Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Cooking Enthusiasts - US - November 2015

"Although the share of Cooking Enthusiasts is stable in 2015 versus 2014, the drop from 2013 indicates a longer-term trend which is also reflected in slight declines in the proportion of people who say they cook three or more times per week."

- Fiona O'Donnell, Category Manager - Multicultural, Lifestyles, Leisure and Travel

This report looks at the following areas:

  • Slight decline in share of Americans adults who are Cooking Enthusiasts
  • Many moms are burnt out on cooking
  • Relatively strong consumer confidence drives increased restaurant visits
  • Recipes continue to be a great source of ideas but are often too complicated
  • The blurring line between meals and snacks could decrease cooking frequency

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Slight decline in share of Americans adults who are Cooking Enthusiasts
            • Figure 1: Share and approximate number of Cooking Enthusiasts, 2013-15
          • Many moms are burnt out on cooking
            • Relatively strong consumer confidence drives increased restaurant visits
              • Figure 2: Food sales at home and away from home, January 2003-August 2015
            • Recipes continue to be a great source of ideas but are often too complicated
              • Figure 3: Attitudes toward trying new recipes, by all and Cooking Enthusiasts, September 2015
            • The blurring line between meals and snacks could decrease cooking frequency
              • Figure 4: Alternatives to cooking – At least once a week, by all and Cooking Enthusiasts, September 2015
            • The opportunities
              • Offer learning opportunities, easy-to-make recipes to engage discouraged cooks
                • Figure 5: Important factors in recipe selection and attitudes toward recipes, by attitudes toward cooking, September 2015
              • Target Millennials: Leverage the appeal of cultural flavors
                • Partner with popular recipe websites and TV cooking shows
                  • Figure 6: Top ways cooking skills were acquired, by all and Cooking Enthusiasts, September 2015
                • Give consumers options in recipes
                  • Cooking as a way to bond; opportunity to target men
                    • Figure 7: Frequency of, and attitudes toward cooking with children, by gender, September 2015
                  • What it means
                  • The Market – What You Need to Know

                    • Four in 10 are Cooking Enthusiasts
                      • Demographic shifts impact cooking habits
                        • Stable, growing economy alleviates pressure to cook for money savings
                        • The Cooking Enthusiast Market

                          • Overview of Cooking Enthusiasts
                            • Figure 8: Estimated number of American adults aged 18+ by cooking segment, September 2015
                          • Slight decline in Cooking Enthusiasts
                            • Figure 9: Share and approximate number of Cooking Enthusiasts, 2013-15
                        • Cooking Segments

                          • Cooking Enthusiasts
                            • Figure 10: Profile of Cooking Enthusiasts, September 2015
                          • Unenthusiastic Cooks
                            • Figure 11: Profile of Unenthusiastic Cooks, September 2015
                          • Infrequent Cooks
                            • Figure 12: Profile of Infrequent Cooks, September 2015
                          • Conflicted Cooks
                            • Figure 13: Profile of Conflicted Cooks, September 2015
                          • Non-Cooks
                          • Market Factors

                            • More people living alone
                              • Figure 14: Share of households by number of persons per household, 1960-2013
                            • Aging population
                              • Figure 15: US population by age, 2010-20 and share of Cooking Enthusiasts by age, September 2015
                            • Moms in the workforce
                              • Figure 16: Labor force participation rate of mothers, by marital status and children’s age, 2013
                            • Improving economic conditions leads consumers to spend in restaurants
                              • Figure 17: Consumer confidence and unemployment, 2000-15*
                            • Restaurant performance continues to show solid expansion
                            • Cooking Trends – What You Need to Know

                              • Ethnic, fresh, organic drive interest in cooking
                                • Less packaged meals, more cooking from scratch
                                  • Fewer dinner parties, less cooking from scratch
                                    • Making cooking from scratch easy: online tools for recipes/classes
                                    • Cooking Trends – What’s Cooking?

                                        • Two thirds prepare ethnic foods at least once a month
                                            • Figure 18: Frequency of cooking a dish from another culture, by Cooking Enthusiasts and Millennials, September 2015
                                          • Fresh and organic ingredients enabling a more healthful diet
                                          • Cooking Trends – What’s Simmering Down?

                                              • Fewer cooking prepackaged box meals
                                                • Traditional dinner parties declining; fewer people entertaining
                                                  • Figure 19: Frequency of cooking a meal for nonhousehold members, by Cooking Enthusiasts and Millennials, September 2015
                                                • The lines between meals and snacks are blurring
                                                • Cooking Trends – What’s Heating Up?

