Affluent Food Shoppers: Money Isn’t Everything
With their laser-like focus on healthy eating, sophisticated tastes, and ample financial resources, the 42 million food shoppers with a household income of $150,000 or more exercise an outsize influence on the food industry. The sheer volume of spending on food at home by affluent households—which is in excess of $100 billion—makes them an essential consumer segment for food manufacturers, marketers, distributors, and grocers.
But it’s not money alone that sets affluent food shoppers apart. Besides spending a lot more money every year buying food to eat at home (74% more than their less affluent counterparts, according to the U.S. Government’s Consumer Expenditure Survey), the way affluent food shoppers spend money at the grocery store is...
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