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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Chapter 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 Downturn


Chapter 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 Skew
Figure 2-5: Foodie Gender Breakout, 2008 (percent)
Hispanics Index at 128 as Foodies
Figure 2-6: Foodie Ethnic/Racial Demographics, 2008 (index)
U.S. Racial/Ethnic Trends
Skew to Pacific and Northeast Regions, Downtown Areas
Figure 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 Rich
Foodies and the Economic Downturn
Figure 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 Traits
Consumers with an Attitude
Enthralled with the New
Figure 2-10: Foodie Attitudes About Experimentation, 2008 (index)
An Adventuresome Self-Image
Figure 2-11: Foodie Self-Image About Adventure, 2008 (index)
Foodies Wear Prada
Figure 2-12: Foodie Attitudes About Fashion, 2008 (index)
Influencers and Influenced
Figure 2-13: Foodie Attitudes About Trendsetting, 2008 (index)
Figure 2-14: Foodies Attitudes About Outside Opinions and Validation, 2008 (index)
High Media and Advertising Awareness
Foodies Gravitate to the Web, Blogs
Figure 2-15: Popular Foodie Blogs
Figure 2-16: Foodie Computer Attitudes and Usage Levels, 2008 (index)
Bricks-and-Mortar Patterns Reflect High-Style, High-Tech Tastes
Foodies Are Active as Direct Shoppers
Foodies Highly Receptive to Food Marketing
Impulse Spending Over Coupon Cutting
Figure 2-17: Foodie Attitudes About Spending, 2008 (index)
Foodies as Informed Health Consumers
Foodie Eco-Consciousness
Figure 2-18: Environmental Attitudes of Foodies, 2008 (index)
Vegetarians, the Food Chain, and the Environment
Traveling to Taste
Table 2-3: Selected Psychographics: Adults Overall vs. Foodies, 2008 (percent of 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 of U.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 foodie adults)
Table 2-7: Food Retail Shopping & Spending Patterns: Adults Overall vs. Foodies, 2008 (percent of U.S. adults overall and percent and index for foodie adults)
Foodies and the Food Industry
Foodie Opportunities in All Dayparts
Figure 2-19: 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
Malls Make a Play for Gourmets
The Resurgence of Farmers’ Markets
Figure 2-20: Number of Operating Farmers Markets, 1994-2008
Rise of Local Food Movement
An Organic Plateau?
Figure 2-21: U.S. Organic Food Sales, 2005-2008 (in millions of dollars)
Foodies and Foodservice Chains
Foodies Push Fast Food in Healthier Directions
Foodies Embrace Social Aspects of Food
Communal Dining
Supper Clubs
Table 2-8: Household Use of Packaged Foods by Type of Product: Adults Overall vs. Foodies, 2008 (percent of U.S. adults overall and percent and index for foodie adults)
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 foodie adults)
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 Teens


Chapter 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 Online
Table 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/Spicy Foodies, 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 Industry
Food Shopping Patterns
A Taste for Alcohol, Preferably Imported
Fast Food: Fresh and Friends
Table 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: Foodies Overall vs. Foreign/Spicy Foodies, 2008 (percent and index for foodies overall vs. 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 Selected Brands: Foodies Overall vs. Foreign/Spicy Foodies, 2008 (percent and index for foodies overall vs. foreign/spicy foodies)
Table 3-10: Household Use of Non-Alcoholic Beverage Products for Selected Brands: Foodies Overall vs. Foreign/Spicy Foodies, 2008 (percent and index for foodies 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 Landscape
Ethnic Foods in Grocery Stores
Ethnic Sections Lay the Groundwork
New Generation of Hispanic Foods
Table 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 by Selected Foreign Cuisine/Spice Key Terms, 1998 vs. 2003 vs. 2008
Goya as Pioneer
Table 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 Cuisine


