Segment 27

Segment 27: With 1.46 million U.S. specialty food households, this segment balances affordability with a preference for high-quality, fresh foods​

Balancing affordability with a preference for fresh, high-quality foods, this segment makes up 2.93% of the market with 1.46 million households. They shop frequently but are mindful of their budget, choosing specialty foods that offer both quality and value. Unlike trend-driven or luxury shoppers, they focus on staple specialty items rather than indulgent or exclusive products.

Shops At
Kroger
Fresh Market
Sprouts
Top Motivators
As a treat or an indulgence
For a specific recipe or meal plan
Brand Affinity Types
Affordable
Healthy
Whole Ingredients

Segment 27

"I want fresh, high-quality specialty foods, but they need to fit within my budget."
Shopping Frequency
Frequent
Monthly Spend
Frugal
Health Focus
Wellness
Budget Conscious
Impulsive
Ethics
Indifferent
Convenience Focused
Frequent
Openness to Trying New Brands
Medium
Last Updated: 
April 2, 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
65 and older
Gender
Male
Household Income
$25,000 - $49,999
Children
65 and older

Individual

Age Range
65 and older
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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
Some college but no degree
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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
22 years or older
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Expert Insight

Segment Size

# of Shoppers in Segment
1458873
Total US Shoppers
2.8M
% of Total Market
1.11
% of Specialty Foods Market
3

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)

Expert Insight

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
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
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Willing to Pay More
Yes, a little more
See Chart
Consider Purchases in Future
Yes
See Chart

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
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
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Most Important Environmental Factor
N/A
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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
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Most Likely to Try
Organic products
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More Likely to Try If
At a discounted price
See Chart

Influence

Most Trusted Source
Reviews and recommendations from friends or family members
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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.
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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.