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Hispanic Cooking Enthusiasts - US - October 2015

Food plays an important role in the life of Hispanics. It is around the table that Hispanics tend to have a good time with friends and family; it is through food that they express their love and keep their culture alive; it is through food that they explore and enjoy what other cultures have to offer. Due to these characteristics, Hispanics are 23% more likely than the total US population to be categorized as a Cooking Enthusiast. Accounting for 19.3 million, 50% of Hispanics are Cooking Enthusiasts.

This report looks at the following areas:

  • Hispanic kitchens are still the dominion of women
  • Attitudes differentiate Hispanic Cooking Enthusiasts from those who are not
  • Hispanics cook what their families like

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Being Hispanic and a Cooking Enthusiast often go hand-in-hand
          • Figure 1: Hispanic cooking segments, Hispanics indexed to all, June 2015
        • The issues
          • Hispanic kitchens are still the dominion of women
            • Figure 2: Hispanic cooking frequency, by gender and age, June 2015
          • Attitudes differentiate Hispanic Cooking Enthusiasts from those who are not
            • Figure 3: Hispanics’ attitudes toward cooking at home – Rewards, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
          • Hispanics cook what their families like
            • Figure 4: Hispanics’ attitudes toward cooking at home – Family approach, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
          • The opportunities
            • Partnering with Hispanic Cooking Enthusiasts as they develop their passion
              • Figure 5: Hispanic Cooking Enthusiasts’ changes in cooking behavior, by gender and age, June 2015
            • Introducing convenience where it matters
              • Figure 6: Hispanics’ attitudes toward cooking at home – Resources, by level of acculturation, June 2015
            • Leveraging the many ways in which Hispanic Cooking Enthusiasts are influenced
              • Figure 7: Sources influencing cooking behavior, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
            • Listening to the family
              • Figure 8: Relative influence of family members on Hispanic Cooking Enthusiasts’ cooking behavior, by presence and age of children in the household, June 2015
            • What it means
            • The Market – What You Need to Know

              • Cooking Enthusiasts account for half of Hispanics
                • There is a “cycle” in the life of Hispanic Cooking Enthusiasts
                  • The internet is influencing Cooking Enthusiasts
                    • Hispanic children have a say
                    • Hispanics in the Kitchen

                      • Hispanics more likely to be Cooking Enthusiasts
                        • Figure 9: Hispanic cooking segments, Hispanics indexed to all, June 2015
                        • Figure 10: Estimated number of Hispanics adults aged 18+, by cooking segment, June 2015
                    • Cooking Segments

                      • Cooking Enthusiasts
                        • Figure 11: Profile of Hispanic Cooking Enthusiasts, June 2015
                      • Conflicted Cooks
                        • Figure 12: Profile of Hispanic Conflicted Cooks, June 2015
                      • Unenthusiastic Cooks
                        • Figure 13: Profile of Hispanic Unenthusiastic Cooks, June 2015
                      • Non-/Infrequent Cooks
                        • Figure 14: Profile of Hispanic Non-/Infrequent Cooks, June 2015
                    • Market Factors

                      • Hispanic market becoming bicultural
                        • Expenditures rise in each category of grocery perimeter foods
                          • Growing Hispanics’ expenditures on dining out not incompatible with more at home cooking
                            • Hispanics becoming more tech savvy
                              • Hispanic households more likely to include children
                                • Figure 15: Presence of children in household, by race and Hispanic origin, 2014
                            • Key Players – What You Need to Know

                              • The market is changing
                                • Families are always at the center
                                • What’s Working?

                                  • Keeping up with the evolution of the market
                                    • Connecting to their roots with healthy options
                                      • Reminding them why they cook
                                        • Figure 16: Walmart, Cuando somos mas, la pasamos mejor TV spot (When we are more, we have a better time), September 2015
                                      • Encouraging them to explore
                                        • Figure 17: Kraft Mac & Cheese, Abuelita TV spot (Grandma), March 2015
                                    • What’s Next?

