This report, a companion to the NASFT State of the Industry Report (published in March 2005) examines an array of consumer attitudes towards specialty foods. The study first provides a portrait of the specialty food shopper, and examines preferred food choices and shopping venues. An analysis of attitudes and opinions concerning food, entertaining, and specialty food purchases is presented. Restaurant and travel habits of consumers are also examined, in particular for the specialty foods consumer.

This report, a companion to the NASFT State of the Industry Report (published in March 2005) examines an array of consumer attitudes towards specialty foods. The study first provides a portrait of the specialty food shopper, and examines preferred food choices and shopping venues. An analysis of attitudes and opinions concerning food, entertaining, and specialty food purchases is presented. Restaurant and travel habits of consumers are also examined, in particular for the specialty foods consumer.

The typical specialty foods shopper tends to be female, younger, affluent, and racially/ethnically diverse. More so than the average consumer, these shoppers are interested in food, recipes, and entertaining, and they tend to be well traveled. They buy a number of specialty products, ranging from coffee, tea, and chocolate; to relishes, pickles, and vinegar.

Specialty foods shoppers are more likely to buy natural, organic, and kosher products than are average consumers, judging by the responses to this study. They are also more likely to shop for food in a broad array of channels, from traditional supermarkets to specialty food stores, natural food stores, and delis. It is also noteworthy that these consumers, compared to the average, tend to spend more per week on food.

Many specialty food trends move from restaurants to retail, and it is not surprising that specialty food purchasers are also more likely than the average respondent to dine away from home. Not only is their frequency of eating out greater than average, but they also visit a broader array of restaurants.

Finally, this study makes suggestions for leveraging the data in this report to reach a wider audience, attracting new consumers to specialty foods and better catering to the specialty-food palate.