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Cooking Enthusiasts - US - October 2011

An enduring impact of the recession and its aftermath, Americans continue to prioritize home cooking and other home-based activities as a means of economizing. But while the need to save money is a powerful and pervasive motivator for many, other factors are also at play. This report helps to clarify the opportunities for companies that sell cookware, kitchenware, kitchen appliances, specialty foods, cooking-related supplies, and moderately priced premium ingredients and provides insight on how to capitalize on them.

This report provides the following:

  • An overview of four different major markets driven by the home cooking trend including ethnic foods, fish and seafood, cookware, and small kitchen appliances
  • A look at strategies and tactics used by marketers and retailers to connect with cooking enthusiasts
  • Consumer research on cooking occasions, changes in cooking behavior, favorite cuisines, information sources for cooking, and purchase preferences in cookware and other kitchen-essential product categories
  • A segmentation model based on cooking frequency, attitudes and skill levels, and how the different segments approach cooking
  • Insights into the attitudes and behaviors of Enthusiastic Chefs and other segments of home cooking consumers
  • A closer look at the quickly emerging next generation of cooking enthusiasts: Millennials

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Data sources
        • Consumer survey data
          • Abbreviations and terms
            • Abbreviations
              • Terms
              • Executive Summary

                • Americans spending more time and money on home meal prep
                  • Economic concerns focus consumers on home cooking
                    • Health concerns provide additional motivation
                      • Increasing popularity of farmers’ markets signals shift in food attitudes
                        • Impacted markets
                          • Mintel consumer segmentation defines four types of cooks
                            • Enthusiastic Chefs driven by a wider variety of factors
                              • Enthusiastic Chefs place greater emphasis on learning and local food
                                • Holidays popular with all cooks; Enthusiastic Chefs think more broadly
                                  • American, Italian, and Mexican top the list among all cook segments
                                    • Cookbooks still the most popular cooking information resource
                                      • Enthusiastic Chefs love to experiment but also rely on old standbys
                                        • Enthusiastic Chefs go for the right equipment and ingredients
                                          • Enthusiastic Chefs categorize more specialized pieces as must haves
                                            • Hispanics cook elaborate meals more frequently
                                            • Insights and Opportunities

                                              • A new generation of cooking enthusiasts
                                                • An expansive view of skill-building
                                                  • The next new generation of cooking enthusiasts
                                                    • Healthy foodie versus indulgent foodie
                                                      • Figure 1: Attitudes toward cooking, by food lifestyle segmentation, February 2010-March 2011
                                                  • Inspire Insights

                                                      • Trend: Make it Mine
                                                        • Trend: Survival Skills
                                                        • Impacted Markets: Size and Forecasts

                                                            • Key points
                                                              • Ethnic food sales boosted by increase in at-home meal prep
                                                                • Figure 2: FDMx sales and forecast of ethnic foods, at current and inflation-adjusted prices, 2005-15
                                                              • Sales growth in fish and seafood signals move to healthier eating
                                                                • Figure 3: Total U.S. retail sales of fish and seafood, at current and inflation-adjusted prices, 2005-15
                                                              • Sales of cookware slow but regain momentum
                                                                • Figure 4: Total U.S. retail sales of cookware, at current and inflation-adjusted prices, 2006-16
                                                              • Resistance to discretionary spending trims small kitchen appliance sales
                                                                • Figure 5: Total U.S. sales and forecast of small kitchen appliances, at current and inflation-adjusted prices, 2004-14
                                                            • Market Drivers

                                                              • Key points
                                                                • More time and money spent on home meal prep
                                                                  • Figure 6: Time spent in food preparation and cleanup per day by all persons aged 15 and older, and by gender, 2005-10
                                                                  • Figure 7: Expenditures on food at home and away from home, at current prices, 2005-10
                                                                • Economic concerns focus consumers on home cooking
                                                                  • Figure 8: Economy-driven changes in cooking behavior compared with last year, May 2011
                                                                • A move to regain self-sufficiency
                                                                  • Reprioritization of home life
                                                                    • Figure 9: Behavior changes compared to last year, October 2010
                                                                  • Consumer confidence remains depressed
                                                                    • Figure 10: University of Michigan’s index of consumer sentiment, January 2006-August 2011
                                                                  • Health concerns provide additional motivation for home cooking
                                                                    • Figure 11: Health-driven changes in cooking behavior compared with last year, May 2011
                                                                  • Weight awareness on the rise, potentially leading to action
                                                                    • Figure 12: Percentage of population aged 20+ who are overweight, obese, or extremely obese, 1988-2008
                                                                  • Increasing popularity of farmers’ markets signals shift in food attitudes
                                                                    • Figure 13: Number of farmers’ markets in the U.S., 1994-2011
                                                                • Innovations and Innovators

