The “foodie” is no longer a niche subculture – it’s the new mass market. As Jon Marchant, Marketing Director at MOJU, puts it: “The number of times the word ‘foodie’ gets bandied around as if it’s a small subculture, when the reality is nearly everyone is far more engaged with food.”
We’ve just released “Beyond the Foodie Label”, our report into the identities shaping Britain’s relationship with food. It’s clear that for the modern consumer, food IS self-expression – with a massive 71% of the UK population now identifying as an “Engaged Foodie”.
To help brands navigate this we’ve moved beyond broad labels to uncover the six distinct archetypes driving the market: The Maker, Hedonist, Hunter, Purist, Host and Intellect.
Featuring insights from industry leaders: Sandie Dilger at PROPER SNACKS, Mark Brown at Hovis Ltd, Francesca Theokli at Weetabix, Aditi Hilgers at Kraft Heinz and Jon Marchant at MOJU, the report explores how brands can find a fresh way to look at this highly engaged audience to identify where their strengths lie, and where the opportunity to grow is greatest.
The “average foodie” is a myth. It’s time to discover which identity your brand exists to champion.
Read the full report here