Chapter 4: Restaurant Foodies
Restaurant Foodie Demographics
Market Definition
Figure 4-1: Overlap Between Restaurant Foodies and Other Foodie Cohorts, 2008 (percent)
Figure 4-2: 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 4-3: Gender Breakouts: Restaurant Foodies vs. Foodies Overall, 2008 (percent)
Asian Americans Index at 156
Figure 4-4: Indexes by Race/Ethnicity: Restaurant Foodies vs. Foodies Overall, 2008
Education, Employment Stats Reflect Ambitious Spirit
Figure 4-5: Indexes by Highest Level of Educational Attainment: Restaurant Foodies vs. Foodies Overall, 2008
Smaller Households, Less Encumbered Lifestyles
Table 4-1: Restaurant Foodie Demographics, 2008 (percentages, number and index for U.S. adults)
Restaurant Foodie Psychographics and Consumer Traits
In Tune with Trends
Figure 4-6: Indexes for Fashion and Style Psychographics: Restaurant Foodies vs. Foodies Overall, 2008
Figure 4-7: Indexes for Health and Medicine Psychographics: Restaurant Foodies vs. Foodies Overall, 2008
Heavy Internet Reliance
Restaurant Connoisseur Websites
Avid Shoppers Across Outlet Types
Figure 4-8: 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 4-9: Indexes for Number of Visits to Family Restaurant/Steakhouse Chains in Last 30 Days: Restaurant Foodies vs. Foodies Overall, 2008
Table 4-2: Selected General Psychographics: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies)
Table 4-3: Selected Food- and Nutrition-Related Psychographics: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies)
Table 4-4: Personal Computer Use Patterns: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies)
Table 4-5: Retail Shopping Patterns: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies)
Table 4-6: Internet, Mail, or Phone Order Shopping Patterns: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies)
Table 4-7: Food Retail Shopping & Spending Patterns: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies)
Table 4-8: 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 4-9: Household Use of Beverage Products by Type: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies)
Table 4-10: 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 4-11: Use of Family Restaurant/Steakhouse Chains: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies)
Table 4-12: Use of Fast Food/Drive-In Chains: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies)


Chapter 5: Foodie Cooks
Demographic and Lifestyle Overview
Market Definition
Figure 5-1: Overlap Between Foodie Cooks and Other Foodie Cohorts (percent)
A Youth Skew
Figure 5-2: Indexes by Age Bracket: Foodie Cooks vs. Foodies Overall, 2008
Women Up Front
Figure 5-3: Gender Breakouts: Foodie Cooks vs. Foodies Overall, 2008 (percent)
Racial/Ethnic Minorities Also Over-Represented
Figure 5-4: Indexes by Race/Ethnicity: Foodie Cooks vs. Foodies Overall, 2008
Pacific and Northeast Are Top Regions
Foodie Cooks Less Educated Than Foodies Overall
Figure 5-5: Indexes by Highest Level of Educational Attainment: Foodie Cooks vs. Foodies Overall, 2008
Earnings Also Moderately Lower
Figure 5-6: Indexes by Household Income: Foodie Cooks vs. Foodies Overall, 2008
Opinionated, Peer-Motivated Consumers
Figure 5-7: Indexes for Shopping and Style Psychographics: Foodie Cooks vs. Foodies Overall, 2008
Gourmet, Organic/Natural Foods Hold Strong Appeal
Foodie Cooks Embrace Healthy Food Trends, But Are Also Price- Conscious
Figure 5-8: Indexes for Health and Dieting Psychographics: Foodie Cooks vs. Foodies Overall, 2008
Foodie Cooks Don’t Always Cook
Media and Computer Habits
Big Spenders in Grocery Stores
Above Average Ordering by Phone or Mail
Favored Food Products, Brands on the Fancy Side
Restaurant Usage Patterns
The Foodie Cook Landscape
Supermarket Trends Reflect Rising Food Costs, Economic Slump
Fresh Foods a Sales-Driving Grocery Store Trend
Many Foodie Cooks “Going Local”
Figure 5-9: U.S. Retail Sales of Locally Grown Foods: 2002, 2007 and 2011 (in billions of dollars)
Farmers Markets Attract Foodie Cooks
Meal Assembly Kitchens
Figure 5-10: Growth in Number of Meal Assembly Kitchens, 2002- 2007
Table 5-1: Foodie Cook Demographics, 2008 (percentages, number and index for U.S. adults)
Table 5-2: Selected General Psychographics: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)
Table 5-3: Selected Food- and Nutrition-Related Psychographics: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)
Table 5-4: Personal Computer Use Patterns: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)
Table 5-5: Retail Shopping Patterns: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)
Table 5-6: Internet, Mail, or Phone Order Shopping Patterns: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)
Table 5-7: Food Retail Shopping & Spending Patterns: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)
Table 5-8: Household Use of Packaged Foods by Type of Product: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)
Table 5-9: Household Purchasing Patterns for Packaged Foods for Selected Brands: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)
Table 5-10: Use of Family Restaurant & Fast Food Chains: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)


