Get more info on this report!Foodies in the U.S.: Organic/Natural FoodiesJanuary 1, 2009For food aficionados, food offers ...
newspapers, government reports and company literature. Dozens of charts and tablesfrom diverse sources are included. Consu...
organics. But as organic foods lose their environmental, political and cultural lusteramong the food cognoscenti, local fo...
The New Culture of Food      Defining Foodie      An American Phenomenon      Foodie Character and Values      Foodie-ism ...
5% Are Gourmet FoodiesFigure 2-2: Foodies and Foodie Cohorts by Number of U.S. Adults, 2008 (inthousands)4% Are Organic/Na...
Foodies as Informed Health ConsumersFoodie Eco-ConsciousnessFigure 2-18: Environmental Attitudes of Foodies, 2008 (index)V...
Table 2-11: Household Use of Non-Alcoholic Beverage Products for Selected      Brands: Adults Overall vs. Foodies, 2008 (p...
Figure 3-7: Indexes for Clothing and Fashion Psychographics: Organic/NaturalFoodies vs. Foodies Overall, 2008Eating for He...
30% of Consumers Buy Organic Produce       Figure 3-10: Percent of Adults Who Shop for Organic Products: By Product       ...
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Foodies in the u.s. organic natural foodies

  1. 1. Get more info on this report!Foodies in the U.S.: Organic/Natural 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 organic/natural 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,
  2. 2. newspapers, government reports and company literature. Dozens of charts and tablesfrom diverse sources are included. Consumer demographics are derived from SimmonsMarket 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 ReportLocal Foods Moving Into Organics’ Environmental/Political RoleLocal foods are not necessarily produced without pesticides or according to otherorganic standards, and therefore do not offer the same perceived health benefits of
  3. 3. organics. But as organic foods lose their environmental, political and cultural lusteramong the food cognoscenti, local foods are moving into the gap. And more so than anyother foodie cohort, organic/natural natural foodies are inclined to care about localfoods’ environmental advantages, with environment-related Simmons lifestylestatements indexing higher for this cohort than for any other. Organic/natural foodiesare, for example, much more likely than U.S. adults on average to agree a lot that theybuy products that use recycled paper (index of 303), buy recycled paper products (indexof 286) and “would pay more for nvironmentallyfriendly products” (index of 361). In fact, over two-fifths (42%) of organic/natural foodiesagree a lot with this last statement.Members of this cohort also care passionately about local issues, as 37% stronglyagree that they “prefer shopping at local stores to shopping at national chains” (for anindex of 279, compared with 175 among foodies overall and 87 among non-foodies).Environmental and political reasons for buying local foods include: Buying local lessens the environmental impact of food production. Local foods help protect the environment by reducing greenhouse gas emissions from the fuel used to transport food long distances. Buying local helps the local economy by keeping the money working in the community. It helps support family farmers and preserves local farmland. Says Jane Aiudi, Director of Marketing and Production Development at the food and rural resources division of Maine’s Department of Agriculture, “The surest means of farmland preservation is to have profitable farms” (Maine Today, March 16, 2007). Buying local has become a backlash to “industrial” food production and consumer disenchantment at organic foods going corporate. Local foods are believed to use less packaging than industrial foods. Local farmers are more likely to practice sustainable agriculture and to treat their animals humanely. They are also more likely to pay their workers a fair wage than farms in some distant foreign country. Recent scares over E. coli-contaminated spinach and ground beef, and over tainted food ingredients from China, have caused concern about the food production chain. Local foods are believed to pose less of a disease risk, and in case of an outbreak, the chain can be easily traced.TABLE OF CONTENTSChapter 1: Executive Summary Scope and Methodology Scope of Report Five Foodie Cohorts Report Methodology Market Overview
  4. 4. 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 Figure 2-1: Foodies and Foodie Cohorts as a Percentage of U.S. Adults, 2008 (percent)
  5. 5. 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 MarketingImpulse Spending Over Coupon CuttingFigure 2-17: Foodie Attitudes About Spending, 2008 (index)
