Are You A Foodie Or A Fuellie?
Research by the British Pig Executive (BPEX) identified two groups of consumers: 1) “foodies” who are likely to be a mixture of ethical consumers attracted by the high welfare standards that apply in Britain and connoisseurs looking for very high quality; and 2) “fuellies” who simply see food as fuel. The research forms the basis of a new BPEX report, “The Future for Premiumisation.”
Growth in the premium end of food markets (in particular pork products) prompted the need for researchers to better understand the factors that motivate consumers.
This research identified two groups, “foodies,” who are likely to be a mixture of ethical consumers attracted by the high welfare standards that apply in Britain and connoisseurs looking for very high quality, and “fuellies” who simply see food as fuel.