THE FOODIE SEGMENTATION

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Presentation transcript:

THE FOODIE SEGMENTATION MARKET SIZE THE FOODIE SEGMENTATION 19% 8% 3% % OF GB POP FOODIES KEEN FOODIES SUPER KEEN FOODIES Source: GB TGI 2016 Base: All Adults 15+

FOODIES KEEN FOODIES SUPER KEEN FOODIES AGREE WITH 2/8 STATMENTS FOODIES Magazines Very Interested in: -Food & Drink -Cooking/Recipes Newspapers Word of Mouth Have a large amount of knowledge about: -Food & Dining Internet Regularly visit sites on: -Food, Cuisine Television Programme Types: -Usually Watch Food & Cookery Radio Programme TV Types: -I specially choose to listen to Food/Cookery shows AGREE WITH 4/8 STATMENTS KEEN FOODIES AGREE WITH 6/8 STATMENTS SUPER KEEN FOODIES Source: GB TGI 2016

Source: GB TGI 2016 Base: All Adults 15+

MEDIA CONSUMPTION Newspapers Radio Magazines Cinema Television Outdoor Media Source: GB TGI 2016 Base: All Adults 15+

TOP MAGAZINES – By index FOODIES KEEN FOODIES SUPER KEEN FOODIES Olive 370 BBC Easy Cook 354 Delicious 336 Jamie Magazine 331 BBC Good Food 327 InStyle 306 House & Garden 281 Woman & Home 280 Lonely Planet 279 Livingetc 272 Olive 567 Delicious 524 BBC Good Food 484 Jamie Magazine 459 Harper’s Bazaar 456 BBC Easy Cook 433 Wedding 430 Vanity Fair 420 Red 414 House & Garden 399 Olive 940 Delicious 882 Harper’s Bazaar 802 BBC Good Food 621 House & Garden 607 Jamie Magazine 560 Times Educational 552 Waitrose 522 Vogue 414 Wedding 516 Source: GB TGI 2016 Base: All Adults 15+

Food shopping expenditure £107 £107 £109 £111 Average Spend in the last week 26% 26% 31% 32% % Heavy Shoppers ALL GB ADULTS FOODIES KEEN FOODIES SUPER KEEN FOODIES Base: All Adults 15+ Source: GB TGI 2016

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