                                                    • Millennials leading the trend in ingredient delivery services
                                                      • Figure 20: Frequency of using an ingredient delivery service, by Cooking Enthusiasts and Millennials, September 2015
                                                    • Shoppable online recipes: Another name for online grocery shopping
                                                      • Advanced recipe-selection tools: Leveraging science to pair up ingredients
                                                        • Cooking instruction stays relevant through technology
                                                          • Cooking classes: A way to socialize without the cleanup
                                                            • The “uberization” of the home-cooked meal
                                                            • The Consumer – What You Need to Know

                                                              • Demographics and lifestyle influence home-cooking trends
                                                                • Cooking from scratch fulfills a functional and emotional need
                                                                  • Time, lack of planning, lack of creativity are hurdles to cooking
                                                                    • Increased social consciousness and the desire for organic/fresh ingredients
                                                                    • Cooking Frequency, Enjoyment, Skills, Motivations

                                                                        • Cooking remains a popular, enjoyable activity for most
                                                                            • Figure 21: Cooking frequency, attitudes, skill level, and motivations, September 2015
                                                                            • Figure 22: Cooking frequency, attitudes, and skill level, and motivations, 2012-15
                                                                            • Figure 23: Cooked for fun in the past 12 months, 2010-15
                                                                          • The kitchen: A place for both men and women
                                                                            • Figure 24: Cooking frequency, attitudes, skill level, and motivations, by gender, September 2015
                                                                          • The idea of cooking evolves among younger generations
                                                                            • Figure 25: Cooking frequency, attitudes, skill level, and motivations, by age, September 2015
                                                                          • Hispanics, Blacks represent important cooking groups
                                                                            • Figure 26: Cooking frequency, attitudes, skill level, and motivations, by race/Hispanic origin, September 2015
                                                                            • Figure 27: Frequency of cooking from scratch, by all and Hispanics, September and June 2015
                                                                            • Figure 28: Hispanic Cooking Enthusiasts’ reasons for cooking, by level of acculturation, June 2015
                                                                        • Alternatives to Cooking

                                                                            • Eating leftovers ubiquitous; easier-to-cook dishes – a matter of choice
                                                                              • Figure 29: Cooking Enthusiasts’ frequency of using alternatives to cooking, September 2015
                                                                            • Demographics and lifestage influence preference for ease
                                                                              • Cooking frequency, skill level impacts leftovers and preference for simpler meals
                                                                                • Figure 30: Alternatives to cooking – At least once a week, by cooking frequency and skills, September 2015
                                                                            • Acquisition of Cooking Skills

                                                                                • Most learn to cook from their parents, the more advanced seek other sources
                                                                                  • Figure 31: How cooking skills were acquired, by all and Cooking Enthusiasts, September 2015
                                                                                  • Figure 32: Correspondence analysis – How cooking skills were acquired, by cooking skills, September 2015
                                                                                  • Figure 33: How cooking skills were acquired, by cooking skills, September 2015
                                                                                • Men look outside their family to acquire cooking skills
                                                                                  • Figure 34: How Cooking Enthusiasts acquired cooking skills, by gender, September 2015
                                                                                • Online sources key for younger cooks, TV shows still relevant for all
                                                                                  • Figure 35: How Cooking Enthusiasts acquired cooking skills, by age, September 2015
                                                                                • Black Cooking Enthusiasts learn from personal connections
                                                                                  • Figure 36: How Cooking Enthusiasts acquired cooking skills, by race/Hispanic origin, September 2015
                                                                              • Recipe Sources

                                                                                  • Technology influencing source of recipes
                                                                                    • Figure 37: Sources for recipes cooked in past year, by all and Cooking Enthusiasts, September 2015
                                                                                  • Men are less active when looking for recipes
                                                                                      • Figure 38: Cooking Enthusiasts’ sources for recipes cooked in past year, by gender, September 2015
                                                                                    • The internet age . . . does this mean the end of the cookbook?
                                                                                      • Figure 39: Cooking Enthusiasts’ sources for recipes cooked in past year, by age, September 2015
                                                                                    • Social media as recipe source: Facebook reigns
                                                                                      • Figure 40: Cooking Enthusiasts’ social media sources for recipes cooked in past year, September 2015
                                                                                    • Parents: Users of traditional and contemporary recipe sources
                                                                                      • Figure 41: Cooking Enthusiasts’ sources for recipes cooked in past year, by gender/parent status, September 2015
                                                                                    • Opportunity to capture Hispanic and Black Cooking Enthusiasts
                                                                                      • Figure 42: Cooking Enthusiasts’ sources for recipes cooked in past year, by race/Hispanic origin, September 2015
                                                                                  • Factors Impacting Recipe Selection

                                                                                      • Taste trumps practicality when choosing a recipe
                                                                                        • Figure 43: Factors impacting Cooking Enthusiasts’ recipe selection, September 2015
                                                                                      • Coupons and sales resonate among Millennials
                                                                                          • Figure 44: Factors impacting Cooking Enthusiasts’ recipe selection (any importance), by age, September 2015
                                                                                        • Millennials, Hispanics, urban, employed leading the delivery service trend
                                                                                          • Figure 45: Uses an ingredient delivery service – At least once a week, by all and Cooking Enthusiasts, September 2015
                                                                                        • Parents need to please but keep the budget in mind
                                                                                          • Figure 46: Factors impacting Cooking Enthusiasts’ recipe selection (any importance), by gender/parent status, September 2015
                                                                                        • For Blacks and Hispanics, practicality matters when choosing a recipe
                                                                                          • Figure 47: Factors impacting Cooking Enthusiasts’ recipe selection (any importance), by race/Hispanic origin, September 2015
                                                                                      • Attitudes toward Trying New Recipes

