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Description

Description

"Although the share of Cooking Enthusiasts is stable in 2015 versus 2014, the drop from 2013 indicates a longer-term trend which is also reflected in slight declines in the proportion of people who say they cook three or more times per week."

- Fiona O'Donnell, Category Manager - Multicultural, Lifestyles, Leisure and Travel

This report looks at the following areas:

  • Slight decline in share of Americans adults who are Cooking Enthusiasts
  • Many moms are burnt out on cooking
  • Relatively strong consumer confidence drives increased restaurant visits
  • Recipes continue to be a great source of ideas but are often too complicated
  • The blurring line between meals and snacks could decrease cooking frequency

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Slight decline in share of Americans adults who are Cooking Enthusiasts
            • Figure 1: Share and approximate number of Cooking Enthusiasts, 2013-15
          • Many moms are burnt out on cooking
            • Relatively strong consumer confidence drives increased restaurant visits
              • Figure 2: Food sales at home and away from home, January 2003-August 2015
            • Recipes continue to be a great source of ideas but are often too complicated
              • Figure 3: Attitudes toward trying new recipes, by all and Cooking Enthusiasts, September 2015
            • The blurring line between meals and snacks could decrease cooking frequency
              • Figure 4: Alternatives to cooking – At least once a week, by all and Cooking Enthusiasts, September 2015
            • The opportunities
              • Offer learning opportunities, easy-to-make recipes to engage discouraged cooks
                • Figure 5: Important factors in recipe selection and attitudes toward recipes, by attitudes toward cooking, September 2015
              • Target Millennials: Leverage the appeal of cultural flavors
                • Partner with popular recipe websites and TV cooking shows
                  • Figure 6: Top ways cooking skills were acquired, by all and Cooking Enthusiasts, September 2015
                • Give consumers options in recipes
                  • Cooking as a way to bond; opportunity to target men
                    • Figure 7: Frequency of, and attitudes toward cooking with children, by gender, September 2015
                  • What it means
                  • The Market – What You Need to Know

                    • Four in 10 are Cooking Enthusiasts
                      • Demographic shifts impact cooking habits
                        • Stable, growing economy alleviates pressure to cook for money savings
                        • The Cooking Enthusiast Market

                          • Overview of Cooking Enthusiasts
                            • Figure 8: Estimated number of American adults aged 18+ by cooking segment, September 2015
                          • Slight decline in Cooking Enthusiasts
                            • Figure 9: Share and approximate number of Cooking Enthusiasts, 2013-15
                        • Cooking Segments

                          • Cooking Enthusiasts
                            • Figure 10: Profile of Cooking Enthusiasts, September 2015
                          • Unenthusiastic Cooks
                            • Figure 11: Profile of Unenthusiastic Cooks, September 2015
                          • Infrequent Cooks
                            • Figure 12: Profile of Infrequent Cooks, September 2015
                          • Conflicted Cooks
                            • Figure 13: Profile of Conflicted Cooks, September 2015
                          • Non-Cooks
                          • Market Factors

                            • More people living alone
                              • Figure 14: Share of households by number of persons per household, 1960-2013
                            • Aging population
                              • Figure 15: US population by age, 2010-20 and share of Cooking Enthusiasts by age, September 2015
                            • Moms in the workforce
                              • Figure 16: Labor force participation rate of mothers, by marital status and children’s age, 2013
                            • Improving economic conditions leads consumers to spend in restaurants
                              • Figure 17: Consumer confidence and unemployment, 2000-15*
                            • Restaurant performance continues to show solid expansion
                            • Cooking Trends – What You Need to Know

                              • Ethnic, fresh, organic drive interest in cooking
                                • Less packaged meals, more cooking from scratch
                                  • Fewer dinner parties, less cooking from scratch
                                    • Making cooking from scratch easy: online tools for recipes/classes
                                    • Cooking Trends – What’s Cooking?

                                        • Two thirds prepare ethnic foods at least once a month
                                            • Figure 18: Frequency of cooking a dish from another culture, by Cooking Enthusiasts and Millennials, September 2015
                                          • Fresh and organic ingredients enabling a more healthful diet
                                          • Cooking Trends – What’s Simmering Down?

                                              • Fewer cooking prepackaged box meals
                                                • Traditional dinner parties declining; fewer people entertaining
                                                  • Figure 19: Frequency of cooking a meal for nonhousehold members, by Cooking Enthusiasts and Millennials, September 2015
                                                • The lines between meals and snacks are blurring
                                                • Cooking Trends – What’s Heating Up?

