May 3, 2017
The Selective Foodies Party
Coca-Cola. Team Fitz. Vinegar-based BBQ sauce. Dog lover. Millennial.
Thanks to the Meat Consumer Segmentation research study, I can now add a new label to my list: Selective Foodie.
In December of 2016, Midan surveyed 2,200 meat eaters to better understand attitudes and behaviors surrounding meat purchasing and preparation. The results yielded six distinct segments of meat consumers, for which we created unique profiles to illustrate a multi-dimensional view of purchase drivers and shopping habits.
I’m a member of the smallest meat consumer segment, but what we lack in numbers, we make up for in passion! It’s never just about putting food on the table – it’s about finding the perfect recipe, crafting a complete grocery list, preparing with love (and wine) and enjoying a home-cooked meal with the fam. It’s about the experience.
If you’re hoping to appeal to Selective Foodies like me here are the two biggest ways to do so:
Build Your Brand
Because we’re a family-oriented group who values quality over price, we want to buy products we can depend on, and our devotion to national brands accomplishes that. I didn’t realize what a brand loyalist I was until my rehearsal dinner, when two of my college roommates gave my groom tips for living with me. Making the list was the need to always purchase Aveeno skin products. What can I say…they smell good!
This is also where my Millennial-ism starts showing. My generation likes finding brands they can believe in, like Endangered Species Chocolate, which does a pretty sweet job of turning cravings into philanthropy. What does your brand stand for? What’s your brand story? What are people saying about your brand? If you aren’t asking these questions, now’s the time – because Selective Foodies already are.
Sell the Experience
From community-style seating to farm-to-table décor, the restaurant industry has a strong handle on how to create an interesting dining experience that makes a perfect backdrop for Instagram posts. But a foodie is not exclusively defined by their attraction to trendy restaurants or the hottest new ingredient – again, it’s about the experience.
The Selective Foodies segment indexes high in the South, which comes as no surprise, because if there’s one thing we love in the South, it’s a story – and what’s a story without an experience? If you can illustrate what kind of experience your products offer, whether it’s a nostalgic holiday feast or lively Memorial Day bash, then you’ll get those storytelling wheels turning.
Like I said – it’s never just about putting food on the table. It’s about birthday burgers and a Panthers half-time on the half-shell. It’s watching Friday Night Lights with brisket and Shiner, because “Texas Forever.” It’s brunch with girlfriends and Ben & Jerry’s with my husband.
I could go on and on, but now I’m hungry and want to plan a party.