  6. 6. 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 SelectedBrands: Adults Overall vs. Foodies, 2008 (percent of U.S. adults overall andpercent and index for foodie adults)
  7. 7. 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: Organic/Natural Foodies Organic/Natural Foodie Demographics Market Definition Figure 3-1: Overlap Between Organic/Natural Foodies and Other Foodie Cohorts, 2008 (percent) Younger and Female Figure 3-2: Indexes by Age Bracket: Organic/Natural Foodies vs. Foodies Overall, 2008 Hispanic, Blacks Prominent Among Organic/Natural Foodies Organic/Natural Foodies Clustered in Metropolitan Markets Education and Income Demographics Figure 3-3: Indexes by Highest Level of Educational Attainment: Organic/Natural Foodies vs. Foodies Overall, 2008 Employment Picture Mixed Families with Children Table 3-1: Organic/Natural Foodie Demographics, 2008 (percentages, number and index for U.S. adults) Organic/Natural Foodie Psychographics and Consumer Traits Willing to Pay for Quality Figure 3-4: Indexes for Spending Psychographics: Organic/Natural Foodies vs. Foodies Overall, 2008 Fans of Self-Care, Medical Alternatives Figure 3-5: Indexes for Health Psychographics: Organic/Natural Foodies vs. Foodies Overall, 2008 In Tune with Internet and Print Media Followers of Fashion Figure 3-6: Indexes for Shopping and Peer Influence Psychographics: Organic/Natural Foodies vs. Foodies Overall, 2008
  8. 8. Figure 3-7: Indexes for Clothing and Fashion Psychographics: Organic/NaturalFoodies vs. Foodies Overall, 2008Eating for HealthFigure 3-8: Indexes for Diet and Nutrition Psychographics: Organic/NaturalFoodies vs. Foodies Overall, 2008Retail Shopping PatternsFigure 3-9: Indexes for Average Weekly Grocery Shopping Expenditures:Organic/Natural Foodies vs. Foodies Overall, 2008Favored Food and Beverage ProductsRestaurant Usage PatternsTable 3-2: Selected General Psychographics: Foodies Overall vs.Organic/Natural Foodies, 2008 (percent and index for foodies overall vs.organic/natural foodies)Table 3-3: Selected Food- and Nutrition-Related Psychographics: FoodiesOverall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overallvs. organic/natural foodies)Table 3-4: Personal Computer Use Patterns: Foodies Overall vs. Organic/NaturalFoodies, 2008 (percent and index for foodies overall vs. organic/natural foodies)Table 3-5: Retail Shopping Patterns: Foodies Overall vs. Organic/NaturalFoodies, 2008 (percent and index for foodies overall vs. organic/natural foodies)Table 3-6: Internet, Mail, or Phone Order Shopping Patterns: Foodies Overall vs.Organic/Natural Foodies, 2008 (percent and index for foodies overall vs.organic/natural foodies)Table 3-7: Food Retail Shopping & Spending Patterns: Foodies Overall vs.Organic/Natural Foodies, 2008 (percent and index for foodies overall vs.organic/natural foodies)Table 3-8: Household Use of Packaged Foods by Type of Product: FoodiesOverall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overallvs. organic/natural foodies)Table 3-9: Household Use of Beverage Products by Type: Foodies Overall vs.Organic/Natural Foodies, 2008 (percent and index for foodies overall vs.organic/natural foodies)Table 3-10: Household Purchasing Patterns for Selected Food and BeverageBrands: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and indexfor foodies overall vs. organic/natural foodies)Table 3-11: Use of Family Restaurant & Fast Food Chains: Foodies Overall vs.Organic/Natural Foodies, 2008 (percent and index for foodies overall vs.organic/natural foodies)The Natural/Organic Food LandscapeOrganic Food Sales Post Double-Digit GrowthTable 3-12: U.S. Organic Food Sales, 2005-2008 (in millions of dollars)Organics Grow to 15% of New Product IntroductionsTable 3-13: Number and Percent of U.S. Food and Beverage ProductIntroductions Tagged as Organic or Natural,1998-2008Table 3-14: Number of U.S. Food and Beverage Product Introductions Taggedas Organic: By Product Classification, 1998 vs. 2008
  9. 9. 30% of Consumers Buy Organic Produce Figure 3-10: Percent of Adults Who Shop for Organic Products: By Product Category, 2008 82% of Grocers Sell Natural/Organic Food Background of Organic and Natural Foods in Retail Stores Figure 3-11: Organic Products Purchased by Store Chain, 2008 (percent) The Backlash Against Mainstreamed Organic Local Foods Moving Into Organics’ Environmental/Political Role “Green” Benefits of Locavorism Called into Question The Perils of Packaged Food “Nutritionism” The Fair Trade Seal Community Supported Agriculture Programs Lazy Locavores Future Prospects for Organic Market GrowthAvailable immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid=2088450US: 800.298.5699UK +44.207.256.3920Intl: +1.240.747.3093Fax: 240.747.3004

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