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Cooking Enthusiasts - US - October 2012

“Cooking at home is an activity that many Americans have accepted as a part of their weekly routines. However, despite being interested in taking an experimental approach to cooking, most are likely to stick to what they know. The key to increasing overall enthusiasm for cooking is likely to lie in grocers’ and retailers’ ability to help consumers improve their cooking skills through exposure to a wider variety of cooking techniques and ethnic cuisines. They should also do more to increase the ease and appeal of cooking for one.”

– Gretchen Grabowski, Travel & Leisure Analyst

Some questions answered in this report include:

  • Can grocers and retailers do more to increase consumers’ cooking skills?
  • What can be done to make cooking more appealing to smaller households?
  • How can cooks be encouraged to prepare a wider variety of cuisines?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definitions
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations
                • Terms
                • Executive Summary

                    • The market
                      • Cookware, appliances purchases may increase with consumers’ discretionary spending
                        • Figure 1: Fan-chart forecast of U.S. retail sales of cookware and appliances, at current prices with best- and worst-case scenarios, 2007-17
                      • Market factors
                        • Lower household income may give young consumers incentive to cook at home
                          • Figure 2: Median household incomes in the U.S., by age of householder, 2010
                        • Private label brands giving consumers access to wider array of quality products
                          • Figure 3: Share of name brand vs. private label food introductions in the U.S., 2009-12*
                        • Prevalence of farmers markets may spark interest in cooking with fresh produce
                          • Figure 4: Farmers markets in the U.S., 1994-2012
                        • The consumer
                          • Young cooks enthusiastic about cooking, but need to improve skills
                            • Figure 5: Basic vs. advanced cooking skill level, by age, July 2012
                          • Cleanup the leading barrier to cooking more often
                            • Figure 6: Cleanup as a barrier to cooking more often, by age, July 2012
                          • Parents with young kids may need faster meal options
                            • Figure 7: Time as a reason for not cooking more often, by parental status and presence of children in household, July 2012
                          • Singles don’t have the motivation to cook for one
                            • Figure 8: Cooking for myself isn’t worth it, by marital/relationship status, July 2012
                          • Millennials among the most experimental cooks
                            • Figure 9: Types of food prepared at home in the last month, Millennials vs. all, July 2012
                          • Older cooks drawn to easier cooking methods
                            • Figure 10: Baking, microwaving, and boiling at home in the last week, by generation, July 2012
                          • Family, TV cooking shows leading sources of information on cuisine, cooking methods
                            • Figure 11: Sources that lead to trying new cuisines and cooking techniques, July 2012
                          • Food freshness a priority for home cooks
                            • Figure 12: Very important factors when cooking at home, July 2012
                          • Cooking at home continues to be viewed as a way to save money
                            • Figure 13: Strong agreement that cooking at home is cheaper and healthier, July 2012
                          • What we think
                          • Issues in the Market

                              • Can grocers and retailers do more to increase consumers’ cooking skills?
                                • What can be done to make cooking more appealing to smaller households?
                                  • How can cooks be encouraged to prepare a wider variety of cuisines?
                                  • Insights and Opportunities

                                    • Key points
                                      • Simplified cooking shows for beginners
                                        • More food storage devices addressing item freshness and quality
                                          • Trade-ins and upgrades on gently used cooking products
                                            • More efforts to emphasize the cultural significance of cooking
                                              • Figure 14: Conflict Kitchen, Pittsburgh, Pa., September 2012
                                          • Trend Application

                                              • Inspire Trend: Collective Intelligence
                                                • Inspire Trend: Life Hacking
                                                  • Inspire 2015 Trends
                                                    • Old Gold
                                                    • Market Size and Forecast—Appliances and Cookware

