According to a study from Packaged Facts (PF), "foodies" represent 14.4 percent of the U.S. population and are early adopters/influencers of not only food but other cultural trends such as shopping, fashion, nutriment and cars.
"Some foodies don't think of themselves as trendy, but overall they are open-minded, curious, and eager to experiment with the new," said Tatjana Meerman, publisher of PF, in a statement. "Research shows that they are significantly more likely than average adults to be the first among their friends to shop at new stores or try new styles."
But food, according to PF, "defines who they are in a greater society. Their food passion provides a framework through which they can build relationships, fabricate new friendships, lay bare the earth, and even look into which behaviors are ethical."
Versus gourmands, foodies are more into discovering new and preferably "authentic" foods and their associated cultures.
"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," PF said.
In Foodies in the U.S.: Five Cohorts, PF defines foodies as adults who "agree a lot" with the statement: "I like to try new food products," and also express an interest in either foreign, spicy, fresh, gourmet and or organic/natural foods. Within this foodie universe, PF identified five somewhat overlapping main subgroups (listed in order of size): Foreign/Spicy Foodies (71 percent), Restaurant Foodies (65 percent), Foodie Cooks, Foodie Gourmets, and Organic/Natural Foodies.
Other findings from the study:
- Foodie culture is "an essentially American phenomenon" that has emerged in reaction to this country's "uniquely malleable and marketer-driven" food culture. While other nations/regions have distinct cultures surrounding food, the U.S. generally lacks such a culture.
- Foodies are 16 percent more likely than U.S. adults on average to spend at the highest grocery level ($150 or more per week). Most consider dining out above the fast-food level a hobby - yet many frequent fast-food restaurants.
- In marketing, foodies can be elusive because they don't like being labeled. Their focus on authenticity also "frequently equates to a degree of separation from big food conglomerates and corporate marketing campaigns."
- While early adopters/influencers, foodies are far more likely than adults on average to seek "expert guidance and reassurance from outside sources or peers in a number of areas." They are also avid media consumers, unusually aware of food advertisements, and immersed in exchanging information over the internet.
Discussion Question: How much influence do foodies have in driving innovation and trial across food categories? What do you think of the value of defining foodies? What are the particular challenges in marketing to them?