Demographic insights and perspectives of American foodies

Purpose We investigate the unique consumer segment of “foodies” in the United States of America, examining how their demographic characteristics, spending behavior and cultural attitudes toward food differ from non-foodies. By analyzing these distinctions, the research aims to highlight foodies' influence on market trends, public health, and sustainable food practices, offering insights for targeted agri-food marketing and policy interventions that can leverage foodie culture to influence food choices. Design/methodology/approach The study explores data from a nationwide survey of 1,117 USA consumers to identify demographic and expenditure characteristics of self-identified foodies. Exploratory factor analysis (EFA) identifies underlying factors influencing foodie culture. Engel curve estimations reveal differences in income elasticity of food spending between foodies and non-foodies, controlling for demographics. This approach highlights how foodie culture impacts consumer behavior, providing insights relevant to the agri-food marketing literature. Findings USA foodies tend to be younger, more educated and have higher incomes than non-foodies, spending a larger share of their income on food, especially on meals outside the home. Engel curves show that foodies maintain a higher food expenditure share across income levels, with differences diminishing as income rises. Factor analysis indicates foodies view food as a passion and identity, contrasting with non-foodies’ utilitarian approach. These insights highlight foodies as market influencers who drive trends in food spending, health-conscious choices and sustainable consumption practices, with implications for public health and marketing strategies. Originality/value Unlike prior studies, this study empirically examines foodies as a distinct consumer segment in a nationally representative sample. These findings provide insights for marketers and policymakers as they develop targeted strategies that leverage foodies' influence on the broader food economy.