                                                    • Millennials leading the trend in ingredient delivery services
                                                      • Figure 20: Frequency of using an ingredient delivery service, by Cooking Enthusiasts and Millennials, September 2015
                                                    • Shoppable online recipes: Another name for online grocery shopping
                                                      • Advanced recipe-selection tools: Leveraging science to pair up ingredients
                                                        • Cooking instruction stays relevant through technology
                                                          • Cooking classes: A way to socialize without the cleanup
                                                            • The “uberization” of the home-cooked meal
                                                            • The Consumer – What You Need to Know

                                                              • Demographics and lifestyle influence home-cooking trends
                                                                • Cooking from scratch fulfills a functional and emotional need
                                                                  • Time, lack of planning, lack of creativity are hurdles to cooking
                                                                    • Increased social consciousness and the desire for organic/fresh ingredients
                                                                    • Cooking Frequency, Enjoyment, Skills, Motivations

                                                                        • Cooking remains a popular, enjoyable activity for most
                                                                            • Figure 21: Cooking frequency, attitudes, skill level, and motivations, September 2015
                                                                            • Figure 22: Cooking frequency, attitudes, and skill level, and motivations, 2012-15
                                                                            • Figure 23: Cooked for fun in the past 12 months, 2010-15
                                                                          • The kitchen: A place for both men and women
                                                                            • Figure 24: Cooking frequency, attitudes, skill level, and motivations, by gender, September 2015
                                                                          • The idea of cooking evolves among younger generations
                                                                            • Figure 25: Cooking frequency, attitudes, skill level, and motivations, by age, September 2015
                                                                          • Hispanics, Blacks represent important cooking groups
                                                                            • Figure 26: Cooking frequency, attitudes, skill level, and motivations, by race/Hispanic origin, September 2015
                                                                            • Figure 27: Frequency of cooking from scratch, by all and Hispanics, September and June 2015
                                                                            • Figure 28: Hispanic Cooking Enthusiasts’ reasons for cooking, by level of acculturation, June 2015
                                                                        • Alternatives to Cooking

                                                                            • Eating leftovers ubiquitous; easier-to-cook dishes – a matter of choice
                                                                              • Figure 29: Cooking Enthusiasts’ frequency of using alternatives to cooking, September 2015
                                                                            • Demographics and lifestage influence preference for ease
                                                                              • Cooking frequency, skill level impacts leftovers and preference for simpler meals
                                                                                • Figure 30: Alternatives to cooking – At least once a week, by cooking frequency and skills, September 2015
                                                                            • Acquisition of Cooking Skills

                                                                                • Most learn to cook from their parents, the more advanced seek other sources
                                                                                  • Figure 31: How cooking skills were acquired, by all and Cooking Enthusiasts, September 2015
                                                                                  • Figure 32: Correspondence analysis – How cooking skills were acquired, by cooking skills, September 2015
                                                                                  • Figure 33: How cooking skills were acquired, by cooking skills, September 2015
                                                                                • Men look outside their family to acquire cooking skills
                                                                                  • Figure 34: How Cooking Enthusiasts acquired cooking skills, by gender, September 2015
                                                                                • Online sources key for younger cooks, TV shows still relevant for all
                                                                                  • Figure 35: How Cooking Enthusiasts acquired cooking skills, by age, September 2015
                                                                                • Black Cooking Enthusiasts learn from personal connections
                                                                                  • Figure 36: How Cooking Enthusiasts acquired cooking skills, by race/Hispanic origin, September 2015
                                                                              • Recipe Sources

                                                                                  • Technology influencing source of recipes
                                                                                    • Figure 37: Sources for recipes cooked in past year, by all and Cooking Enthusiasts, September 2015
                                                                                  • Men are less active when looking for recipes
                                                                                      • Figure 38: Cooking Enthusiasts’ sources for recipes cooked in past year, by gender, September 2015
                                                                                    • The internet age . . . does this mean the end of the cookbook?
                                                                                      • Figure 39: Cooking Enthusiasts’ sources for recipes cooked in past year, by age, September 2015
                                                                                    • Social media as recipe source: Facebook reigns
                                                                                      • Figure 40: Cooking Enthusiasts’ social media sources for recipes cooked in past year, September 2015
                                                                                    • Parents: Users of traditional and contemporary recipe sources
                                                                                      • Figure 41: Cooking Enthusiasts’ sources for recipes cooked in past year, by gender/parent status, September 2015
                                                                                    • Opportunity to capture Hispanic and Black Cooking Enthusiasts
                                                                                      • Figure 42: Cooking Enthusiasts’ sources for recipes cooked in past year, by race/Hispanic origin, September 2015
                                                                                  • Factors Impacting Recipe Selection

                                                                                      • Taste trumps practicality when choosing a recipe
                                                                                        • Figure 43: Factors impacting Cooking Enthusiasts’ recipe selection, September 2015
                                                                                      • Coupons and sales resonate among Millennials
                                                                                          • Figure 44: Factors impacting Cooking Enthusiasts’ recipe selection (any importance), by age, September 2015
                                                                                        • Millennials, Hispanics, urban, employed leading the delivery service trend
                                                                                          • Figure 45: Uses an ingredient delivery service – At least once a week, by all and Cooking Enthusiasts, September 2015
                                                                                        • Parents need to please but keep the budget in mind
                                                                                          • Figure 46: Factors impacting Cooking Enthusiasts’ recipe selection (any importance), by gender/parent status, September 2015
                                                                                        • For Blacks and Hispanics, practicality matters when choosing a recipe
                                                                                          • Figure 47: Factors impacting Cooking Enthusiasts’ recipe selection (any importance), by race/Hispanic origin, September 2015
                                                                                      • Attitudes toward Trying New Recipes

