Foodies in the U.S.: Opportunities for Restaurants and Retail, 2nd Edition

Published: May 26, 2015 - 107 Pages

Table of Contents

  • Executive Summary
    • Scope of the Report
    • Methodology
    • Insights and Opportunities
      • Quick-Service and Fast-Casual Segments Fight over Foodies
      • Meal-Kit Delivery Services Loom as Disruptive Force
      • McDonald's Derides Foodies' Obsession with Kale but Learns to Love It
      • Foodies Vital to Grocers' Bottom Lines
      • Supermarkets Need to Step Up Their Technology Game to Attract Foodies
      • Marketers Can Still Reach Foodies through Traditional Media
      • Foodservice World Can Benefit by Accommodating Foodie Priorities
    • Shopping for Food and Cooking at Home
      • Grocery Shopping Part of Daily Routine for Many Foodies
      • Foodies Take Their Time in the Grocery Store
      • Foodies Buy Less but Spend More in Grocery Stores
      • Social Media Win Out Over In-Store Promotions
      • Foodies Turn to Cellphones When Food Shopping
      • Supermarket Mobile Apps Engage Foodies
      • Foodies Are Picky About Packaging
      • Foodie Chefs Plan Meals Ahead
      • Foodie Chefs Find Inspiration in Traditional Media
      • Foodies Prefer Video Recipes
    • Foodies and Foodservice Trends
      • Restaurants Matter More to Foodies
      • Foodies Find Much to Like-and Dislike-in Restaurants
      • Foodies Depend on Restaurant Food
      • Restaurants Attract Foodies through Social Media
      • Foodies More Likely to Turn to Tablets and Cellphones to Order Food
      • Restaurant Mobile Apps More Popular among Foodies
      • Fast-Casual Restaurants Leverage Foodie Culture
      • Meal-Kit Delivery Services Target Busy Foodies
    • Focus on Trendsetter Foodies
      • Trendsetter Foodies Represent Key Consumer Segment
      • Demographics of Trendsetter Foodies Analyzed
      • Trendsetter Foodies Focus on Healthy Eating
      • Dedicated Vegetarians More Common
      • Trendsetter Foodies Sometimes Like to Indulge Themselves
      • Natural Channel Attracts Trendsetter Foodies
      • Trendsetter Foodies Love to Cook
      • Trendsetter Foodies Dine Out Often
    • Focus on Millennial Trendsetters
      • Millennial Foodies Reflect Hispanic Influence
      • 25- to 34-Year-Old Foodies Are Well Educated and Affluent
      • Snacking Remains Important Part of Lifestyle
      • Millennial Trendsetter Foodies Fixate on Weight Management
      • Millennial Trendsetter Foodies Like to Cook and Love Gourmet Food
      • Millennial Foodies Heavy Users of Sit-Down Restaurants
      • Trendsetter Foodies Form the Vanguard of Millennial Consumers
      • Millennial Trendsetter Foodies Are Influencers
  • Insights and Opportunities
    • Topline Insights
      • Quest for Novelty Drives Food Culture Today
        • Table Change in Attitudes toward Food and Cooking, 2007 vs. 2014 (in thousands)
      • What Makes Foodies Tick
        • Table Attitudes toward Food, Foodies vs. All Adults, 2015
      • Millennials Now Viewed as the Vanguard of the Foodie Population
      • Millennials Not the Only Foodies
        • Table Attitudes toward Trying New Things, Trendsetter Foodies by Age Group vs. All Adults, 2014
        • Table Selected Attitudes toward Food, Eating and Cooking, Trendsetter Foodies by Age Group vs. All Adults, 2014
      • Whole Foods Targets Millennial Foodies and Offends Everybody Else
    • Marketing and Media Directions
      • Quick-Service and Fast-Casual Segments Fight over Foodies
      • Meal-Kit Delivery Services Loom as Disruptive Force
      • New Digital Media Reach Out to Foodies
      • Some Marketers Seen as Waging War on Foodies
      • Budweiser Proud to Be a "Macro-Beer"
      • McDonald's Derides Foodies' Obsession with Kale but Learns to Love It
    • Market Opportunities
      • Foodies Vital to Grocers' Bottom Lines
      • Supermarkets Need to Step Up Their Technology Game to Attract Foodies
      • Marketers Can Still Reach Foodies through Traditional Media
      • Foodservice World Can Benefit by Accommodating Foodie Priorities
      • Hispanic Millennials Key Segment for Casual Dining Restaurants
  • Shopping for Food and Cooking at Home
    • Shopping for Food
      • Grocery Shopping Part of Daily Routine for Many Foodies
      • Foodies Take Their Time in the Grocery Store
        • Table Length of Time in Store on Average Grocery Shopping Trip, Foodies vs. All Adults, 2015
      • Foodies Buy Less but Spend More in Grocery Stores
        • Table Number of Items Purchased on Average Grocery Shopping Trip, Foodies vs. All Adults, 2015
        • Table Expenditures on Average Grocery Shopping Trip, Foodies vs. All Adults, 2015
      • What Matters Most to Foodies in a Grocery Store
        • Table Factors "Very Important" When Shopping for Groceries, Foodies vs. All Adults, 2015
      • Foodies Drawn to Non-GMO Food Products
        • Table Types of Groceries Often Purchased that are Specifically Labeled as Non-GMO, Foodies vs. All Adults, 2015
