Foodies in the u.s. foreign spicy foodies
 

Foodies in the u.s. foreign spicy foodies

on

  • 691 views

 

Statistics

Views

Total Views
691
Views on SlideShare
691
Embed Views
0

Actions

Likes
0
Downloads
3
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Foodies in the u.s. foreign spicy foodies Foodies in the u.s. foreign spicy foodies Document Transcript

  • Get more info on this report!Foodies in the U.S.: Foreign/Spicy FoodiesJanuary 1, 2009For food aficionados, food offers much more than nourishment. It offers a frameworkthrough which they can build relationships, make new friends, explore the world andeven examine which behaviors are ethical. They use food to define who they are ingreater society. The term foodie, which first appeared in the early 1980s, has enteredthe English language to describe this new type of food lover and a surrounding newculture of food. Foodies are distinct from gourmets in that their interests tend to be morewide ranging. Foodies enjoy high-end gourmet food, to be sure, but they also seek outhole-in-the-wall BBQ shacks, taco trucks and Chinatown markets. Foodies enjoy thethrill of the hunt and being the first to catch on to new food trends, and food outletsconsidered “authentic” carry the most prestige in the foodie world. As authenticityfrequently equates to a degree of separation from big food conglomerates andcorporate marketing campaigns, foodies can be an elusive target for marketers. At thesame time, foodies are a desirable demographic, as they are avid, tech-savvyconsumers who embrace all sorts of trends, not just those that are food-related, andwho introduce these trends to their communities and peers.Through an analysis of selected lifestyle statements in Simmons Market ResearchBureau’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, thisreport examines foodies’ demographic characteristics in depth while also discussingfoodies’ values and consumer habits. Following a thorough trend overview chapter, thereport profiles the foodie cohort known as foreign/spicy foodies, pinpointing theirunique characteristics across areas including demographics and attitudes, mediaresponsiveness, shopping habits and restaurant behavior.Read an excerpt from this report below.Report MethodologyThe information in Foodies is based on primary and secondary research. Primaryresearch entails in-depth interviews with consultants and industry insiders to obtaininformation on food trends and the people that drive them. Secondary research entaileddata gathering from relevant sources, including consumer and industry publications,newspapers, government reports and company literature. Dozens of charts and tablesfrom diverse sources are included. Consumer demographics are derived from Simmons
  • Market Research Bureau data.What You’ll Get in This ReportThis report helps companies understand what motivates foodies and how to appeal tothem, even in difficult economic times. It makes important predictions andrecommendations regarding the future of this market. Plus, you’ll benefit from extensivedata, presented in easy-to-read and practical charts, tables and graphs.How You’ll Benefit from This ReportIf your company is involved in the grocery or restaurant industry or launches new foodproducts regularly, you will find this report invaluable. Because foodies also like to leadthe 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 reachthis 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 InformationMarket Insights: A Selection From The ReportFood Shopping PatternsForeign/spicy foodies are even more likely than foodies overall to spend $150 or moreweekly on grocery shopping expenditures, indexing at 124 (24% above the U.S. norm),compared with the overall foodie index of 116. Foreign/spicy foodies also are moreprone to shop at fresh format stores such as Ralph’s (index of 175) and Von’s (index of
  • 149), the latter of whose slogan is “Ingredients for Life.” In contrast, foreign/spicyfoodies are less likely than average to shop at Food Lion (index of 84), whose slogan is“Good neighbors. Great prices.” Discount stores such as Walmart Supercenter and Sav-a-Lot (at indexes of 90) also have a relatively weaker draw among this cohort, indicatingthat lower prices are not a primary appeal for this group. Regardless of which grocerychain they shop,foreign/spicy foodies tend to be very receptive to in-store marketing, being significantlymore likely than average to notice grocery-related Internet promotions (index of 150),video monitor displays (index of 127), radio/PA announcements (index of 123), and in-store