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One of the most powerful threads running through food culture today is the unending quest for new and exciting food products and experiences. Foodies in the U.S.: Opportunities for Restaurants and Retail confirms that foodies are deeply immersed in searching for the next big thing in the food world. Foodies by definition are more likely than adults on average to strongly agree that good food is really important to them. Packaged Facts consumer survey data cited in this report size the gap between foodies and the average consumer when it comes to keeping up with the latest food trends, being the first to try out new food products, and seeking out new flavors and ingredients.

Foodies in the U.S.: Opportunities for Restaurants and Retail focuses on two segments of the foodie population. One consists of self-identified foodies generally. The second comprises a core group of 29 million Trendsetter Foodieswho are especially dedicated to seeking out new food products and new recipes.

The report highlights significant and potentially surprising challenges for marketers targeting foodies. For example, food retailers and foodservice companies focus their marketing efforts on foodies under the age of 35, members of the Millennial generation.

Table Of Contents

Foodies in the U.S.: Opportunities for Restaurants and Retail
Chapter 1 Executive Summary
Scope of the Report
Methodology
Insights and Opportunities
Quick-Service and Fast-Casual Segments Fight over Foodies
Meal-Kit Delivery Services Loom as Disruptive Force
McDonald s Derides Foodies Obsession with Kale but Learns to Love It
Foodies Vital to Grocers Bottom Lines
Supermarkets Need to Step Up Their Technology Game to Attract Foodies
Marketers Can Still Reach Foodies through Traditional Media
Foodservice World Can Benefit by Accommodating Foodie Priorities
Shopping for Food and Cooking at Home
Grocery Shopping Part of Daily Routine for Many Foodies
Foodies Take Their Time in the Grocery Store
Foodies Buy Less but Spend More in Grocery Stores
Social Media Win Out Over In-Store Promotions
Foodies Turn to Cellphones When Food Shopping
Supermarket Mobile Apps Engage Foodies
Foodies Are Picky About Packaging
Foodie Chefs Plan Meals Ahead
Foodie Chefs Find Inspiration in Traditional Media
Foodies Prefer Video Recipes
Foodies and Foodservice Trends
Restaurants Matter More to Foodies
Foodies Find Much to Like and Dislike in Restaurants
Foodies Depend on Restaurant Food
Restaurants Attract Foodies through Social Media
Foodies More Likely to Turn to Tablets and Cellphones to Order Food
Restaurant Mobile Apps More Popular among Foodies
Fast-Casual Restaurants Leverage Foodie Culture
Meal-Kit Delivery Services Target Busy Foodies
Focus on Trendsetter Foodies
Trendsetter Foodies Represent Key Consumer Segment
Demographics of Trendsetter Foodies Analyzed
Trendsetter Foodies Focus on Healthy Eating
Dedicated Vegetarians More Common
Trendsetter Foodies Sometimes Like to Indulge Themselves
Natural Channel Attracts Trendsetter Foodies
Trendsetter Foodies Love to Cook
Trendsetter Foodies Dine Out Often
Focus on Millennial Trendsetters
Millennial Foodies Reflect Hispanic Influence
25- to 34-Year-Old Foodies Are Well Educated and Affluent
Snacking Remains Important Part of Lifestyle
Millennial Trendsetter Foodies Fixate on Weight Management
Millennial Trendsetter Foodies Like to Cook and Love Gourmet Food
Millennial Foodies Heavy Users of Sit-Down Restaurants
Trendsetter Foodies Form the Vanguard of Millennial Consumers
Millennial Trendsetter Foodies Are Influencers
Chapter 2 Insights and Opportunities
Topline Insights
Quest for Novelty Drives Food Culture Today
Table 2-1 Change in Attitudes toward Food and Cooking, 2007 vs. 2014(in thousands)
What Makes Foodies Tick
Table 2-2 Attitudes toward Food, Foodies vs. All Adults, 2015
Millennials Now Viewed as the Vanguard of the Foodie Population
Millennials Not the Only Foodies
