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T
he Specialty Food Association is about to
release its 2021-2022 edition of Today's
Specialty Food Consumer, a companion
report to the annual State of the Specialty Food
Industry research. Separating this research into its
own report this year has allowed us to dig deeper
into the behavior patterns, preferences, and habits
of specialty food and non-specialty food consumers.
The good news is that specialty food
purchasing remains strong with nearly three-
quarters of adults (73 percent) reporting that they
buy specialty foods and beverages. But, a year and
a half of a global pandemic, economic uncertainty,
social unrest, and political divide isn't without its
consequences, and they are surfacing in consumer
enthusiasm. This year's survey results show more
lethargic response rates to questions pertaining to
specialty food usage, behaviors, and attitudes.
The research indicated this ennui is more
a sign of the times than a red flag, as sales and
consumer interest are still strong. But the annual
report does offer insights into areas where
consumers are engaging, which can help with
marketing products and attracting shoppers
in-store. Here are three that stand out:
• Carry diversity-owned brands. Some
19 percent of all adults—not just specialty
food consumers—said that they prefer to
shop in stores that feature products from
women-, Black-, BIPOC-, LGBTQ+-, veteran-,
and other diverse-owned companies. This
sentiment skews higher with specialty food
consumers and even higher with Gen-Zs.
In addition to helping support the owners,
carrying these specialty brands can be a
gateway to attract young specialty food and
non-specialty food consumers.
• Reach more mature consumers. Marketing
attention often focuses on young consumers,
but don't dismiss older generations. Boomers'
buy-in has been strong during the past
two years, for example, and they present
an under-tapped opportunity for specialty
companies. Emphasizing local and regional
products, offering promotions and coupons
tied to shopping habits or dietary needs,
communicating COVID safety measures,
and having employees in the store who are
knowledgeable about specialty products are
just some of the ways to impress and engage
this group.
• Focus on online opportunities. The online
grocery consumer landscape shifted in 2021
to bring in many more consumers. More
than half (57 percent) of all adults said
they've bought groceries online in 2021.
That's a 76 percent increase over 2020, or 62
million new online grocery shoppers. And
again, the emphasis is on a more mature
audience. Gen-Xs upped their online orders
significantly during the pandemic, and
report that in the past month they still
ordered more than they did pre-COVID.
Online shopping will remain an important
channel, and a massive opportunity for
brands.
You can read more research highlights in this issue
beginning on p. 39. And join us for an educational
webinar on October 5 when we'll discuss the
findings from this year's consumer research. The
session is part of Fancy Food 24/7, SFA's digital
event, which runs from September 27-October 8.
Learn more and register at specialtyfood.com.
FALL 2021 1
editor's letter
Denise Purcell
Editor, SFA Specialty Food
dpurcell@specialtyfood.com
TODAY'S SPECIALTY FOOD CONSUMER