                                                                                          • Cooking Enthusiasts feel trying new recipes is worth the time, even if they disappoint
                                                                                            • Figure 48: Cooking Enthusiasts’ attitudes toward new recipes, September 2015
                                                                                          • Opportunity to please Millennials with new recipes
                                                                                            • Figure 49: Cooking Enthusiasts’ attitudes toward new recipes (any agree), by age, September 2015
                                                                                          • Fathers: A key target to please when it comes to new recipes
                                                                                            • Figure 50: Cooking Enthusiasts’ attitudes toward new recipes (any agree), by gender/parent status, September 2015
                                                                                          • Hispanics: Need a push to experiment with new recipes
                                                                                            • Figure 51: Cooking Enthusiasts’ attitudes toward new recipes (any agree), by race/Hispanic origin, September 2015
                                                                                          • Cooking as identity for Millennials, Hispanics, and urban consumers
                                                                                              • Figure 52: Cooks a dish from another culture – At least once a week, attitudes toward cooking, by all and Cooking Enthusiasts, September 2015
                                                                                          • Meal Planning

                                                                                              • Planners tend to be frequent cooks and use more recipe sources
                                                                                                • Figure 53: Cooking Enthusiasts’ meal planning, September 2015
                                                                                              • Younger cooks: Last minute cooking more prevalent
                                                                                                • Figure 54: Cooking Enthusiasts’ meal planning activities done at least once a week, by age, September 2015
                                                                                              • Parents have to plan ahead
                                                                                                  • Figure 55: Cooking Enthusiasts’ meal planning activities done at least once a week, by gender/parent status, September 2015
                                                                                                • Hispanic Cooking Enthusiasts less likely to plan
                                                                                                  • Figure 56: Cooking Enthusiasts’ meal planning activities done at least once a week, by race/Hispanic origin, September 2015
                                                                                              • Cooking With Children and Partners

                                                                                                  • Cooking as a way to bond; opportunity to target parents
                                                                                                    • Figure 57: Cooking Enthusiasts’ frequency of cooking with children and partners, September 2015
                                                                                                  • Millennial men more likely to cook with children
                                                                                                    • Figure 58: Cooking Enthusiasts’ frequency of cooking with children (at least once a week), by parents’ gender/age and age of children, September 2015
                                                                                                  • Millennials breaking the mold when it comes to cooking
                                                                                                    • Figure 59: Cooking Enthusiasts’ frequency of cooking with a partner (at least once a week), by age, September 2015
                                                                                                  • Cooking with others: A way for Millennials to cope?
                                                                                                    • Figure 60: Cooking Enthusiasts’ frequency of cooking with a partner (at least once a week), by gender and age, September 2015
                                                                                                  • Hispanics: More likely to cook with a partner
                                                                                                    • Figure 61: Cooking Enthusiasts’ frequency of cooking with children and partners (at least once a week), by race/ Hispanic origin, September 2015
                                                                                                • Cooking For Others

                                                                                                  • Entertaining more common than cooking different meals for different members of the household
                                                                                                    • Figure 62: Cooking Enthusiasts’ frequency of cooking for others, September 2015
                                                                                                  • When it comes to cooking, Millennial men want to please others
                                                                                                    • Figure 63: Cooking Enthusiasts’ frequency of cooking for others (at least once a week), by gender and age, September 2015
                                                                                                  • Fatherhood positively impacts cooking for others
                                                                                                    • Figure 64: Cooking Enthusiasts’ frequency of cooking for others (at least once a week), by gender/parent status, September 2015
                                                                                                  • Blacks least likely to entertain or cook separate meals
                                                                                                    • Figure 65: Cooking Enthusiasts’ frequency of cooking for others (at least once a week), by race/Hispanic origin, September 2015
                                                                                                • Attitudes toward Cooking for Others

                                                                                                  • Cooking for others but without the risk
                                                                                                    • Figure 66: Cooking Enthusiasts’ attitudes toward cooking for others, September 2015
                                                                                                  • Millennials more willing to experiment when entertaining
                                                                                                    • Figure 67: Cooking Enthusiasts’ attitudes toward cooking for others (any agree), by gender and age, September 2015
                                                                                                  • Fathers more adventurous when entertaining
                                                                                                    • Figure 68: Cooking Enthusiasts’ attitudes toward cooking for others (any agree), by gender/parent status, September 2015
                                                                                                  • Blacks value appearances, Hispanics want to make something special
                                                                                                    • Figure 69: Cooking Enthusiasts’ attitudes toward cooking for others (any agree), by race/Hispanic origin, September 2015
                                                                                                • Appendix: Data Sources and Abbreviations

                                                                                                  • Data sources
                                                                                                    • Consumer survey data
                                                                                                      • Consumer qualitative research
                                                                                                        • Abbreviations and terms
                                                                                                          • Abbreviations
                                                                                                            • Terms
                                                                                                            • Appendix: Qualitative Research

                                                                                                              Companies Covered

                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                              Cooking Enthusiasts - US - November 2015

                                                                                                              US $3,995.00 (Excl.Tax)