      • Social Media Wield More Influence on Food Buying Decisions of Foodies
        • Table Factors Influencing Decision to Buy a Food/Grocery Product in Last 12 Months, Foodies vs. All Adults, 2015
      • In-Store Promotions Less Likely to Sway Foodies
      • Foodies Turn to Cellphones When Food Shopping
        • Table Use of Mobile Phone for Activities Related to Food Shopping, Foodies vs. All Adults, 2015 (% of those using the Internet for food-shopping related activities)
      • Supermarket Mobile Apps Engage Foodies
        • Table Percent Who Have Used and Will Continue To Use a Supermarket Mobile App by Type of Activity, Foodies vs. All Adults, 2015
      • Foodies Are Picky About Packaging
        • Table Attitudes toward Packaging of Food or Beverages, Foodies vs. All Adults, 2015
        • Table Factors Considered to Have High Priority in Food and Beverage Packaging, Foodies vs. All Adults, 2015
    • Cooking at Home
      • Most Foodies Enjoy Cooking at Home as Much as Eating Out
        • Table Attitudes toward Cooking at Home, Foodies vs. All Adults, 2015
      • Foodie Chefs Plan Meals Ahead
        • Table Planning for Cooking, Foodies vs. All Adults, 2015
      • Foodie Chefs Find Inspiration in Traditional Media
        • Table Sources Used by Foodies in Last 7 Days for Ideas about What to Eat or Cook, 2015
      • Cultural and Religious Traditions Important to Foodie Chefs
        • Table Factors "Very Important" to Home Cooks, Foodies vs. All Adults, 201
      • Foodies Prefer Video Recipes
        • Table Use of Recipes When Cooking at Home, Foodies vs. All Adults, 2015
        • Table Type of Recipes Used by Foodies in Last 7 Days, 2015
  • Foodies and Foodservice Trends
    • When Foodies Eat Out or Carry In
      • Restaurants Matter More to Foodies
      • Restaurants Ingrained in Foodie Lifestyle
        • Table Role of Restaurants, Foodies vs. All Adults, 2015
      • Foodies Find Much to Like in Restaurants
        • Table Reasons for Going Out to Restaurants, Foodies vs. All Adults, 2015
      • Many Foodies Find Flaws in Restaurant Experience
        • Table Attitudes toward Restaurants, Foodies vs. All Adults, 2015
      • Foodies Depend on Restaurant Food
        • Table Number of Times Gotten Food from a Restaurant in Past 30 Days, Foodies vs. All Adults, 2015
      • Restaurants Attract Foodies through Social Media
        • Table Factors Influencing a Decision to Visit a Specific Restaurant in Last 12 Months, Foodies vs. All Adults, 2015
      • Foodies Heavily Engaged with Restaurants on Social Media
        • Table Use of Social Media Site (Like Facebook, Pinterest, Twitter, YouTube or Instagram) for Restaurant-Related Activities by Type of Activity, Foodies vs. All Adults, 2015
      • Foodies "Like" Restaurants to Be Part of Community
        • Table Reasons Why Consumers "Like" Restaurants, Foodies vs. All Adults, 2015
      • Foodies More Likely to Turn to Tablets and Cellphones to Order Food
        • Table Methods Used in the Past 30 Days to Order Food from a Restaurant, Foodies vs. All Adults. 2015
      • Restaurant Mobile Apps More Popular among Foodies
        • Table Use of Restaurant Mobile Apps by Type of Use, Foodies vs. All Adults, 2015
      • Foodies Favor Technology to Place Restaurant Orders
        • Table Use of Tablets and Kiosks to Place an Order in a Restaurant, Foodies vs. All Adults, 2015
      • Foodies Like to Use Mobile Phone Apps to Handle Restaurant Checks
    • Foodies and Foodservice Directions
      • Foodie Culture Infiltrates Restaurant Industry
      • Fast-Casual Restaurants Leverage Foodie Culture
      • Taco Bell Goes Upmarket to Attract "Edgy Foodies"
      • Restaurants Advised on Ways to Get Cooks out of Their Home Kitchens
      • Meal-Kit Delivery Services Target Busy Foodies
  • Focus on Trendsetter Foodies
    • Overview
      • Trendsetter Foodies Represent Key Consumer Segment
      • Demographics of Trendsetter Foodies Analyzed
        • Table Demographic Profile of Trendsetter Foodies, 2014
      • Trendsetter Foodies Reflect Demographics of Their Age Groups
        • Table Selected Demographic Characteristics of Trendsetter Foodies by Age Group, 2014
    • Eating Habits and Food Preferences
      • Trendsetter Foodies Focus on Healthy Eating
        • Table Eating Habits, Trendsetter Foodies by Age Group vs. All Adults, 2014
      • Dedicated Vegetarians More Common
      • Trendsetter Foodies Keep an Eye on Their Waistlines
        • Table Attitudes toward Weight Management, Trendsetter Foodies by Age Group vs. All Adults, 2014
      • Even Trendsetter Foodies Sometimes Like to Indulge Themselves
      • Love of Gourmet Food a Hallmark of Trendsetter Foodies
        • Table Preferences for Food Styles, Trendsetter Foodies by Age Group vs. All Adults, 2014
    • Shopping for Food
      • Trendsetter Foodies Go Grocery Shopping Often
        • Table Grocery Shopping Patterns, Trendsetter Foodies by Age Group vs. All Adults, 2014
