Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.
Issue link: https://www.e-digitaleditions.com/i/173967
What Specialty Food Consumers Do In Their Own Words Direct quotes from consumers surveyed HOW DO YOU USE SOCIAL MEDIA TO COMMUNICATE, READ AND SHARE FOOD-RELATED INFORMATION? "Copy and try recipes posted by friends on Facebook." "Facebook is a great resource. I love to follow certain restaurants and chefs to keep in touch with the latest and greatest in the world of food." "Facebook pages of certain specialty food companies are informative. Sometimes you can get a coupon to try the food." SOCIAL MEDIA HABITS Facebook YouTube Twitter LinkedIn Pinterest Instagram Other None Base: 2,000 internet users aged 18+ "I ask others how they use their specialty foods." "I follow celebrity chefs and make occasional comments about their recipes." % Non-Specialty Food Consumers 67 24 17 14 11 9 1 26 SOURCE: MINTEL Specialty food consumers are more active on social media than non-specialty food consumers. Nearly three-quarters are on Facebook, one-third on YouTube and one-quarter on Twitter. Pinterest and Instagram have shown strong growth over the past year. SOCIAL MEDIA USAGE AROUND RETAILERS AND RESTAURANTS "I get tons of recipes on Pinterest." "How-to videos for specific recipes." % Specialty Food Consumers 74 34 25 24 19 13 2 17 Pinterest Facebook Twitter Instagram YouTube LinkedIn % Specialty Food Consumers 55 51 50 46 38 19 Base: 2,000 internet users aged 18+ % Non-Specialty Food Consumers 34 31 28 24 23 10 SOURCE: MINTEL Food is an important part of social media communication. More than half of specialty food consumers talk about food, menus, retailers and restaurants via Pinterest, Facebook and Twitter, followed closely by Instagram. "I follow fellow foodies who have interesting pictures and stories to tell about their dining experiences." "I like it when friends post a new specialty menu item from a restaurant, then try to make that new food." webinars @work SERIES PRESENTS "I often post about new restaurants that we have found." TODAY'S SPECIALTY FOOD CONSUMER 2013 Wednesday, October 2, 2013 2–3 p.m. EDT "On YouTube, I rate cooking videos." As a service to Specialty Food Association members, Mintel/Specialty Food Association will be offering complimentary access to the entire Today's Specialty Food Consumer, 2013 research. Specialty Food Association members will receive an email notification regarding the procedures to follow to download the report. Ron Tanner is vice president, communications, education, government & industry relations for the Specialty Food Association. C16 ❘ SPECIALTY FOOD MAGAZINE specialtyfood.com