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Cooking Enthusiasts - US - November 2017

"In 2017, Cooking Enthusiasts account for 46% of adults aged 18+, or about 115 million people. These adults have at least basic cooking skills, like or love cooking, and cook because they want to rather than because they have to. Innovation and competition in grocery retailing, along with low food prices,  have made cooking at home cost-effective. However, while saving money is a motivation for cooking, Cooking Enthusiasts are more likely to cook because they enjoy the process. They are also driven to cook because they like to try new recipes and see cooking as a way to spend time with their family."

Gina Cavato, Lifestyles & Leisure Analyst

This report examines the following issues:

  • More feel they’re cooking out of necessity rather than for enjoyment
  • “Cooking” doesn’t mean the same thing to everyone
  • Female Cooking Enthusiasts are less trusting of others to buy their groceries

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Figure 1: Share and approximate number* of Cooking Enthusiasts, 2014-17
        • The issues
          • More feel they’re cooking out of necessity rather than for enjoyment
            • Figure 2: Cooking enjoyment and motivation, 2016-17
          • “Cooking” doesn’t mean the same thing to everyone
            • Figure 3: Appliances used to cook, by all and Cooking Enthusiasts, September 2017
          • Female Cooking Enthusiasts are less trusting of others to buy their groceries
            • Figure 4: Cooking Enthusiasts’ attitudes toward groceries and grocery shopping, by gender and parent status, September 2017
          • The opportunities
            • 25-44s are the sweet spot for meal kit and grocery delivery services
              • Figure 5: Cooking Enthusiasts’ use and interest – Meal kit and grocery delivery services, by age, September 2017
            • Teaching consumers how to liven up leftovers
              • Figure 6: Attitudes toward food prep – Leftovers and meal prep items, by all cooks and Cooking Enthusiasts, September 2017
            • Young adults need help spicing up their dishes
              • Figure 7: Attitudes toward spices and seasonings, by all cooks and Cooking Enthusiasts, September 2017
            • What it means
            • The Market – What you need to know

                • The share of Cooking Enthusiasts remained stable from 2016-17
                  • Cooking Enthusiasts aren’t defined by demographics
                    • Increasing incomes may make dining out more attractive
                      • More consumers are unmarried, in child-free homes, aging
                        • Americans continue to expand (their waistlines)
                          • Accessing recipes and grocery innovations make cooking easier
                          • The Cooking Enthusiasts Market

                            • Overview of Cooking Enthusiasts
                              • Figure 8: Estimated share and number* of adults aged 18+, by cooking segment, September 2017
                            • Share of Cooking Enthusiasts stable from 2016-17
                              • Figure 9: Share and approximate number* of Cooking Enthusiasts, 2014-17
                            • More polarized feelings toward cooking
                              • Figure 10: Share of cooking segments, 2015-17
                          • Cooking Segments

                              • Overview
                                • Captured target – Cooking Enthusiasts
                                  • Opportunity target – Conflicted Cooks
                                    • Secondary opportunity target – Infrequent and Unenthusiastic Cooks
                                      • Figure 11: Cooking segments, by specific cooking characteristics, September 2017
                                    • Cooking Enthusiasts are defined by psychographics, not demographics
                                        • Figure 12: Cooking segments, by select demographics, September 2017
                                    • Market Factors

                                      • Median household income growth may reduce cooking interest
                                        • Figure 13: Median household income, in inflation-adjusted dollars, 2009-15
                                      • Away-from-home food sales surpass at-home foods sales . . .
                                        • Figure 14: Foods sales at home and away from home, January 2007-July 2017
                                      • . . . which may be due to increased competition and stable grocery prices
                                        • Figure 15: Consumer Price Index change from previous month, August 2016-17
                                      • Nearly half of all adults are unmarried
                                        • Figure 16: Unmarried share of population, 2006-16
                                      • Number and share of households with children continue to decline
                                        • Figure 17: Households, by presence of related children, 2006-16
                                      • Aging population drives focus on healthy cooking
                                        • Figure 18: Share of US population, by age, 2000-40
                                    • Market Perspective

                                      • Americans continue to battle the bulge
                                        • Figure 19: Prevalence of obesity among US adults aged 20+, 1997-16
                                      • Smartphones play an increasingly important role for recipe sources
                                        • Figure 20: Online activities and apps for cell phones/smartphones – Food/cooking/recipes, 2014-17
                                      • Amazon shakes up the grocery industry
                                      • Key Trends – What You Need to Know

                                        • Increased access to more food options
                                          • Cooking for others (and making money at the same time)
                                            • Unclear product claims may confuse some consumers
                                              • Connected kitchen appliances and customized cookbooks
                                                • Future of meal kits/grocery delivery services is promising
                                                • What’s Now?

