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Specialty Foods - The NASFT State of the Industry Report: The Consumer - US - October 2010

This report, a companion to NASFT: State of the Specialty Food Industry Report—The Market—U.S., March 2010, examines consumer attitudes towards, and opinions about, specialty foods.

Focusing on what makes the “specialty food” category unique, the study identifies the typical specialty food consumer and examines the ways in which that consumer’s shopping, cooking, and eating habits differ from those of consumers in general.

Also included in this report is an analysis of attitudes and opinions concerning food, entertaining, the media and internet usage, specialty food purchases, as well as an examination of restaurant and cooking habits of specialty food consumers. Mintel’s survey of specialty food consumers, fielded in July 2010, parallels surveys undertaken between 2006 and 2009, allowing the reader to examine trends in consumer attitudes and behaviors over time.

This study not only reports on the activities and habits of the specialty food shopper, but it also makes observations and suggestions to help manufacturers and retailers of specialty food products leverage the survey results to enhance marketing activities, and reach a wider audience.

Also included, where possible, are verbatim replies from specialty food consumers—and from consumers who do not purchase specialty foods—so that manufacturers and retailers can gain a clearer understanding of respondents’ perceptions of specialty foods.

This report is based on findings from an online survey conducted by Mintel and Toluna USA, which surveyed 1,500 adults aged 18+ with internet access in July 2010. Of these respondents, 943 were determined to be “specialty food purchasers”

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer data
            • Abbreviations and terms
              • Abbreviations
              • Executive Summary

                • Who is the specialty food consumer?
                  • What does the specialty food consumer buy and why
                    • Interest in international/ethnic, natural and organic food
                      • Shopping habits of the specialty food consumer
                        • Retail outlets and online shopping behavior
                          • Restaurant spending and at-home eating behavior
                            • Restaurant spending
                              • At-home eating behavior
                                • Recreational habits of specialty food consumers
                                  • Interest in charitable, sustainable and eco-friendly lifestyles
                                    • The economy and its effect on the specialty food consumer
                                    • Market Factors

                                      • Recession alters food shopping habits
                                        • Figure 1: Personal saving rate, 2004-10
                                      • Expenditures eating in versus eating out
                                        • Figure 2: Average expenditures of all CUs (consumer units) for food and drink at home and away from home, 2006-08
                                        • Figure 3: Consumer Price Index: all food, food at home and food away from home, 2006-11
                                      • Interest in ethnic food, immigration and international travel help drive market
                                        • Figure 4: Persons obtaining legal permanent resident status by region and country of birth, 2005-08
                                        • Figure 5: Population, by race and Hispanic origin, 2004-14
                                        • Figure 6: Select destinations of U.S. residents traveling abroad (outbound), 2008 and 2009
                                      • New specialty food launches
                                        • Figure 7: New specialty food and beverage product launches in gourmet stores, health food stores, and specialty retailers, by segment, 2005-09
                                    • The Specialty Food Consumer

                                        • Who buys specialty foods?
                                            • Figure 8: The specialty food consumer, by demographic characteristic, June 2006, July 2007, 2008, 2009 and 2010
                                          • In their own words...
                                          • What Specialty Food Consumers Buy and Why

                                            • Key points
                                              • Types of specialty foods purchased by specialty food shoppers
                                                  • Figure 9: Types of specialty foods purchased, July 2009 and July 2010
                                                  • Figure 10: Types of specialty foods purchased, by age, July 2010
                                                  • Figure 11: Types of specialty foods purchased, by household income, July 2010
                                                • Reasons for trying specialty foods
                                                    • Figure 12: Reason for purchasing specialty food, July 2009 and July 2010
                                                    • Figure 13: Reason for purchasing specialty food, by age, July 2010
                                                    • Figure 14: Reason for purchasing specialty food, by household income, July 2010
                                                  • In their own words...
                                                    • Why have specialty foods on hand?
                                                        • Figure 15: Reasons for purchasing specialty foods in the past six months, July 2009 and July 2010
                                                        • Figure 16: Reasons for purchasing specialty foods in the past six months, by age, July 2010
                                                        • Figure 17: Reasons for purchasing specialty foods in the past six months, by household income, July 2010
                                                      • In their own words...
                                                      • International/ethnic, Natural and Organic Food Purchases