                                                      • Overview
                                                        • Discretionary spending growth may impact appliance, cookware purchases
                                                          • Figure 15: Total U.S. retail sales of cookware and appliances, at current prices, 2007-17
                                                          • Figure 16: Total U.S. retail sales of cookware and appliances, at inflation-adjusted prices, 2007-17
                                                        • Fan chart forecast
                                                            • Figure 17: Total U.S. retail sales of cookware and appliances, at current prices with best- and worst-case scenarios, 2007-17
                                                        • Market Drivers

                                                          • Key points
                                                            • Young Americans have yet to find solid financial footing
                                                              • Figure 18: Median household incomes in the U.S., by age of householder, 2010
                                                            • Store brands expand the range of foods available for at-home cooking
                                                              • Figure 19: Name brand vs. private label food products launched in the U.S., 2009-12*
                                                            • Consumer interest in fresh, local foods may lead to cooking at home
                                                              • Figure 20: Number of farmers markets in the U.S., 1994-2012
                                                          • Competitive Context

                                                            • Key points
                                                              • Meal delivery services may lessen the need for cooking at home
                                                                • Restaurant transparency making it easier to eat out the healthy way
                                                                • Segment Performance—Appliances and Cookware

                                                                  • Key points
                                                                    • Kitchen appliance sales slightly outpace cookware
                                                                      • Figure 21: Total U.S. retail sales of appliances and cookware, by segment, 2010 vs. 2012
                                                                      • Figure 22: Total U.S. retail sales and forecast of appliances and cookware, by segment, 2007-17
                                                                  • Innovations and Innovators

                                                                    • Key points
                                                                      • Food truck cooking class offers creative, fun way to improve skills
                                                                        • Technology being used to offer real-time cooking guidance
                                                                          • Figure 23: Kyoto Sanyo University’s camera-projected cooking instructions, September 2012
                                                                        • Milkmaid Milk Jug uses technology to measure product quality
                                                                          • Figure 24: Milkmaid Milk Jug, September 2012
                                                                        • Culinary cruises combining the love of food and travel
                                                                        • Marketing Strategies

                                                                          • Key points
                                                                            • Tech ads depict TV, mobile devices as ways to access cooking information
                                                                              • Figure 25: AT&T “Something New” TV ad, 2012
                                                                            • Small kitchen appliances positioned as tools to make cooking easy
                                                                              • Better Beater
                                                                                • Figure 26: Better Beater TV ad “Revolutionary Tool” 2012
                                                                              • Food Network
                                                                                • Figure 27: Food Network “Air in Butter” TV ad, 2012
                                                                              • Celebrity chefs selling the fun, popularity of cooking
                                                                                • Metropolitan Cooking & Entertaining Show
                                                                                  • Figure 28: Metropolitan Cooking & Entertaining Show print ad, September 2012
                                                                                • Cayman Islands and cruises
                                                                                  • Figure 29: Cayman Islands TV ad “Cooking on the Island” 2011
                                                                                • Retailers, insurance providers market the health in cooking at home
                                                                                  • Bonnie Plants
                                                                                    • Figure 30: Bonnie Plants TV ad “Bells” 2012
                                                                                  • Blue Cross/Blue Shield
                                                                                    • Figure 31: Blue Cross/Blue Shield TV ad “Family Time” 2012
                                                                                  • Email LISTSERVs show subscribers the “winnings” of cooking at home
                                                                                    • Pillsbury Store
                                                                                      • Figure 32: Pillsbury Store contest, giveaway, and coupon email ad, September 2012
                                                                                    • Betty Crocker
                                                                                      • Figure 33: Betty Crocker recipe contest email, September 2012
                                                                                  • Behaviors and Attitudes Define Six Types of Cooks

                                                                                    • Segmentation definitions and overview
                                                                                        • Figure 34: Cooking segments, July 2012
                                                                                      • Key points
                                                                                        • Women more enthusiastic about cooking
                                                                                          • Figure 35: Profile of cooking segments, by gender, July 2012
                                                                                        • Enthusiastic Cooks are young, Super-enthusiastic Cooks skew older
                                                                                          • Figure 36: Profile of cooking segments, by generation, July 2012
                                                                                        • Cooking enthusiasts spread across income groupings
                                                                                          • Figure 37: Profile of cooking segments, by household income, July 2012
                                                                                      • Cooking Frequency, Attitudes, and Skill Level

