Research: Specialty Foods Make a Comeback

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October 19, 2010

Consumers are returning to specialty foods this year after two years of reined-in spending, according to new research from the National Association for the Specialty Food Trade (NASFT).

Improving economic conditions and the lure of an affordable luxury have brought an estimated 37 percent of U.S. consumers back to specialty foods.

Sixty-three percent of American consumers purchased specialty food in 2010, up from 46 percent in 2009, and 56 percent in 2008, according to the research. The increase is being experienced across all age groups, with 18 to 24 year olds purchasing the most specialty food, followed by 25 to 34 year olds. Women and consumers in the Northeast reported the highest purchase frequency of specialty foods.

The top specialty food purchases reported were coffee, chocolate, olive oil/other specialty oils, cheese and cold beverages.

Interestingly, while 71 percent of specialty food consumers report purchasing more private label and store brands within the past year, only 49 percent say they will do that in the future, according to the research.

This year 70 percent of those surveyed said they buy specialty food “to treat myself,” up from 61 percent of those surveyed in 2009. Supermarkets are the biggest source for specialty foods, but farmers markets have gained as consumers increasingly support local producers.

The following are other highlights from the report:

• Specialty food consumers spend one-quarter of their retail food dollar on specialty items.
• Family food traditions are important to 83 percent of specialty food consumers.
• 91 percent of specialty food consumers spend at least two hours online away from work, but just 17 percent are active on Twitter and 11 percent on LinkedIn.

The research was conducted for NASFT in July by Mintel International and Toluna USA, based on a survey of 1,500 adults.

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