What Specialty Food Consumers Do
LEISURE HABITS OF SPECIALTY FOOD CONSUMERS
CHARITY-BASED FOOD PURCHASES
%
Specialty
Food
Consumers
% NonSpecialty
Food
Consumers
I purchase foods that
support charities:
Cancer research
55
Local food banks
45
Children's charities 33
Heart disease
research
33
Rainforest
preservation
27
International hunger
relief
25
Farm/agricultural
charities
22
Other
5
61
45
37
37
19
20
12
5
Base: 2,000 internet users aged 18+ SOURCE: MINTEL
Specialty food consumers support
cancer research, local food banks,
children's charities and heart disease
research at about the same rate as
non-specialty food consumers. They
are much more likely, though, to
support charities focused on rainforest
preservation, international hunger
relief and farm/agricultural charities.
C14 ❘ SPECIALTY FOOD MAGAZINE
% Specialty
Food Consumers
I am online at least two hours per day (excluding use for work).
89
I watch television at least two hours per day.
82
I enjoy visiting museums.
75
I am politically active and/or vote regularly.
72
I exercise on a regular basis.
67
I support charities either financially or through volunteering my time.
64
I enjoy going to the theater, symphony or other performing arts.
64
I listen to the radio at least one hour per day.
62
I enjoy reading cooking magazines.
58
I watch public television regularly.
57
I enjoy gardening.
54
I currently contribute to a 401(k) or other investment funds.
52
I go to the movies at least once a month.
47
I listen to music on an MP3 player, phone
or iPod at least one hour per day.
43
I grow some of my own food.
42
I participate in a sports team and/or exercise at a gym or fitness club. 38
I play a musical instrument.
29
Base: 1,486 adults aged 18+ with internet access who purchase specialty foods
SOURCE: MINTEL
Specialty food consumers are active—culturally, physically and politically.
Further data shows they are more likely than non-specialty food
consumers to participate in a host of activities from visiting museums
to supporting charities to reading cooking magazines. Specialty food
consumers showed a marked increase in exercising this year—67
percent do so regularly versus 56 percent in 2012—and in investment
contributions. In 2013, 52 percent reported contributing to a 401(k) or
other fund compared to 34 percent last year.
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