Study reveals nearly two-thirds of Americans are “food-connected” consumers
This segment of more food-aware, food-involved consumers now represents 62% of Americans across all demographics and geographies.
A new research study released by Fogelson & Co., Brooklyn, N.Y., reveals a new and increasingly influential category of Americans—the food-connected consumer (FCC). This segment of more food-aware, food-involved consumers now represents 62% of Americans across all demographics and geographies, and accounts for an estimated $835 billion in U.S. food expenditures.
“Our research underscores an emerging passionate majority of mainstream Americans – FCCs – who care about the food they eat, value transparency and are loyal to brands that speak to them,” says Susie Fogelson, founder and CEO and former head of branding and strategy at Food Network, New York. “The findings suggest ways for food, beverage, hospitality and dining brands to rethink their storytelling strategy.”