Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Cooking Enthusiasts - US - October 2013

“While many Americans cook at home, they come to the table with different skill sets and motivations for doing so. Marketers should acknowledge that each Cooking Enthusiast has her own approach to meal preparation and give her opportunities to customize recipes and use resources that make cooking the easiest and most fun for her.”

– Gretchen Grabowski, Travel & Leisure Analyst

This report looks at the following areas:

  • Who cooks and how often
  • What it means to be a Cooking Enthusiast
  • Approaches to cooking
  • Reasons to cook at home

What may have initially been motivated out of financial necessity during the difficult economy, enthusiasm for cooking has not dissipated—in fact, cooking at home, and pride in culinary skills and preparing original meals, appears to have gained in popularity over the past few years. Most Americans spend at least some time cooking at home, and many say that they enjoy it.

Some 46% of Mintel respondents are categorized as Cooking Enthusiasts. If translated to the U.S. population, this percentage would equate to 111 million Americans. The vast majority of Cooking Enthusiasts want to have a personalized experience in the kitchen and make creative, customized meals of which they can feel proud. Cooking skill level, reasons for cooking at home, and resources used to learn new recipes depend on a variety of factors, such as gender, age, and parental status.

The report measures the frequency with which consumers cook from scratch, as well as their attitudes toward cooking, their cooking skill level, and their motivations for cooking at home. Consumer data also cover how respondents define a Cooking Enthusiast, their typical cooking habits, and resources for learning to cook something new. General attitudes toward cooking at home are also discussed.

For the purposes of this report, a Cooking Enthusiast is defined as a respondent who cooks at least occasionally (one to two times per week), either “likes” or “loves” cooking, has at least basic cooking skills, and typically cooks because he or she wants to rather than out of need.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Online cooking resources data
          • Consumer survey data
            • Abbreviations
              • Terms
              • Executive Summary

                  • Factors influencing home cooks
                    • Growth in farmers markets making it easier to find, cook healthy food
                      • Restaurant menus add healthy options, giving more incentive to eat out
                        • Meal kits help consumers cook without the effort
                          • The consumer
                            • Consumers split in enthusiasm for cooking
                              • Figure 1: Cooking Enthusiasts, July-August 2013
                            • Women lead the pack in cooking at home, but men still enjoy it
                              • Figure 2: Cooking frequency, enjoyment, skills, and desire, by gender, July-August 2013
                            • Cooking Enthusiasts focused on experimentation and variety
                              • Figure 3: What Cooking Enthusiasts do personally, July-August 2013
                            • Online cooking resources a key to engaging young adults
                              • Figure 4: Online resources Cooking Enthusiasts consider useful when cooking something new, by 18-24s vs. all, July-August 2013
                            • Cooking at home still seen as a way to maintain health, but personal pride plays a role
                              • Figure 5: Reasons Cooking Enthusiasts like to cook at home, by gender, July-August 2013
                            • What we think
                            • Issues and Insights

                                • Who cooks and how often
                                  • The issues:
                                    • The implications:
                                      • What it means to be a Cooking Enthusiast
                                        • The issues:
                                          • The implications:
                                            • Approaches to cooking
                                              • The issues:
                                                • The implications:
                                                  • Reasons to cook at home
                                                    • The issues:
                                                      • The implications:
                                                      • Trend Application

                                                          • Inspire trend: Man in the Mirror
                                                            • Inspire trend: Immaterial World
                                                              • Mintel Futures: Generation Next
                                                              • The Cooking Enthusiast

                                                                • Overview
                                                                  • Figure 6: Cooking Enthusiasts, July-August 2013
                                                                  • Figure 7: Cooking Enthusiasts by gender, age, household income, and race/Hispanic origin, July-August 2013
                                                              • Online Cooking Resources

                                                                • Overview
                                                                  • Recipe websites the most popular during winter holiday months
                                                                    • Figure 8: Number of people visiting top recipe websites, by month, October 2012-August 2013
                                                                  • Allrecipes
                                                                    • Food Network
                                                                      • Cooks
                                                                        • Food.com
                                                                          • Figure 9: Every Day is a Food Holiday App, example food holiday recipe and calendar, September 2013
                                                                        • Betty Crocker
                                                                          • Figure 10: Betty Crocker website coupon examples, September 2013
                                                                      • Issues Impacting Cooking Enthusiasts

