Affluent Food Shoppers

 
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Published May 28, 2019 | 119 Pages | Pub ID: LA15883986

Affluent Food Shoppers

With their laser-like focus on healthy eating, sophisticated tastes, and ample financial resources, the 42 million food shoppers with a household income of $150,000 or more exercise an outsize influence on the food industry. The sheer volume of spending on food at home by affluent households—which is in excess of $100 billion—makes them an essential consumer segment for food manufacturers, marketers, distributors, and grocers.

Affluent food shoppers are perfectly in sync with the future of grocery retail. Since they are twice as likely as their less affluent counterparts to use online grocery delivery services or to have ordered groceries/food products online, they are vitally important to the fast-growing online component of the grocery industry.

The food culture and buying habits of affluent food shoppers also cause them to have a disproportionate impact on the bottom line of brick-and-mortar supermarkets and grocery stores. Affluent food shoppers are more prone than other food shoppers to shy away from conventional shelf-stable packaged foods and are more likely to spend their money and time on buying and experiencing higher-margin store perimeter products and services.

For example, affluent food shoppers have a much higher likelihood of buying fresh department products such as organic produce and value-added products such as hot rotisserie chicken or further prepared fresh seafood. As a result, affluent food shoppers provide a disproportionate boost to grocery store profits today and will be even more important in the future as grocers continue to shrink the center store and invest in an expanded and more attractive perimeter.

This Packaged Facts report offers an in-depth look into the values driving affluent food shoppers and highlights the differences between the in-store choices of affluent and other food shoppers. The report also provides marketers and retailers with critical insights into the steps they can take to make their products and store environments more appealing to this indispensable consumer segment.

Scope of the Report

The report focuses on the food shopping and buying patterns of affluent food shoppers, who are defined as those with a household income of $150,000 or more.  Affluent food shoppers are further segmented into mass affluent food shoppers, with a household income of $150,000-$249,999,and highly affluent food shoppers, with an income of $250,000 or more.  The report includes an overview of topline opportunities in the affluent food shopper segment, an in-depth assessment of the food purchasing patterns of affluent food shoppers, profiles of their demographic characteristics and attitudes toward food, and an analysis of the channel choices, in-store behavior, and brand preferences of affluent food shoppers.

Methodology

Consumer data in this report come from two primary sources.  The first source is the Packaged Facts National Online Consumer Survey conducted in April 2019.  This survey reflects a panel of 2,000 U.S.adults (age 18+) that is balanced to the national population on the primary demographic measures of gender, age bracket, race/ethnicity, geographic region,marital status, presence or absence of children in the household and household income.  When the report uses Packaged Facts National Online Consumer Survey data, food shoppers are defined as individuals who personally shop for groceries.

The other primary source of consumer data is the Simmons National Consumer Study (NCS) for Fall 2018, which was fielded between October 2017 and November 2018.  On an ongoing basis, Simmons conducts booklet-based surveys of a large and random sample of consumers(approximately 25,000 for each 12-month survey compilation) who in aggregate represent a statistically accurate cross-section of the U.S. population.  When the report uses Simmons NCS data, food shoppers are defined as those who shopped at any supermarket or food store in the past four weeks.  Simmons NCS product and brand usage tables and figures are based on products and brands used most by individuals or households.

U.S. Government data sources include the U.S. Census Bureau and the Consumer Expenditure (CE) Survey of the Bureau of Labor Statistics(BLS).  When the report uses CE data,mass affluent households are defined as those with an income ranging from$150,000 to $199,999 and highly affluent households are those with a pre-tax income of $200,000 or more.  The report is also based on data from a wide range of industry sources, including company websites and industry publications and blogs.


