2. 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+

3. 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

4. Source: GB TGI 2016
Base: All Adults 15+

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

6. 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+

7. 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