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Affluent Food Shoppers

Affluent Food Shoppers

This report focuses on the food shopping and buying patterns of affluent food shoppers, who are defined as those with a household income of $150,000 or more. Affluent food shoppers are further segmented into mass affluent food shoppers, with a household income of $150,000-$249,999, and highly affluent food shoppers, with an income of $250,000 or more. The report includes an overview of topline opportunities in the affluent food shopper segment, an in-depth assessment of the food purchasing patterns of affluent food shoppers, profiles of their demographic characteristics and attitudes toward food, and an analysis of the channel choices, in-store behavior, and brand preferences of affluent food shoppers.


  • 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)

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