                                                                  • When locally grown isn’t local enough
                                                                    • Designing for healthy cooking and a healthier environment
                                                                      • Innovative SKAs expand cooks’ capabilities with enhanced functionality
                                                                        • Innovative implement: the Microplane grater
                                                                        • Marketing Strategies

                                                                          • McCormick out to “save the world from boring food”
                                                                            • “Super Spices” for health
                                                                              • Recipe Inspirations line paves the way for greater flavor exploration
                                                                                • Hispanic initiatives
                                                                                  • Building a social and mobile presence
                                                                                    • National Pork Board launches campaign to “inspire” cooking enthusiasts
                                                                                      • TV sets an emotional tone
                                                                                        • Figure 14: Pork “Be Inspired” TV ad, 2011
                                                                                      • Tapping into increased interest in home-grown and local food
                                                                                        • Triscuit Home Farming Movement
                                                                                          • “Gro Your Own” an effort to transform Miracle Gro into lifestyle brand
                                                                                          • Behaviors and Attitudes Define Four Types of Cooks

                                                                                            • Segmentation overview
                                                                                              • Key points
                                                                                                • Women more likely to be Enthusiastic Chefs…
                                                                                                  • …but men are gaining ground
                                                                                                    • Figure 15: Gender, by cooking segments, May 2011
                                                                                                  • Younger cooks high in enthusiasm, have room to improve in skill
                                                                                                    • Figure 16: Age, by cooking segments, May 2011
                                                                                                  • Household income has little impact on cooking enthusiasm…
                                                                                                    • …but costs may be a barrier to inexperienced but enthusiastic young cooks
                                                                                                      • Figure 17: Household income, by cooking segments, May 2011
                                                                                                  • Cooking Frequency, Attitude Toward, Skill Level

                                                                                                    • Overview: engagement in home cooking is widespread
                                                                                                      • Women more engaged in home cooking and more skilled
                                                                                                        • Figure 18: Cooking frequency, attitudes toward and skill level, by gender, May 2011
                                                                                                      • Older adults are more experienced but less enthusiastic about cooking
                                                                                                        • Younger cooks show more enthusiasm but lack skill
                                                                                                          • Figure 19: Cooking frequency, attitudes toward and skill level, by age, May 2011
                                                                                                        • Household income level minimally impacts engagement in cooking
                                                                                                          • Figure 20: Cooking frequency, attitudes toward and skill level, by household income, May 2011
                                                                                                        • Presence of children prompts engagement in cooking
                                                                                                          • Figure 21: Cooking frequency, attitudes toward and skill level, by presence and number of children in household, May 2011
                                                                                                      • Why Cooking Enthusiasts Cook

                                                                                                        • Key points
                                                                                                          • Healthy eating is a universal motivation of home cooking
                                                                                                            • Enthusiastic Chefs driven by a wider variety of factors
                                                                                                              • A positive perception of cooking
                                                                                                                • Figure 22: Drivers of cooking enthusiasm, by cooking segments, May 2011
                                                                                                              • Older cooks more health focused
                                                                                                                • Younger cooks interested in experimentation
                                                                                                                  • Figure 23: Drivers of cooking enthusiasm, by age, May 2011
                                                                                                              • Changes in Cooking Behavior Compared With Last Year

                                                                                                                • Key points
                                                                                                                  • Savings and health motivate more home cooking for all
                                                                                                                      • Figure 24: Changes in cooking behavior compared with last year, May 2011
                                                                                                                    • Enthusiastic Chefs place greater emphasis on learning and local food
                                                                                                                      • Figure 25: Changes in cooking behavior compared with last year, by cooking segment, May 2011
                                                                                                                    • Younger cooks are still forming habits and preferences
                                                                                                                      • Figure 26: Changes in cooking behavior compared with last year, by age, May 2011
                                                                                                                    • More kids at home means more home cooking
                                                                                                                      • Figure 27: Changes in cooking behavior compared with last year, by number and presence of children in household, May 2011
                                                                                                                  • Occasions for Cooking Gourmet/Elaborate Meals

