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Foodies in the u.s. gourmet foodies

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  • 1. Get more info on this report!Foodies in the U.S.: Gourmet 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 gourmet foodies, pinpointing their uniquecharacteristics 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
  • 2. 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 ReportFemale, Ethnic and Geographic SkewsAs with foodies overall, gourmet foodies skew more female than male, but this cohortnarrows the gender gap somewhat, at 55% female and 45% male, compared with 57%and 43%, respectively, for foodies overall.
  • 3. 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, comparedwith 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 asizable majority of gourmet foodies—62%, or approximately 6.2 million of the 10 milliongourmet foodies overall. Gourmet foodies are more likely than U.S. adults on average tolive 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 toSimmons, 35% live in a top 25 metro market, such that they are 9% more likely thanaverage to do so (index of 109).Housing data further reflect gourmet foodies’ youth and urbanity. They are 10% lesslikely than U.S. adults on average to own a house (index of 90), as footing these costswould be difficult for a young person in an urban area. Instead, they are more likely torent 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 TiltsTo step out of mainstream American cuisine and learn about gourmet foods requires aselfdriven curiosity. Also, someone who “likes food presented as an art form” is mostlikely 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 thanU.S. adults on average. In fact, nearly three-fifths (58%) of gourmet foodies have somedegree of college education, and 12% have graduate degrees, putting them 41% abovethe U.S. average (index of 141). [Figure 6-3; Table 6-1]TABLE OF CONTENTSChapter 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
  • 4. 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 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)
  • 5. 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 MarketingImpulse 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)
  • 6. 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 SelectedBrands: Adults Overall vs. Foodies, 2008 (percent of U.S. adults overall andpercent and index for foodie adults)Table 2-11: Household Use of Non-Alcoholic Beverage Products for SelectedBrands: Adults Overall vs. Foodies, 2008 (percent of U.S. adults overall andpercent 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 foodieadults)
  • 7. 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: 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)
  • 8. Table 3-3: Selected Food- and Nutrition-Related Psychographics: FoodiesOverall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs.gourmet foodies)Table 3-4: Personal Computer Use Patterns: Foodies Overall vs. GourmetFoodies, 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. gourmetfoodies)Table 3-7: Food Retail Shopping & Spending Patterns: Foodies Overall vs.Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmetfoodies)Table 3-8: Household Use of Packaged Foods by Type of Product: FoodiesOverall 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. gourmetfoodies)Table 3-10: Household Purchasing Patterns for Packaged Foods for SelectedBrands: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index forfoodies overall vs. gourmet foodies)Table 3-11: Household Use of Non-Alcoholic Beverage Products for SelectedBrands: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index forfoodies 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. gourmetfoodies)Table 3-13: Use of Family Restaurant & Fast Food Chains: Foodies Overall vs.Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmetfoodies)The Gourmet Foodie LandscapeU.S. Gourmet Food Sales Going StrongFigure 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 andBeverages: By Channel, 2008 (percent)Taking It Up a NotchGourmet Foodies and Organic/Natural, Local/FreshFigure 3-11: Number of U.S. Gourmet Food and Beverage New ProductIntroductions: By Selected Natural Package Tags/Claims, 2008The Restaurant RoleGourmet Foodies Less Likely to Cut BackSmall Business by DesignGourmet Foodies and the Environment
  • 9. Available immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid=2088398US: 800.298.5699UK +44.207.256.3920Intl: +1.240.747.3093Fax: 240.747.3004

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