                                                                                        • Key points
                                                                                          • Men and women similar in their tendency to enjoy cooking
                                                                                            • Figure 38: Cooking frequency, attitudes, and skill level, by gender, July 2012
                                                                                          • Young cooks have room to improve skill
                                                                                            • Figure 39: Cooking frequency, attitudes, and skill level, by age, July 2012
                                                                                            • Figure 40: Frequency of cooking meals at home compared to last year, by age, July 2012
                                                                                          • Parents more comfortable in the kitchen
                                                                                            • Figure 41: Cooking frequency, attitudes, and skill level, by parental status and presence of children in household, July 2012
                                                                                        • Barriers to Cooking More Often

                                                                                          • Key points
                                                                                            • Cooking can be about the cleanup, especially for young cooks
                                                                                              • Figure 42: Reasons for not cooking more often, by age, July 2012
                                                                                              • Figure 43: Not enjoying the cleanup as a reason for not cooking more often, by cooking segments, July 2012
                                                                                            • More parents lacking the time to cook
                                                                                              • Figure 44: Reasons for not cooking more often, by parental status and presence of children in household, July 2012
                                                                                            • Single consumers may need motivation to cook for one
                                                                                              • Figure 45: Reasons for not cooking more often, by marital/relationship status, July 2012
                                                                                          • Foods Typically Prepared

                                                                                            • Key points
                                                                                              • American food preparation most popular, but Millennials experiment more
                                                                                                • Figure 46: Types of food prepared at home in the last month, by generation, July 2012
                                                                                                • Figure 47: Types of food prepared at home in the last month, by cooking segments, July 2012
                                                                                              • Parents make the widest variety of foods
                                                                                                • Figure 48: Types of food prepared at home in the last month, by parental status and presence of children in household, July 2012
                                                                                            • Cooking Methods Typically Used

                                                                                              • Key points
                                                                                                • Baking the most popular cooking method, but young cooks differ from old
                                                                                                  • Figure 49: Types of cooking methods used at home in the last week, by generation, July 2012
                                                                                                  • Figure 50: Type of cooking method used at home most often in the last week, by marital/relationship status, July 2012
                                                                                                • Super-enthusiastic Cooks inclined to choose healthier cooking methods
                                                                                                  • Figure 51: Types of cooking methods used at home in the last week, by cooking segments, July 2012
                                                                                              • Sources for New Cuisines and Cooking Techniques

                                                                                                • Key points
                                                                                                  • Family, TV cooking shows most popular sources of cooking information
                                                                                                    • Figure 52: Sources that lead to trying new cuisines and cooking techniques, July 2012
                                                                                                  • Most enthusiastic of cooks watching shows, going online
                                                                                                    • Figure 53: Sources that most often lead to trying new cuisines and cooking techniques, by cooking segments, July 2012
                                                                                                  • More young men driven to new cuisines by friends, restaurants
                                                                                                    • Figure 54: Sources that lead 18-34s to try new cuisines and cooking techniques, by gender, July 2012
                                                                                                • Important Aspects of Cooking at Home

                                                                                                  • Key points
                                                                                                    • Maintaining taste, freshness very important to more than four in 10 cooks
                                                                                                      • Figure 55: Very important factors when cooking at home, July 2012
                                                                                                      • Figure 56: Opinions about diet and health, January 2011-March 2012
                                                                                                    • The most-involved cooks value experimental cooking, local ingredients
                                                                                                      • Figure 57: Importance of using local foods and experimenting with new foods, by cooking segments, July 2012
                                                                                                      • Figure 58: Importance of staying up to date on cooking methods and supplies, by cooking segments, July 2012
                                                                                                  • Attitudes About Cooking at Home

