Gourmet and specialty foods are going mainstream in supermarkets, restaurants, and large mass merchandisers. McDonald’s offers an Asian salad, sports arenas sell organic hot dogs, and Wal-Mart’s new supercenter in Plano, Tex., features high-priced wines, gourmet cheeses, sushi, and natural pet food—and the company plans to add 400 organic SKUs, too.
Harris (2005) reports that 96% of Americans buy premium goods in categories that are important to them, and few segments get more personal attention …