Table 2-3 Attitudes toward Trying New Things, Trendsetter Foodies by Age Group vs. All Adults, 2014
Table 2-4 Selected Attitudes toward Food, Eating and Cooking, Trendsetter
Foodies by Age Group vs. All Adults, 2014
Whole Foods Targets Millennial Foodies and Offends Everybody Else
Marketing and Media Directions
Quick-Service and Fast-Casual Segments Fight over Foodies
Meal-Kit Delivery Services Loom as Disruptive Force
New Digital Media Reach Out to Foodies
Some Marketers Seen as Waging War on Foodies
Budweiser Proud to Be a Macro-Beer
McDonald s Derides Foodies Obsession with Kale but Learns to Love It
Market Opportunities
Foodies Vital to Grocers Bottom Lines
Supermarkets Need to Step Up Their Technology Game to Attract Foodies
Marketers Can Still Reach Foodies through Traditional Media
Foodservice World Can Benefit by Accommodating Foodie Priorities
Hispanic Millennials Key Segment for Casual Dining Restaurants
Chapter 3 Shopping for Food and Cooking at Home
Shopping for Food
Grocery Shopping Part of Daily Routine for Many Foodies
Figure 3-1 Frequency of Grocery Shopping, Foodies vs. All Adults, 2015
Foodies Take Their Time in the Grocery Store
Table 3-1 Length of Time in Store on Average Grocery Shopping Trip, Foodies vs. All Adults, 2015
Foodies Buy Less but Spend More in Grocery Stores
Table 3-2 Number of Items Purchased on Average Grocery Shopping Trip, Foodies vs. All Adults, 2015
Table 3-3 Expenditures on Average Grocery Shopping Trip, Foodies vs. All Adults, 2015
Figure 3-2 Percent Strongly Agreeing When I Cook I Usually Use the Highest Quality Ingredients, Even if They Cost Significantly More,Foodies vs. All Adults, 2015
What Matters Most to Foodies in a Grocery Store
Table 3-4 Factors Very ImportantWhen Shopping for Groceries, Foodies vs. All Adults, 2015
Foodies Drawn to Non-GMO Food Products
Figure 3-3 Percent Strongly Agreeing I Buy Grocery Products Specifically Labeled as Non-GMO,Foodies vs. All Adults, 2015
Table 3-5 Types of Groceries Often Purchased that are Specifically Labeled as Non-GMO, Foodies vs. All Adults, 2015
Social Media Wield More Influence on Food Buying Decisions of Foodies
Table 3-6 Factors Influencing Decision to Buy a Food/Grocery Product in Last 12 Months, Foodies vs. All Adults, 2015
In-Store Promotions Less Likely to Sway Foodies
Figure 3-4 Impact of In-Store Promotions on Food Purchasing Decisions, Foodies vs. All Adults, 2015
Table 3-7 Use of Mobile Phone for Activities Related to Food Shopping, Foodies vs. All Adults, 2015 (% of those using the Internet for foodshopping related activities)
Supermarket Mobile Apps Engage Foodies
Table 3-8 Percent Who Have Used and Will Continue To Use a Supermarket Mobile App by Type of Activity, Foodies vs. All Adults, 2015
Foodies Are Picky About Packaging
Table 3-9 Attitudes toward Packaging of Food or Beverages, Foodies vs. All Adults, 2015
Table 3-10 Factors Considered to Have High Priority in Food and Beverage Packaging, Foodies vs. All Adults, 2015
Cooking at Home
Most Foodies Enjoy Cooking at Home as Much as Eating Out
Table 3-11 Attitudes toward Cooking at Home, Foodies vs. All Adults, 2015
Foodie Chefs Plan Meals Ahead
Table 3-12 Planning for Cooking, Foodies vs. All Adults, 2015
Foodie Chefs Find Inspiration in Traditional Media
Cultural and Religious Traditions Important to Foodie Chefs
Table 3-14 Factors Very Importantto Home Cooks, Foodies vs. All Adults, 2015
Foodies Prefer Video Recipes
Table 3-15 Use of Recipes When Cooking at Home, Foodies vs. All Adults, 2015
Chapter 4 Foodies and Foodservice Trends
When Foodies Eat Out or Carry In
Restaurants Matter More to Foodies
Figure 4-1 Cooking at Home vs. Going Out to Restaurants, Foodies vs. All Adults, 2015
Restaurants Ingrained in Foodie Lifestyle
Table 4-1 Role of Restaurants, Foodies vs. All Adults, 2015
Foodies Find Much to Like in Restaurants
Table 4-2 Reasons for Going Out to Restaurants, Foodies vs. All Adults, 2015
Many Foodies Find Flaws in Restaurant Experience
Table 4-3 Attitudes toward Restaurants, Foodies vs. All Adults, 2015