demonstrations (index of 120) or samples (index of 118). [Tables 3-2 and 3-6]A Taste for Alcohol, Preferably ImportedAcross food and beverage product categories, alcoholic beverages are whereforeign/spicy foodies stand out the most as prime consumers. From the wine rack, theyare particularly fond of French White (index of 236), Spanish Red (index of 221) andFrench Red (index of 216). Foreign/spicy foodies also post high indexes for micro-brewed or imported beers, cognac, rum, tequila, champagne and specialty liqueurssuch as Grand Marnier (index of 215), Amaretto Di Saronno (index of 193) andFrangelico (index of 182). Foreign/spicy foodies, in addition, are drawn to tangy fruitjuices and citrus flavors such as lemon/lime (index of 158), white grapefruit (index of152) and pink grapefruit (index of 135), along with turbo-charged drinks such asStarbucks Doubleshot ready-to-drink coffee (index of 212), Café Bustelo espressocoffee (index of 167) and energy drinks (index of 152). Soy milk (index of 147) isanother favorite with this crowd.Ethnic Foods in Grocery StoresForeign/spicy foodies, who by definition enjoy venturing into ethnic eateries and marketsthroughout America, have helped introduce foreign flavors into the country’smainstream grocery stores. According to the “U.S. Grocery Shopper Trends 2008”report from the Food Marketing Institute (FMI), 7% of grocery shoppers shop atspecialty ethnic stores fairly often or most of the time, and 54% say that having a goodselection of ethnic or cultural foods is a “very” or “somewhat” important factor inchoosing where to buy their groceries. The report also shows that 21% of shoppersprepare or eat ethnic meals at least one or more times a week, up from 17% in 2007.Two emerging flavor trends, according to the report, are curry (which can be found in anumber of cuisines) and Moroccan foods’ “warm” spices like cinnamon and cardamom.TABLE OF CONTENTSChapter 1: Executive Summary Scope and Methodology Scope of Report Five Foodie Cohorts Report Methodology View slide
  • 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 DownturnChapter 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 View slide
  • Figure 2-1: Foodies and Foodie Cohorts as a Percentage of U.S. Adults, 2008(percent)5% Are Gourmet FoodiesFigure 2-2: Foodies and Foodie Cohorts by Number of U.S. Adults, 2008 (inthousands)4% Are Organic/Natural FoodiesFigure 2-3: Foodie Cohorts as a Percentage of All Foodies, 2008Overlap Between Foodie CohortsTable 2-1: Overlap Between Foodie Cohorts, 2008 (percent)Foodies and the Mapping of Food TrendsFoodie DemographicsFoodiehood Peaks in Pre-Middle Age BracketsFigure 2-4: Age Distribution Among Foodies, 2008 (index)A Female SkewFigure 2-5: Foodie Gender Breakout, 2008 (percent)Hispanics Index at 128 as FoodiesFigure 2-6: Foodie Ethnic/Racial Demographics, 2008 (index)U.S. Racial/Ethnic TrendsSkew to Pacific and Northeast Regions, Downtown AreasFigure 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 RichFoodies and the Economic DownturnFigure 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 TraitsConsumers with an AttitudeEnthralled with the NewFigure 2-10: Foodie Attitudes About Experimentation, 2008 (index)An Adventuresome Self-ImageFigure 2-11: Foodie Self-Image About Adventure, 2008 (index)Foodies Wear PradaFigure 2-12: Foodie Attitudes About Fashion, 2008 (index)Influencers and InfluencedFigure 2-13: Foodie Attitudes About Trendsetting, 2008 (index)Figure 2-14: Foodies Attitudes About Outside Opinions and Validation, 2008(index)High Media and Advertising AwarenessFoodies Gravitate to the Web, BlogsFigure 2-15: Popular Foodie BlogsFigure 2-16: Foodie Computer Attitudes and Usage Levels, 2008 (index)Bricks-and-Mortar Patterns Reflect High-Style, High-Tech TastesFoodies Are Active as Direct ShoppersFoodies Highly Receptive to Food Marketing
  • Impulse Spending Over Coupon CuttingFigure 2-17: Foodie Attitudes About Spending, 2008 (index)Foodies as Informed Health ConsumersFoodie Eco-ConsciousnessFigure 2-18: Environmental Attitudes of Foodies, 2008 (index)Vegetarians, the Food Chain, and the EnvironmentTraveling to TasteTable 2-3: Selected Psychographics: Adults Overall vs. Foodies, 2008 (percentof 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 ofU.