                                                        • Key points
                                                          • International/ethnic foods
                                                            • Figure 18: Purchases of international/ethnic foods, July 2009 and July 2010
                                                            • Figure 19: Purchases of international/ethnic foods, by age, July 2010
                                                            • Figure 20: Purchases of international/ethnic foods, by household income, July 2010
                                                          • Local, artisanal, and natural/ethical specialty products
                                                              • Figure 21: Shopping for specialty food: artisanal, locally sourced, natural/ethical, July 2010
                                                            • In their own words...
                                                            • Specialty Food Purchasers’ Shopping Habits

                                                              • Key points
                                                                • Focus on specialty food shoppers’ grocery shopping behavior
                                                                    • Figure 22: Grocery shopping habits of specialty food shoppers, July 2010
                                                                    • Figure 23: Grocery shopping habits of specialty food shoppers, by age, July 2010
                                                                    • Figure 24: Grocery shopping habits of specialty food shoppers, by household income, July 2010
                                                                  • Spending on food by specialty food shoppers
                                                                      • Figure 25: Mean weekly spending on food cooked/prepared at home by specialty food shoppers, by demographics, July 2010
                                                                      • Figure 26: Mean percentage of weekly spending on food for specialty foods by specialty food shoppers, by demographics, July 2010
                                                                    • Shopping for health
                                                                      • Figure 27: Shopping for health—all respondents and specialty food-purchasing respondents, July 2009 and July 2010
                                                                  • Retail Channels

                                                                    • Key points
                                                                      • Specialty foods move through a variety of retail channels
                                                                          • Figure 29: Outlets where specialty food consumers buy specialty food, by age, July 2010
                                                                          • Figure 30: Outlets where specialty food consumers buy specialty food, by household income, July 2010
                                                                          • Figure 31: Outlets where specialty food consumers buy specialty food, by presence/number of children, July 2010
                                                                        • Internet activity and social media usage
                                                                          • Figure 32: Internet and social media usage—all respondents and specialty food-purchasing respondents, July 2010
                                                                        • Shopping for specialty foods on the internet
                                                                          • Figure 33: Internet purchases of specialty food, July 2009 and July 2010
                                                                        • Attitudes and opinions about shopping for specialty foods
                                                                          • Figure 34: Attitudes and opinions about shopping for specialty food, July 2009 and July 2010
                                                                      • Meals Away From Home

                                                                        • Spending on food outside the home by specialty food purchasers
                                                                            • Figure 35: Mean percentage of weekly food spending for food at restaurants by specialty food shoppers, by demographics, July 2010
                                                                          • “Chef’s Tasting” menu
                                                                            • Figure 36: “Chef’s tasting” menu—all respondents and specialty food-purchasing respondents, July 2010
                                                                        • At-home Eating, Cooking and Entertaining

                                                                          • Key points
                                                                            • Eating habits in a typical day
                                                                              • Figure 37: Eating habits—all respondents and specialty food-purchasing respondents, July 2010
                                                                            • Focus on specialty food shoppers’ cooking behavior
                                                                              • Figure 38: Cooking habits—all respondents and specialty food-purchasing respondents, July 2009 and July 2010
                                                                            • Frequency of cooking from scratch without and with specialty foods
                                                                                • Figure 39: Frequency of cooking from scratch without and with specialty foods, by age, July 2009 and July 2010
                                                                              • Experimentation or family recipes?
                                                                                • Figure 40: Attitudes and opinions about cooking, July 2009 and July 2010
                                                                              • Entertaining
                                                                                • Figure 41: Food knowledge/entertaining habits—all respondents and specialty food-purchasing respondents, July 2009 and July 2010
                                                                              • In their own words...
                                                                              • Recreational Habits of Specialty Food Shoppers

