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Cooking Enthusiasts - US - October 2010

Since the recession began in December 2007, millions of Americans have made changes to their lifestyles in an effort to mitigate the impact of the downturn. High rates of unemployment and poverty combined with historically low consumer confidence levels have driven many to continue embracing frugality despite statements from the government that the economy is slowly improving. This and a desire among consumers to take greater control over what they eat and serve to loved ones are primary drivers of the cooking-at-home trend. Many cooking enthusiasts are also motivated to prepare meals by the emotional satisfaction they derive from making food for others and by the desire to preserve their heritage and explore the cuisines of other cultures.

Clearly, this is a trend that many manufacturers and marketers will want to explore as they take steps to maximize holiday sales and begin preparing for the coming year. In an effort to provide a comprehensive analysis that includes actionable research findings and insights, Mintel’s report addresses the following questions:

  • How have macro-level economic conditions impacted the cooking-at-home trend, and how is it related to the health-and-wellness trend?
  • What motivates consumers to embrace cooking as a hobby?
  • What types of retailers do cooking enthusiasts buy from?
  • What are retailers doing to attract cooking enthusiasts?
  • What types of cuisines are most popular with cooking enthusiasts?
  • What can marketers do to communicate effectively with cooking enthusiasts?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                  • Executive Summary

                      • Market drivers—Macroeconomic factors
                        • Market drivers—Lifestyle drivers
                          • Market size and forecast: Small kitchen appliances and condiments
                            • The world of cooking enthusiasm: A four-segment model
                              • Channel analysis
                                • How Americans learn to cook
                                  • Attitudinal drivers of cooking behavior
                                    • Trends in cooking-related behaviors
                                      • Occasion-based cooking drivers
                                        • Popularity of various cuisines and recipes
                                        • Insights and Opportunities

                                          • Key points
                                            • Emphasize sustainable nutrition to attract enthusiasts
                                              • Engage cooking enthusiasts online and make a cookbook
                                                • Expert apps
                                                • Inspire Insights

                                                    • Trend: Media Evolution
                                                    • Market Size and Forecast: Small Kitchen Appliances and Condiments

                                                      • Key points
                                                        • FDMx sales of condiments and sauces increased about 14% from 2007-10
                                                          • Figure 1: FDMx sales of condiments, at current prices, 2005-15
                                                        • Increase in sauce sales drives growth of the condiments market
                                                          • Figure 2: FDMx sales of condiments, by segment, 2007-09
                                                        • Declining appliance sales appear to be rebounding
                                                          • Figure 3: Total U.S. sales and forecast of small kitchen appliances, at current prices, 2004-14
                                                      • Market Drivers—Macroeconomic Factors

                                                        • Key points
                                                          • Unemployment drives frugality and lifestyle change
                                                            • Figure 4: Unemployment and underemployment rate in the U.S., January 2007-July 2010
                                                          • Personal income growth remains slow
                                                            • Figure 5: Real Disposable Personal Income, January 2007-May 2010
                                                          • Consumer sentiment remains historically low
                                                            • Figure 6: Consumer Sentiment, March 2007-July 2010
                                                          • Many cooking more to save money
                                                            • Figure 7: Incidence of cooking more at home to save money, by age, July 2010
                                                            • Figure 8: Incidence of cooking more at home to save money, by household income, July 2010
                                                        • Market Drivers—Diet and Health

                                                          • Key points
                                                              • Figure 9: Incidence of presently watching/controlling diet, May 2004-June 2009
                                                            • Weight and fat still primary concerns, but sodium avoidance becoming more common
                                                              • Figure 10: Reasons for watching/controlling diet, 2006/07 and 2008/09
                                                              • Figure 11: Attributes diet watchers look for in food, 2006/07 and 2008/09
                                                            • Many cooking more at home to achieve wellness aspirations
                                                              • Figure 12: Incidence of cooking more at home to improve nutrition, by age, July 2010
                                                            • Cooking shows are another important driver of enthusiasm
                                                            • Innovation and Innovators

                                                              • Key points
                                                                • Cookware innovators
                                                                  • Cuisinart launches Green Gourmet™ line
                                                                    • Calphalon's cookware recycling program looks to “renew” Unison sales
                                                                      • Retail innovators
                                                                        • Wegmans
                                                                            • Figure 13: Blanching instructions on Wegmans website, September 2010
                                                                          • Central Market
                                                                            • Figure 14: “Foodie” weekly special ad on Central Market website, September 2010
                                                                          • Schnucks
                                                                            • Whole Foods
                                                                              • Figure 15: “What’s cooking?” feature on Whole Foods website, September 2010
                                                                          • Marketing Strategies