  • Executive Summary
    • Overview
    • Methodology
      • Scope of the Report
      • Methodology
    • Topline Insights and Opportunities
      • Large Households and Traditional Families Anchor Affluent Food Shopper Segment
      • Asian Food Shoppers Have a Significant Impact
      • Natural Channel Attracts Affluent Food Shoppers
      • Mass Affluent and Highly Affluent Food Shoppers Show Differences
      • Affluent Food Shoppers Gravitate to High-Margin Products and Services
      • Organic and Natural Foods Get More Attention From Affluent Food Shoppers
      • Healthy Snacks Get High Priority
      • How Grocers Can Improve Outreach to Affluent Consumers
    • Food Buying Patterns
      • Affluent Spending on Food Is 74% Higher Than That of Non-Affluent Households
      • Affluent Households Display Different Spending Priorities
      • Affluent Shoppers Like to Shop For Bulk Foods
      • Highly Affluent Food Shoppers Favor Fresh Poultry and Expensive Cuts of Meat
      • Use of Fresh Seafood Differentiates Affluent Food Shoppers
      • Affluent Food Shoppers Are More Likely to Buy Fresh-Cut Cold Cuts at the Deli
      • Affluent Food Shoppers Place High Priority on Fresh Fruits and Vegetables
      • Fresh Milk and Cream Get Lower Priority
      • Affluent Food Shoppers Strongly Prefer Organic or Low-Fat Milk
      • Yogurt and Imported Cheese Top the List of Dairy Products Used by Highly Affluent
      • Highly Affluent Food Shoppers Most Likely to Buy Low-Calorie Beverages
      • Affluent Food Shoppers Take to Healthy Snacks
      • Frozen Dinners and Main Courses Are of Less Interest to Affluent Food Shoppers
      • Bread Choices Set Highly Affluent Food Shoppers Apart
      • In Some Ways Affluent Food Shoppers Are Just Like Everybody Else
    • Profile of Affluent Food Shoppers
      • Gen X Dominates Affluent Food Shopper Segment
      • Affluent Food Shoppers Are Overwhelmingly Non-Hispanic White or Asian
      • Affluent Food Shoppers Are More Urban
      • Affluent Food Shopper Households Mostly Include Multiple Earners
      • Stark Differences Between More Urban and Less Urban Affluent Food Shoppers
      • Affluent Food Shoppers Are Obsessed with Counting Calories and Staying Fit
      • Highly Affluent Food Shoppers Are Especially Concerned About Healthy Eating
      • Fresh Foods Gain Favor
      • Organic and Locally Grown Foods Are Part of the Mindset of Affluent Food Shoppers
      • Ethical Concerns Affect Buying Habits of Affluent Food Shoppers
      • Affluent Food Shoppers Are More Likely to View Eating Out As a Necessity
    • Retailing and Marketing to Affluent Food Shoppers
      • Wholesale Clubs and Natural Channel Favored by Affluent Food Shoppers
      • Online Grocery Delivery Is a Popular Channel
      • Affluent Food Shoppers Are Far More Likely to Use Their Screens When Shopping
      • Mass Affluent Food Shoppers Are Especially Likely to Use Reward/Loyalty Cards
      • Coupons Succeed with Affluent Food Shoppers
      • Affluent Food Shoppers Are More Likely to Share Food Purchase Decisions with Spouse or Partner
      • Store Brands More Likely to Engage Mass Affluent Food Shoppers
      • Affluent Food Shoppers Often Avoid Mainstream National Brands
      • Many Brands Succeeding with Affluent Food Shoppers Share Common Threads
  • Topline Insights and Opportunities
    • Overview of Affluent Food Shoppers
      • 42 Million Food Shoppers Are Affluent
        • Table Number and Percent of Affluent and Non-Affluent Food Shoppers, 2018 (thousands)
      • Affluent Food Shoppers Stand Apart
      • Affluent Consumer Households Wield Outsize Food Purchasing Power
        • Table Aggregate Expenditures on Food at Home, Affluent vs. Non-Affluent Households, 2017 (million dollars)
      • Highly Affluent Spend More on Eating Out Than on Food at Home
        • Table Aggregate Expenditures on Food at Home and Away From Home, Affluent vs. Non-Affluent Households, 2017 (in million $)
    • Topline Insights
      • Large Households and Traditional Families Anchor Affluent Food Shopper Segment
      • Asian Food Shoppers Have a Significant Impact
      • Natural Channel Attracts Affluent Food Shoppers
      • Whole Foods and Trader Joe's Affluent Shoppers Are in a World of Their Own
        • Table Demographic Highlights of Selected Segments of Affluent Food Shoppers, 2018
        • Table Impact of Environmental Attitudes on Consumer Behavior of Selected Segments of Affluent Food Shoppers, 2018
        • Table Use of Selected Foods and Non-Alcoholic Beverages by Selected Segments of Affluent Food Shoppers, 2018
      • Mass Affluent and Highly Affluent Food Shoppers Show Differences
