F&Co Study: The Rise of the Food Connected Consumer

There is a new and increasingly influential category of Americans: the Food Connected Consumer, according to a new study from strategy and branding firm Fogelson & Co.A decade ago “foodies” were a specialized minority, today that deeper interest in food has gone mainstream. This segment of more food-aware, food-involved consumers now represents 62 percent of Americans across all demographics and geographies, and accounts for an estimated $835 billion* in US 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,” said Susie Fogelson, Founder and CEO of Fogelson & Co., and former head of branding and strategy at Food Network. “The findings suggest ways for food, beverage, hospitality and dining brands to rethink their storytelling strategy.”

The study reveals a number of compelling data points of importance to…