Since 2018, Millennials and Gen-Xs have seen the biggest gains in specialty food usage,
making them key generations in this industry. Gen-Zs and Boomers haven't seen any
growth since 2018, though Gen-Zs were already very likely SFCs, generationally.
Boomers are an interesting generation to look at this year. Though they rank lowest in terms of specialty
food purchase likelihood, in 2021 Boomer SFCs are often the most likely buyers across numerous categories.
COVID is probably playing a role as Boomers may have been the most likely in the last year to take health
precautions and eat at home more than others, even as restrictions loosened particularly in spring 2021.
Some demographics saw
gains, indicating
specialty food's far reach
beyond key audiences:
• Ages 45-54s (+12pts)
• Gen-Xs (+10pts)
• Households earning less
than $25K (+11pts)
• Those with no high school
degree (+15pts)
*Annual survey dates:
January 2018-20, July 2021
Source: SFA
Likelihood of Specialty Food Purchase
60%
80%
81%
79%
79%
66%
76%
67%
84%
82%
65%
75%
70%
60%
69%
59%
80%
60%
40%
20%
0%
Who
Today's Specialty
Food Consumers:
They Are
Gen-Zs Millennials
2018 2019 2020 2021
Baby Boomers Gen-Xs
by Generation
Core SFC at a Glance
Based on major demographics, the core
consumer of specialty food tends to be:
• Male; though gender identity has become more fluid for a small
segment of the population, survey results show men in a slight majority
in purchase likelihood versus women (78 percent versus 67 percent).
• Aged 35-54 (Millennials or Gen-Xs)
• In households earning $75K+
• From the Pacific region of the U.S.
• Those who hold a graduate degree
• In households of three or more people; or those who are married
• Those with children in the household (particularly kids aged 6-11)
FALL 2021 41
