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?
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
Why buy from us?
Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.
Buy now and you'll have instant access to the information you need to make the right decisions.
Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.
A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.