CPG Marketing Trends: Cooking Archetypes – It’s time to find your soul mate – THE EPICUREAN CONSUMER SEGMENT

They love to entertain and make the food and drink a pivotal part of the experience.The Epicurean is the fourth and final consumer segment identified in our Cooking Archetype study that we developed using qualitative and quantitative research.

Ah, the Epicurean.  Wouldn’t you just love to have one in your house…assuming you may not since they are just 9% of the population?  The Epicurean loves to cook.  They are confident and not afraid to take on the most challenging task in the kitchen.  Their goal is to re-create restaurant style meals at home.

They love to entertain and make the food and drink a pivotal part of the experience.

They prefer cooking from scratch.  Real ingredients.  Fresh ingredients.  Exotic or unique ingredients.

They tend to be older, empty nesters, higher educated and higher income.

They love to travel and when not able to travel to experience foreign lands they re-create the experience through preparing native foods.

For the Epicurean, cooking defines their reputation.

If you have an Epicurean as a target consumer, remember that it is all about the experience and reputation.

See also: Scavenger, The Crowd Pleaser and Everyday Gourmet consumer segments.


Brad is an expert in private label and challenger brand food marketing for Barkley, an integrated marketing and advertising agency. He specializes in working with manufacturing-driven food companies that have aspirations to develop a consumer insight-led strategies to help drive innovation and growth.

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