Segment 18

Segment 18: A smaller but engaged specialty food segment, these 749,151 shopper households prioritize premium, high-quality ingredients, frequently seeking to buy at specialty markets​.

U.S. specialty food shoppers in this segment are engaged but selective, prioritizing premium ingredients and specialty markets while still considering value. With 749,151 households, they are frequent buyers but not impulsive, carefully choosing specialty foods that align with their taste and quality expectations. Unlike trend-driven consumers, they are more focused on reliability and high-quality standards than experimentation.

Shops At
Sprouts
Top Motivators
No items found.
Brand Affinity Types
Healthy

Segment 18

"I buy specialty foods regularly, but only when I know they’re worth the price and meet my quality expectations."
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
Get More Data

Demographics

Age Range
25-34, 35-44
Gender
Female
Household Income
$25,000 - $49,999, $50,000 - $74,999
Children
25-34, 35-44

Individual

Age Range
25-34, 35-44
Hide Chart
Gender
Female
See Chart
Household Income
$25,000 - $49,999, $50,000 - $74,999
See Chart
Ethnicity
White/Caucasian
See Chart
Education
High school degree or equivalent (e.g., GED)
See Chart

Household

Employment Status
Employed full-time
Hide Chart
Living Situation
Own a home
See Chart
Household Size
1, 2
See Chart
Living With
Spouse or partner
See Chart
Language
English
See Chart

Children & Pets

Pets
Dog
Hide Chart
Children
Yes
See Chart
Child Age Range
22 years or older
See Chart

Expert Insight

Segment Size

# of Shoppers in Segment
749151
Total US Shoppers
2.8M
% of Total Market
0.57
% of Specialty Foods Market
2

Geography

Highest Concentration State
California
Hide Chart

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
Hide Chart
Monthly Spend
$400 - $599
See Chart
Next Year Spend Expectations
More
See Chart
Budget
Yes
See Chart
Stick to Budget
Yes, most of the time
See Chart

Where & What

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

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)

Expert Insight

Awareness & Purchases

Heard of Specialty Foods & Beverage
Yes
Hide Chart
Currently Purchases
Yes
See Chart
Most Oftern Purchased
Desserts or chocolates
See Chart
Brands Purchased
See Chart

Spend & Frequency

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

Where

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

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
Hide Chart
Primary Factors
Price and/or value for the money
See Chart
When They Purchase
As a treat or an indulgence
See Chart
Consider Convenience Factors?
Yes
See Chart
Which Convenience Factors
Easy access to products in-store
See Chart

General Willingness

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

Nutrition

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

Ethics

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

Discovery

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

Influence

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

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
Hide Chart
Primary Factors
Price and/or value for the money
See Chart
When They Purchase
As a treat or an indulgence
See Chart
Consider Convenience Factors?
Yes
See Chart
Which Convenience Factors
Easy access to products in-store
See Chart

General Willingness

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

Nutrition

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

Ethics

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

Discovery

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

Influence

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

Expert Insight

Research Links & Notes

Take a look at our research methodology here.
‍
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.