Foodies in the u.s. gourmet foodies

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Foodies in the U.S.: Gourmet Foodies

January 1, 2009
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 profiles the foodie cohort known as gourmet foodies, pinpointing their unique
characteristics 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.

Additional Information

Market Insights: A Selection From The Report

Female, Ethnic and Geographic Skews

As with foodies overall, gourmet foodies skew more female than male, but this cohort
narrows the gender gap somewhat, at 55% female and 45% male, compared with 57%
and 43%, respectively, for foodies overall.

Racially, gourmet foodies are more likely than U.S. adults on average to be Hispanic
(index of 118, compared with 128 for foodies overall) or Black (index of 115, compared
with 107 for foodies overall). Correspondingly, they are 13% less likely to be White
(index of 87, compared with 91 for foodies overall), although Whites still comprise a
sizable majority of gourmet foodies—62%, or approximately 6.2 million of the 10 million
gourmet foodies overall. Gourmet foodies are more likely than U.S. adults on average to
live in the Pacific (index of 124) or Northeast (index of 112) regions. On the other hand,
they are less likely to live in the Central (index of 79) or Southwest regions (index of 88).
In addition, gourmet foodies tend to cluster in the country’s larger cities. According to
Simmons, 35% live in a top 25 metro market, such that they are 9% more likely than
average to do so (index of 109).

Housing data further reflect gourmet foodies’ youth and urbanity. They are 10% less
likely than U.S. adults on average to own a house (index of 90), as footing these costs
would be difficult for a young person in an urban area. Instead, they are more likely to
rent a house (index of 136), rent an apartment (index of 122) or own a condo or co-op
(index of 132). [Table 6-1]

Higher Education and Income Tilts

To step out of mainstream American cuisine and learn about gourmet foods requires a
selfdriven curiosity. Also, someone who “likes food presented as an art form” is most
likely interested in other forms of the arts and culture and well. Not surprisingly,
therefore, Simmons data show that gourmet foodies tend to be better educated than
U.S. adults on average. In fact, nearly three-fifths (58%) of gourmet foodies have some
degree of college education, and 12% have graduate degrees, putting them 41% above
the U.S. average (index of 141). [Figure 6-3; Table 6-1]

TABLE OF CONTENTS

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.
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.
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.
adults)

Table 2-13: Use of Family Restaurant and Fast Food Chains: Adults Overall vs.
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: Gourmet Foodies
Gourmet Foodie Demographics
Market Definition
Figure 3-1: Overlap Between Gourmet Foodies and Other Foodie Cohorts
(percent)
Gourmet Foods Appeal to Younger Adults
Figure 3-2: Indexes by Age Bracket: Gourmet Foodies vs. Foodies Overall, 2008
Female, Ethnic and Geographic Skews
Higher Education and Income Tilts
Figure 3-3: Indexes by Highest Level of Educational Attainment: Gourmet
Foodies vs. Foodies Overall, 2008
Figure 3-4: Indexes by Household Income Bracket: Gourmet Foodies vs. Foodies
Overall, 2008
Figure 3-5: Indexes by Value of Residence: Gourmet Foodies vs. Foodies
Overall, 2008
A Single Streak
Table 3-1: 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 3-6: Indexes for Peer Influence Psychographics: Gourmet Foodies vs.
Foodies Overall, 2008
Figure 3-7: Indexes for Clothing and Fashion Psychographics: Gourmet Foodies
vs. Foodies Overall, 2008
Food and Nutrition Interests Extend Beyond Gourmet
Figure 3-8: 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 3-2: Selected General Psychographics: Foodies Overall vs. Gourmet
Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies)

Table 3-3: Selected Food- and Nutrition-Related Psychographics: Foodies
Overall vs. Gourmet Foodies, 2008 (percent and index for foodies overall vs.
gourmet foodies)
Table 3-4: Personal Computer Use Patterns: Foodies Overall vs. Gourmet
Foodies, 2008 (percent and index for foodies overall vs. gourmet foodies)
Table 3-5: Retail Shopping Patterns: Foodies Overall vs. Gourmet Foodies, 2008
(percent and index for foodies overall vs. gourmet foodies)
Table 3-6: Internet, Mail, or Phone Order Shopping Patterns: Foodies Overall vs.
Gourmet Foodies, 2008 (percent and index for foodies overall vs. gourmet
foodies)
Table 3-7: Food Retail Shopping & Spending Patterns: Foodies Overall vs.
foodies)
Table 3-8: 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 3-9: Household Use of Beverage Products by Type: Foodies Overall vs.
foodies)
Table 3-10: 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 3-11: 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 3-12: Use of Selected Alcoholic Beverage Brands: Foodies Overall vs.
foodies)
Table 3-13: Use of Family Restaurant & Fast Food Chains: Foodies Overall vs.
foodies)
The Gourmet Foodie Landscape
U.S. Gourmet Food Sales Going Strong
Figure 3-9: U.S. Retail Sales of Gourmet/Premium Foods and Beverages: 2003,
2007 and 2012 (in millions of dollars)
Figure 3-10: 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 3-11: 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

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Foodies in the u.s. gourmet foodies

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