Foodies Depend on Restaurant Food
Table 4-4 Number of Times Gotten Food from a Restaurant in Past 30 Days, Foodies vs. All Adults, 2015
Restaurants Attract Foodies through Social Media
Table 4-5 Factors Influencing a Decision to Visit a Specific Restaurant in Last 12 Months, Foodies vs. All Adults, 2015
Foodies Heavily Engaged with Restaurants on Social Media
Table 4-6 Use of Social Media Site (Like Facebook, Pinterest, Twitter, YouTube or Instagram) for Restaurant-Related Activities by Type of Activity, Foodies vs. All Adults, 2015
Foodies LikeRestaurants to Be Part of Community
Table 4-7 Reasons Why Consumers "Like" Restaurants, Foodies vs. All Adults, 2015
Foodies More Likely to Turn to Tablets and Cellphones to Order Food
Table 4-8 Methods Used in the Past 30 Days to Order Food from a Restaurant, Foodies vs. All Adults. 2015
Restaurant Mobile Apps More Popular among Foodies
Table 4-9 Use of Restaurant Mobile Apps by Type of Use, Foodies vs. All Adults, 2015
Foodies Favor Technology to Place Restaurant Orders
Table 4-10 Use of Tablets and Kiosks to Place an Order in a Restaurant, Foodies vs. All Adults, 2015
Foodies Like to Use Mobile Phone Apps to Handle Restaurant Checks
Figure 4-2 Use of Mobile Phone Apps to Pay Restaurant Checks, Foodies vs. All Adults, 2015
Foodies and Foodservice Directions
Foodie Culture Infiltrates Restaurant Industry
Fast-Casual Restaurants Leverage Foodie Culture
Taco Bell Goes Upmarket to Attract Edgy Foodies
Restaurants Advised on Ways to Get Cooks out of Their Home Kitchens
Meal-Kit Delivery Services Target Busy Foodies
Chapter 5 Focus on Trendsetter Foodies
Overview
Trendsetter Foodies Represent Key Consumer Segment
Demographics of Trendsetter Foodies Analyzed
Table 5-1 Demographic Profile of Trendsetter Foodies, 2014
Trendsetter Foodies Reflect Demographics of Their Age Groups
Table 5-2 Selected Demographic Characteristics of Trendsetter Foodies by Age Group, 2014
Eating Habits and Food Preferences
Trendsetter Foodies Focus on Healthy Eating
Table 5-3 Eating Habits, Trendsetter Foodies by Age Group vs. All Adults, 2014
Dedicated Vegetarians More Common
Figure 5-1 Percent Strongly Agreeing I Am a Vegetarian,Trendsetter Foodies vs. All Adults, 2014
Trendsetter Foodies Keep an Eye on Their Waistlines
Table 5-4 Attitudes toward Weight Management, Trendsetter Foodies by Age Group vs. All Adults, 2014
Even Trendsetter Foodies Sometimes Like to Indulge Themselves
Figure 5-2 Percent Agreeing I Like to Treat Myself to Foods Not Good for Me,Trendsetter Foodies by Age Group vs. All Adults, 2014
Figure 5-3 Percent Agreeing I Often Feel I Overeat, Trendsetter Foodies by Age Group vs. All Adults, 2014
Love of Gourmet Food a Hallmark of Trendsetter Foodies
Table 5-5 Preferences for Food Styles, Trendsetter Foodies by Age Group vs. All Adults, 2014
Shopping for Food
Trendsetter Foodies Go Grocery Shopping Often
Table 5-6 Grocery Shopping Patterns, Trendsetter Foodies by Age Group vs. All Adults, 2014
High Priority Placed on Healthy Ingredients
Table 5-7 Attitudes toward Healthy Ingredients, Trendsetter Foodies by Age Group vs. All Adults, 2014
Natural Channel Attracts Trendsetter Foodies
Figure 5-4 Percent Shopping Four or More Times in Last Four Weeks at\ Whole Foods or Trader Joe s, Trendsetter Foodies vs. All Adults, 2014
Key Differences in Household Use of Food Products
Table 5-8 Household Use of Food Products, Trendsetter Foodies vs. All Adults, 2014
Table 5-9 Types of Organic Food Used by Household, Trendsetter Foodies vs. All Adults, 2014
Eating In and Dining Out
Trendsetter Foodies Love to Cook
Table 5-10 Attitudes toward Cooking, Trendsetter Foodies by Age Group vs. All Adults, 2014
Figure 5-5 Percent Citing Cooking for Funand Baking for Funas Leisure Activities in Last 12 Months, Trendsetter Foodies vs. All Adults, 2014
Trendsetter Foodies Depend on Recipes
Table 5-11 Attitudes toward Cooking, Trendsetter Foodies by Age Group vs. All Adults, 2014
Trendsetter Foodies Dine Out Often
