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Foodies in the u.s. restaurant foodies
 

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    Foodies in the u.s. restaurant foodies Foodies in the u.s. restaurant foodies Document Transcript

    • Get more info on this report!Foodies in the U.S.: Restaurant 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 restaurant 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
    • 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 ReportSmaller Households, Less Encumbered LifestylesRestaurant 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% morelikely to live in households comprising two employed adults (index of 116). These traitsare 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 orroommates, restaurant foodies also seem to be part of the demographic phenomenon ofyoung adults delaying marriage and parenthood. According to the National Center forHealth Statistics, the median age for a woman to marry for the first time is age 25, whilein the mid 1970s the median was age 20. Women also have their first child later, at age25 on average, up from age 22 in the 1970s (pbs.org, June 19, 2006). Demographershave seen a shift where young adults instead prefer to focus on their careers, to seekout new experiences and to partake in culturalactivities, which include exploring the restaurant scene on a local, national andinternational basis.This delayed childbearing trend seems particularly apparent in restaurant foodies, asthey 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 alsosignificantly 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 RestaurantsRestaurant foodies are clearly seeking out gourmet experiences in their daily lives, with24% agreeing a lot that they try to eat gourmet food whenever they can, making thisgroup 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 casualoutlets with gourmet flair, which make it possible for customers to “go gourmet” withoutbreaking the bank or committing to a formal restaurant experience.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 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) 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 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)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)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 foodieadults)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: 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)Available immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid=2088291US: 800.298.5699UK +44.207.256.3920Intl: +1.240.747.3093
    • Fax: 240.747.3004