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/725016
How Boomers Use Specialty Foods: Everyday meals; treats Most Likely to Shop at: Supermarkets Purchase Drivers: Excitement and health Purchase Drivers: Health; recommen- dations from others How Gen Xers Use Specialty Foods: Everyday meals and snacking; to treat themselves; special occasions Most Likely to Shop at: Farmers markets BABY BOOMERS Boomers are an experiential and experimental group. They use specialty foods the most of all groups for cooking at home. They do a lot of scratch cooking and enjoy trying new things. They consider themselves knowledgeable about food, and excitement and a desire for new experiences drive their specialty food purchases. While excitement may be front burner, health and social consciousness also plays into purchasing decisions with this group. Boomers, now between the ages of 52 and 70, are taking their health seriously and report eating more natural and healthy foods such as those with fewer artificial ingredients or preservatives. They are also the most likely consumer group to purchase products that claim to be fair trade, ethical, or sustainable. WHO BUYS SPECIALTY FOODS? ATTITUDES AND HABITS: KEY OPPORTUNITIES Merchandising: Boomers like to cook and don't seem driven by shortcuts or convenience. Ingredients and recipes for scratch cooking go over well with this group. Product Development: Boomers report wanting to eat healthfully and steer clear of artificial ingredi- ents but they still want exciting and different tastes. Positioning: Boomers like to shop where they agree with the company values or philosophy. Marketing: Product claims like locally sourced, non-GMO, gluten-free, fair trade, ethical, and sustain- able are purchase drivers with this group. Service: Boomers like to shop where employees are knowledgeable about the products. Merchandising: Gen Xers are the most likely consumer group to make a purchase based on sampling a product in store. Product Development: Convenience matters to Gen Xers: They are the most likely to cook or prepare a meal from a quick option like a meal kit or pasta sauce. They also seek out specialty foods to use as ingredients to improve prepared or takeout foods. Positioning: As they enter their 40s and 50s, Gen Xers are health conscious and look for brands that provide quality, clean ingredients. They are the group who most believes GMOs should never be used in food and beverage products. Marketing: Gen Xers report frequently using apps to find or use store coupons or restaurant discounts. Service: Personal connections with retailers are import- ant to Gen Xers. They like to hear the story or heritage behind the stores where they shop and they like to shop where they know the owners. ATTITUDES AND HABITS: KEY OPPORTUNITIES TODAY'S SPECIALTY FOOD CONSUMER 2016 C5