                                      • Focusing on the “Collective Intelligence”
                                      • The Consumer – What You Need to Know

                                        • Despite good intentions, men’s involvement in cooking is moderate
                                          • Hispanic Cooking Enthusiasts don’t cook more than non-Cooking Enthusiasts
                                            • Cooking at home has value and rewards for Hispanic Cooking Enthusiasts
                                              • Hispanic Cooking Enthusiasts feel equipped to do what they want
                                                • Families inspire Hispanic Cooking Enthusiasts to cook
                                                  • Many things influence how Hispanic Cooking Enthusiasts cook
                                                  • Cooking Frequency

                                                    • Despite cooking enthusiasm, traditional gender roles persist
                                                      • Figure 18: Hispanic cooking frequency, by gender and age, June 2015
                                                    • Cooking enthusiasm doesn’t translate into higher cooking frequency
                                                      • Figure 19: Hispanic cooking frequency – three or more times per week, by cooking segment, June 2015
                                                  • Cooking Appeal

                                                    • Overall, Hispanics like cooking
                                                      • Figure 20: Hispanic cooking appeal, June 2015
                                                    • Children feed the love for cooking
                                                      • Figure 21: Hispanic cooking appeal – like or love cooking, by presence and age of children in the household, June 2015
                                                  • Cooking Skill Level

                                                    • Hispanics humble about their skills
                                                      • Figure 22: Hispanic cooking skills, June 2015
                                                    • Hispanic women’s cooking skills improve with time
                                                      • Figure 23: Hispanic cooking skills – Advanced or very advanced, by gender and age, June 2015
                                                    • Skills improve only with desire
                                                      • Figure 24: Hispanic cooking motivation – have to or want to, by cooking skills, June 2015
                                                  • Changes In Cooking Behavior

                                                    • Hispanics cooking more regardless of level of enthusiasm
                                                      • Figure 25: Changes in cooking behavior, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
                                                    • Change in cooking behavior more significant among younger Hispanics
                                                      • Figure 26: Hispanic Cooking Enthusiasts’ changes in cooking behavior, by gender and age, June 2015
                                                    • Change in cooking more at home more likely among more affluent Hispanics
                                                      • Figure 27: Hispanic Cooking Enthusiasts’ changes in cooking behavior, by household income, June 2015
                                                  • The Value of Cooking at Home

                                                    • Hispanics clearly see value in cooking at home
                                                      • Figure 28: Hispanics’ attitudes toward cooking at home – Value, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
                                                    • Through flavor, Hispanic female Cooking Enthusiasts make a case for cooking at home
                                                      • Figure 29: Hispanic Cooking Enthusiasts’ attitudes toward cooking at home – Value, by gender and age, June 2015
                                                    • Unacculturated Hispanic Cooking Enthusiasts more attached to home flavors
                                                      • Figure 30: Hispanic Cooking Enthusiasts’ attitudes toward cooking at home – Value, by level of acculturation, June 2015
                                                  • The Reward of Cooking at Home

                                                    • Hispanic Cooking Enthusiasts reign in their kitchens
                                                      • Figure 31: Hispanics’ attitudes toward cooking at home – Rewards, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
                                                    • Creativity decreases with acculturation
                                                      • Figure 32: Hispanics’ attitudes toward cooking at home – Rewards, by level of acculturation, June 2015
                                                  • Resources for Cooking at Home

                                                    • Hispanic Cooking Enthusiasts would rather not take shortcuts
                                                      • Figure 33: Hispanics’ attitudes toward cooking at home – Resources, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
                                                    • Unacculturated Hispanic Cooking Enthusiasts more likely to distrust shortcuts
                                                      • Figure 34: Hispanics’ attitudes toward cooking at home – Resources, by level of acculturation, June 2015
                                                  • Family Dynamics of At-home Cooking