                                                                        • Key points
                                                                          • Number of farmers markets in the US has grown steadily
                                                                            • Figure 11: Number of farmers markets in the US, 1994-2013
                                                                          • Diners may not have to eat at home to eat healthy
                                                                            • Figure 12: Number of select health claims on restaurant menus, Q1 2009-Q2 2013
                                                                          • Cooking at home may not always mean cooking from scratch
                                                                            • Figure 13: Number of “meal kit” products introduced per year, September 2008-August 2013
                                                                        • Innovations and Innovators

                                                                          • Overview
                                                                            • Students design products to make cooking more social, automated
                                                                              • Kitchen Hub
                                                                                  • Figure 14: Electrolux Design Lab Kitchen Hub concept images, September 2013
                                                                                • Global Chef
                                                                                  • Figure 15: Electrolux Design Lab Global Chef concept images, September 2013
                                                                                • New kitchen scale weighs food and tells users about its contents
                                                                                  • Figure 16: The Orange Chef Company Prep Pad smart scale, September 2013
                                                                              • Marketing Strategies and Initiatives

                                                                                • Overview
                                                                                  • Cruise lines entice cooks with culinary-themed cruises
                                                                                    • Oceania’s Riviera Cruise
                                                                                      • Celebrity Cruises
                                                                                        • Marketers show that cooking is for kids
                                                                                          • The Kids’ Table
                                                                                            • Figure 17: The Kids’ Table “The Wise Choice” YouTube Channel ad, August 2013
                                                                                          • Rachael vs. Guy: Kids Cook-Off
                                                                                            • MasterChef Junior
                                                                                              • Figure 18: MasterChef Junior promo ad, September 2013
                                                                                            • Celebrities a key to boosting enthusiasm for cooking
                                                                                              • Rachael vs. Guy: Celebrity Cook-Off
                                                                                                • Figure 19: Rachael vs. Guy: Celebrity Cook-Off Season 2 premiere promo commercial, January 2013
                                                                                              • People Magazine Celeb Food App
                                                                                                • Figure 20: People Magazine Celeb Food App homepage, September 2013
                                                                                              • Michaels stores release celebrity-inspired cakeware
                                                                                                • Figure 21: Cake Boss Decorating Turntable usage video, September 2013
                                                                                            • Cooking Frequency, Attitudes, Skill, and Motivations

                                                                                              • Key points
                                                                                                • Men cook less frequently than women, but still enjoy it
                                                                                                    • Figure 22: Cooking frequency, attitudes, skill, and motivation, by gender, July-August 2013
                                                                                                  • Youngest adults need the most help to increase cooking skill
                                                                                                    • Figure 23: Cooking frequency, attitudes, skill, and motivation, by age, July-August 2013
                                                                                                  • Parents may get the most enjoyment out of cooking at home
                                                                                                    • Figure 24: Cooking frequency, attitudes, skill, and motivation, by presence of children in household, July-August 2013
                                                                                                  • Families drawn to low-cost ways to eat healthy at home
                                                                                                    • Figure 25: Average number of times low- and middle-income families eat healthy dinners at home in a typical week, by gender of food decision maker, household size, and number of children in the household, December 2011
                                                                                                • Activities of the Cooking Enthusiast

                                                                                                  • Key points
                                                                                                    • Cooking experimentation, enjoyment key to being a Cooking Enthusiast
                                                                                                      • Figure 26: What Cooking Enthusiasts do personally, July-August 2013
                                                                                                    • Restaurateurs have opportunity to increase men’s cooking enthusiasm
                                                                                                      • Figure 27: What Cooking Enthusiasts do personally, by gender, July-August 2013
                                                                                                    • Older parents a target audience for TV cooking programs
                                                                                                      • Figure 28: What Cooking Enthusiasts do personally, Millennial parents vs. non-Millennial parents, July-August 2013
                                                                                                  • Cooking Enthusiasts’ Approaches to Cooking

