Large Households and Traditional Families Anchor Affluent Food Shopper Segment

The household profile of affluent food shoppers differs dramatically from that of non-affluent food shoppers. Seven in ten (68%) affluent food shoppers live in a household with three or more people, compared to 35% of non-affluent food shoppers. Affluent food shoppers are much more likely to live in a married-couple household with children under 18 (34% vs. 19%). Gen-X married couples with children are nearly three times as common in the affluent food shopper segment (19% vs. 7%). Only 7% of affluent food shopper households consist of a single person without children under 18, compared to 31% of non-affluent households.

Asian Food Shoppers Have a Significant Impact

Asian food shoppers account for just 6% of all food shoppers but represent 12% of affluent food shoppers. Asians account for 24% of the population of affluent food shoppers who shop at Whole Foods, 23% of those shopping at Costco, and 19% of affluent food shoppers who shop at Trader Joe’s.

Natural Channel Attracts Affluent Food Shoppers

Affluent food shoppers are drawn to the food culture and shopping experience offered by stores in the natural channel. They are much more likely than their non-affluent counterparts to shop at either Whole Foods or Trader Joe’s (47% vs. 27%) or at independent natural food stores, community co-ops, farmers markets or specialty/gourmet outlets (28% vs. 18%).

Mass Affluent and Highly Affluent Food Shoppers Show Differences

Mass affluent shoppers are more likely than their highly affluent counterparts to use coupons; redeem them at a supermarket, grocery, or convenience store; or use coupons to save money rather than try new products. Compared to highly affluent food shoppers, mass affluent food shoppers are more likely to pick store brands for a wide range of center store products.

Our Simple Buying Process

Choose License and Add
This Report To Your Cart.

Register, Checkout
and Verify Payment.

Receive Notification When
Your Report Is Available.

Table Of Contents

  • 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)