                                                                                                                    • Key points
                                                                                                                      • Holidays, family gatherings most popular occasions for elaborate meals
                                                                                                                        • Enthusiastic Chefs view more occasions as opportunities for creativity
                                                                                                                          • Figure 28: Occasions for cooking gourmet/elaborate meals, by cooking segments, May 2011
                                                                                                                        • Enthusiastic Chefs prepare many more elaborate meals than other cooks
                                                                                                                          • Figure 29: Number of gourmet/elaborate meals prepared in the last 6 months, by cooking segments, May 2011
                                                                                                                        • Older cooks cook for family; younger cooks try to impress
                                                                                                                          • Figure 30: Occasions for cooking gourmet/elaborate meals, by age, May 2011
                                                                                                                        • Elaborate cooking drops as age increases
                                                                                                                          • Figure 31: Number of gourmet/elaborate meals prepared in the last 6 months, by gender, age and household income, May 2011
                                                                                                                      • Cuisine Preferences

                                                                                                                        • Key points
                                                                                                                          • American, Italian, and Mexican top the list among all cook segments
                                                                                                                            • Enthusiastic Chefs prepare more types of dishes than other cooks
                                                                                                                              • Feeding Enthusiastic Chefs’ hunger for experimentation and adventure
                                                                                                                                • Figure 32: Food types prepared at least once a month, by cooking segment, May 2011
                                                                                                                              • For older cooks, healthy eating is in the specifics
                                                                                                                                • Figure 33: Food types prepared at least once a month, by age, May 2011
                                                                                                                            • How Cooking Enthusiasts Learn about Cuisines and Techniques

                                                                                                                              • Key points
                                                                                                                                • Cookbooks stay on top by blending information and entertainment
                                                                                                                                  • For enthusiasts, no single source of information dominates
                                                                                                                                    • Synergy between restaurants and home cooking
                                                                                                                                      • Figure 34: How cooks learn about cuisines and cooking techniques, by cooking segment, May 2011
                                                                                                                                    • Younger cooks more likely to go online, less drawn to traditional media
                                                                                                                                      • Figure 35: How cooks learn about cuisines and cooking techniques, by age, May 2011
                                                                                                                                  • Attitudes Toward Recipes and Experimentation

                                                                                                                                    • Key points
                                                                                                                                      • Enthusiastic Chefs love to experiment but also rely on old standbys
                                                                                                                                        • Breaking the force of habit
                                                                                                                                          • Figure 36: Attitudes toward recipes and experimentation, by cooking segment, May 2011
                                                                                                                                        • Enthusiasm outstrips expertise among young cooks
                                                                                                                                          • Figure 37: Attitudes toward recipes and experimentation, by age, May 2011
                                                                                                                                      • Purchases Related to Cooking

                                                                                                                                        • Key points
                                                                                                                                          • Enthusiastic Chefs go for the right equipment and ingredients
                                                                                                                                            • Yet, value and versatility are important as well
                                                                                                                                              • Supplementing prepared foods is popular across the board
                                                                                                                                                • Figure 38: Cooking-related purchases, by cooking segment, May 2011
                                                                                                                                              • Men more likely to supplement prepared foods
                                                                                                                                                • Figure 39: Cooking-related purchases, by gender, May 2011
                                                                                                                                              • Young chefs still in acquisition mode
                                                                                                                                                • Figure 40: Cooking-related purchases, by age, May 2011
                                                                                                                                              • Market for cooking products at all income levels
                                                                                                                                                • Figure 41: Cooking-related purchases, by household income, May 2011
                                                                                                                                            • Cookware, Bakeware, and Cutlery Essentials

                                                                                                                                              • Key points
                                                                                                                                                • Enthusiastic Chefs categorize more specialized pieces as must-haves
                                                                                                                                                  • Figure 42: Must have cookware, bakeware and cutlery, by cooking segments, May 2011
                                                                                                                                                • Older cooks emphasize well-equipped kitchens
                                                                                                                                                  • Figure 43: Must have cookware, bakeware and cutlery, by age, May 2011
                                                                                                                                              • Impact of Race and Hispanic Origin

                                                                                                                                                • Key points
                                                                                                                                                  • Blacks and Hispanics slightly more likely to be Conflicted Cooks
                                                                                                                                                    • Figure 44: Race/Hispanic origin, by cooking segments, May 2011
                                                                                                                                                  • Hispanics cook elaborate meals more frequently
                                                                                                                                                    • Figure 45: Number of gourmet/elaborate meals prepared in the last 6 months, by race/Hispanic origin, May 2011
                                                                                                                                                  • Blacks and Hispanics cook elaborate meals for a wider variety of occasions
                                                                                                                                                    • Figure 46: Occasions for cooking gourmet/elaborate meals, by race/Hispanic origin, May 2011
                                                                                                                                                  • Diverse motivations reflect importance of cooking in Hispanic culture
                                                                                                                                                    • Figure 47: Drivers of cooking enthusiasm, by race/Hispanic origin, May 2011
                                                                                                                                                • Cluster Analysis