                                                                                                    • Key points
                                                                                                      • For most Cooking Enthusiasts, cooking is a solo activity
                                                                                                        • Figure 29: Cooking Enthusiasts’ approaches to cooking, July-August 2013
                                                                                                      • More men drawn to unscripted, group cooking
                                                                                                        • Figure 30: Cooking Enthusiasts’ approaches to cooking, by gender, July-August 2013
                                                                                                      • Young adults still need the recipes
                                                                                                        • Figure 31: Cooking Enthusiasts’ approaches to cooking, by age, July-August 2013
                                                                                                    • Useful Resources for Cooking Enthusiasts

                                                                                                      • Key points
                                                                                                        • Cookbooks the most popular resource, but usage varies by gender
                                                                                                          • Figure 32: Cooking resources that Cooking Enthusiasts consider to be the most useful, by gender, July-August 2013
                                                                                                        • Young Cooking Enthusiasts the primary users of online resources
                                                                                                          • Figure 33: Cooking resources that Cooking Enthusiasts consider to be the most useful, July-August 2013
                                                                                                          • Figure 34: Methods used to follow recipes found online or on mobile devices, by generation, March 2011
                                                                                                        • Millennial parents more engaged with online cooking resources
                                                                                                          • Figure 35: Cooking resources that Cooking Enthusiasts consider to be the most useful, Millennial parents vs. non-Millennial parents, July-August 2013
                                                                                                      • Reasons Cooking Enthusiasts Cook at Home

                                                                                                        • Key points
                                                                                                          • Health continues to drive cooking at home, especially among women
                                                                                                            • Figure 36: Reasons Cooking Enthusiasts cook at home, by gender, July-August 2013
                                                                                                            • Figure 37: BMI calculations on self-reported height and weight, May 2013
                                                                                                          • Marketers have an opportunity with healthier breakfast and snack foods
                                                                                                            • Figure 38: Attitudes about food and cooking, January 2012-March 2013
                                                                                                          • Millennials more likely to see cooking at home as opportunity to learn
                                                                                                            • Figure 39: Reasons Cooking Enthusiasts cook at home, by generation, July-August 2013
                                                                                                        • Cooking Enthusiasts’ Opinions About Cooking

