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The rise of the “Foodie Culture” is driving growth across a swath of sectors capitalizing on a micro-target of culturally-connected consumers who are highly influential and willing to pay a premium for food and products that keep them tuned in to the latest food, nutrition and cooking trends. But for businesses to understand and capitalize on the cultural influence of Foodies, they must go a layer deeper to uncover what drives this young and diverse segment to engage with “Foodie” brands, products and services. Beyond their love of food, what makes these trendsetters tick?


Using MotiveMix® to understand Foodies

MotiveMix is Kantar’s portfolio of attitudinal dimensions that get to the core of human yearning and motivation.  By profiling Foodies through MotiveMix in our U.S. MONITOR study, we uncovered that they appreciate brands that consistently expose them to new ideas and influences, satisfy their need for novelty and make them look fit and stylish. So, for Foodies, meals are motivated by more than full stomachs or delicious tastes. They are about experiencing different cultures and cuisines, regularly trying something new, and feeling good.

Understanding these core values will allow you to enhance your offers and messages to align with what really matters to Foodies and better influence their decisions in the marketplace. But how do you know where to find and target these individuals?

Using MotiveMix to find Foodies

MotiveMix enables us to pinpoint where these foodie consumers are located. It is scored on a national consumer database of 260MM adults, so we can locate those micro-targets geographically. This enables brands to find and truly connect with these consumers on a human level, both online and offline, and to deliver more relevant and appealing messages, advertising and products.

Whether it’s Foodies or another micro-target that’s unique to your brand, let us help you leverage MotiveMix to uncover their core motivations and effectively connect with them in the market.


Complimentary Download

Please complete for form below to access the complimentary MotiveMix Food & Beverage Activation Scorecard and a sneak peek of the U.S. MONITOR Download on Food and Culture.


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