Foodies in the U.S.: Opportunities for Restaurants and Retail

NEW YORK, Oct. 1, 2015 /PRNewswire/ -- 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.Â

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 Foodies” who 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.

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 Likeâ€"and Dislikeâ€"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 Important� When 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 Important� to 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 “Like� Restaurants 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 Fun� and “Baking for Fun� as 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 Out� as 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 & 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

Read the full report: http://www.reportlinker.com/p03187712-summary/view-report.html

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