                                                  • Increased grocery options and where/how to get them
                                                    • Figure 21: AmazonFresh email, September 2017
                                                  • Cooks can make money by doing what they love, cooking
                                                    • What the Health? Consumers may be uncertain what’s good for them
                                                      • Figure 22: WHAT THE HEALTH Trailer, Feb. 28, 2017
                                                    • Consumers try not to waste food, but still do
                                                      • Figure 23: Wasted! The Story of Food Waste (2017) Trailer, Aug. 24, 2017
                                                  • What’s New?

                                                    • Customizable cookbooks make cooking more personal
                                                      • Kitchen appliances and tools help make cooking fool-proof
                                                        • Figure 24: Introducing Amazon Dash Wand with Alexa, June 14, 2017
                                                        • Figure 25: Introducing the Tasty One Top, July 30, 2017
                                                      • Vending machines for food, office supplies, and now kitchen tools
                                                      • Spotlight: Meal Kit and Grocery Delivery Services

                                                        • Meal kit/grocery delivery services fulfill a need and are forecast to grow
                                                          • Overview
                                                            • Looking forward
                                                              • Meal kit delivery services
                                                                • Key players
                                                                  • Specialty services:
                                                                    • Trends
                                                                      • Grocery delivery services
                                                                        • Key players
                                                                          • Trends
                                                                          • The Consumer – What You Need to Know

                                                                            • Most like or love cooking
                                                                              • New recipes, spending time with family, motivate Cooking Enthusiasts
                                                                                • Staple appliances most associated with cooking
                                                                                  • Sweet spot for meal kits/grocery services is 25-44s and middle earners
                                                                                    • Cooking Enthusiasts prepare to grocery shop and enjoy the process
                                                                                      • Most cook with the intention of having leftovers
                                                                                      • Cooking Habits – Frequency, Enjoyment, Skills, and Motivation

                                                                                          • Cooking frequency, skill remain high; enjoyment, motivation decline
                                                                                              • Figure 26: Cooking frequency, attitudes, skill level, and motivations, September 2017
                                                                                              • Figure 27: Cooking frequency, attitudes, skill level, and motivations, 2012-17
                                                                                            • Cooking frequency increases among adults 55+, declines among 18-34s
                                                                                              • Figure 28: Cooking frequency, by age, September 2015-17
                                                                                            • Younger adults most likely to say they love cooking
                                                                                              • Figure 29: Cooking enjoyment, by age, September 2015-17
                                                                                              • Figure 30: Cooking frequency and enjoyment, by gender and age, September 2017
                                                                                            • Young adults less confident in their cooking skills, older improve theirs
                                                                                              • Figure 31: Cooking skills, by age, September 2015-17
                                                                                            • Younger adults less likely to cook because they want to
                                                                                              • Figure 32: Cooking motivation, by age, September 2017
                                                                                          • Motivations for Cooking at Home

                                                                                              • Trying new recipes and time with family motivate Cooking Enthusiasts
                                                                                                  • Figure 33: Motivations for cooking at home, by all cooks and Cooking Enthusiasts, September 2017
                                                                                                • Women are motivated to eat healthier and experiment with recipes
                                                                                                  • Figure 34: Cooking Enthusiasts’ motivations for cooking at home, by gender, September 2017
                                                                                                • Cooking enjoyment and motivation to eat healthier correlate with age
                                                                                                    • Figure 35: Cooking Enthusiasts’ motivations for cooking at home, by age, September 2017
                                                                                                  • Cooking gives parents time with their kids
                                                                                                    • Figure 36: Cooking Enthusiasts’ motivations for cooking at home, by parent status and number of kids, September 2017
                                                                                                • Appliances Used to Cook