                                                                                                                                                    • Upgrade as Needed
                                                                                                                                                      • Demographics
                                                                                                                                                        • Characteristics
                                                                                                                                                          • Opportunity
                                                                                                                                                            • Basic on Occasion
                                                                                                                                                              • Demographics
                                                                                                                                                                • Characteristics
                                                                                                                                                                  • Opportunity
                                                                                                                                                                    • Regular Gourmets
                                                                                                                                                                      • Demographics
                                                                                                                                                                        • Characteristics
                                                                                                                                                                          • Opportunity
                                                                                                                                                                            • Cluster characteristics
                                                                                                                                                                              • Figure 48: Cooking enthusiasts clusters, May 2011
                                                                                                                                                                              • Figure 49: Cooking frequency, attitudes toward and skill level, by cooking enthusiasts clusters, May 2011
                                                                                                                                                                              • Figure 50: Number of gourmet/elaborate meals prepared in the last 6 months, by cooking enthusiasts clusters, May 2011
                                                                                                                                                                              • Figure 51: Drivers of cooking enthusiasm, by cooking enthusiasts clusters, May 2011
                                                                                                                                                                              • Figure 52: Attitudes toward recipes and experimentation, by cooking enthusiasts clusters, May 2011
                                                                                                                                                                              • Figure 53: Cooking-related purchases, by cooking enthusiasts clusters, May 2011
                                                                                                                                                                              • Figure 54: Changes in cooking behavior compared with last year, by cooking enthusiasts clusters, May 2011
                                                                                                                                                                            • Cluster demographics
                                                                                                                                                                              • Figure 55: Cooking enthusiasts clusters, by gender, May 2011
                                                                                                                                                                              • Figure 56: Cooking enthusiasts clusters, by age, May 2011
                                                                                                                                                                              • Figure 57: Cooking enthusiasts clusters, by household income, May 2011
                                                                                                                                                                              • Figure 58: Cooking enthusiasts clusters, by race/Hispanic origin, May 2011
                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                            • Custom Consumer Groups

                                                                                                                                                                              • Young men and women nearly equal in claimed cooking skill
                                                                                                                                                                                  • Figure 59: Cooking frequency, attitudes toward and skill level, by gender and age, May 2011
                                                                                                                                                                                • Women 35+ motivated more by nurturing
                                                                                                                                                                                  • Figure 60: Drivers of cooking enthusiasm, by gender and age, May 2011
                                                                                                                                                                                • Women in all age groups more likely to drive changes in cooking behavior
                                                                                                                                                                                    • Figure 61: Changes in cooking behavior compared with last year, by gender and age, May 2011
                                                                                                                                                                                • Appendix: Food Lifestyle Segmentation Demographics

                                                                                                                                                                                      • Figure 62: Food lifestyle segmentation, by gender, February 2010-March 2011
                                                                                                                                                                                      • Figure 63: Food lifestyle segmentation, by age, February 2010-March 2011
                                                                                                                                                                                      • Figure 64: Food lifestyle segmentation, by household income, February 2010-March 2011
                                                                                                                                                                                  • Appendix: Cooking Segmentation Demographics

                                                                                                                                                                                        • Figure 65: Generations, by cooking segments, May 2011
                                                                                                                                                                                        • Figure 66: Education, by cooking segments, May 2011
                                                                                                                                                                                        • Figure 67: Marital/relationship status, by cooking segments, May 2011
                                                                                                                                                                                        • Figure 68: Gender and household income groups, by cooking segments, May 2011
                                                                                                                                                                                    • Appendix: Trended Cooking Attitudes and Behaviors