                                                                            • Overview
                                                                              • Recipe websites
                                                                                • Allrecipes.com
                                                                                  • Figure 16: Quantcast.com estimates for visitors to allrecipes.com, February-August 2010
                                                                                  • Figure 17: Pillsbury advertisement on allrecipes.com, September 2010
                                                                                  • Figure 18: Kraft advertisement on allrecipes.com, September 2010
                                                                                  • Figure 19: Hormel advertisement on allrecipes.com, September 2010
                                                                                • Food.com
                                                                                  • Figure 20: Bacardi advertisement on food.com, September 2010
                                                                                  • Figure 21: Bertolli advertisement on food.com, September 2010
                                                                                • Recipe.com
                                                                                  • Figure 22: Quantcast.com estimates for visitors to recipe.com, February-August 2010
                                                                                  • Figure 23: Campbell’s advertisement on recipe.com, September 2010
                                                                                  • Figure 24: Better Homes and Gardens advertisement on recipe.com, September 2010
                                                                                • Foodnetwork.com
                                                                                  • Figure 25: Quantcast estimates for visitors to foodnetwork.com, February-August 2010
                                                                                  • Figure 26: Food Network Store advertisement on foodnetwork.com, September 2010
                                                                                  • Figure 27: Food Network Store advertisement on foodnetwork.com, September 2010
                                                                                  • Figure 28: Best Foods advertisement on foodnetwork.com, September 2010
                                                                                • Smittenkitchen.com
                                                                                  • Figure 29: Quantcast estimates for visitors to smittenkitchen.com, February-August 2010
                                                                                  • Figure 30: KitchenAid advertisement on smittenkitchen.com, September 2010
                                                                                • 101cookbooks.com
                                                                                  • Figure 31: Quantcast estimates for visitors to 101cookbooks.com, February-August 2010
                                                                                  • Figure 32: Amazon.com advertising widget on 101cookbooks.com, September 2010
                                                                                • Digital media
                                                                                  • Kraft innovations
                                                                                    • iFood Assistant smartphone app
                                                                                      • Big Fork Little Fork iPad app
                                                                                        • Whole Foods Market Recipes app
                                                                                        • The World of Cooking Enthusiasm: A four-segment Model

                                                                                          • Key points
                                                                                            • Most Americans are casual or serious cooking enthusiasts
                                                                                                • Figure 33: Demographics of cooking enthusiast and non-cooking segments, July 2010
                                                                                              • Serious enthusiasts average more than one elaborate meal per month
                                                                                                • Figure 34: Mean number of elaborate meals prepared in past six months, by cooking enthusiast segments, July 2010
                                                                                              • By age, 25-54s tend to prepare more elaborate meals
                                                                                                • Figure 35: Average number of gourmet or elaborate meals cooked in the past six months, by age, July 2010
                                                                                              • Women tend to prepare more elaborate meals
                                                                                                • Figure 36: Average number of gourmet or elaborate meals cooked in the past six months, by gender, July 2010
                                                                                            • Shopping Behavior

                                                                                              • Key points
                                                                                                • Walmart and mainstream grocery most popular with foodies
                                                                                                    • Figure 37: Incidence of shopping at named U.S. grocery stores, by cooking attitudes and home dining behavior, February 2009-March 2010
                                                                                                  • Most spend $100 or more per week
                                                                                                    • Figure 38: Average amount spent per week at grocery stores, by cooking attitudes and home dining behavior, February 2009-March 2010
                                                                                                  • Gourmands tend to use natural and/or organic food when watching diet
                                                                                                    • Figure 39: Incidence of using natural and/or organic food when watching diet, by cooking attitudes and home dining behavior, February 2009-March 2010
                                                                                                • How Americans Learn to Cook

                                                                                                  • Key points
                                                                                                    • Serious and casual enthusiasts more likely to use a variety of sources to learn
                                                                                                        • Figure 40: How cooks learn about cuisines and cooking techniques, by cooking enthusiast segments, July 2010
                                                                                                      • Young adults considerably more likely to use websites
                                                                                                        • Figure 41: How cooks learn about cuisines and cooking techniques, by age, July 2010
                                                                                                      • Women are considerably more likely to use cooking media
                                                                                                        • Figure 42: How cooks learn about cuisines and cooking techniques, by gender, July 2010
                                                                                                    • Attitudinal Drivers of Cooking Behavior

                                                                                                      • Key points
                                                                                                        • Non-enthusiastic cooks less likely to be motivated by a variety of attitudinal factors
                                                                                                          • Figure 43: Drivers of cooking enthusiasm, by cooking enthusiast segments, July 2010
                                                                                                        • Women much more likely to be motivated by a variety of attitudinal factors
                                                                                                          • Figure 44: Drivers of cooking enthusiasm, by gender, July 2010
                                                                                                        • Affluents less likely to prefer simple meals and more likely to consult recipes
                                                                                                          • Figure 45: Attitudes toward cooking and food, by household income, February 2009-March 2010
                                                                                                        • Mature consumers considerably more likely to prefer easy-to-prepare dishes
                                                                                                          • Figure 46: Attitudes toward cooking and food, by age, February 2009-March 2010
                                                                                                        • Most like to experiment with new recipes and use packaged sauces
                                                                                                          • Figure 47: Cooking and purchase attitudes and habits, by age, July 2010
                                                                                                      • Trends in Cooking-related Behaviors

