This report, a companion to the NASFT State of the Industry Market Report, examines an array of consumer attitudes towards specialty foods. Focusing on what makes the category unique, the study identifies the typical specialty food consumer and examines the ways in which that consumer’s shopping, cooking, and eating habits differ from consumers in general.

This study not only reports on the activities and habits of the specialty food shopper, but it also makes observations and suggestions to help manufacturers and retailers of specialty food products leverage the survey results to enhance marketing activities, and reach a wider audience. Mintel provides guidance on attracting new consumers to the world of specialty foods and on finding ways to deliver more of what current specialty food consumers want.