                                                                                                    • Stove and oven most associated with cooking, microwaves not so much
                                                                                                      • Figure 37: Appliances used to cook, by all cooks and Cooking Enthusiasts, September 2017
                                                                                                    • Men are less particular about appliances
                                                                                                      • Figure 38: Appliances used by Cooking Enthusiasts to cook, by gender, September 2017
                                                                                                    • Under-45s “cook” with a wider range of kitchen appliances
                                                                                                      • Figure 39: Appliances used by Cooking Enthusiasts to cook, by age, September 2017
                                                                                                  • Use and Interest – Meal Kits and Grocery Delivery Services

                                                                                                      • Few have used a meal kit or grocery delivery service
                                                                                                          • Figure 40: Use and interest – Meal kits and grocery delivery services, by all and Cooking Enthusiasts, September 2017
                                                                                                        • Men show greater interest in grocery delivery services and meal kits
                                                                                                          • Figure 41: Cooking Enthusiasts’ use and interest – Meal kits and grocery delivery services, by gender, September 2017
                                                                                                          • Figure 42: Cooking Enthusiasts’ attitudes toward meal kits/food prepped outside of home, by key demographics, August 2016
                                                                                                        • Interest is highest among 18-24s, but actual use is highest for 25-44s
                                                                                                          • Figure 43: Cooking Enthusiasts’ use and interest – Meal kits and grocery delivery services, by age, September 2017
                                                                                                        • Meal kit/grocery delivery services interest peaks for $75K-99.9K earners
                                                                                                          • Figure 44: Cooking Enthusiasts’ use and interest – Meal kits and grocery delivery services, by household income, September 2017
                                                                                                      • Attitudes toward Groceries and Grocery Shopping

                                                                                                          • Most enjoy grocery shopping and have items in mind when they go
                                                                                                            • Figure 45: Attitudes toward groceries and grocery shopping, by all cooks and Cooking Enthusiasts, September 2017
                                                                                                          • Grocery shopping is less planned, more time-consuming for young adults
                                                                                                            • Figure 46: Cooking Enthusiasts’ attitudes toward groceries and grocery shopping, by age, September 2017
                                                                                                          • Men and parents more trusting in others to grocery shop
                                                                                                            • Figure 47: Cooking Enthusiasts’ attitudes toward groceries and grocery shopping, by gender and by parent status, September 2017
                                                                                                        • Attitudes toward Food Prep

                                                                                                            • Most cook with the intention of having leftovers, but not for a full week
                                                                                                              • Figure 48: Attitudes toward food prep, by all cooks and Cooking Enthusiasts, September 2017
                                                                                                            • Young adults more likely to “binge cook” for the week, plan for leftovers
                                                                                                              • Figure 49: Cooking Enthusiasts’ attitudes toward food prep, by age, September 2017
                                                                                                            • Men prefer few appliances and are more likely to turn to the microwave
                                                                                                              • Figure 50: Attitudes toward food prep, by all cooks and Cooking Enthusiasts and gender, September 2017
                                                                                                          • Attitudes toward Spices and Seasonings

                                                                                                              • Most adults use spices/seasoning, but usually the same ones
                                                                                                                  • Figure 51: Attitudes toward spices and seasonings, by all cooks and Cooking Enthusiasts, September 2017
                                                                                                                • Young adults may need help to spice up their cooking
                                                                                                                  • Figure 52: Cooking Enthusiasts’ attitudes toward spices and seasonings, by age, September 2017
                                                                                                                • Cooking skill correlates with spice/seasoning use
                                                                                                                  • Figure 53: Attitudes toward spices and seasonings, by all cooks and Cooking Enthusiasts and cooking skills, September 2017
                                                                                                              • Appendix – Data Sources and Abbreviations

                                                                                                                • Data sources
                                                                                                                  • Consumer survey data
                                                                                                                    • Consumer qualitative research
                                                                                                                      • Direct marketing creative
                                                                                                                        • Abbreviations and terms
                                                                                                                          • Abbreviations
                                                                                                                            • Terms
                                                                                                                            • Appendix – Market

                                                                                                                                • Figure 54: Online activities – Food/cooking/recipes, 2014-17
                                                                                                                                • Figure 55: Online activities – Food/cooking/recipes, 2014-17

                                                                                                                            Companies Covered

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                                                                                                                            Cooking Enthusiasts - US - November 2017

                                                                                                                            US $3,995.00 (Excl.Tax)