Foodies in the U.S.: Foodie Cooks


January 1, 2009
192 Pages - SKU: LA2088310
License type:
Table of Contents Search inside this report Related Reports
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. 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
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. Foodies, 2008 (percent of U.S. adults overall and percent and index for foodie 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. Foodies, 2008 (percent of U.S. adults overall and percent and index for foodie adults)
Table 2-13: 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 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: Foodie Cooks
Demographic and Lifestyle Overview
Market Definition
Figure 3-1: Overlap Between Foodie Cooks and Other Foodie Cohorts (percent)
A Youth Skew
Figure 3-2: Indexes by Age Bracket: Foodie Cooks vs. Foodies Overall, 2008
Women Up Front
Figure 3-3: Gender Breakouts: Foodie Cooks vs. Foodies Overall, 2008 (percent)
Racial/Ethnic Minorities Also Over-Represented
Figure 3-4: Indexes by Race/Ethnicity: Foodie Cooks vs. Foodies Overall, 2008
Pacific and Northeast Are Top Regions
Foodie Cooks Less Educated Than Foodies Overall
Figure 3-5: Indexes by Highest Level of Educational Attainment: Foodie Cooks vs. Foodies Overall, 2008
Earnings Also Moderately Lower
Figure 3-6: Indexes by Household Income: Foodie Cooks vs. Foodies Overall, 2008
Opinionated, Peer-Motivated Consumers
Figure 3-7: Indexes for Shopping and Style Psychographics: Foodie Cooks vs. Foodies Overall, 2008
Gourmet, Organic/Natural Foods Hold Strong Appeal
Foodie Cooks Embrace Healthy Food Trends, But Are Also Price- Conscious
Figure 3-8: Indexes for Health and Dieting Psychographics: Foodie Cooks vs. Foodies Overall, 2008
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”
Figure 3-9: U.S. Retail Sales of Locally Grown Foods: 2002, 2007 and 2011 (in billions of dollars)
Farmers Markets Attract Foodie Cooks
Meal Assembly Kitchens
Figure 3-10: Growth in Number of Meal Assembly Kitchens, 2002- 2007
Table 3-1: Foodie Cook Demographics, 2008 (percentages, number and index for U.S. adults)
Table 3-2: Selected General Psychographics: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)
Table 3-3: Selected Food- and Nutrition-Related Psychographics: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)
Table 3-4: Personal Computer Use Patterns: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)
Table 3-5: Retail Shopping Patterns: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)
Table 3-6: Internet, Mail, or Phone Order Shopping Patterns: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)
Table 3-7: Food Retail Shopping & Spending Patterns: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)
Table 3-8: 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 3-9: 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 3-10: Use of Family Restaurant & Fast Food Chains: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)
 
Research assistance
We can help you find what you need. Call us or write us:
US: 800.298.5699
Int'l: +1.240.747.3093
Need help in your search?
 
Related Markets

General Food Reports
 
 

Share this report


Other tasks

 
 
Join Alert Me now!
Receive bi-weekly email alerts on new market research

Sign up today!