Marketing to Foodies

"Foodies" are a very marketable, growing consumer segment. Foodies are not professional food people, food is more of a hobby for them. Unlike "gourmets", they don't just eat good food, they want to learn everything about it that they possibly can!

Who are Foodies?

• Passionate about good food made from high quality ingredients.
• Possess a lot of food knowledge.

Typical foodies:

• Women
• Married
• No children
• Live in suburban areas
• Enjoy watching cooking shows
• Read the Food Section of the newspaper

Despite economy, 56.4% said they are unwilling to compromise on quality to save money.

Foodies are Online!

More likely than the average American to:

• “Friend” a brand on Facebook.
• Subscribe to a brand’s eNewsletter or RSS Feed.

Interested in using the internet to:

• Get “exclusive deals”
• Order food from a restaurant. (36% more likely than Average)

What else do they like?

• Fine Arts & Antiques
• Home Decorating
• Entertaining/Hosting Parties

Marketing Recommendations for High Quality Food Brands:

• Send Press Releases to Food Newspaper writers, Food Network Producers, and Foodie Bloggers.
• Offer fresh content on Website such as recipes, party ideas, and information on the science and history of your food or drink.
  
• Become involved with fine arts, and interior decorating. Sponsor events, advertise in publications etc.
• Create offers and contests available only to Facebook group members.

Data Source: Audience Interests + Attitudes: Foodies. Ad-ology Research. 2010.