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

Published: January 1, 2009 - 442 Pages

Table of Contents

  • Executive Summary
    • Scope and Methodology
      • Scope of Report
      • 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
      • 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
      • Eating In: No Time to Scrimp
      • Food Shopping Skews to Fresh Formats
      • 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
  • Market Overview
    • Introduction
      • The New Culture of Food
      • Defining Foodie
      • 31.2 Million U.S. Adults Are Foodies
      • Five Foodie Cohorts
      • Overlap Between Foodie Cohorts
        • Table Overlap Between Foodie Cohorts, 2008 (percent)
      • Foodies and the Mapping of Food Trends
    • Foodie Demographics
      • Foodiehood Peaks in Pre-Middle Age Brackets
      • A Female Skew
      • Hispanics Index at 128 as Foodies
      • U.S. Racial/Ethnic Trends
      • Skew to Pacific and Northeast Regions, Downtown Areas
      • Educated But Not Necessarily Rich
      • Foodies and the Economic Downturn
        • Table Foodie Demographics, 2008 (percentages, number and index for U.S. adults)
    • Foodie Psychographics and Consumer Traits
      • Consumers with an Attitude
      • Enthralled with the New
      • An Adventuresome Self-Image
      • Foodies Wear Prada
      • Influencers and Influenced
      • High Media and Advertising Awareness
      • Foodies Gravitate to the Web, Blogs
        • Table Popular Foodie Blogs
      • 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
      • Foodies as Informed Health Consumers
      • Foodie Eco-Consciousness
      • Vegetarians, the Food Chain, and the Environment
      • Traveling to Taste
        • Table Selected Psychographics: Adults Overall vs. Foodies, 2008 (percent of U.S. adults overall and percent and index for foodie adults)
        • Table Personal Computer Use Patterns: Adults Overall vs. Foodies, 2008 (percent of U.S. adults overall and percent and index for foodie adults)
        • Table Retail Shopping Patterns: Adults Overall vs. Foodies, 2008 (percent of U.S. adults overall and percent and index for foodie adults)
        • Table 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 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
      • 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
      • Rise of Local Food Movement
      • An Organic Plateau?
      • Foodies and Foodservice Chains
      • Foodies Push Fast Food in Healthier Directions
      • Foodies Embrace Social Aspects of Food
        • Table 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 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 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 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 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 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 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
  • Foreign/Spicy Foodies
    • Foreign/Spicy Foodie Demographics
      • Market Definition
      • Younger Age Skew
      • Narrower Gender Divide
      • Asian-Americans Post Index of 144 as Foreign/Spicy Foodies
      • Pacific Is Prime Region
      • Better Educated, Better Jobs
        • Table 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
      • A Nesting Streak
      • Charging It Online
        • Table Selected Psychographics: Foodies Overall vs. Foreign/Spicy Foodies, 2008 (percent and index for foodies overall vs. foreign/spicy foodies)
        • Table Personal Computer Use Patterns: Foodies Overall vs. Foreign/Spicy Foodies, 2008 (percent and index for foodies overall vs. foreign/spicy foodies)
        • Table Retail Shopping Patterns: Foodies Overall vs. Foreign/Spicy Foodies, 2008 (percent and index for foodies overall vs. foreign/spicy foodies)
        • Table 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 Food Retail Shopping & Spending Patterns: Foodies Overall vs. Foreign/Spicy Foodies, 2008 (percent and index for foodies overall vs. foreign/spicy foodies)
        • Table 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 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 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 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 Use of Selected Alcoholic Beverage Brands: Foodies Overall vs. Foreign/Spicy Foodies, 2008 (percent and index for foodies overall vs. foreign/spicy foodies)
        • Table 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 Projected U.S. Retail Sales of Hispanic Foods and Beverages, 2007-2011 (in millions of dollars)
        • Table 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 Indexes for Use of Goya Products: Foreign/Spicy Foodies vs. Foodies Overall, 2008
      • America goes Pan-Asian
      • Mediterranean as a Cradle of Healthy Cuisine
  • Restaurant Foodies
    • Restaurant Foodie Demographics
      • Market Definition
      • Younger, Female Skew
      • Asian Americans Index at 156
      • Education, Employment Stats Reflect Ambitious Spirit
      • Smaller Households, Less Encumbered Lifestyles
        • Table Restaurant Foodie Demographics, 2008 (percentages, number and index for U.S. adults)
    • Restaurant Foodie Psychographics and Consumer Traits
      • In Tune with Trends
      • Heavy Internet Reliance
      • Restaurant Connoisseur Websites
      • Avid Shoppers Across Outlet Types
      • Recreating the Restaurant Experience at Home
      • Alcoholic Beverages Go Hand in Hand with Dining Experience
      • Family and Fast Food Restaurant Patterns
        • Table Selected General Psychographics: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies)
        • Table Selected Food- and Nutrition-Related Psychographics: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies)
        • Table Personal Computer Use Patterns: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies)
        • Table Retail Shopping Patterns: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies)
        • Table Internet, Mail, or Phone Order Shopping Patterns: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies)
        • Table Food Retail Shopping & Spending Patterns: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies)
        • Table 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 Household Use of Beverage Products by Type: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies)
