Sopexa, the global agency for food, beverage and lifestyle marketing, released its 2015 Foodie Study. The company said the survey is designed to unveil key insights that will have a significant impact on food, beverage and retail marketing, whether it relates to everyday shopping or holiday entertainment. Sopexa also offers recommendations for marketers to help attract customers.
“Foodies are no longer food enthusiasts who only know about hot spots. Through our research and analysis, we are seeing that they are more independent, connected and experimental than ever, leveraging their savviness to find, own, and display new products, flavors and cuisines to their online networks,” said Pauline Oudin, managing director and digital lead, Sopexa USA. “Empowered by technology, they have become housechefs, elevating everyday gourmet cooking, with whom brands can engage across the entire purchase funnel,” she added.
According to Sopexa, foodies are re-owning the kitchen, including cookware and appliances, as they rediscover the pleasure and creativity of home cooking: 75% cook at home several times a week – 93% of those cook daily for themselves and their family as opposed to eating out. The survey also revealed that:
- 84% of American foodies cook to express their creativity and are increasingly fond of world cuisines, especially Latin flavors. Top five favorite foods are Italian, Mexican, Spanish, French and Chinese.
- Foodies are democratizing gastronomy through their extensive use of social media, which they employ more than seven times a day to quench their thirst for inspiration and admiration. For seeking ideas and displaying their creativity, foodies unanimously use Facebook (90%) and Instagram (73%), then Pinterest (36%) and Twitter (19%).
- Although foodies hunt for new products and recipes online, research shows that they prefer to buy grocery in stores (88%) or directly from local producers (52%). Foodies want to see, touch, smell and feel the product off premise.
In order to capitalize on the changing Foodie, Sopexa noted that one of the things marketers should do is to increase the frequency of mobile touch points across Facebook, Instagram and Pinterest for visual storytelling and greater brand exposure. The company also said that amplifying messages of origin, exoticism, nutrition and self-improvement as well as re-evaluating influencer strategy are also two ways to gain ground amongst Foodies.