                                                                                                                                                                                        • Figure 69: Trended cooking attitudes, 2003-11
                                                                                                                                                                                        • Figure 70: Trended cooking attitudes, by women, 2003-11
                                                                                                                                                                                        • Figure 71: Trended cooking attitudes, by men, 2003-11
                                                                                                                                                                                        • Figure 72: Trended cooking attitudes, by ages 35-44, 2003-11
                                                                                                                                                                                        • Figure 73: Trended cooking attitudes, by ages 45-54, 2003-11
                                                                                                                                                                                        • Figure 74: Trended cooking attitudes, by ages 55-64, 2003-11
                                                                                                                                                                                        • Figure 75: Trended cooking attitudes, by ages 65 and older, 2003-11
                                                                                                                                                                                        • Figure 76: Trended cooking attitudes, by household income less than $25K, 2003-11
                                                                                                                                                                                        • Figure 77: Trended cooking attitudes, by household income $25K-49.9K, 2003-11
                                                                                                                                                                                        • Figure 78: Trended cooking attitudes, by household income $55K-74.9K, 2003-11
                                                                                                                                                                                        • Figure 79: Trended cooking attitudes, by white adults, 2003-11
                                                                                                                                                                                        • Figure 80: Trended cooking attitudes, by black adults, 2003-11
                                                                                                                                                                                        • Figure 81: Trended cooking attitudes, by Hispanic adults, 2003-11
                                                                                                                                                                                        • Figure 82: Trended cooking attitudes, by non-Hispanic adults, 2003-11
                                                                                                                                                                                    • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                      • Why cooking enthusiasts cook
                                                                                                                                                                                        • Figure 83: Drivers of cooking enthusiasm, by household income, May 2011
                                                                                                                                                                                      • Changes in cooking behavior compared with last year
                                                                                                                                                                                        • Figure 84: Changes in cooking behavior compared with last year, by gender, May 2011
                                                                                                                                                                                        • Figure 85: Changes in cooking behavior compared with last year, by household income, May 2011
                                                                                                                                                                                      • Occasions for cooking gourmet/elaborate meals
                                                                                                                                                                                        • Figure 86: Occasions for cooking gourmet/elaborate meals, by gender, May 2011
                                                                                                                                                                                        • Figure 87: Occasions for cooking gourmet/elaborate meals, by household income, May 2011
                                                                                                                                                                                        • Figure 88: Number of gourmet/elaborate meals prepared in the last 6 months, by gender and household income, May 2011
                                                                                                                                                                                      • Cuisine preferences
                                                                                                                                                                                        • Figure 89: Food types prepared at least once a month, by household income, May 2011
                                                                                                                                                                                      • How cooking enthusiasts learn about cuisines and techniques
                                                                                                                                                                                        • Figure 90: How cooks learn about cuisines and cooking techniques, by gender, May 2011
                                                                                                                                                                                        • Figure 91: How cooks learn about cuisines and cooking techniques, by household income, May 2011
                                                                                                                                                                                      • Attitudes toward recipes and experimentation
                                                                                                                                                                                        • Figure 92: Attitudes toward recipes and experimentation, by gender, May 2011
                                                                                                                                                                                        • Figure 93: Attitudes toward recipes and experimentation, by household income, May 2011
                                                                                                                                                                                      • Cookware, bakeware, and cutlery essentials
                                                                                                                                                                                        • Figure 94: Cookware essentials, May 2011
                                                                                                                                                                                        • Figure 95: Bakeware essentials, May 2011
                                                                                                                                                                                        • Figure 96: Cutlery essentials, May 2011
                                                                                                                                                                                        • Figure 97: Must have cookware, bakeware and cutlery, by gender, May 2011
                                                                                                                                                                                        • Figure 98: Must have cookware, bakeware and cutlery, by household income, May 2011
                                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                      • American Dietetic Association (ADA)
                                                                                                                                                                                      • BP p.l.c.
                                                                                                                                                                                      • Bureau of Economic Analysis
                                                                                                                                                                                      • Centers for Disease Control and Prevention
                                                                                                                                                                                      • Conair Corporation
                                                                                                                                                                                      • Culinary Institute of America (CIA)
                                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                                      • Families And Work Institute, Inc
                                                                                                                                                                                      • Food Marketing Institute
                                                                                                                                                                                      • Google, Inc.
                                                                                                                                                                                      • Home & Garden Television
                                                                                                                                                                                      • McCormick & Company, Inc.
                                                                                                                                                                                      • National Pork Board
                                                                                                                                                                                      • Organic Trade Association
                                                                                                                                                                                      • Produce Marketing Association
                                                                                                                                                                                      • Stop & Shop
                                                                                                                                                                                      • The Vegetarian Resource Group
                                                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                                                      • U.S. Department of Agriculture
                                                                                                                                                                                      • University of Michigan, The
                                                                                                                                                                                      • Whole Foods Market Inc

                                                                                                                                                                                      Cooking Enthusiasts - US - October 2011

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