Chapter 6: Gourmet Foodies
Gourmet Foodie Demographics
Market Definition
Figure 6-1: Overlap Between Gourmet Foodies and Other Foodie Cohorts (percent)
Gourmet Foods Appeal to Younger Adults
Figure 6-2: Indexes by Age Bracket: Gourmet Foodies vs. Foodies Overall, 2008
Female, Ethnic and Geographic Skews
Higher Education and Income Tilts
Figure 6-3: Indexes by Highest Level of Educational Attainment: Gourmet Foodies vs. Foodies Overall, 2008
Figure 6-4: Indexes by Household Income Bracket: Gourmet Foodies vs. Foodies Overall, 2008
Figure 6-5: Indexes by Value of Residence: Gourmet Foodies vs. Foodies Overall, 2008
A Single Streak
Table 6-1: 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 6-6: Indexes for Peer Influence Psychographics: Gourmet Foodies vs. Foodies Overall, 2008
Figure 6-7: Indexes for Clothing and Fashion Psychographics: Gourmet Foodies vs. Foodies Overall, 2008
Food and Nutrition Interests Extend Beyond Gourmet
Figure 6-8: 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 6-2: Selected General Psychographics: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies)
Table 6-3: Selected Food- and Nutrition-Related Psychographics: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies)
Table 6-4: Personal Computer Use Patterns: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies)
Table 6-5: Retail Shopping Patterns: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies)
Table 6-6: Internet, Mail, or Phone Order Shopping Patterns: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies)
Table 6-7: Food Retail Shopping & Spending Patterns: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies)
Table 6-8: Household Use of Packaged Foods by Type of Product: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies)
Table 6-9: Household Use of Beverage Products by Type: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies)
Table 6-10: Household Purchasing Patterns for Packaged Foods for Selected Brands: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies)
Table 6-11: Household Use of Non-Alcoholic Beverage Products for Selected Brands: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies)
Table 6-12: Use of Selected Alcoholic Beverage Brands: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies)
Table 6-13: Use of Family Restaurant & Fast Food Chains: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies)
The Gourmet Foodie Landscape
U.S. Gourmet Food Sales Going Strong
Figure 6-9: U.S. Retail Sales of Gourmet/Premium Foods and Beverages: 2003, 2007 and 2012 (in millions of dollars)
Figure 6-10: Share of U.S. Retail Sales of Gourmet/Premium Foods and Beverages: By Channel, 2008 (percent)
Taking It Up a Notch
Gourmet Foodies and Organic/Natural, Local/Fresh
Figure 6-11: Number of U.S. Gourmet Food and Beverage New Product Introductions: By Selected Natural Package Tags/Claims, 2008
The Restaurant Role
Gourmet Foodies Less Likely to Cut Back
Small Business by Design
Gourmet Foodies and the Environment


Chapter 7: Organic/Natural Foodies
Organic/Natural Foodie Demographics
Market Definition
Figure 7-1: Overlap Between Organic/Natural Foodies and Other Foodie Cohorts, 2008 (percent)
Younger and Female
Figure 7-2: 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 7-3: Indexes by Highest Level of Educational Attainment: Organic/Natural Foodies vs. Foodies Overall, 2008
Employment Picture Mixed
Families with Children
Table 7-1: 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 7-4: Indexes for Spending Psychographics: Organic/Natural Foodies vs. Foodies Overall, 2008
Fans of Self-Care, Medical Alternatives
Figure 7-5: Indexes for Health Psychographics: Organic/Natural Foodies vs. Foodies Overall, 2008
In Tune with Internet and Print Media
Followers of Fashion
Figure 7-6: Indexes for Shopping and Peer Influence Psychographics: Organic/Natural Foodies vs. Foodies Overall, 2008
Figure 7-7: Indexes for Clothing and Fashion Psychographics: Organic/Natural Foodies vs. Foodies Overall, 2008
Eating for Health
Figure 7-8: Indexes for Diet and Nutrition Psychographics: Organic/Natural Foodies vs. Foodies Overall, 2008
Retail Shopping Patterns
Figure 7-9: Indexes for Average Weekly Grocery Shopping Expenditures: Organic/Natural Foodies vs. Foodies Overall, 2008
Favored Food and Beverage Products
Restaurant Usage Patterns
Table 7-2: Selected General Psychographics: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies)
Table 7-3: Selected Food- and Nutrition-Related Psychographics: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies)
Table 7-4: Personal Computer Use Patterns: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies)
Table 7-5: Retail Shopping Patterns: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies)
Table 7-6: 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 7-7: Food Retail Shopping & Spending Patterns: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies)
Table 7-8: Household Use of Packaged Foods by Type of Product: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies)
Table 7-9: 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 7-10: Household Purchasing Patterns for Selected Food and Beverage Brands: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies)
Table 7-11: 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 Landscape
Organic Food Sales Post Double-Digit Growth
Table 7-12: U.S. Organic Food Sales, 2005-2008 (in millions of dollars)
Organics Grow to 15% of New Product Introductions
Table 7-13: Number and Percent of U.S. Food and Beverage Product Introductions Tagged as Organic or Natural,1998-2008
Table 7-14: Number of U.S. Food and Beverage Product Introductions Tagged as Organic: By Product Classification, 1998 vs. 2008
30% of Consumers Buy Organic Produce
Figure 7-10: 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 7-11: 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 Growth
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