Spinnaker research has found that almost 200,000 British adults have planned a trip away around what or where they are going to eat.
From fuel to fancy
The relationship of Brits and their food has evolved in recent history. The economic downturn which started 8 years ago initially saw a flourishing relationship between Brits and their food within the home. However, as we emerge from the worst of the economic crisis, Brits are looking outside of the home for inspiration. With greater interest in (and exposure to) different cuisines, people are prepared to travel to indulge their love of food.
Footloose and fancy-free
Spinnaker’s research conducted for our Foodie white paper found that older people (the over 65s) have a less complex relationship with food than younger generations who engage with it significantly more both online and offline. Some of this cohort may have lived through food rationing following the Second World War and this is likely to have had a major impact on the way in which they interact with food.
Our research reveals foodie tourists to be typically middle-aged (almost half are aged 25-44), and they are affluent; one in five live in households with an income in excess of £50,00 compared to 12% of those who have not planned a break away around food. They are also relatively fancy free with almost six out of ten (57%) foodie tourists living in a childless household. As a result, they may have more disposable income and are less constrained by where (or when) to holiday allowing them to travel for key food festivals or cookery classes. Despite also living in predominantly child-free households (98%), just 3% of the over 65s lay claim to planning a break away based on where or what they intended to eat.
The advent of cheap flights and the role of the internet in finding the best getaway deals has meant that the younger generation is more likely to be better-travelled than their parents. They are more open to experimentation and trying new cuisines. Indeed, some of their passion for food may come from their own travels. This is all likely to drive greater experimentation in the kitchen with our research also uncovering a younger skew to those who like to try new foods (almost half are under the age of 35 compared to 20% who are aged 55+).
Inspiration and experience
They may be more likely than average to engage with brands online, but their willingness to travel in order to indulge in their love of food points to the fact that foodie tourists are very much motivated by real-life experiences. Around 3/10 have engaged with brands offline compared to an average of 15% of people. This will be key for brands looking to attract this affluent crowd who need to find new ways to create culinary experiences.
Our research also found that foodie tourists are more motivated by content that is inspirational and this would suggest that brands that support charitable initiatives in the locale of the food provenance may resonate strongly with them. In addition, foodie tourists are more nostalgic than average (21% vs 11%) and finding new ways to recreate authentic holiday cuisines from the comfort of their kitchen will be key to securing brand loyalty and repeat purchase.