      • High Priority Placed on Healthy Ingredients
        • Table Attitudes toward Healthy Ingredients, Trendsetter Foodies by Age Group vs. All Adults, 2014
      • Natural Channel Attracts Trendsetter Foodies
      • Key Differences in Household Use of Food Products
        • Table Household Use of Food Products, Trendsetter Foodies vs. All Adults, 2014
        • Table Types of Organic Food Used by Household, Trendsetter Foodies vs. All Adults, 2014
    • Eating In and Dining Out
      • Trendsetter Foodies Love to Cook
        • Table Attitudes toward Cooking, Trendsetter Foodies by Age Group vs. All Adults, 2014
      • Trendsetter Foodies Depend on Recipes
        • Table Attitudes toward Cooking, Trendsetter Foodies by Age Group vs. All Adults, 2014
      • Trendsetter Foodies Dine Out Often
        • Table Use of Family/Sit-Down Restaurants, Trendsetter Foodies vs. All Adults, 2014
  • Focus on Millennial Trendsetter Foodies
    • Demographic Highlights
      • Introduction
      • Millennial Foodies Reflect Hispanic Influence
        • Table 18- to 34-Year-Old Trendsetter Foodies by Gender, Race and Hispanic Origin, 2014
      • Millennial Foodies Most Likely to Live in Pacific Region
        • Table 18- to 34-Year-Old Trendsetter Foodies by Region and Place of Residence, 2014
      • 25- to 34-Year-Old Foodies Are Well Educated and Affluent
        • Table 18- to 34-Year-Old Trendsetter Foodies by Education, Employment and Household Income, 2014
      • Family Status Varies Widely Across Age Groups
        • Table 18- to 34-Year-Old Trendsetter Foodies by Marital Status, Size of Household and Presence of Children in Household, 2014
    • Eating Habits
      • Dinner a High Priority for Millennial Trendsetters
        • Table Importance of Meals, 18- to- 34-Year-Old Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
      • Snacking Remains Important Part of Lifestyle
        • Table Eating Habits, 18- to- 34-Year-Old Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
      • Millennial Trendsetter Foodies Fixate on Weight Management
        • Table Attitudes toward Weight Management, 18- to- 34-Year-Old Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
      • Millennial Trendsetter Foodies Like to Cook
        • Table Attitudes toward Cooking, 18- to- 34-Year-Old Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
      • Gourmet Food Part of Millennial Foodie Culture
        • Table Styles of Food, 18- to- 34-Year-Old Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
      • Hispanic Millennials Maintain Ties to Traditional Hispanic Foods
        • Table Profile of 18- to 34-Year-Old Hispanic Trendsetter Foodies, 2014
    • Food Purchasing Patterns
      • Millennial Trendsetters High on Buying Healthy Ingredients
        • Table Attitudes toward Healthy Ingredients, 18- to- 34-Year-Old Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
      • Millennial Foodies Still Turn to Prepared Foods
        • Table Use of Prepared Foods, 18- to- 34-Year-Old Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
      • Food Buying Patterns Analyzed
        • Table Differences in Food Purchasing Patterns, 25- to 34-Year-Old Trendsetter Foodies vs. All 25- to 34-Year-Olds and All Adults, 2014
    • Eating Out
      • Fast Food Remains Important
        • Table Attitudes toward Fast Food, 18- to- 34-Year-Old Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
        • Table Use of Fast-Food Restaurants, 18- to 34-Year-Old Trendsetter Foodies vs. All 18- to 34-Year-Olds, 2014
      • Millennial Foodies Heavy Users of Sit-Down Restaurants
        • Table Use of Family & Sit-Down Restaurants, 18- to 34-Year-Old Trendsetter Foodies vs. All 18- to 34-Year-Olds, 2014
    • Consumer Profile
      • Trendsetter Foodies Form the Vanguard of Millennial Consumers
        • Table Attitudes toward Trying New Things, 18- to 34-Year-Old Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
      • Millennial Trendsetter Foodies Are Influencers
        • Table 18- to 34-Year-Old Trendsetter Foodies as Influencers, 2014
      • Millennial Trendsetter Foodies Are Fashion-Forward
        • Table Attitudes toward Fashion, 18- to 34-Year-Olds Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
      • Mobile Devices Part of Trendsetter Foodies' World
        • Table Use of Cellphones and Other Handheld Devices, 18- to- 34-Year-Old Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
      • Cellphones Far More Likely to Be Used as Shopping Tool
        • Table Use of Cellphones/Handheld Devices as Shopping Tools, 18- to- 34-Year-Old Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
      • Online Shopping Essential to Trendsetter Foodies
        • Table Online Shopping, 18- to- 34-Year-Old Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
      • Trendsetter Foodies Tied to Social Media
        • Table Use of Social Media to Support Consumer Decisions, 18- to- 34-Year-Old Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014

