Foodies in the U.S.: Five Cohorts: Foreign/Spicy, Restaurant, Cooks, Gourmet and Organic/Natural

Jan 1, 2009
442 Pages - Pub ID: LA1653977
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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 additionally profiles in separate chapters five distinct foodie cohorts—foreign/spicy foodies, restaurant foodies, foodie cooks, gourmet foodies and organic/natural foodies—pinpointing the unique characteristics of each 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.

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