Not all Australians are obsessed with food, Roy Morgan Research

Posted by AFN Staff Writers on 26th August 2015

Roy Morgan Research has revealed most Australians are not actually obsessed with food despite a growing cafe culture and a large number of cooking shows currently airing on TV.


After breaking up the nation into segments based on attitudes towards food, it was found that 23 per cent of people hold the attitude of ‘Just Feed Me’ when it comes to food. Nearly 60 per cent of this group are male.


A large percentage (17 per cent) fall into the ‘Zappit’ category and think that cooking is an unnecessary waste of time and that there are better things to do. This group opts for easy-to-prepare meals or take away. Men and women equally make up this group.


Roy Morgan Research’s Food Segments


Source: Roy Morgan Single Source (Australia), July 2014 – June 2015 (n=15,867).

Completing the ‘non-foodie’ sector of the population are the folks known as ‘Take-it-Aways’ (9%). As the name suggests, this segment (heavily skewed towards men) doesn’t understand why anyone would cook when there is takeaway. As long as the takeaway’s tasty, this group is happy.


And the remaining 51% of the population?


Food is however high on the agenda for the remaining 51% of the population.


Characterised by love of cooking and enjoyment of grocery-shopping, people in the family-oriented ‘House Proud’ segment (22% of Australians) are interested in food for both its taste and nutritious qualities.


‘Trendsetters’ (9%) are all about new foods, new flavours and new culinary experiences, while ‘Entertainers’ (8%) are especially fond of food’s social aspects, whether it be at dining parties or out at fine restaurants, which this group can afford to go to.


‘Old-fashioned Cooks’ (12%) love a traditional home-cooked meal but are not big on variety, tending to buy the same foods and brands week-in, week-out.


“There’s no doubt that we live in the age of the ‘foodie’, said Andrew Price, General Manager – Consumer Products, Roy Morgan Research.


“Cooking shows and celebrity chefs are just the tip of a very big iceberg which also includes organic groceries, food bloggers, food magazines, diet crazes, best-selling cookbooks and cronuts,” Price said.


“This multifaceted culinary craze presents many opportunities for food-related businesses, but only if they have an in-depth understanding of their target market.”