                                                                                                    • Key points
                                                                                                      • More than half strongly agree cooking at home saves money
                                                                                                        • Figure 59: Strong Agreement that cooking at home is cheaper and healthier, July 2012
                                                                                                      • More young cooks and parents see cooking as a way to bond, learn
                                                                                                        • Figure 60: Cooking at home for bonding and learning, by generation, July 2012
                                                                                                        • Figure 61: Cooking at home for bonding and learning, parental status, and presence of children in the household, July 2012
                                                                                                    • Impact of Race and Hispanic Origin

                                                                                                      • Key points
                                                                                                        • Asians, Hispanics more focused on preparing own cultural cuisine
                                                                                                          • Figure 62: Types of food prepared at home in the last month, by race/Hispanic origin, July 2012
                                                                                                        • Blacks and Hispanics focus on food presentation
                                                                                                          • Figure 63: Presenting food well is important, by race/Hispanic origin, July 2012
                                                                                                        • More Asians and Hispanics cook at home due to allergies
                                                                                                          • Figure 64: Cooking at home to control ingredients for allergies or food sensitivity, by race/Hispanic origin, July 2012
                                                                                                      • Appendix—Other Useful Tables

                                                                                                        • Behaviors and attitudes define six types of cooks
                                                                                                          • Figure 65: Cooking segments, by gender, July 2012
                                                                                                          • Figure 66: Cooking segments, by age, July 2012
                                                                                                          • Figure 67: Cooking segments, by gender and age, July 2012
                                                                                                          • Figure 68: Cooking segments, by household income, July 2012
                                                                                                          • Figure 69: Cooking segments, by race/Hispanic origin, July 2012
                                                                                                          • Figure 70: Cooking segments, by marital/relationship status, July 2012
                                                                                                        • Cooking frequency, attitudes, and skill level
                                                                                                          • Figure 71: Cooking frequency, attitudes, and skill level, by cooking segments, July 2012
                                                                                                          • Figure 72: Cooking frequency, attitudes, and skill level, by marital/relationship status, July 2012
                                                                                                          • Figure 73: Cooking frequency, attitudes, and skill level, by household size, July 2012
                                                                                                          • Figure 74: Cooking frequency, attitudes, and skill level, by gender and age, July 2012
                                                                                                          • Figure 75: Frequency of cooking meals at home compared to last year, by cooking segments, July 2012
                                                                                                          • Figure 76: Frequency of cooking meals at home compared to last year, by household income, July 2012
                                                                                                          • Figure 77: Frequency of cooking meals at home compared to last year, by household size, July 2012
                                                                                                        • Barriers to cooking more often
                                                                                                          • Figure 78: Reasons for not cooking more often, by cooking segments, July 2012
                                                                                                        • Foods typically prepared
                                                                                                          • Figure 79: Types of food most often and also prepared in the last month, July 2012
                                                                                                          • Figure 80: Types of food prepared at home in the last month, by gender, July 2012
                                                                                                        • Cooking methods typically used
                                                                                                          • Figure 81: Types of cooking methods most often and also used at home in the last week, July 2012
                                                                                                          • Figure 82: Total population and singles aged 18 or older, by age, 2011
                                                                                                        • Sources for new cuisines and cooking techniques
                                                                                                          • Figure 83: Sources that most often and also lead to trying new cuisines and cooking techniques, July 2012
                                                                                                          • Figure 84: Source that most often leads to trying new cuisines and cooking techniques, by generation, July 2012
                                                                                                        • Attitudes about cooking at home
                                                                                                          • Figure 85: Opinions about cooking at home, by cooking segments, July 2012
                                                                                                      • Appendix—Trade Associations

                                                                                                        Companies Covered

                                                                                                        • AT&T Inc.
                                                                                                        • Crystal Cruises
                                                                                                        • General Mills Inc
                                                                                                        • Kohl's Corporation
                                                                                                        • Pillsbury

                                                                                                        Cooking Enthusiasts - US - October 2012

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