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

What defines Everyday Gourmets is the fact they like to cook and add a twist of creativity to every meal.The Everyday Gourmet is the third of four consumer segments identified in our Cooking Archetype study that we developed using qualitative and quantitative research.

What defines Everyday Gourmets is the fact they like to cook and add a twist of creativity to every meal.

The Everyday Gourmet likes to live life to its fullest.  She is active, over-committed, the center of the social activities in the neighborhood, up on all the Hollywood gossip and latest TV shows, and she loves it all.

She uses tools and technology to manage her life: Smart phones, Facebook, online shopping, and online recipe sites help her keep life somewhat sane as she runs from one activity to the next.

Her needs are just as important as her family’s needs.  That is not to say she doesn’t take care of her family’s needs, but she hopes to get equal pleasure out of any activity.  Think of it this way, on a rainy day she is up for going to a movie or mall versus books and board games with her kids.

Self-expression is important.  As her identify has moved from being an individual to being a mom, she works to maintain her individual sense of self and style.  She looks to her fashion, decorating and cooking as ways to express herself.

So let’s talk about her cooking.  She likes to cook basic meals with a twist.  She enjoys searching the online recipe sites and lifestyle or cooking magazines for new things to try.  She tends to be a bit of a short order chef as well, many times cooking a basic meal but adding a special side or sauce for her and her husband and a different more kid-friendly side for her kids to enjoy.  She takes great pride in cooking up creative meals her family loves.

Brands that have the Everyday Gourmet as a target should emphasize the creative flair and fun a meal can be.

See also: Scavenger, The Crowd Pleaser and Epicurean 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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