                                                                                • Key points
                                                                                  • Media participation
                                                                                    • Figure 42: Media participation—all respondents and specialty food-purchasing respondents, July 2009 and July 2010
                                                                                  • Focus on television viewing
                                                                                      • Figure 43: Watching cooking/food shows on television—all respondents and respondents who purchase specialty food, July 2010
                                                                                    • In their own words...
                                                                                      • Cultural activities
                                                                                        • Figure 44: Cultural activities of all respondents and respondents who purchase specialty food, July 2009 and July 2010
                                                                                      • Other activities
                                                                                        • Figure 45: Other activities of all respondents and respondents who purchase specialty food, July 2010
                                                                                      • Political and financial activities
                                                                                        • Figure 46: Political and financial activities of all respondents and respondents who purchase specialty food, July 2009 and July 2010
                                                                                      • Focus on foods with cause marketing/charity marketing
                                                                                        • Figure 47: Charity-based food purchases, July 2010
                                                                                    • Sustainability and Eco-concerns

                                                                                          • Figure 48: Attitudes towards sustainability, all respondents and respondents who purchase specialty food, July 2009 and July 2010
                                                                                      • The Economy

                                                                                        • Key points
                                                                                          • The effects of the economy on food budgets and habits
                                                                                              • Figure 49: Changing household food budget or spending patterns for food in order to economize, by demographics, July 2010
                                                                                            • Changes in shopping, cooking and dining out
                                                                                              • Cooking
                                                                                                • Figure 50: Changes made in the past year and planned for the next year in order to save money: cooking, July 2010
                                                                                              • Shopping for food
                                                                                                • Figure 51: Changes made in the past year and planned for the next year in order to save money: shopping for food, July 2010
                                                                                              • Food away from home
                                                                                                • Figure 52: Changes made in the past year and planned for the next year in order to save money: food away from home, July 2010
                                                                                              • In their own words...

                                                                                              Companies Covered

                                                                                              • Applebee's International Inc.
                                                                                              • Bed Bath & Beyond Inc
                                                                                              • BJ's Wholesale Club, Inc
                                                                                              • Boston Market Corporation
                                                                                              • Bureau of Economic Analysis
                                                                                              • Burger King Corporation
                                                                                              • Cost Plus, Inc
                                                                                              • Darden Restaurants Inc.
                                                                                              • Facebook, Inc.
                                                                                              • Godiva Chocolatier
                                                                                              • International Trade Administration
                                                                                              • Jamie Oliver
                                                                                              • LinkedIn
                                                                                              • McDonald's U.S.A.
                                                                                              • Morton's Restaurant Group, Inc.
                                                                                              • Office of Travel and Tourism Industries
                                                                                              • Panera Bread Company
                                                                                              • Ruth's Chris Steak House, Inc.
                                                                                              • SAM's Club
                                                                                              • Starbucks Corporation
                                                                                              • Subway
                                                                                              • Sutton Place Group LLC
                                                                                              • Target Corporation
                                                                                              • Trader Joe's Company Inc
                                                                                              • Twitter, Inc.
                                                                                              • U.S. Bureau of Labor Statistics
                                                                                              • U.S. Bureau of the Census
                                                                                              • U.S. Department of Agriculture
                                                                                              • U.S. Department of Homeland Security
                                                                                              • US Department of Commerce
                                                                                              • Walmart Stores (USA)
                                                                                              • Whole Foods Market Inc
                                                                                              • YouTube, Inc.

                                                                                              Specialty Foods - The NASFT State of the Industry Report: The Consumer - US - October 2010

                                                                                              £3,199.84 (Excl.Tax)