Foodie Culture – Consumers’ Preoccupation with Food is being Shaped by Societal Shifts and Challenges – Foodservice Insights and Trends

The term “foodie” is one who is very interested in cooking and eating different kinds of food and one who effectively captures different kinds of food. However way foodies are defined, they represent a highly influential and passionate segment of consumers.

Globally, there are just over half (54%) of the consumers agree that they are “foodies” which underscores consumers’ engagement with food and their passion for cooking. From a regional perspective, consumers in Asia-Pacific demonstrate a strong affiliation with the foodie movement, especially those in Indonesia, Japan, and India. It has been found that a vast majority of Middle Eastern consumers also agree that they are part of foodie culture, with 72% of Saudi Arabians and 66% of UAE consumers being foodies.

The COVID-19 pandemic has thus pushed the consumers to hone their kitchen skills with the extended time at home. Therefore 41% of global consumers reported that they had started cooking meals at home from scratch because of the pandemic. The numerous ways available for consumers to learn how to cook have undoubtedly boosted the foodie culture and made high-quality meals more accessible. The consumers intensifying interest, passion, and participation in culinary trends has naturally helped influence their children as well. This has particularly been the case during the COVID-19 pandemic as families spent more time at home and children had greater opportunities to watch or help their parents in the kitchen.

There is also a range of factors that have motivated the parents to try new ingredients or flavors when purchasing products for their children. Recommendations from friends and family are the most influential factor (25%), followed by brand trust and familiarity (17%). This underscores the importance of safety and trust over pure novelty.

Consumers with number of foodies, by country

From a regional perspective, consumers in Asia-Pacific demonstrate a strong affiliation with the foodie movement, especially those in Indonesia, Japan, and India.

For more insights, download a free report sample

What are the market trends in foodie culture?

Product innovation, restaurant strategies, social media trends, and even political campaigns are found to be the major factors that have helped boost market growth. The advent of connective technologies and social media, in particular, have significantly expanded consumers’ access to a variety of food content, and their ability to create and share their own content.

The COVID-19 pandemic had also been found to impact almost every aspect of everyday life for consumers globally. The issues around food waste, food insecurity, and unsustainable supply chains had become more prominent in the minds of consumers as a result of the pandemic, and this had impacted how consumers eat. Thus, it has helped to recognize that while Foodie Culture will inevitably echo broader consumer trends, foodies would consider how their choices improve the food consumption experience.

How social media has enabled consumers to indulge in their food interests?

One of the most significant changes in foodie culture has been brought upon by the emergence of social media, which facilitates a level of engagement that allows consumers to discover new food trends and share their own experiences. Food influencers have thus emerged as some of the most powerful accounts on Instagram, YouTube, and TikTok. Their content can range from posting appetizing food photos, offering nutritional advice, sharing experiences from their food travels- all intended to change the way people think about or consume food, in ways big or small.

Significantly, online engagement had increased for younger generations throughout the pandemic, with around one-third of young consumers more frequently browsing social media, reading online reviews or blogs because of COVID-19. Moreover, the appeal of online or video tutorials about food from both experts and peers had been strong.

How are foodies driving growth in agritourism?

Agritourism broadly refers to any agriculturally based operation or activity that brings visitors to a farm or ranch. This form of tourism allows foodies to immerse themselves in local food and beverages, and better understand the landscape and cultural heritage behind their production. Therefore, agritourism represents a new and promising era of culinary tourism.

How sustainability-minded restaurants are redefining localism?

The merits of buying local have long been acknowledged by the consumers. Crucially, over half of the consumers have attached greater importance to supporting small or local businesses (54%) and locally sourced ingredients (52%) because of the COVID-19 pandemic. Many restaurants were also taking a step further, by offering dishes that have a majority of all their ingredients grown, raised, or cultivated by the restaurant itself. The benefits of this approach will thus go towards freshness and sustainability.

How will foodie culture influence changes to menus and food content?

The commercial and cultural influence of foodies will place considerable pressure on foodservice operators to understand, manage, and address their expectations. Digital content will also prove crucial in targeting this segment, as traditional forms of media such as newsletters and creative food journalism.

Market report scope

Scope

This report provides a comprehensive analysis of the Foodie Culture. 

• Generation Z and Millennials are driving changes in the foodie movement. What they may lack in expertise, they make up for in enthusiasm and adventurousness.
• Consumers have a more acute understanding of how their behavior and product choices can impact the environment and broader community. Around one-quarter of consumers consider it essential for a company to support social causes.
• Food enthusiasts are increasingly recognizing that a vegan diet need not be restrictive in flavor or variety. It is significant that 30% of consumers cite taste as a reason to switch to plant-based alternatives.

Reasons to Buy

• Gain consumer insight-focused analysis of restaurant dining and what it means for operators as well as the market as a whole.
• Learn about core drivers of key foodservice shifts and how these are likely to play out in the future from a consumer insight perspective.
• Access relevant case studies and foodservice innovation examples to apply lessons discovered from key initiatives in the industry.