[dragonwriter]

> Is that like "WTF, the primary market for this is not upper middle class women" or "WTF, you are being very blunt about this." [...] If the first, I'd very much like to hear who you think buys premium-priced balsamic.

Upper-middle class foodies. Who are probably less likely to be women than the market for non-premium balsamic.

[mechanical_fish]

This is a fine hypothesis but, without data, it's hard to see why it's probable. In the USA, two-thirds of grocery shopping is done by women. There are studies:

http://www.nielsen.com/us/en/newswire/2011/in-u-s-men-are-sh...

...which suggest that men make 38% of retail grocery shopping trips. So, if you're going to envision a representative person who is looking for a grocery item, you should probably start out by envisioning a woman.

It is, unsurprisingly, difficult to find more specific information online for free. Instead, by googling "market analysis salad dressing", I find approximately six market research organizations that offer to sell me a report. Perhaps the OP has bought such a thing, but none of the rest of us are likely to bother.

Of course, what actually matters when trying to convert website visitors is not the demographics of the universe, or of US grocery buyers, or even of US buyers of balsamic vinegar, but the behavior of the people who are actually reaching the website. About whom we really know nothing.