Foodies in the U.S.: Organic/Natural Foodies

Published by: Packaged Facts

Published: Jan. 1, 2009 - 196 Pages

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. 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: Organic/Natural Foodies

Organic/Natural Foodie Demographics

Market Definition

Figure 3-1: Overlap Between Organic/Natural Foodies and Other Foodie Cohorts, 2008 (percent)

Younger and Female

Figure 3-2: Indexes by Age Bracket: Organic/Natural Foodies vs. Foodies Overall, 2008

Hispanic, Blacks Prominent Among Organic/Natural Foodies

Organic/Natural Foodies Clustered in Metropolitan Markets

Education and Income Demographics

Figure 3-3: Indexes by Highest Level of Educational Attainment: Organic/Natural Foodies vs. Foodies Overall, 2008

Employment Picture Mixed

Families with Children

Table 3-1: Organic/Natural Foodie Demographics, 2008 (percentages, number and index for U.S. adults)

Organic/Natural Foodie Psychographics and Consumer Traits

Willing to Pay for Quality

Figure 3-4: Indexes for Spending Psychographics: Organic/Natural Foodies vs. Foodies Overall, 2008

Fans of Self-Care, Medical Alternatives

Figure 3-5: Indexes for Health Psychographics: Organic/Natural Foodies vs. Foodies Overall, 2008

In Tune with Internet and Print Media

Followers of Fashion

Figure 3-6: Indexes for Shopping and Peer Influence Psychographics: Organic/Natural Foodies vs. Foodies Overall, 2008

Figure 3-7: Indexes for Clothing and Fashion Psychographics: Organic/Natural Foodies vs. Foodies Overall, 2008

Eating for Health

Figure 3-8: Indexes for Diet and Nutrition Psychographics: Organic/Natural Foodies vs. Foodies Overall, 2008

Retail Shopping Patterns

Figure 3-9: Indexes for Average Weekly Grocery Shopping Expenditures: Organic/Natural Foodies vs. Foodies Overall, 2008

Favored Food and Beverage Products

Restaurant Usage Patterns

Table 3-2: Selected General Psychographics: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies)

Table 3-3: Selected Food- and Nutrition-Related Psychographics: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies)

Table 3-4: Personal Computer Use Patterns: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies)

Table 3-5: Retail Shopping Patterns: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies)

Table 3-6: Internet, Mail, or Phone Order Shopping Patterns: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies)

Table 3-7: Food Retail Shopping & Spending Patterns: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies)

Table 3-8: Household Use of Packaged Foods by Type of Product: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies)

Table 3-9: Household Use of Beverage Products by Type: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies)

Table 3-10: Household Purchasing Patterns for Selected Food and Beverage Brands: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies)

Table 3-11: Use of Family Restaurant & Fast Food Chains: Foodies Overall vs. Organic/Natural Foodies, 2008 (percent and index for foodies overall vs. organic/natural foodies)

The Natural/Organic Food Landscape

Organic Food Sales Post Double-Digit Growth

Table 3-12: U.S. Organic Food Sales, 2005-2008 (in millions of dollars)

Organics Grow to 15% of New Product Introductions

Table 3-13: Number and Percent of U.S. Food and Beverage Product Introductions Tagged as Organic or Natural,1998-2008

Table 3-14: Number of U.S. Food and Beverage Product Introductions Tagged as Organic: By Product Classification, 1998 vs. 2008

30% of Consumers Buy Organic Produce

Figure 3-10: Percent of Adults Who Shop for Organic Products: By Product Category, 2008

82% of Grocers Sell Natural/Organic Food

Background of Organic and Natural Foods in Retail Stores

Figure 3-11: Organic Products Purchased by Store Chain, 2008 (percent)

The Backlash Against Mainstreamed Organic

Local Foods Moving Into Organics’ Environmental/Political Role

“Green” Benefits of Locavorism Called into Question

The Perils of Packaged Food “Nutritionism”

The Fair Trade Seal

Community Supported Agriculture Programs

Lazy Locavores

Future Prospects for Organic Market Growth

Abstract

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 organic/natural foodies, pinpointing their unique characteristics across areas including demographics and attitudes, media responsiveness, shopping habits and restaurant behavior.

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.

Get Full Details About This Report >>

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