                                                                                                          • Key points
                                                                                                            • Personalization a key component of cooking at home
                                                                                                              • Figure 40: Cooking Enthusiasts’ opinions about cooking, July-August 2013
                                                                                                            • Cooking Enthusiasts of all ages can be drawn to the ease of cooking
                                                                                                              • Figure 41: Cooking Enthusiasts’ opinions about cooking, by generation, July-August 2013
                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                            • Key points
                                                                                                              • Marketers have opportunity to boost Blacks’ cooking frequency
                                                                                                                • Figure 42: Cooking frequency, attitudes, skill, and motivation, by race/Hispanic origin, July-August 2013
                                                                                                                • Figure 43: Cooking Enthusiasts’ opinions about cooking, Black Cooking Enthusiasts vs. all, July-August 2013
                                                                                                              • Fewer Hispanics drawn to variety in cooking
                                                                                                                • Figure 44: What Cooking Enthusiasts do personally, by race/Hispanic origin, July-August 2013
                                                                                                              • More Blacks turn to cooking to relieve stress
                                                                                                                • Figure 45: Reasons Cooking Enthusiasts cook at home, by race/Hispanic origin, July- August 2013
                                                                                                                • Figure 46: Women’s interest in learning more about stress reduction, by race/Hispanic origin, August 2013
                                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                                              • Cooking frequency, attitudes, skill, and motivations
                                                                                                                • Figure 47: Cooking frequency, attitudes, skill, and motivation, by household income, July-August 2013
                                                                                                                • Figure 48: Cooking frequency, attitudes, skill, and motivation, by generation, July-August 2013
                                                                                                                • Figure 49: Cooking frequency, attitudes, skill, and motivation, Millennial vs. non-Millennial parents and Millennial moms and dads, July-August 2013
                                                                                                                • Figure 50: Cooking Enthusiasts’ cooking frequency, attitudes, skill, and motivation, by gender, July-August 2013
                                                                                                                • Figure 51: Cooking Enthusiasts’ cooking frequency, attitudes, skill, and motivation, by age, July-August 2013
                                                                                                                • Figure 52: Cooking Enthusiasts’ cooking frequency, attitudes, skill, and motivation, by household income, July-August 2013
                                                                                                                • Figure 53: Cooking Enthusiasts’ cooking frequency, attitudes, skill, and motivation, by race/Hispanic origin, August 2013
                                                                                                                • Figure 54: Cooking Enthusiasts’ cooking frequency, attitudes, skill, and motivation, by presence of children in household, July-August 2013
                                                                                                                • Figure 55: Cooking Enthusiasts’ cooking frequency, attitudes, skill, and motivation, by generation, July-August 2013
                                                                                                                • Figure 56: Cooking Enthusiasts’ cooking frequency, attitudes, skill, and motivation, Millennial parents vs. non-Millennial parents, July-August 2013
                                                                                                              • Activities of the Cooking Enthusiast
                                                                                                                • Figure 57: Cooking Enthusiasts’ opinions about what a Cooking Enthusiast has to do, by gender, July-August 2013
                                                                                                              • Source: Mintel
                                                                                                                • Source: Mintel
                                                                                                                • Figure 59: Cooking Enthusiasts’ opinions about what a Cooking Enthusiast has to do, by household income, July-August 2013
                                                                                                                • Figure 60: Cooking Enthusiasts’ opinions about what a Cooking Enthusiast has to do, by race/Hispanic origin, July-August 2013
                                                                                                                • Figure 61: Cooking Enthusiasts’ opinions about what a Cooking Enthusiast has to do, by generation, July-August 2013
                                                                                                                • Figure 62: Cooking Enthusiasts’ opinions about what a Cooking Enthusiast has to do, Millennial parents vs. non-Millennial parents, July-August 2013
                                                                                                                • Figure 63: What Cooking Enthusiasts do personally, by age, July-August 2013
                                                                                                                • Figure 64: What Cooking Enthusiasts do personally, by household income, July-August 2013
                                                                                                                • Figure 65: What Cooking Enthusiasts do personally, by generation, July-August 2013
                                                                                                              • Cooking Enthusiasts’ approaches to cooking
                                                                                                                • Figure 66: Cooking Enthusiasts’ approaches to cooking, by household income, July-August 2013
                                                                                                                • Figure 67: Cooking Enthusiasts’ approaches to cooking, by race/Hispanic origin, July-August 2013
                                                                                                                • Figure 68: Cooking Enthusiasts’ approaches to cooking, by generation, July-August 2013
                                                                                                                • Figure 69: Cooking Enthusiasts’ approaches to cooking, Millennial parents vs. Non-Millennial parents, July-August 2013
                                                                                                              • Useful resources for Cooking Enthusiasts
                                                                                                                • Figure 70: Cooking resources that Cooking Enthusiasts consider to be the most useful, by household income, July-August 2013
                                                                                                                • Figure 71: Cooking resources that Cooking Enthusiasts consider to be the most useful, by race/Hispanic origin, July-August 2013
                                                                                                                • Figure 72: Cooking resources that Cooking Enthusiasts consider to be the most useful, by generation, July-August 2013
                                                                                                              • Reasons Cooking Enthusiasts cook at home
                                                                                                                • Figure 73: Reasons Cooking Enthusiasts cook at home, by household income, July-August 2013
                                                                                                                • Figure 74: Reasons for cooking at home, by generation, July-August 2013
                                                                                                                • Figure 75: Reasons Cooking Enthusiasts cook at home, Millennial parents vs. Non-Millennial parents, July-August 2013
                                                                                                              • Cooking Enthusiasts’ opinions about cooking
                                                                                                                • Figure 76: Cooking Enthusiasts’ opinions about cooking, by gender, July-August 2013
                                                                                                                • Figure 77: Cooking Enthusiasts’ opinions about cooking, by household income, July-August 2013
                                                                                                                • Figure 78: Cooking Enthusiasts’ opinions about cooking, by race/Hispanic origin, July-August 2013
                                                                                                                • Figure 79: Cooking Enthusiasts’ opinions about cooking, by generation, July-August 2013
                                                                                                                • Figure 80: Cooking Enthusiasts’ opinions about cooking, Millennial parents vs. non-Millennial parents, July-August 2013
                                                                                                            • Appendix – Trade Associations

                                                                                                              Companies Covered

                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                              Cooking Enthusiasts - US - October 2013

                                                                                                              £3,199.84 (Excl.Tax)