Segment 20

Segment 20: At more than half-a-million U.S. households, these specialty food shoppers are price-sensitive but willing to splurge on premium ingredients when value is clear​.

U.S. specialty food shoppers in this segment are price-sensitive but willing to splurge on premium ingredients when the value is clear, with 552,006 households primarily concentrated in Pennsylvania. They shop strategically, balancing affordability with quality, often looking for sales or promotions on specialty food items. Unlike high-spending segments, they prioritize cost-effective specialty foods rather than luxury or exclusive brands.