Segment 17

Segment 17 represents the largest segment within the study with 20.25% of all specialty food shoppers. That's 10 million households in the U.S.

U.S. specialty food shoppers in this segment are high-spending, ingredient-focused buyers, making up 20.25% of the specialty food market, the largest segment overall. They shop frequently and spend $200-$399 per trip, prioritizing the highest-quality ingredients and premium specialty foods. Unlike budget-conscious or trend-driven shoppers, they are deeply committed to quality and are willing to pay more for the best products available.

Shops At
Fresh Market
Top Motivators
No items found.
Brand Affinity Types
Healthy
Organic

Segment 17

"I care about quality above all else—if it’s the best ingredient, I’ll buy it."
Shopping Frequency
Frequent
Monthly Spend
Frugal
Health Focus
Wellness
Budget Conscious
Economical
Ethics
Conscientious
Convenience Focused
Frequent
Openness to Trying New Brands
Medium
Last Updated: 
February 25, 2025
Contents
Demographics
Individual
Household
Children & Pets
Segment Size
Geography
Shopping Habits: Grocery
Spend & Frequency
Where & What
Shopping Habits: Specialty Foods
Awareness & Purchases
Spend & Frequency
Where
Shopping Motivations
Purchase Factors
General Willingness
Nutrition
Ethics
Discovery
Influence
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Demographics

Age Range
25-34
Gender
Male
Household Income
$25,000 - $49,999
Children
25-34

Individual

Age Range
25-34
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Gender
Male
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Household Income
$25,000 - $49,999
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Ethnicity
White/Caucasian
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Education
High school degree or equivalent (e.g., GED)
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Household

Employment Status
Employed full-time
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Living Situation
Own a home
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Household Size
2
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Living With
Spouse or partner
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Language
English
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Children & Pets

Pets
Dog
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Children
Yes
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Child Age Range
6-11 years
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Expert Insight

Segment Size

# of Shoppers in Segment
10093824
Total US Shoppers
2.8M
% of Total Market
7.68
% of Specialty Foods Market
20

Geography

Highest Concentration State
California
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Shopping Habits: Groceries

Shopping Method
Shop in-store (i.e. walk the aisles)
Shopping Frequency
Several times a week
Monthly Spend
$400 - $599
Where
Grocery store (i.e. Kroger, H-E-B, Publix)

Spend & Frequency

Shopping Frequency
Several times a week
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Monthly Spend
$400 - $599
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Next Year Spend Expectations
More
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Budget
Yes
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Stick to Budget
Yes, most of the time
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Where & What

Shopping Method
Shop in-store (i.e. walk the aisles)
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Where
Grocery store (i.e. Kroger, H-E-B, Publix)
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Impulse Buys
Snacks (chips, popcorn, candy)
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Impulse Buys For
Myself
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Expert Insight

Shopping Habits: Specialty Foods

Percent of Monthly Spend
11 - 25%
Monthly Spend
$200 - $299
Most Often Purchased
Desserts or chocolates
Where
Grocery store (i.e. Kroger, H-E-B, Publix)

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Awareness & Purchases

Heard of Specialty Foods & Beverage
Yes
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Currently Purchases
Yes
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Most Oftern Purchased
Desserts or chocolates
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Brands Purchased
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Spend & Frequency

Frequency
Once a week
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Monthly Spend
$200 - $299
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Expected Monthly Spend Next Year
More
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Have Budget
Yes
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Stick to Budget
Yes
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Where

Where
Grocery store (i.e. Kroger, H-E-B, Publix)
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Which One
Walmart
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Method
In-store (i.e. traditional, brick-and-mortar retail)
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Why This Location
Convenience of location and/or proximity to home
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Shopping Motivations:
Specialty Foods

Why They Purchase
Looking for products with the highest-quality ingredients
Primary Factors
Price and/or value for the money
When They Purchase
As a treat or an indulgence
Willing to Switch?
Yes, most of the time

Purchase Factors

Why Purchase Specialty Foods
Looking for products with the highest-quality ingredients
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Primary Factors
Price and/or value for the money
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When They Purchase
As a treat or an indulgence
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Consider Convenience Factors?
Yes
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Which Convenience Factors
Easy access to products in-store
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General Willingness

Willing to Switch
Yes, most of the time
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Willing to Pay More
Yes, a little more
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Consider Purchases in Future
Yes
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Nutrition

Consider Nutrition
Yes
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How Often
Sometimes
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Most Important Nutritional Factor
Total sugar content
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Willing to “Go Out of the Way”?
Sometimes, depending on the cost
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Willing to Switch for Nutrition?
Sometimes, depending on the cost
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Pay More to Manage Health Conditions?
Yes, a little more
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Ethics

Consider Environmental Factors?
No
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Most Important Environmental Factor
N/A
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Willing to Switch for This
Yes, most of the time
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Willing to “Go Out of the Way”?
Sometimes, depending on the cost
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Willing to Pay More?
N/A
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Discovery

How They Discover Brands
Displays or promotions when shopping in-store
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Most Likely to Try
Organic products
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More Likely to Try If
At a discounted price
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Influence

Most Trusted Source
Reviews and recommendations from friends or family members
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Purchase Based on Quality
Yes
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Purchase Based on Packaging
Yes
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Uniqueness of Brand Story
Yes
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Recommendation from Friend
Yes
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Recommendation from Influencer
Yes
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Expert Insight

Why They Purchase
Looking for products with the highest-quality ingredients
Primary Factors
Price and/or value for the money
When They Purchase
As a treat or an indulgence
Willing to Switch?
Yes, most of the time

Purchase Factors

Why Purchase Specialty Foods
Looking for products with the highest-quality ingredients
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Primary Factors
Price and/or value for the money
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When They Purchase
As a treat or an indulgence
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Consider Convenience Factors?
Yes
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Which Convenience Factors
Easy access to products in-store
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General Willingness

Willing to Switch
Yes, most of the time
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Willing to Pay More
Yes, a little more
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Consider Purchases in Future
Yes
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Nutrition

Consider Nutrition
Yes
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How Often
Sometimes
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Most Important Nutritional Factor
Total sugar content
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Willing to “Go Out of the Way”?
Sometimes, depending on the cost
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Willing to Switch for Nutrition?
Sometimes, depending on the cost
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Pay More to Manage Health Conditions?
Yes, a little more
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Ethics

Consider Environmental Factors?
No
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Most Important Environmental Factor
N/A
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Willing to Switch for This
Yes, most of the time
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Willing to “Go Out of the Way”?
Sometimes, depending on the cost
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Willing to Pay More?
N/A
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Discovery

How They Discover Brands
Displays or promotions when shopping in-store
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Most Likely to Try
Organic products
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More Likely to Try If
At a discounted price
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Influence

Most Trusted Source
Reviews and recommendations from friends or family members
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Purchase Based on Quality
Yes
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Purchase Based on Packaging
Yes
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Uniqueness of Brand Story
Yes
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Recommendation from Friend
Yes
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Recommendation from Influencer
Yes
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Expert Insight

Research Links & Notes

Take a look at our research methodology here.
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Take a look at our segmentation model here to see how we created and classified each segment.

If you would like further research on this segment, you can contact us here.