other hand, they are less likely to live in the Central (index of 79) or Southwest regions (index of 88). In addition, gourmet foodies tend to cluster in the country’s larger cities. According to Simmons, 35% live in a top 25 metro market, such that they are 9% more likely than average to do so (index of 109).

Housing data further reflect gourmet foodies’ youth and urbanity. They are 10% less likely than U.S. adults on average to own a house (index of 90), as footing these costs would be difficult for a young person in an urban area. Instead, they are more likely to rent a house (index of 136), rent an apartment (index of 122) or own a condo or co-op (index of 132). [Table 6-1]

Higher Education and Income Tilts

To step out of mainstream American cuisine and learn about gourmet foods requires a selfdriven curiosity. Also, someone who “likes food presented as an art form” is most likely interested in other forms of the arts and culture and well. Not surprisingly, therefore, Simmons data show that gourmet foodies tend to be better educated than U.S. adults on average. In fact, nearly three-fifths (58%) of gourmet foodies have some degree of college education, and 12% have graduate degrees, putting them 41% above the U.S. average (index of 141). [Figure 6-3; Table 6-1]

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

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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)

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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)

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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)

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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: Gourmet Foodies Gourmet Foodie Demographics Market Definition Figure 3-1: Overlap Between Gourmet Foodies and Other Foodie Cohorts (percent) Gourmet Foods Appeal to Younger Adults Figure 3-2: Indexes by Age Bracket: Gourmet Foodies vs. Foodies Overall, 2008 Female, Ethnic and Geographic Skews Higher Education and Income Tilts Figure 3-3: Indexes by Highest Level of Educational Attainment: Gourmet Foodies vs. Foodies Overall, 2008 Figure 3-4: Indexes by Household Income Bracket: Gourmet Foodies vs. Foodies Overall, 2008 Figure 3-5: Indexes by Value of Residence: Gourmet Foodies vs. Foodies Overall, 2008 A Single Streak Table 3-1: Gourmet Foodie Demographics, 2008 (percentages, number and index for U.S. adults) Gourmet Foodie Psychographics and Consumer Traits Style Seekers Subject to Peer Influence Figure 3-6: Indexes for Peer Influence Psychographics: Gourmet Foodies vs. Foodies Overall, 2008 Figure 3-7: Indexes for Clothing and Fashion Psychographics: Gourmet Foodies vs. Foodies Overall, 2008 Food and Nutrition Interests Extend Beyond Gourmet Figure 3-8: Indexes for Fast Food and Cooking Psychographics: Gourmet Foodies vs. Foodies Overall, 2008 An Avid Online Audience Food and Retail Shopping Patterns Favored Food Products and Brands Restaurant Usage Patterns Table 3-2: Selected General Psychographics: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies)

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Table 3-3: Selected Food- and Nutrition-Related Psychographics: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies) Table 3-4: Personal Computer Use Patterns: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies) Table 3-5: Retail Shopping Patterns: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies) Table 3-6: Internet, Mail, or Phone Order Shopping Patterns: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies) Table 3-7: Food Retail Shopping & Spending Patterns: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies) Table 3-8: Household Use of Packaged Foods by Type of Product: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies) Table 3-9: Household Use of Beverage Products by Type: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies) Table 3-10: Household Purchasing Patterns for Packaged Foods for Selected Brands: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies) Table 3-11: Household Use of Non-Alcoholic Beverage Products for Selected Brands: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies) Table 3-12: Use of Selected Alcoholic Beverage Brands: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies) Table 3-13: Use of Family Restaurant & Fast Food Chains: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies) The Gourmet Foodie Landscape U.S. Gourmet Food Sales Going Strong Figure 3-9: U.S. Retail Sales of Gourmet/Premium Foods and Beverages: 2003, 2007 and 2012 (in millions of dollars) Figure 3-10: Share of U.S. Retail Sales of Gourmet/Premium Foods and Beverages: By Channel, 2008 (percent) Taking It Up a Notch Gourmet Foodies and Organic/Natural, Local/Fresh Figure 3-11: Number of U.S. Gourmet Food and Beverage New Product Introductions: By Selected Natural Package Tags/Claims, 2008 The Restaurant Role Gourmet Foodies Less Likely to Cut Back Small Business by Design Gourmet Foodies and the Environment

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