Biggest purchase drivers: impulse purchases; tasted an
in-store sample
Top specialty food uses: dinner, snacking, as ingredients
to add to something special or to follow recipe
Popular retail channels: supermarkets, mass outlets
What they value in a store:
• Will pay more for better quality ingredients/food
• Look for specialty food and beverages that are
on sale/featured
What they value at foodservice
• Prominently featured local/regional ingredients
Interested in: Organic, locally sourced, plant based,
trying foods that are only available in certain seasons,
high-protein snacks, veggie-based snacks, grain
alternatives, raw food, ugly produce, nose to tail.
Tech habits: Big online food shoppers, especially of local
supermarket's website. Gen-Xs were the most likely of any
generation to say they ordered more during the height of
COVID (69 percent), and they, along with Gen-Zs, are
most often saying they ordered more than pre-COVID in
the last month (45 percent). They most often use their
phones to find coupons discounts, manufacturer coupons,
and purchase groceries.
Biggest purchase drivers: superior quality and flavor
versus everyday grocery; unusual, authentic, or superior
flavor, impulse purchase
Top specialty food uses: dinner, treat
Popular retail channels: supermarkets
What they value in a store:
• Feel safer because the company has done a good job
with COVID safety measures for customers and employees
• Local/regional products
• Employees are knowledgeable about the products
• Faster checkout options
• Promotions/coupons customized to shopping habits or
dietary needs
• Free samples
• More specialty food and beverages available
What they value at foodservice:
• Customized orders
• Prominently featured local/regional ingredients
Interested in: organic, locally sourced, non-GMO
Tech habits: Phone usage for grocery shopping and
foodservice engagement falls o– with Boomers, but they do
engage in finding and using store coupons and restaurant
discounts.
Today's Specialty
Food Consumers:
What
They
Want
What
want
Boomers
What
want
Gen-Xs
LO CA L
S A M P L E S
of food dollars
on specialty
Spend
26
%
of food dollars
on specialty
Spend
43
%
G R O C E R Y
FALL 2021 45