        • Table Use of Coupons and Loyalty/Discount Cards, Affluent vs. Non-Affluent Food Shoppers, 2018
        • Table Household Use of Store Brands for Selected Food Types, Mass Affluent vs. Highly Affluent Food Shoppers, 2018 (percent of those using food type)
        • Table Household Use of "Other" Brands for Selected Food Types, Affluent vs. Non-Affluent Food Shoppers, 2018 (percent of those using food type)
    • The Best Opportunities
      • Affluent Shoppers Are in Sync with the Future of the Grocery Industry
      • Affluent Food Shoppers Gravitate to High-Margin Products and Services
        • Table Household Use of Selected Fresh and Processed Foods, Affluent vs. Non-Affluent Food Shoppers, 2018
        • Table Use of Value-Added In-Store Services and Products, Affluent vs. Non-Affluent Food Shoppers, 2019
      • Organic and Natural Foods Get More Attention From Affluent Food Shoppers
      • Low-Fat Dairy Products Find Favor
        • Table Use of Low-Fat Dairy Products, Affluent vs. Non-Affluent Food Shoppers, 2018
      • Healthy Snacks Get High Priority
        • Table Use of Snacks, Affluent vs. Non-Affluent Food Shoppers, 2018
    • Ways for Grocers to Improve Outreach to Affluent Shoppers
      • Reflect the Values of the Natural Channel
      • Meet Affluent Food Shopper Needs on Store Perimeter
        • Table Use of Selected Organic Fresh/Refrigerated/ Frozen Foods by Type, Affluent vs. Non-Affluent Food Shoppers, 2018
      • Give Affluent Food Shoppers More of the Center Store Products They Want
        • Table Use of Organic Shelf-Stable Packaged Foods by Type, Affluent vs. Non-Affluent Food Shoppers, 2018
      • Enhance Foodservice Options
  • Food Buying Patterns
    • Food Expenditure Highlights
      • Affluent Spending on Food Is 74% Higher Than That of Non-Affluent Households
      • Affluent Households Display Different Spending Priorities
        • Table Share of Expenditures on Food at Home by Category, Affluent vs. Non-Affluent Households, 2017
        • Table Aggregate Expenditures on Food at Home by Category, Affluent vs. Non-Affluent Households, 2017 (in million $)
    • Affluent Food Shoppers in the Perimeter of the Store
      • Affluent Shoppers Like to Shop For Bulk Foods
        • Table Attitudes Toward Bulk Foods, Affluent vs. Non-Affluent Food Shoppers, 2019
      • Highly Affluent Food Shoppers Favor Veal and Lamb
        • Table Types of Meat Especially Prone to Be Used or Avoided, Affluent vs. Non-Affluent Food Shoppers, 2018 (share of food shoppers in households using any type of fresh/frozen meat in last six months and index)
      • Fresh Poultry Wins Out
        • Table Household Use of Poultry, Affluent vs. Non-Affluent Food Shoppers, 2018 (percent of food shoppers in households using any type of fresh/frozen poultry in last six months)
      • Use of Fresh Seafood Differentiates Affluent Food Shoppers
      • Affluent Food Shoppers Are More Likely to Buy Fresh-Cut Cold Cuts at the Deli
      • Affluent Food Shoppers Place High Priority on Fresh Fruits and Vegetables
        • Table Affluent Household Changes in Allocation of Expenditures on Fruits and Vegetables by Category, 2007 vs. 2017
        • Table Household Use of Fresh and Processed Fruits and Vegetables, Affluent vs. Non-Affluent Food Shoppers, 2018
      • Fresh Milk and Cream Get Lower Priority
        • Table Changes in Allocation of Expenditures on Dairy Products by Category, Top Household Income Quintile vs. All Other Households, 2007 vs. 2017
      • Affluent Food Shoppers Strongly Prefer Organic or Low-Fat Milk
        • Table Types and Kinds of Milk Used by Households, Affluent vs. Non-Affluent Food Shoppers, 2018
      • Yogurt and Imported Cheese Top the List of Dairy Products Used by Highly Affluent
        • Table Household Use of Selected Dairy Products, Affluent vs. Non-Affluent Food Shoppers, 2018
    • Affluent Food Shoppers in the Center of the Store
      • Highly Affluent Food Shoppers Are Most Likely to Buy Low-Calorie Beverages
        • Table Use of Beverages by Type, Affluent vs. Non-Affluent Food Shoppers, 2018
      • Affluent Food Shoppers Take to Healthy Snacks
        • Table Use of Snacks by Type, Affluent vs. Non-Affluent Food Shoppers, 2018
      • Pita Chips Get the Nod
      • Frozen Dinners and Main Courses Are of Less Interest to Affluent Food Shoppers
        • Table Household Use of Selected Frozen Foods, Affluent vs. Non-Affluent Food Shoppers, 2018
      • Highly Affluent Go For Bagels and English Muffins
        • Table Household Use of Baked Goods by Type, Affluent vs. Non-Affluent Food Shoppers, 2018
      • Bread Choices Set Highly Affluent Food Shoppers Apart
