Get more info on this report! Foodies in the U.S.: Foodie Cooks

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 foodie cooks, 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

Youth Skew

By age, foodie cooks are distributed relatively evenly throughout the U.S. adult population. One notable exception is that foodie cooks are 28% more likely than U.S.

adults on average to be age 25-34 (index of 128), a group that thus represents a key demographic for marketers. In fact, close to one-tenth (8.4%) of all American adults in this age group are foodie cooks, while slightly over half of foodie cooks (52%) are age 44 or under. On the other hand, adults age 65 and older are 13% less likely to be foodie cooks (index of 87). [Figure 3-2, Table 3-1]

Foodie Cooks Embrace Healthy Food Trends, But Are Also Price-Conscious

Food marketers should also be glad to know that foodie cooks are an eager audience for a variety of new food products and trends, especially those related to health and dieting. They are 381% more likely than U.S. adults on average to agree a lot that they are usually quick to try new nutritional products (index of 481), 359% more likely to like to try new drinks (index of 459), 282% more likely to usually be the first to try new health foods (index of 382) and 180% more likely to try any new diet (index of 280).

Foodie cooks are, in fact, more concerned with health and dieting matters than U.S. adults on average and foodies overall. Bearing this out, foodie cooks disproportionately report that they usually only snack on healthy foods (index of 375), normally count the calories in the foods they eat (index of 282), like to know about ingredients before buying food (index of 268), think of the calories in what they eat (index of 251), actively seek info about nutrition and diet (index of 244), are trying lose weight by dieting most of the time (index of 229), feel guilty when eating fattening food (index of 228) and consider their diets to be very healthy (index of 226). [Figure 3-8, Table 3-3]

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: Foodie Cooks Demographic and Lifestyle Overview Market Definition Figure 3-1: Overlap Between Foodie Cooks and Other Foodie Cohorts (percent) A Youth Skew Figure 3-2: Indexes by Age Bracket: Foodie Cooks vs. Foodies Overall, 2008 Women Up Front Figure 3-3: Gender Breakouts: Foodie Cooks vs. Foodies Overall, 2008 (percent) Racial/Ethnic Minorities Also Over-Represented Figure 3-4: Indexes by Race/Ethnicity: Foodie Cooks vs. Foodies Overall, 2008 Pacific and Northeast Are Top Regions Foodie Cooks Less Educated Than Foodies Overall Figure 3-5: Indexes by Highest Level of Educational Attainment: Foodie Cooks vs. Foodies Overall, 2008 Earnings Also Moderately Lower Figure 3-6: Indexes by Household Income: Foodie Cooks vs. Foodies Overall, 2008 Opinionated, Peer-Motivated Consumers Figure 3-7: Indexes for Shopping and Style Psychographics: Foodie Cooks vs. Foodies Overall, 2008 Gourmet, Organic/Natural Foods Hold Strong Appeal Foodie Cooks Embrace Healthy Food Trends, But Are Also Price- Conscious Figure 3-8: Indexes for Health and Dieting Psychographics: Foodie Cooks vs. Foodies Overall, 2008 Foodie Cooks Don’t Always Cook Media and Computer Habits Big Spenders in Grocery Stores Above Average Ordering by Phone or Mail Favored Food Products, Brands on the Fancy Side Restaurant Usage Patterns The Foodie Cook Landscape Supermarket Trends Reflect Rising Food Costs, Economic Slump Fresh Foods a Sales-Driving Grocery Store Trend Many Foodie Cooks “Going Local” Figure 3-9: U.S. Retail Sales of Locally Grown Foods: 2002, 2007 and 2011 (in billions of dollars) Farmers Markets Attract Foodie Cooks Meal Assembly Kitchens Figure 3-10: Growth in Number of Meal Assembly Kitchens, 2002- 2007

Table 3-1: Foodie Cook Demographics, 2008 (percentages, number and index for U.S. adults) Table 3-2: Selected General Psychographics: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks) Table 3-3: Selected Food- and Nutrition-Related Psychographics: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks) Table 3-4: Personal Computer Use Patterns: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks) Table 3-5: Retail Shopping Patterns: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks) Table 3-6: Internet, Mail, or Phone Order Shopping Patterns: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks) Table 3-7: Food Retail Shopping & Spending Patterns: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks) Table 3-8: Household Use of Packaged Foods by Type of Product: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks) Table 3-9: Household Purchasing Patterns for Packaged Foods for Selected Brands: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks) Table 3-10: Use of Family Restaurant & Fast Food Chains: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)

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