                                                                                                        • Key points
                                                                                                          • Enthusiasts participate in cooking behaviors designed to improve health
                                                                                                            • Figure 48: Growth of health-related cooking behaviors, by cooking enthusiast segment, July 2010
                                                                                                          • Enthusiasts show more “foodie” behaviors
                                                                                                            • Figure 49: Increase of non-health-related cooking behaviors, by cooking enthusiast segment, July 2010
                                                                                                          • About one in three cooks making fewer meals with meal kits
                                                                                                            • Figure 50: Decrease in non-health-related cooking behaviors, by cooking enthusiast segment, July 2010
                                                                                                        • Occasion-based Cooking Drivers

                                                                                                          • Key points
                                                                                                            • Enthusiasts often motivated to cook for family gatherings
                                                                                                              • Figure 51: Occasions that drive the preparation of gourmet and elaborate meals, by cooking enthusiast segments, July 2010
                                                                                                            • Middle-income and affluent segments are most motivated by occasions
                                                                                                              • Figure 52: Occasions that drive the preparation of gourmet and elaborate meals, by household income, July 2010
                                                                                                            • Parents more likely to prepare elaborate meals on social occasions
                                                                                                              • Figure 53: Occasions that drive the preparation of gourmet and elaborate meals, by number and presence of children, July 2010
                                                                                                          • Popularity of Various Cuisines and Recipes

                                                                                                            • Key points
                                                                                                              • American, Italian, and Mexican cuisines most popular with enthusiasts
                                                                                                                • Figure 54: Top 10 cuisines prepared monthly, by cooking enthusiast segment, July 2010
                                                                                                              • Serious enthusiasts much more likely to prepare healthy gourmet and ethnic dishes
                                                                                                                • Figure 55: Less popular cuisines prepared monthly, by cooking enthusiast segment, July 2010
                                                                                                              • Many affluents enjoy preparing ethnic cuisines
                                                                                                                • Figure 56: Top 10 cuisines prepared monthly, by household income, July 2010
                                                                                                            • Impact of Race and Hispanic Origin

                                                                                                              • Key points
                                                                                                                • Hispanics more likely to make elaborate meals
                                                                                                                  • Figure 57: Incidence of cooking gourmet and elaborate meals, by race/Hispanic origin, July 2010
                                                                                                                • Blacks more likely to be motivated by special events
                                                                                                                  • Figure 58: Occasions that drive the preparation of gourmet and elaborate meals, by race/Hispanic origin, July 2010
                                                                                                                • Often-prepared cuisines don’t always tie to cultural orientation
                                                                                                                  • Figure 59: Top 10 cuisines prepared monthly, by race/Hispanic origin, July 2010
                                                                                                              • Cluster Analysis

                                                                                                                  • Cookers
                                                                                                                    • Demographics
                                                                                                                      • Characteristics
                                                                                                                        • Opportunity
                                                                                                                          • Bookies
                                                                                                                            • Demographics
                                                                                                                              • Characteristics
                                                                                                                                • Opportunity
                                                                                                                                  • Chefs
                                                                                                                                    • Demographics
                                                                                                                                      • Characteristics
                                                                                                                                        • Opportunity
                                                                                                                                          • Cluster characteristics
                                                                                                                                            • Figure 60: Cooking enthusiasts clusters, July 2010
                                                                                                                                            • Figure 61: Mean number of elaborate meals prepared in past six months, by cooking enthusiasts clusters, July 2010
                                                                                                                                            • Figure 62: Drivers of cooking enthusiasm, by cooking enthusiasts clusters, July 2010
                                                                                                                                            • Figure 63: How cooks learn about cuisines and cooking techniques, by cooking enthusiasts clusters, July 2010
                                                                                                                                            • Figure 64: Cooking and purchase attitudes and habits, by cooking enthusiasts clusters, July 2010
                                                                                                                                          • Cluster demographics
                                                                                                                                            • Figure 65: Cooking enthusiasts clusters, by gender, July 2010
                                                                                                                                            • Figure 66: Cooking enthusiasts clusters, by age, July 2010
                                                                                                                                            • Figure 67: Cooking enthusiasts clusters, by household income, July 2010
                                                                                                                                            • Figure 68: Cooking enthusiasts clusters, by race, July 2010
                                                                                                                                            • Figure 69: Cooking enthusiasts clusters, by Hispanic origin, July 2010
                                                                                                                                          • Cluster methodology
                                                                                                                                          • Custom Consumer Groups

