Hands up who’s tired of TV cooking shows and celebrity chefs being treated like rock stars? There’s a strong possibility you belong to the ‘Just Feed Me’ segment of Roy Morgan Research’s culinary-focused consumer profiling tool, Food Segments. Think cooking is an unnecessary waste of time? You could be a ‘Zappit’. While the media’s obsession with all things edible may give the impression we’re a nation of foodies, the Food Segments reveal that this is not entirely true…
Dividing the population into seven distinct sections based on attitudes to food, cooking, health, eating out, and entertaining at home, the Food Segments show that the aforementioned ‘Just Feed Me’ group accounts for the highest proportion of Australians (23%). Just Feed Me people are not interested in cooking, eating out, or grocery-shopping and will simply eat what they’re given. Nearly 60% of them are men.
Meanwhile, 17% of the population fall into the ‘Zappit’ category. Like Just Feed Me, they have no desire to slave over a hot stove, believing their time is better spent doing other things. Consequently, they opt for easy-to-prepare food or even takeaway. Men and women are quite evenly represented in the Zappit community.
Roy Morgan Research’s Food Segments
Source: Roy Morgan Single Source (Australia), July 2014 – June 2015 (n=15,867).
Completing the ‘non-foodie’ sector of the population are the folks known as ‘Take-it-Aways’ (9%). As the name suggests, this segment (heavily skewed towards men) doesn’t understand why anyone would cook when they can place an order. As long as the takeaway’s tasty, they’re happy.
And the remaining 51% of the population?
Admittedly, food is high on the agenda for the remaining 51% of the population.
Characterised by their love of cooking and enjoyment of grocery-shopping, people in the family-oriented ‘House Proud’ segment (22% of Aussies) are interested in food for both its taste and nutritious qualities. They’re also the segment most likely to be complimented on their cooking.
‘Trendsetters’ (9%) are all about new foods, new flavours and new culinary experiences, while ‘Entertainers’ (8%) are especially fond of food’s social aspects, whether they’re throwing a fabulous dinner party or eating out at a fine restaurant (they can afford it). ‘Old-fashioned Cooks’ (12%) love a traditional home-cooked meal but are not big on variety, tending to buy the same foods and brands week-in, week-out.
Andrew Price, General Manager – Consumer Products, Roy Morgan Research, says:
“There’s no doubt that we live in the age of the ‘foodie’. Cooking shows and celebrity chefs are just the tip of a very big iceberg which also includes organic groceries, food bloggers, food magazines, diet crazes, best-selling cookbooks and bronuts.
“This multifaceted culinary craze presents many opportunities for food-related businesses, but only if they have an in-depth understanding of their target market. Roy Morgan’s Food Segments allow them to pinpoint exactly which kind of foodie, gourmet or dinner-party host they’re aiming to reach.
“Of course, as we have shown, not everybody is an aspiring Masterchef, and the Food Segments can help identify those sectors of the population who are in the market for food/products which can cut their kitchen time down to a minimum.”
Roy Morgan Research
Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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