Figure 5-6 Percent Citing Dining Outas Leisure Activity in Last 12 Months, Trendsetter Foodies vs. All Adults, 2014
Table 5-12 Use of Family/Sit-Down Restaurants, Trendsetter Foodies vs. All Adults, 2014
Chapter 6 Focus on Millennial Trendsetter Foodies
Demographic Highlights
Introduction
Millennial Foodies Reflect Hispanic Influence
Table 6-1 18- to 34-Year-Old Trendsetter Foodies by Gender, Race and Hispanic Origin, 2014
Millennial Foodies Most Likely to Live in Pacific Region
Table 6-2 18- to 34-Year-Old Trendsetter Foodies by Region and Place of Residence, 2014
25- to 34-Year-Old Foodies Are Well Educated and Affluent
Table 6-3 18- to 34-Year-Old Trendsetter Foodies by Education, Employment and Household Income, 2014
Family Status Varies Widely Across Age Groups
Table 6-4 18- to 34-Year-Old Trendsetter Foodies by Marital Status, Size of Household and Presence of Children in Household, 2014
Eating Habits
Dinner a High Priority for Millennial Trendsetters
Table 6-5 Importance of Meals, 18- to- 34-Year-Old Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
Snacking Remains Important Part of Lifestyle
Table 6-6 Eating Habits, 18- to- 34-Year-Old Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
Millennial Trendsetter Foodies Fixate on Weight Management
Table 6-7 Attitudes toward Weight Management, 18- to- 34-Year-Old Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
Millennial Trendsetter Foodies Like to Cook
Table 6-8 Attitudes toward Cooking, 18- to- 34-Year-Old Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
Gourmet Food Part of Millennial Foodie Culture
Table 6-9 Styles of Food, 18- to- 34-Year-Old Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
Hispanic Millennials Maintain Ties to Traditional Hispanic Foods
Table 6-10 Profile of 18- to 34-Year-Old Hispanic Trendsetter Foodies, 2014
Food Purchasing Patterns
Millennial Trendsetters High on Buying Healthy Ingredients
Table 6-11 Attitudes toward Healthy Ingredients, 18- to- 34-Year-Old
Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
Millennial Foodies Still Turn to Prepared Foods
Table 6-12 Use of Prepared Foods, 18- to- 34-Year-Old Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
Food Buying Patterns Analyzed
Table 6-13 Differences in Food Purchasing Patterns, 25- to 34-Year-Old
Trendsetter Foodies vs. All 25- to 34-Year-Olds and All Adults, 2014
Eating Out
East Food Remains Important
Table 6-14 Attitudes toward Fast Food, 18- to- 34-Year-Old Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
Table 6-15 Use of Fast-Food Restaurants, 18- to 34-Year-Old Trendsetter Foodies vs. All 18- to 34-Year-Olds, 2014
Millennial Foodies Heavy Users of Sit-Down Restaurants
Table 6-16 Use of Family and Sit-Down Restaurants, 18- to 34-Year-Old Trendsetter Foodies vs. All 18- to 34-Year-Olds, 2014
Consumer Profile
Trendsetter Foodies Form the Vanguard of Millennial Consumers
Table 6-17 Attitudes toward Trying New Things, 18- to 34-Year-Old Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
Millennial Trendsetter Foodies Are Influencers
Table 6-18 18- to 34-Year-Old Trendsetter Foodies as Influencers, 2014
Millennial Trendsetter Foodies Are Fashion-Forward
Table 6-19 Attitudes toward Fashion, 18- to 34-Year-Olds Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
Mobile Devices Part of Trendsetter Foodies World
Table 6-20 Use of Cellphones and Other Handheld Devices, 18- to- 34-Year-Old Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
Cellphones Far More Likely to Be Used as Shopping Tool
Table 6-21 Use of Cellphones/Handheld Devices as Shopping Tools,18- to- 34-Year-Old Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
Online Shopping Essential to Trendsetter Foodies
Table 6-22 Online Shopping, 18- to- 34-Year-Old Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014
Trendsetter Foodies Tied to Social Media
Table 6-23 Use of Social Media to Support Consumer Decisions,18- to- 34-Year-Old Trendsetter Foodies by Gender and Age Group vs. All Adults, 2014




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