        • Table 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 Use of Family Restaurant/Steakhouse Chains: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies)
        • Table Use of Fast Food/Drive-In Chains: Foodies Overall vs. Restaurant Foodies, 2008 (percent and index for foodies overall vs. restaurant foodies)
  • Foodie Cooks
    • Demographic and Lifestyle Overview
      • Market Definition
      • A Youth Skew
      • Women Up Front
      • Racial/Ethnic Minorities Also Over-Represented
      • Pacific and Northeast Are Top Regions
      • Foodie Cooks Less Educated Than Foodies Overall
      • Earnings Also Moderately Lower
      • Opinionated, Peer-Motivated Consumers
      • Gourmet, Organic/Natural Foods Hold Strong Appeal
      • Foodie Cooks Embrace Healthy Food Trends, But Are Also Price-Conscious
      • 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"
      • Farmers Markets Attract Foodie Cooks
      • Meal Assembly Kitchens
        • Table Foodie Cook Demographics, 2008 (percentages, number and index for U.S. adults)
        • Table Selected General Psychographics: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)
        • Table Selected Food- and Nutrition-Related Psychographics: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)
        • Table Personal Computer Use Patterns: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)
        • Table Retail Shopping Patterns: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)
        • Table Internet, Mail, or Phone Order Shopping Patterns: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)
        • Table Food Retail Shopping & Spending Patterns: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)
        • Table 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 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 Use of Family Restaurant & Fast Food Chains: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)
  • Gourmet Foodies
    • Gourmet Foodie Demographics
      • Market Definition
      • Gourmet Foods Appeal to Younger Adults
      • Female, Ethnic and Geographic Skews
      • Higher Education and Income Tilts
      • A Single Streak
        • Table Gourmet Foodie Demographics, 2008 (percentages, number and index for U.S. adults)
    • Gourmet Foodie Psychographics and Consumer Traits
      • Style Seekers Subject to Peer Influence
      • Food and Nutrition Interests Extend Beyond Gourmet
      • An Avid Online Audience
      • Food and Retail Shopping Patterns
      • Favored Food Products and Brands
      • Restaurant Usage Patterns
        • Table Selected General Psychographics: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies)
        • Table Selected Food- and Nutrition-Related Psychographics: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies)
        • Table Personal Computer Use Patterns: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies)
        • Table Retail Shopping Patterns: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies)
        • Table Internet, Mail, or Phone Order Shopping Patterns: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies)
        • Table Food Retail Shopping & Spending Patterns: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies)
        • Table 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 Household Use of Beverage Products by Type: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies)
        • Table 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 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 Use of Selected Alcoholic Beverage Brands: Foodies Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies)
        • Table 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
      • Taking It Up a Notch
      • Gourmet Foodies and Organic/Natural, Local/Fresh
      • The Restaurant Role
      • Gourmet Foodies Less Likely to Cut Back
      • Small Business by Design
      • Gourmet Foodies and the Environment
  • Organic/Natural Foodies
    • Organic/Natural Foodie Demographics
      • Market Definition
      • Younger and Female
      • Hispanic, Blacks Prominent Among Organic/Natural Foodies
      • Organic/Natural Foodies Clustered in Metropolitan Markets
      • Education and Income Demographics
      • Employment Picture Mixed
      • Families with Children
        • Table Organic/Natural Foodie Demographics, 2008 (percentages, number and index for U.S.
    • Organic/Natural Foodie Psychographics and Consumer Traits
      • Willing to Pay for Quality
      • Fans of Self-Care, Medical Alternatives
      • In Tune with Internet and Print Media
      • Followers of Fashion
      • Eating for Health
      • Retail Shopping Patterns
      • Favored Food and Beverage Products
      • Restaurant Usage Patterns
        • Table Selected General Psychographics: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies)
        • Table Selected Food- and Nutrition-Related Psychographics: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies)
        • Table Personal Computer Use Patterns: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies)
        • Table Retail Shopping Patterns: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies)
        • Table 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 Food Retail Shopping & Spending Patterns: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies)
        • Table 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 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 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 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 U.S. Organic Food Sales, 2005-2008 (in millions of dollars)
      • Organics Grow to 15% of New Product Introductions
        • Table Number and Percent of U.S. Food and Beverage Product Introductions Tagged as Organic or Natural,1998-2008
        • Table Number of U.S. Food and Beverage Product Introductions Tagged as Organic: By Product Classification, 1998 vs. 2008
      • 30% of Consumers Buy Organic Produce
      • 82% of Grocers Sell Natural/Organic Food
      • Background of Organic and Natural Foods in Retail Stores
      • 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

Abstract

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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