Get more info on this report! Foodies in the U.S.: Restaurant 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 restaurant 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

Smaller Households, Less Encumbered Lifestyles

Restaurant foodies seem to enjoy pairing off, as they are 14% more likely than U.S. adults on average to have two adults in their households (index of 114), and 16% more likely to live in households comprising two employed adults (index of 116). These traits are in line with the relative youthfulness of restaurant foodies, who are concentrated in

the 25-44 age range. While they may enjoy grooving as co-habitating couples, friends or roommates, restaurant foodies also seem to be part of the demographic phenomenon of young adults delaying marriage and parenthood. According to the National Center for Health Statistics, the median age for a woman to marry for the first time is age 25, while in the mid 1970s the median was age 20. Women also have their first child later, at age 25 on average, up from age 22 in the 1970s (pbs.org, June 19, 2006). Demographers have seen a shift where young adults instead prefer to focus on their careers, to seek out new experiences and to partake in cultural activities, which include exploring the restaurant scene on a local, national and international basis.

This delayed childbearing trend seems particularly apparent in restaurant foodies, as they are 14% more likely than U.S. adults on average to never have been married (index of 114) and 12% less likely to be divorced (index of 88). They are also significantly less likely to have children age 6-11 (index of 88) or 12-17 (index of 86). [Table 3-1]

Gourmet and Organic at Fast-Casual and Quick-Service Restaurants

Restaurant foodies are clearly seeking out gourmet experiences in their daily lives, with 24% agreeing a lot that they try to eat gourmet food whenever they can, making this group over four times above average in this regard (index of 419), and another 22% agreeing a little with the statement. Accordingly, celebrity chefs are opening casual outlets with gourmet flair, which make it possible for customers to “go gourmet” without breaking the bank or committing to a formal restaurant experience.

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: Restaurant Foodies Restaurant Foodie Demographics Market Definition Figure 3-1: Overlap Between Restaurant Foodies and Other Foodie Cohorts, 2008 (percent) Figure 3-2: Number of Visits to Family Restaurant/Steakhouse Chains in Last 30 Days: Restaurant Foodies, 2008 (percent and index for restaurant foodies) Younger, Female Skew Figure 3-3: Gender Breakouts: Restaurant Foodies vs. Foodies Overall, 2008 (percent) Asian Americans Index at 156 Figure 3-4: Indexes by Race/Ethnicity: Restaurant Foodies vs. Foodies Overall, 2008 Education, Employment Stats Reflect Ambitious Spirit Figure 3-5: Indexes by Highest Level of Educational Attainment: Restaurant Foodies vs. Foodies Overall, 2008 Smaller Households, Less Encumbered Lifestyles Table 3-1: Restaurant Foodie Demographics, 2008 (percentages, number and index for U.S. adults) Restaurant Foodie Psychographics and Consumer Traits In Tune with Trends Figure 3-6: Indexes for Fashion and Style Psychographics: Restaurant Foodies vs. Foodies Overall, 2008 Figure 3-7: Indexes for Health and Medicine Psychographics: Restaurant Foodies vs. Foodies Overall, 2008 Heavy Internet Reliance Restaurant Connoisseur Websites Avid Shoppers Across Outlet Types Figure 3-8: Indexes for Retail Classifications Shopped in Last 4 Weeks: Restaurant Foodies vs. Foodies Overall, 2008 Recreating the Restaurant Experience at Home Alcoholic Beverages Go Hand in Hand with Dining Experience Family and Fast Food Restaurant Patterns Figure 3-9: Indexes for Number of Visits to Family Restaurant/Steakhouse Chains in Last 30 Days: Restaurant Foodies vs. Foodies Overall, 2008 Table 3-2: Selected General Psychographics: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies)

Table 3-3: Selected Food- and Nutrition-Related Psychographics: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies) Table 3-4: Personal Computer Use Patterns: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies) Table 3-5: Retail Shopping Patterns: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies) Table 3-6: Internet, Mail, or Phone Order Shopping Patterns: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies) Table 3-7: Food Retail Shopping & Spending Patterns: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies) Table 3-8: Household Use of Packaged Foods by Type of Product: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies) Table 3-9: Household Use of Beverage Products by Type: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies) Table 3-10: Use of Selected Alcoholic Beverage Brands: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies) Restaurant and Foodservice Trends Health and Environment on the Menu Local Foods at the Table Gourmet and Organic at Fast-Casual and Quick-Service Restaurants Food Retailers Morph Toward Foodservice Table 3-11: Use of Family Restaurant/Steakhouse Chains: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies) Table 3-12: Use of Fast Food/Drive-In Chains: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies)

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