Specialty Foodies is a consumer segmentation model that breaks down specialty food shoppers into 64 unique segments based on their shopping habits, spending, and preferences. We surveyed and interviewed over 11,000+ U.S. households.
Our team at Schaefer loves the food & beverage industry. We saw a gap in the specialty food market and felt like we could fill it. Giving away this kind of data is a way for us to be apart of an amazing food community and help founders, marketers, and creatives.
The segments are based on real shopping data, surveys, and industry insights, grouping people with similar behaviors and preferences. We focused primarily on the motivations of shoppers rather than just key demographics.
We talked with over 11,000+ U.S. households. Our research focused on the general U.S. population and participants mirrored U.S. census records to ensure that age, demographics, income, and even location proportions all matched the U.S. at large. We also isolated people who purchase specialty food as a percentage of U.S. households.
It helps brands find their best customers, create better marketing, and avoid wasting money on the wrong audience. You can get SPINS data and behavioral analytics already -- but it's hard to know why people buy. We answer that with this segmentation data.
You can analyze your customer data using Specialty Foodies' segmentation model or request a custom report.
Yes, the data helps businesses target the right audience, shape marketing messages, and develop products that match consumer demand.
Find the segments that spend the most, learn what they care about, and advertise where they shop. If you want to talk directly to this segment -- reach out.
Yes, you can request a custom segmentation report that aligns with your custom needs. We also can setup segment specific follow up research if you desire. Because we already connected with each of these segments, follow up research is massively discounted.
The data is updated regularly to keep up with changing consumer trends. We've already updated the data twice since launching the original research at the end of 2024.
The research team behind Specialty Foodies is Schaefer, a boutique research and marketing strategy firm. We help special brands (like you) find and talk to their ideal customers.
We’re your “Why People Buy” agency. You get the insight you need to understand what motivates food and beverage customers to try, buy, or switch — straight from the horse’s mouth.
Specialty Foodies is a project to better the industry and live our mission “To transform the world’s access to quality foods & beverages by helping brands reach everyone.”
