Today's Specialty Food Consumers:
Who They Are
The graph below shows how Gen X took over leadership of specialty food from
Boomers several years ago, how Millennials have taken over from Gen X (buying has
been higher since 2019 and higher spending is on the cusp of happening), and as of
2023 the purchases of Gen Z have risen above Gen X. There is still much to learn
about how Gen Z will reshape specialty food as the adults in the group are currently
aged 18-26, but their excitement with the category is obvious.
Generations are a rich area for makers and marketers.
Millennials and Gen X are the core generations, with
the largest family households. Gen Z is the rising
generation and shows great interest in specialty
foods. Baby Boomers are easing out of the workforce
but having essentially created the specialty market
during the 1980s and 90s, will remain committed to it.
On the following pages, we o…er highlights of specialty food consumer demographics,
shopping habits, motivations, and attitudes.
Specialty food consumers account for 71 percent of all consumers and are
placing an increasingly high value on the role that food plays
in their lives. Growth continued over recent years through
a global pandemic and fluctuating inflation.
Share of All Adults Buying Specialty Food
and Beverages,
by Generation
80%
100%
60%
40%
20%
0%
2019 2020 2022 2021 2023
Gen Zs
66%
84%
75%
69%
76%
82%
70%
59%
79%
81%
80%
60%
78%
86%
78%
67%
77%
83%
73%
53%
Millennials
Baby Boomers
Gen Xs
Annual Survey dates: January 2019-2020, July 2021-2022, August 2023
Base: 1,630 internet users aged 18+ Source: SFA
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