Foodies in the UK: A Sense of Self, Connection and Belonging Beyond the Passion?

Conference paper
First Online:
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

The global rise of the Foodie movement has attracted some research attention as well as critique in the food industry trend followers, but little research attention in marketing research. The present study looks at the ‘Foodie’ phenomenon in the UK and aims to extend how the notion has been coined in literature through a qualitative investigation of a sample of self-professed Foodies. The objective is to provide an in-depth understanding of what it means to be a Foodie at the individual and group levels, probing attitudes, motivations and self-awareness. Results indicate that the term Foodie cannot be used as an implicit definition of someone ‘simply interested in food’; the capacity of the Foodie may be dependent on individual involvement and the level of importance along the five emerging themes: these being learning and discovery, pleasure and enjoyment, inspirational influences, quality and experiencing food as an individual and in connection with others. Findings imply that there might be different levels of Foodies, leading to a start on developing a Foodie typology. The study poses implications for food marketers and researchers that can assist in more effective segmentation, efficient targeting and tailored positioning, as well as opportunities for future research.

Keywords

Foodies Discovery Enjoyment Inspiration Connection Sense of self 
This is a preview of subscription content, log in to check access.

References

  1. Appadurai, A. (1996). Modernity at large: Cultural dimensions of globalization. Minneapolis: University of Minnesota Press.Google Scholar
  2. Barbour, R. S. (2001). Checklists for improving rigour in qualitative research: a case of the tail wagging the dog? British Medical Journal, 322(7294), 1115–1117.CrossRefGoogle Scholar
  3. Bourdieu, P. (1984). Distinction: a social critique of the judgement of taste. Boston, MA: Harvard University Press.Google Scholar
  4. Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101.CrossRefGoogle Scholar
  5. Cairns, K., Johnston, J., & Baumann, S. (2010). Caring about food doing gender in the Foodie kitchen. Gender & Society, 24(5), 591–615.CrossRefGoogle Scholar
  6. DEFRA. (2014). Food Statistics Pocketbook 2013 – in year update. Department for Environment, Food and Rural Affairs. Retrieved July 15, 2015 from https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/315418/foodpocketbook-2013update-29may14
  7. Euromonitor (2013a). Food trends and consumers in Europe: pick your food fad. Retrieved August 20, 2015 from http://www.portal.euromonitor.com.atlas.worc.ac.uk/Portal/Pages/Search/SearchResultsList.aspx
  8. Euromonitor. (2013b). Consumer lifestyles in the United Kingdom. Retrieved August 30, 2015 from http://www.portal.euromonitor.com.atlas.worc.ac.uk/Portal/Pages/Search/SearchResultsList.aspx
  9. Fischler, C. (1988). Food, self and identity. Social Science Information, 27(2), 275–292.CrossRefGoogle Scholar
  10. Hennink, M., Hutter, I., & Bailey, A. (2011). Qualitative research methods. Thousand Oaks, CA: Sage.Google Scholar
  11. Johnston, J., & Baumann, S. (2014). Foodies: democracy and distinction in the gourmet foodscape. Abingdon: Routledge.Google Scholar
  12. Poole, S. (2012). Let’s start the Foodie backlash. The Guardian, Retrieved September 15, 2015 from http://www.theguardian.com/books/2012/sep/28/lets-start-foodie-backlash
  13. Probyn, E. (1999). Beyond food/sex eating and an ethics of existence. Theory, Culture & Society, 16(2), 215–228.CrossRefGoogle Scholar
  14. Saunders, M., Lewis, P., & Thornhill, A. (2012). Research methods for business students (6th ed.). London: Pearson Education.Google Scholar
  15. Schiffman, L., Kanuk, L., & Hansen, H. (2012). Consumer behaviour: A European outlook (Internationalth ed.). Upper Saddle River: Pearson.Google Scholar
  16. Sloan, A. E. (2013). The foodie phenomenon. Food Technology, 67(2), 18.Google Scholar
  17. Vincent, A., Lawrence, B., Runcie, C., & Ward, R. (2013). The 10 most influential British cookery shows. The Telegraph. Retrieved March 23, 2016 from http://www.telegraph.co.uk/culture/tvandradio/10394111/The-10-most-influential-British-cookery-shows.html
  18. Yue, A. (2003). Eating. In F. Martin (Ed.), Interpreting everyday culture (pp. 159–172). Oxford: Oxford University Press.Google Scholar

Copyright information

© Academy of Marketing Science 2017

Authors and Affiliations

  1. 1.University of WorcesterWorcesterUK

Personalised recommendations