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Foodies in the U.S.: Foodie Cooks
January 1, 2009
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 foodie cooks, pinpointing their unique
characteristics across areas including demographics and attitudes, media
responsiveness, shopping habits and restaurant behavior.
Read an excerpt from this report below.
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,

2. 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.
Additional Information
Market Insights: A Selection From The Report
Youth Skew
By age, foodie cooks are distributed relatively evenly throughout the U.S. adult
population. One notable exception is that foodie cooks are 28% more likely than U.S.

3. adults on average to be age 25-34 (index of 128), a group that thus represents a key
demographic for marketers. In fact, close to one-tenth (8.4%) of all American adults in
this age group are foodie cooks, while slightly over half of foodie cooks (52%) are age
44 or under. On the other hand, adults age 65 and older are 13% less likely to be foodie
cooks (index of 87). [Figure 3-2, Table 3-1]
Foodie Cooks Embrace Healthy Food Trends, But Are Also Price-Conscious
Food marketers should also be glad to know that foodie cooks are an eager audience
for a variety of new food products and trends, especially those related to health and
dieting. They are 381% more likely than U.S. adults on average to agree a lot that they
are usually quick to try new nutritional products (index of 481), 359% more likely to like
to try new drinks (index of 459), 282% more likely to usually be the first to try new health
foods (index of 382) and 180% more likely to try any new diet (index of 280).
Foodie cooks are, in fact, more concerned with health and dieting matters than U.S.
adults on average and foodies overall. Bearing this out, foodie cooks disproportionately
report that they usually only snack on healthy foods (index of 375), normally count the
calories in the foods they eat (index of 282), like to know about ingredients before
buying food (index of 268), think of the calories in what they eat (index of 251), actively
seek info about nutrition and diet (index of 244), are trying lose weight by dieting most of
the time (index of 229), feel guilty when eating fattening food (index of 228) and
consider their diets to be very healthy (index of 226). [Figure 3-8, Table 3-3]
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

4. 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

5. 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)

6. 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

7. 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: Foodie Cooks
Demographic and Lifestyle Overview
Market Definition
Figure 3-1: Overlap Between Foodie Cooks and Other Foodie Cohorts (percent)
A Youth Skew
Figure 3-2: Indexes by Age Bracket: Foodie Cooks vs. Foodies Overall, 2008
Women Up Front
Figure 3-3: Gender Breakouts: Foodie Cooks vs. Foodies Overall, 2008 (percent)
Racial/Ethnic Minorities Also Over-Represented
Figure 3-4: Indexes by Race/Ethnicity: Foodie Cooks vs. Foodies Overall, 2008
Pacific and Northeast Are Top Regions
Foodie Cooks Less Educated Than Foodies Overall
Figure 3-5: Indexes by Highest Level of Educational Attainment: Foodie Cooks
vs. Foodies Overall, 2008
Earnings Also Moderately Lower
Figure 3-6: Indexes by Household Income: Foodie Cooks vs. Foodies Overall,
2008
Opinionated, Peer-Motivated Consumers
Figure 3-7: Indexes for Shopping and Style Psychographics: Foodie Cooks vs.
Foodies Overall, 2008
Gourmet, Organic/Natural Foods Hold Strong Appeal
Foodie Cooks Embrace Healthy Food Trends, But Are Also Price- Conscious
Figure 3-8: Indexes for Health and Dieting Psychographics: Foodie Cooks vs.
Foodies Overall, 2008
Foodie Cooks Don’t Always Cook
Media and Computer Habits
Big Spenders in Grocery Stores
Above Average Ordering by Phone or Mail
Favored Food Products, Brands on the Fancy Side
Restaurant Usage Patterns
The Foodie Cook Landscape
Supermarket Trends Reflect Rising Food Costs, Economic Slump
Fresh Foods a Sales-Driving Grocery Store Trend
Many Foodie Cooks “Going Local”
Figure 3-9: U.S. Retail Sales of Locally Grown Foods: 2002, 2007 and 2011 (in
billions of dollars)
Farmers Markets Attract Foodie Cooks
Meal Assembly Kitchens
Figure 3-10: Growth in Number of Meal Assembly Kitchens, 2002- 2007

8. Table 3-1: Foodie Cook Demographics, 2008 (percentages, number and index
for U.S. adults)
Table 3-2: Selected General Psychographics: Foodies Overall vs. Foodie Cooks,
2008 (percent and index for foodies overall vs. foodie cooks)
Table 3-3: Selected Food- and Nutrition-Related Psychographics: Foodies
Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie
cooks)
Table 3-4: Personal Computer Use Patterns: Foodies Overall vs. Foodie Cooks,
2008 (percent and index for foodies overall vs. foodie cooks)
Table 3-5: Retail Shopping Patterns: Foodies Overall vs. Foodie Cooks, 2008
(percent and index for foodies overall vs. foodie cooks)
Table 3-6: Internet, Mail, or Phone Order Shopping Patterns: Foodies Overall vs.
Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)
Table 3-7: Food Retail Shopping & Spending Patterns: Foodies Overall vs.
Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)
Table 3-8: Household Use of Packaged Foods by Type of Product: Foodies
Overall vs. Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie
cooks)
Table 3-9: Household Purchasing Patterns for Packaged Foods for Selected
Brands: Foodies Overall vs. Foodie Cooks, 2008 (percent and index for foodies
overall vs. foodie cooks)
Table 3-10: Use of Family Restaurant & Fast Food Chains: Foodies Overall vs.
Foodie Cooks, 2008 (percent and index for foodies overall vs. foodie cooks)
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