Specialty Food Magazine

OCT 2012

Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.

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What Specialty Food Consumers Do I watch television at least 2 hours per day. 82 MEDIA HABITS OF CONSUMERS All* Specialty Food % Consumers** % I listen to the radio at least one hour per day. 58 I watch public television regularly. I listen to music on an MP3 player, phone, or iPod at least one hour per day. I go to the movies at least once a month. 57 37 33 83 60 58 40 39 Base: *1,500 adults aged 18+ with internet access; **987 adults aged 18+ with internet access who purchase specialty foods. The media habits of specialty food consumers are not much different than all consumers, except that they are more likely to go to the movies. SOURCE: MINTEL FOOD TV VIEWERSHIP HABITS CHARITY-BASED FOOD PURCHASES All* Specialty Food % Consumers** % I purchase foods that support charities: Cancer research 48 69 Children's charities 48 Local food banks 47 Heart disease research 35 Rainforest preservation 22 Farm/Agricultural charities Alzheimer's research 15 Other 20 4 52 68 49 47 36 24 22 16 4 Base: *1,500 adults aged 18+ with internet access; **987 adults aged 18+ with internet access who purchase specialty foods. SOURCE: MINTEL More than half of specialty food consumers purchase foods that support charities. Cancer research, children's charities and local food banks are the top types of charities supported. Yes, I watch food or cooking shows on TV or the internet Hours per week watching food shows on TV Cooking/food shows watched Professional cooking or baking competitions (e.g., "Top Chef," "Iron Chef") Cooking and recipe demonstrations All* 53 Mean # Hours 4.4 % 67 55 Cooking or food-related travel shows (e.g., "No Reservations") 51 Local television stations and/or local chef shows Other 33 8 Specialty Food % Consumers** % 61 Mean # Hours 4.2 % 67 59 53 33 8 Base: *1,500 adults aged 18+ with internet access; **987 adults aged 18+ with internet access who purchase specialty foods. SOURCE: MINTEL Nearly two-thirds of specialty food consumers report watching food or cooking shows, versus 53 percent of all consumers. The types of shows watched are about the same as the average consumer except for cooking and recipe demonstrations, which are more popular among specialty food consumers.

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