Yet, COVID has seemed to impact consumer sentiments.
A prevailing trend exists this year among both specialty food and
non-specialty food consumers that points to a general lassitude.
When analyzing results overall, several questions regarding eating,
purchase behavior, and attitudes have response rates that are
slightly lower than in prior years, although the resulting choices
within the questions generally rank the same as in the past.
This attitudinal ennui is understandable considering a global pandemic is still
severely impacting our normal lives and causing sickness and death in many families,
in addition to social unrest and political polarization across the country.
Ultimately, we don't believe that the downturn in
enthusiasm is a problem or setback for the specialty food
industry. Sales in many categories thrived in a year of
stay-at-home mandates and daily home cooking and a
third to half of all adults exhibit strong interest in myriad
progressive food shopping attitudes and behaviors. This is
a good sign of the strength of this industry.
In the following pages we oƒer highlights of who
specialty food consumers are demographically,
generational shifts, ways in which SFCs engage with
specialty food and beverages via shopping and usage
occasions, and shopping habits and behaviors.
With 73 percent of adults reporting that they buy these products, signs point to a resilient
industry. COVID-19 and its repercussions haven't deterred consumers from the likelihood
that they'd buy specialty food and beverages. In fact, specialty food consumers spent more
than ever before (38 percent) of their total food dollars on specialty products.
The Specialty Food Association's Today's Specialty Food Consumer report consists of an online
consumer survey with 23 questions asked of 1,630 adults (aged 18+) who say they share in or take
primary responsibility for the grocery shopping in their household. The survey was conducted with
Op4G in July 2021 to understand the motivations and habits of specialty food consumers. These
questions include some that were asked in previous years to allow for trended comparisons, as well as
several that speak to the latest consumer attitudes and behaviors. Market researchers David Browne
and David Lockwood then worked with the SFA to analyze the results to produce the final report.
Sales of specialty food and beverages
remain strong in 2021.
Today's Specialty Food Consumer
at a Glance
About the Research
40 SPECIALTY FOOD SPECIALTYFOOD.COM
