TOP
Reasons Why Specialty Food Consumers
Purchase Specialty Foods
Today's Specialty
Food Consumers:
Who
They Are
Millennials continue to be the leading generation in specialty food usage, with likelihood of
purchase in 2022 up 6 percent over last year. Baby boomers also experienced a jump in the past
year; 67 percent report that they are likely to purchase specialty foods, up 11.6 percent since
2021 and nearing pre-pandemic levels. Gen-Z, more than half of which are now age 18+, equals
Gen-X with 78 percent being SFCs.
*Multiple answers accepted
Source: SFA
1
2
3
4
5
Superior quality versus everyday grocery items
Superior flavor or varieties versus everyday grocery items
Interesting or unusual flavors or varieties
Simple, clean, recognizable ingredients
Authentic global flavors or varieties
42%
40%
37%
36%
34%
38%
new
trendy
of millennials
or
buy
products
say they like to
be the FIRST to
Likelihood of Specialty Food Purchase
by Generation
2019 2020 2022 2021
Source: SFA
Gen-Zs
66%
76%
79%
80%
100%
60%
40%
20%
0%
78%
Millennials
84%
82%
81%
86%
Baby
Boomers
69%
59%
60%
67%
Gen-Xs
75%
70%
80%
78%
FALL 2022 31