                                                                                                                                            • Key points
                                                                                                                                              • Fresh, unique ingredients have high appeal to many foodies
                                                                                                                                                  • Figure 70: Cooking, eating and nutrition-related attitudes—gourmands and those who enjoy cooking, by frequency of elaborate meals group, February 2009-March 2010
                                                                                                                                                • Target the demographics that make the most elaborate meals
                                                                                                                                                  • Figure 71: Frequency of making elaborate meals—high-income Hispanics, middle-aged men and younger women, July 2010
                                                                                                                                                • Target middle-aged women enthusiasts with recipes for healthy desserts
                                                                                                                                                  • Figure 72: Drivers of cooking enthusiasm—women aged 34-54, July 2010
                                                                                                                                              • Appendix: Additional Consumer Tables

                                                                                                                                                • How Americans learn to cook
                                                                                                                                                  • Figure 73: Cooking knowledge sources, by household income, July 2010
                                                                                                                                                  • Figure 74: Cooking knowledge sources, by education level, July 2010
                                                                                                                                                • Attitudinal drivers of cooking behavior
                                                                                                                                                  • Figure 75: Drivers of cooking enthusiasm, by age, July 2010
                                                                                                                                                  • Figure 76: Drivers of cooking enthusiasm, by household income, July 2010
                                                                                                                                                  • Figure 77: Drivers of cooking enthusiasm, by race/Hispanic origin, July 2010
                                                                                                                                                  • Figure 78: Drivers of cooking enthusiasm, by presence of children in the household, July 2010
                                                                                                                                                  • Figure 79: Drivers of cooking enthusiasm, by employment status, July 2010
                                                                                                                                                  • Figure 80: Drivers of cooking enthusiasm, by region, July 2010
                                                                                                                                                  • Figure 81: Mean number of gourmet or elaborate meals cooked in the past six months, by household income, July 2010
                                                                                                                                                  • Figure 82: Mean number of gourmet or elaborate meals cooked in the past six months, by race/Hispanic origin, July 2010
                                                                                                                                                  • Figure 83: Mean number of gourmet or elaborate meals cooked in the past six months, by education level, July 2010
                                                                                                                                                  • Figure 84: Mean number of gourmet or elaborate meals cooked in the past six months, by employment status, July 2010
                                                                                                                                                  • Figure 85: Mean number of gourmet or elaborate meals cooked in the past six months, by region, July 2010
                                                                                                                                                • Occasion-based cooking drivers
                                                                                                                                                  • Figure 86: Occasions that drive the preparation of gourmet and elaborate meals, by gender, July 2010
                                                                                                                                                  • Figure 87: Occasions that drive the preparation of gourmet and elaborate meals, by age, July 2010
                                                                                                                                                  • Figure 88: Occasions that drive the preparation of gourmet and elaborate meals, by region, July 2010
                                                                                                                                                • Popularity of various cuisines
                                                                                                                                                  • Figure 89: Top 10 cuisines prepared monthly, by gender, July 2010
                                                                                                                                                  • Figure 90: Top 10 cuisines prepared monthly, by age, July 2010
                                                                                                                                                  • Figure 91: Top 10 cuisines prepared monthly, by presence of children in the household, July 2010
                                                                                                                                                  • Figure 92: Top 10 cuisines prepared monthly, by education level, July 2010
                                                                                                                                                  • Figure 93: Top 10 cuisines prepared monthly, by region, July 2010
                                                                                                                                                  • Figure 94: Top 10 cuisines prepared monthly, by urban status, July 2010
                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                Companies Covered

                                                                                                                                                • American Dietetic Association (ADA)
                                                                                                                                                • American Medical Association (AMA)
                                                                                                                                                • Bureau of Economic Analysis
                                                                                                                                                • Facebook, Inc.
                                                                                                                                                • Food Marketing Institute
                                                                                                                                                • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                • Organic Trade Association
                                                                                                                                                • Produce Marketing Association
                                                                                                                                                • Research In Motion (USA)
                                                                                                                                                • Safeway Inc
                                                                                                                                                • Schnuck Markets, Inc
                                                                                                                                                • The Conference Board
                                                                                                                                                • The Kroger Co.
                                                                                                                                                • The Vegetarian Resource Group
                                                                                                                                                • Trader Joe's Company Inc
                                                                                                                                                • Twitter, Inc.
                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                • U.S. Department of Agriculture
                                                                                                                                                • U.S. Environmental Protection Agency
                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                • Wegmans Food Markets, Inc
                                                                                                                                                • Weight Watchers International Inc.
                                                                                                                                                • Whole Foods Market Inc

                                                                                                                                                Cooking Enthusiasts - US - October 2010

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