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Additional Information
Market Insights: A Selection From The Report
Youth Skew
By age, foodie cooks are distributed relatively evenly throughout the U.S. adult population. One notable exception is that foodie cooks are 28% more likely than U.S. adults on average to be age 25-34 (index of 128), a group that thus represents a key demographic for marketers. In fact, close to one-tenth (8.4%) of all American adults in this age group are foodie cooks, while slightly over half of foodie cooks (52%) are age 44 or under. On the other hand, adults age 65 and older are 13% less likely to be foodie cooks (index of 87). [Figure 3-2, Table 3-1]
Foodie Cooks Embrace Healthy Food Trends, But Are Also Price-Conscious
Food marketers should also be glad to know that foodie cooks are an eager audience for a variety of new food products and trends, especially those related to health and dieting. They are 381% more likely than U.S. adults on average to agree a lot that they are usually quick to try new nutritional products (index of 481), 359% more likely to like to try new drinks (index of 459), 282% more likely to usually be the first to try new health foods (index of 382) and 180% more likely to try any new diet (index of 280).
Foodie cooks are, in fact, more concerned with health and dieting matters than U.S. adults on average and foodies overall. Bearing this out, foodie cooks disproportionately report that they usually only snack on healthy foods (index of 375), normally count the calories in the foods they eat (index of 282), like to know about ingredients before buying food (index of 268), think of the calories in what they eat (index of 251), actively seek info about nutrition and diet (index of 244), are trying lose weight by dieting most of the time (index of 229), feel guilty when eating fattening food (index of 228) and consider their diets to be very healthy (index of 226). [Figure 3-8, Table 3-3]
In the NewsFoodies Pilot Consumerism Beyond Obvious Culinary Curiosities
New York, December 16, 2008 - Foodies are passionate and curious and a truly American phenomenon. In the all-new report, Foodies in the U.S.: Five Cohorts: Foreign/Spicy, Restaurant, Cooks, Gourmet and Organic/Natural, market research publisher Packaged Facts reveals that the 31 million U.S. adults (14% of the population) who qualify as foodies strive to lead the way in other consumer areas such as shopping, fashion, nutrition, and automobiles.
“Some foodies don’t think of themselves as trendy, but overall they are open-minded, curious, and eager to experiment with the new. Research shows that they are significantly more likely than average adults to be the first among their friends to shop at new stores or try new styles,” says Tatjana Meerman, publisher of Packaged Facts.
Outside interests exist, but for Foodies it always comes back to pleasing the palate. For them food is more than body fuel. It is what defines who they are in a greater society. Their food passion provides a framework through which they can build relationships, forge new friendships, discover the world, and even examine which behaviors are ethical. It is for these reasons that Packaged Facts forecasts that even as most consumers seek ways to tighten spending, Foodies will continue to dine out almost daily, purchase gourmet and organic foods exclusively, or indulge themselves in exotic ingredients.
Packaged Facts uses data from Simmons Market Research Bureau to segment the overall foodie demographic into the five foodie cohorts reflected in the report title. Foreign/spicy foodies and restaurant foodies are the two largest foodie cohorts. Approximately 71% of foodies representing 10% of all U.S. adults, or about 22 million, fall into the foreign/spicy cohort. This cohort is helping to introduce the next wave of international cuisine to the American palate. Meanwhile, 65% of foodies fall into the restaurant cohort, representing 9% of all U.S. adults, or approximately 20 million. Unlike most Americans who eat at fast food chains for the sake of convenience, foodies avoid fast food and consider dining out to be a hobby or leisure activity.
Foodies in the U.S.: Five Cohorts: Foreign/Spicy, Restaurant, Cooks, Gourmet and Organic/Natural examines foodies’ demographic characteristics in depth while also discussing foodies’ values, attitudes, culinary interests and consumer habits. The report includes separate chapters on the five titular foodie cohorts. Foodie trends and opportunities, including trends among children and teens, are also explored.
About Packaged Facts - Packaged Facts, a division of Market Research Group, publishes market intelligence on a wide range of consumer industries, including consumer goods and retailing, foods and beverages, demographics, pet, and financial products. Packaged Facts also offers a full range of custom research services.