REASONS FOR PURCHASING SPECIALTY FOODS
Taste
Quality
Impulse purchase
Recommendation from a friend or relative
Convenience
Discovered during travel
Inspired by magazine articles
Recommended/featured on television show(s)
Need something special when entertaining
Dietary or health-related reasons
Recommendation from a health or medical professional
Based on an award that the product won
Other
None of the above
%
71
45
40
37
28
24
22
19
19
18
9
5
6
3
Base: 1,486 adults aged 18+ with internet access who purchase specialty foods
SOURCE: MINTEL
Taste has consistently come in first as a reason for
purchasing. Compared with 2012, two reasons—
discovering food during travel and recommendations
from TV programs—showed significant jumps in 2013 as
specialty food consumers are actively seeking new taste
experiences.
In Their Own Words
Direct quotes from consumers surveyed
WHAT SPECIALTY FOOD MOST
EXCITES YOU RIGHT NOW?
"Specialty products don't excite me; they are part of my
routine food preparation and enjoyment."
"A noodle called laksa that is only
available in the Asia-Pacific region."
"Almond butter."
"Almond milk, kale chips, coconut milk."
"Apple cider vinegar."
"Coconut oil."
"Dark chocolate with 70 percent cocoa."
"Extra-virgin olive oil."
"Gluten-free cupcakes."
"Local honey."
"Indian-style sauces and spices, Asian spices and teas."
"Kefir, raw honey."
"Quinoa, foods with flax, coconut drinks."
TODAY'S SPECIALTY FOOD CONSUMER 2013
C5