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 foodieadults)Table 2-7: Food Retail Shopping & Spending Patterns: Adults Overall vs.Foodies, 2008 (percent of U.S. adults overall and percent and index for foodieadults)Foodies and the Food IndustryFoodie Opportunities in All DaypartsFigure 2-19: Relative Importance of Breakfast, Lunch and Dinner AmongFoodies, 2008 (index)Eating In: No Time to ScrimpFood Shopping Skews to Fresh FormatsThe Cheaper Side of Whole FoodsFood and Beverage Purchasing PatternsMalls Make a Play for GourmetsThe Resurgence of Farmers’ MarketsFigure 2-20: Number of Operating Farmers Markets, 1994-2008Rise of Local Food MovementAn Organic Plateau?Figure 2-21: U.S. Organic Food Sales, 2005-2008 (in millions of dollars)Foodies and Foodservice ChainsFoodies Push Fast Food in Healthier DirectionsFoodies Embrace Social Aspects of FoodCommunal DiningSupper ClubsTable 2-8: Household Use of Packaged Foods by Type of Product: Adults Overallvs. Foodies, 2008 (percent of U.S. adults overall and percent and index for foodieadults)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 foodieadults)
  • 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 TeensChapter 3: Foreign/Spicy Foodies Foreign/Spicy Foodie Demographics Market Definition Figure 3-1: Overlap Between Foreign/Spicy Foodies and Other Foodie Cohorts, 2008 (percent) Younger Age Skew Figure 3-2: Indexes by Age Bracket: Foreign/Spicy Foodies vs. Foodies Overall, 2008 Narrower Gender Divide Asian-Americans Post Index of 144 as Foreign/Spicy Foodies Pacific Is Prime Region Better Educated, Better Jobs Figure 3-3: Indexes by Highest Level of Educational Attainment: Foreign/Spicy Foodies vs. Foodies Overall, 2008 Figure 3-4: Indexes by Household Income Bracket: Foreign/Spicy Foodies vs. Foodies Overall, 2008 Table 3-1: Foreign/Spicy Foodie Demographics, 2008 (percentages, number and index for U.S. adults) Foreign/Spicy Foodie Psychographics and Consumer Traits Image- and Brand-Conscious Affinity for Foreign Culture High Rates of Computer and Video Game Usage Figure 3-5: Indexes for Computer Use and Attitudes: Foreign/Spicy Foodies vs. Foodies Overall, 2008 A Nesting Streak
  • Charging It OnlineTable 3-2: Selected Psychographics: Foodies Overall vs. Foreign/Spicy Foodies,2008 (percent and index for foodies overall vs. foreign/spicy foodies)Table 3-3: Personal Computer Use Patterns: Foodies Overall vs. Foreign/SpicyFoodies, 2008 (percent and index for foodies overall vs. foreign/spicy foodies)Table 3-4: Retail Shopping Patterns: Foodies Overall vs. Foreign/Spicy Foodies,2008 (percent and index for foodies overall vs. foreign/spicy foodies)Table 3-5: Internet, Mail, or Phone Order Shopping Patterns: Foodies Overall vs.Foreign/Spicy Foodies, 2008 (percent and index for foodies overall vs.foreign/spicy foodies)Foreign/Spicy Foodies and the Food IndustryFood Shopping PatternsA Taste for Alcohol, Preferably ImportedFast Food: Fresh and FriendsTable 3-6: Food Retail Shopping & Spending Patterns: Foodies Overall vs.Foreign/Spicy Foodies, 2008 (percent and index for foodies overall vs.foreign/spicy foodies)Table 3-7: Household Use of Packaged Foods by Type of Product: FoodiesOverall vs. Foreign/Spicy Foodies, 2008 (percent and index for foodies overallvs. foreign/spicy foodies)Table 3-8: Household Use of Beverage Products by Type: Foodies Overall vs.Foreign/Spicy Foodies, 2008 (percent and index for foodies overall vs.foreign/spicy foodies)Table 3-9: Household Purchasing Patterns for Packaged Foods for SelectedBrands: Foodies Overall vs. Foreign/Spicy Foodies, 2008 (percent and index forfoodies overall vs. foreign/spicy foodies)Table 3-10: Household Use of Non-Alcoholic Beverage Products for SelectedBrands: Foodies Overall vs. Foreign/Spicy Foodies, 2008 (percent and index forfoodies overall vs. foreign/spicy foodies)Table 3-11: Use of Selected Alcoholic Beverage Brands: Foodies Overall vs.Foreign/Spicy Foodies, 2008 (percent and index for foodies overall vs.foreign/spicy foodies)Table 3-12: Use of Family Restaurant and Fast Food Chains: Foodies Overall vs.Foreign/Spicy Foodies, 2008 (percent and index for foodies overall vs.foreign/spicy foodies)The Foreign/Spicy Food LandscapeEthnic Foods in Grocery StoresEthnic Sections Lay the GroundworkNew Generation of Hispanic FoodsTable 3-13: Projected U.S. Retail Sales of Hispanic Foods and Beverages, 2007-2011 (in millions of dollars)Table 3-14: Number of U.S. Food and Beverage Product Introductions bySelected Foreign Cuisine/Spice Key Terms, 1998 vs. 2003 vs. 2008Goya as PioneerTable 3-15: Indexes for Use of Goya Products: Foreign/Spicy Foodies vs.Foodies Overall, 2008
  • America goes Pan-Asian Queens Neighborhood Excels in Authentic Chinese Mediterranean as a Cradle of Healthy CuisineAvailable immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid=2088242US: 800.298.5699UK +44.207.256.3920Intl: +1.240.747.3093Fax: 240.747.3004