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.

Issue link: https://specialtyfoodmagazine.epubxp.com/i/83609

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What Specialty Food Consumers Do CULTURAL, PHYSICAL AND FINANCIAL ACTIVITIES All* Specialty Food % Consumers** % Cultural Activities I enjoy visiting museums. I enjoy going to the theater, symphony or other performing arts. Physical Activities I exercise on a regular basis. Financial Activities I support charities either financially or through volunteering my time. I currently contribute to a 401(k) or other investment funds. 52 28 58 34 Base: *1,500 adults aged 18+ with internet access; **987 adults aged 18+ with internet access who purchase specialty foods SOURCE: MINTEL Specialty food consumers have richer and busier leisure lives than the average consumer. More than three in four visit museums and 56 percent exercise on a regular basis. Since specialty food consumers often have higher incomes, they are more likely to support charities and build investments. ONLINE AND SOCIAL MEDIA USAGE FOOD-RELATED ACTIVITIES All* Specialty Food % Consumers** % I enjoy reading cooking magazines. I enjoy gardening. I grow some of my own food. 59 54 38 I have gone to an exposition/show that featured food. 20 68 59 43 26 Base: *1,500 adults aged 18+ with internet access; **987 adults aged 18+ with internet access who purchase specialty foods. Specialty food consumers enjoy food- related activities more than the average consumer. They are much more likely to read cooking magazines or visit an exposition that featured food. SOURCE: MINTEL 2011 All* Specialty Food % Consumers** % I am online at least 2 hours per day (not including online use for work). 85 I utilize social media (e.g., Facebook, Twitter) to talk/learn about food. Facebook YouTube Twitter LinkedIn Other None 1,500 adults aged 18+ with internet access; ++ SOURCE: MINTEL Utilizing social media to talk and/or learn about food has jumped significantly for specialty food consumers, with 45 percent reporting usage in 2012 versus 37 percent in 2011. Facebook is by far the most popular, with 78 percent of specialty food consumers using it to talk about food. C14 ❘ SPECIALTY FOOD MAGAZINE ❘ specialtyfood.com 31 66 28 16 13 3 26 87 37 72 32 19 16 3 20 All+ 2012 % Consumers++ 87 40 77 27 19 13 3 19 Specialty Food % 83 45 78 30 21 16 3 17 Base: 2011: *1,500 adults aged 18+ with internet access; **889 adults aged 18+ with internet access who purchase specialty foods 2012: + 987 adults aged 18+ with internet access who purchase specialty foods 49 I participate in a sports team and/ or exercise at a gym or fitness club. 24 56 28 69 54 76 62

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