                                                    • Family has a significant influence on what makes it to the table
                                                      • Figure 35: Hispanics’ attitudes toward cooking at home – Family approach, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
                                                    • Female Hispanic Cooking Enthusiasts more likely to have the menu final say
                                                      • Hispanic children have it “their way”
                                                        • Younger Hispanic Cooking Enthusiasts more likely to expect praise
                                                          • Figure 36: Hispanics’ attitudes toward cooking at home – Family approach, by gender and age, June 2015
                                                          • Figure 37: Hispanics’ attitudes toward cooking at home – I cook different things for different family members, by presence and age of children in the household, June 2015
                                                      • Sources Influencing Cooking Behavior

                                                        • Hispanic Cooking Enthusiasts are influenced by a variety of sources
                                                          • Online sources gaining relevance
                                                            • Traditional media still a source of influence
                                                              • Experience with other cultures brings creativity to the kitchen
                                                                • Dining out can serve as inspiration
                                                                  • Figure 38: Sources influencing cooking behavior, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
                                                                  • Figure 39: Sources influencing Hispanic Cooking Enthusiasts’ cooking behavior, by level of acculturation, June 2015
                                                                • What about the influence of family?
                                                                  • Figure 40: Relative influence of family members on Hispanic Cooking Enthusiasts’ cooking behavior, by presence and age of children in the household, June 2015
                                                              • Reasons for Cooking – Curiosity

                                                                • Hispanic Cooking Enthusiasts more likely to crave other cultures
                                                                  • Figure 41: Reasons for cooking – Curiosity, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
                                                                • Age encourages different types of curiosity
                                                                  • Figure 42: Hispanic Cooking Enthusiasts’ reasons for cooking – Curiosity, by gender and age, June 2015
                                                              • Reasons for Cooking – Health

                                                                • Homemade = healthier among Hispanics
                                                                  • Figure 43: Reasons for cooking – Health, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
                                                                • Healthy cooking more important as Hispanics age
                                                                  • Figure 44: Hispanic Cooking Enthusiasts’ reasons for cooking – Health, by gender and age, June 2015
                                                              • Reasons for Cooking – Joy

                                                                • There is joy in cooking for Hispanic Cooking Enthusiasts
                                                                  • Figure 45: Reasons for cooking – Joy, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
                                                                • Cooking to preserve heritage decreases with acculturation
                                                                  • Figure 46: Hispanic Cooking Enthusiasts’ reasons for cooking – Joy, by level of acculturation, June 2015
                                                              • Cooking Approach – Variety

                                                                • Hispanic Cooking Enthusiasts more likely to look for variety
                                                                  • Figure 47: Cooking approach – Variety, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
                                                                • Women more likely to go beyond “regular cooking”
                                                                  • Figure 48: Hispanic Cooking Enthusiasts’ cooking approach – Variety, by gender and age, June 2015
                                                              • Cooking Approach – Organization

                                                                • Hispanic Cooking Enthusiasts not looking for simplicity
                                                                  • Figure 49: Cooking approach – Organization, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
                                                                • Individualism comes with acculturation
                                                                  • Figure 50: Hispanic Cooking Enthusiasts’ cooking approach – Organization, by level of acculturation, June 2015
                                                              • Cooking Approach – Lifestyle

                                                                • The joy of eating not connected to the joy of cooking
                                                                  • For Hispanic male Cooking Enthusiasts, lack of time is to blame
                                                                    • Teaching children to cook is a way of bonding
                                                                      • Figure 51: Cooking approach – Lifestyle, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
                                                                    • Food is way to maintain the culture
                                                                      • Figure 52: Hispanic Cooking Enthusiasts’ cooking approach – Lifestyle, by gender and age, June 2015
                                                                      • Figure 53: Hispanic Cooking Enthusiasts’ cooking approach – Lifestyle, by gender and age, June 2015
                                                                  • Appendix – Data Sources and Abbreviations

                                                                    • Data sources
                                                                      • Consumer survey data
                                                                        • Terms
                                                                          • A note on acculturation

                                                                          Companies Covered

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                                                                          Hispanic Cooking Enthusiasts - US - October 2015

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