        • Table Household Use of Bread by Type, Affluent vs. Non-Affluent Food Shoppers, 2018
      • In Some Ways Affluent Food Shoppers Are Just Like Everybody Else
        • Table Household Use of Condiments by Type, Affluent vs. Non-Affluent Food Shoppers, 2018
        • Table Household Use of Selected Shelf-Stable Foods, Affluent vs. Non-Affluent Food Shoppers, 2018
  • Profile of Affluent Food Shoppers
    • Demographic Profile
      • Gen X Dominates Affluent Food Shopper Segment
        • Table Gender and Age, Affluent vs. Non-Affluent Food Shoppers, 2018
      • Affluent Food Shoppers Are Overwhelmingly Non-Hispanic White or Asian
        • Table Race and Hispanic Origin, Affluent vs. Non-Affluent Food Shoppers, 2018
      • Affluent Food Shoppers Are More Urban
        • Table Place of Residence, Affluent vs. Non-Affluent Food Shoppers, 2018
        • Table Number and Percent of Affluent Food Shoppers Living Within and Outside Top 25 DMAs by Household Income Level, 2018 (in thousands)
      • Retirees Scarce Among Affluent Food Shoppers
        • Table Educational Attainment, Employment Status, and Occupation, Affluent vs. Non-Affluent Food Shoppers, 2018
      • Affluent Food Shoppers Are More Likely to Be Married or Have Children
        • Table Marital Status and Household Characteristics, Affluent vs. Non-Affluent Food Shoppers, 2018
      • Stark Differences Between More Urban and Less Urban Affluent Food Shoppers
        • Table Selected Demographic Characteristics of More Urban and Less Urban Affluent Food Shoppers, 2018
        • Table Political Profile of More Urban and Less Urban Affluent Food Shoppers, 2018
        • Table Religious Affiliation of More Urban and Less Urban Affluent Food Shoppers, 2018
    • Attitudes Toward Food
      • Affluent Food Shoppers Are Obsessed with Counting Calories and Staying Fit
      • Highly Affluent Food Shoppers Are Especially Concerned About Healthy Eating
        • Table Attitudes Toward Healthy Eating, Affluent vs. Non-Affluent Food Shoppers, 2018
      • Fresh Foods Gain Favor
      • Organic and Locally Grown Foods Are Part of the Mindset of Affluent Food Shoppers
        • Table Attitudes Toward Organic Foods, Affluent vs. Non-Affluent Food Shoppers, 2019
      • Ethical Concerns Affect Buying Habits of Affluent Food Shoppers
        • Table Ethical Concerns About Food, Affluent vs. Non-Affluent Food Shoppers, 2019
      • Highly Affluent Food Shoppers Go For Gourmet Food
        • Table Attitudes Toward Eating Gourmet or Foreign Foods, Affluent vs. Non-Affluent Food Shoppers, 2018
      • Affluent Food Shoppers Are More Likely to View Eating Out As a Necessity
        • Table Attitudes Toward Eating Out, Affluent vs. Non-Affluent Food Shoppers, 2019
  • Retailing and Marketing to Affluent Food Shoppers
    • Grocery Channel Choices
      • Wholesale Clubs Favored by Affluent Food Shoppers
        • Table Leading Grocery Channels, Affluent vs. Non-Affluent Food Shoppers, 2018
        • Table Leading Supermarkets/Food Stores, Affluent vs. Non-Affluent Food Shoppers, 2018 (percent shopping in last four weeks)
      • Regional Shopping Patterns Differ
        • Table Supermarkets/Food Stores with Highest Percentage of Affluent Food Shoppers by Region, 2018
      • Online Grocery Delivery Is a Popular Channel
    • In-Store Behavior
      • Affluent Food Shoppers Are Far More Likely to Use Their Screens When Shopping
        • Table Use of the Internet While Shopping, Affluent vs. Non-Affluent Shoppers, 2018
      • Affluent Food Shoppers Are More Receptive to In-Store Merchandising
      • Mass Affluent Food Shoppers Are Especially Likely to Use Reward/Loyalty Cards
      • Coupons Succeed with Affluent Food Shoppers
        • Table Use of Coupons for Food Shopping, Affluent vs. Non-Affluent Food Shoppers, 2018
      • Affluent Food Shoppers Are More Likely to Share Food Purchase Decisions with Spouse or Partner
    • Brand Choices of Affluent Food Shoppers
      • Store Brands More Likely to Engage Mass Affluent Food Shoppers
        • Table Household Use of Store Brands for Selected Food Types, Affluent vs. Non-Affluent Food Shoppers, 2018 (percent of those using food type)
      • Affluent Food Shoppers Often Avoid Mainstream National Brands
        • Table Household Use of "Other" Brands for Selected Food Types, Affluent vs. Non-Affluent Food Shoppers, 2018 (percent of those using food type)
      • Many Brands Succeeding with Affluent Food Shoppers Share Common Threads
        • Table Leading Brands Among Affluent Food Shoppers for Selected Food Types, 2018 (percent of those using food type)

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