Abstract

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Foodies in the U.S.: Opportunities for Restaurants and Retail

One of the most powerful threads running through food culture today is the unending quest for new and exciting food products and experiences. Foodies in the U.S.: Opportunities for Restaurants and Retail confirms that foodies are deeply immersed in searching for the next big thing in the food world. Foodies by definition are more likely than adults on average to strongly agree that good food is really important to them. Packaged Facts consumer survey data cited in this report size the gap between foodies and the average consumer when it comes to keeping up with the latest food trends, being the first to try out new food products, and seeking out new flavors and ingredients. 

Foodies in the U.S.: Opportunities for Restaurants and Retail focuses on two segments of the foodie population. One consists of self-identified foodies generally. The second comprises a core group of 29 million “Trendsetter Foodies” who are especially dedicated to seeking out new food products and new recipes.

The report highlights significant and potentially surprising challenges for marketers targeting foodies. For example, food retailers and foodservice companies focus their marketing efforts on foodies under the age of 35, members of the Millennial generation.

However, marketers need to be cautious about assuming that the only foodies who count are Millennials. The psychographic profiles of Millennial and Boomer Trendsetter Foodies are remarkably similar, and there is a convergence within a broad spectrum of attitudes and behaviors on the part of Trendsetter Foodies across all age groups.   Whether they be Millennials, Gen-Xers or Boomers, Trendsetter Foodies share a common underlying desire not only to seek out new food experiences and products but to try new things of all kinds, and this report charts similarities in the eating habits, food preferences, food shopping habits, and attitudes toward cooking at home of Trendsetter Foodies of all ages.

Scope of the Report

Foodies in the U.S.: Opportunities for Restaurants and Retail analyzes the attitudes and behavior of Foodies from two perspectives. The first is based on self-defined foodies per a April 2015 Packaged Facts National Online Consumer Survey. The second perspective is based on a Packaged Facts analysis of Simmons NCS trend data, highlighting a core group of “Trendsetter Foodies” who agree a lot that they like to try out new food products and also try new recipes. Trendsetter Foodies total around 29 million and represent about 12% of the adult population. They embody the cutting edge of consumers who are passionate about food when they shop in grocery stores, cook at home, or go out to eat in a restaurant. 

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 2015. These surveys reflect 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.

The second source is the Simmons NCS for Fall 2014 (and Fall 2007 for trend analysis tables) from Experian Marketing Services. On an ongoing basis, Experian Marketing Services 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.

The report is also based upon data collected from a wide range of industry sources, including company websites, trade publications, business newspapers and magazines, consumer blogs, and annual reports, 10Ks and other releases from public companies.


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