Thursday, October 30, 2008

Gourmet Shoppers: Cooking up retail opportunities

This story was recently featured in the Nielsen's Consumer Insight, November 2008 newsletter. "What does it have to do with publishing?" you ask. Well, everything, if you write or publish cookbooks, which we do. Click here to see the wonderful cookbooks of Cumberland House.

Some interesting stats about the growing home-gourmet market from the article:

Nielsen reports that the Food Network viewing audience has tripled in size since 2000, carving out an average per minute primetime audience of 878,000 people.

One-third of U.S. households consume a gourmet meal frequently or occasionally, with 83% of those meals eaten in restaurants, 37% at home and 22% at the homes of friends or relatives.

In one of every five households you’ll find a budding gourmet.

Forty percent of amateur gourmands starved for information and ideas consult cook books, tune-in to TV cooking shows or surf the Internet for inspiration.

Nielsen's top five cookbook titles of 2007 included:
Everyday Pasta by Giada De Laurentiis

Casual connoisseurs shop specialty kitchen stores (16%), use professional cookware and subscribe to a cooking or gourmet magazine (15%), own professional grade appliances (11%) and patronize gourmet stores (10%).

Gourmet cook households log five more shopping trips across all outlets each year than other U.S. households and outspend them by 11%, spending 20% more at club stores, 17% more at grocery, 15% more at drug and 11% more at dollar stores compared to all other households. Conversely, foodies are not big spenders at mass merchandisers, under-spending the average household by 11%, or at mass supercenters, where they spent 5% less.

Gourmets spend 66% more at liquor stores than other households and 66% more on alcoholic beverages as a major department, and spend 105% more than non-gourmet cook households on wine, 51% more on liquor, 46% more on spices, seasonings and extracts, and 31% more on fresh produce.

Gourmet cooks have devised their own recipe for surviving belt-tightening times, and it includes shopping club stores (31% more likely than other households) and buying online (26% more likely).

Read the complete article here.

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