                                                                                          • Cooking Enthusiasts feel trying new recipes is worth the time, even if they disappoint
                                                                                            • Figure 48: Cooking Enthusiasts’ attitudes toward new recipes, September 2015
                                                                                          • Opportunity to please Millennials with new recipes
                                                                                            • Figure 49: Cooking Enthusiasts’ attitudes toward new recipes (any agree), by age, September 2015
                                                                                          • Fathers: A key target to please when it comes to new recipes
                                                                                            • Figure 50: Cooking Enthusiasts’ attitudes toward new recipes (any agree), by gender/parent status, September 2015
                                                                                          • Hispanics: Need a push to experiment with new recipes
                                                                                            • Figure 51: Cooking Enthusiasts’ attitudes toward new recipes (any agree), by race/Hispanic origin, September 2015
                                                                                          • Cooking as identity for Millennials, Hispanics, and urban consumers
                                                                                              • Figure 52: Cooks a dish from another culture – At least once a week, attitudes toward cooking, by all and Cooking Enthusiasts, September 2015
                                                                                          • Meal Planning

                                                                                              • Planners tend to be frequent cooks and use more recipe sources
                                                                                                • Figure 53: Cooking Enthusiasts’ meal planning, September 2015
                                                                                              • Younger cooks: Last minute cooking more prevalent
                                                                                                • Figure 54: Cooking Enthusiasts’ meal planning activities done at least once a week, by age, September 2015
                                                                                              • Parents have to plan ahead
                                                                                                  • Figure 55: Cooking Enthusiasts’ meal planning activities done at least once a week, by gender/parent status, September 2015
                                                                                                • Hispanic Cooking Enthusiasts less likely to plan
                                                                                                  • Figure 56: Cooking Enthusiasts’ meal planning activities done at least once a week, by race/Hispanic origin, September 2015
                                                                                              • Cooking With Children and Partners

                                                                                                  • Cooking as a way to bond; opportunity to target parents
                                                                                                    • Figure 57: Cooking Enthusiasts’ frequency of cooking with children and partners, September 2015
                                                                                                  • Millennial men more likely to cook with children
                                                                                                    • Figure 58: Cooking Enthusiasts’ frequency of cooking with children (at least once a week), by parents’ gender/age and age of children, September 2015
                                                                                                  • Millennials breaking the mold when it comes to cooking
                                                                                                    • Figure 59: Cooking Enthusiasts’ frequency of cooking with a partner (at least once a week), by age, September 2015
                                                                                                  • Cooking with others: A way for Millennials to cope?
                                                                                                    • Figure 60: Cooking Enthusiasts’ frequency of cooking with a partner (at least once a week), by gender and age, September 2015
                                                                                                  • Hispanics: More likely to cook with a partner
                                                                                                    • Figure 61: Cooking Enthusiasts’ frequency of cooking with children and partners (at least once a week), by race/ Hispanic origin, September 2015
                                                                                                • Cooking For Others

                                                                                                  • Entertaining more common than cooking different meals for different members of the household
                                                                                                    • Figure 62: Cooking Enthusiasts’ frequency of cooking for others, September 2015
                                                                                                  • When it comes to cooking, Millennial men want to please others
                                                                                                    • Figure 63: Cooking Enthusiasts’ frequency of cooking for others (at least once a week), by gender and age, September 2015
                                                                                                  • Fatherhood positively impacts cooking for others
                                                                                                    • Figure 64: Cooking Enthusiasts’ frequency of cooking for others (at least once a week), by gender/parent status, September 2015
                                                                                                  • Blacks least likely to entertain or cook separate meals
                                                                                                    • Figure 65: Cooking Enthusiasts’ frequency of cooking for others (at least once a week), by race/Hispanic origin, September 2015
                                                                                                • Attitudes toward Cooking for Others

                                                                                                  • Cooking for others but without the risk
                                                                                                    • Figure 66: Cooking Enthusiasts’ attitudes toward cooking for others, September 2015
                                                                                                  • Millennials more willing to experiment when entertaining
                                                                                                    • Figure 67: Cooking Enthusiasts’ attitudes toward cooking for others (any agree), by gender and age, September 2015
                                                                                                  • Fathers more adventurous when entertaining
                                                                                                    • Figure 68: Cooking Enthusiasts’ attitudes toward cooking for others (any agree), by gender/parent status, September 2015
                                                                                                  • Blacks value appearances, Hispanics want to make something special
                                                                                                    • Figure 69: Cooking Enthusiasts’ attitudes toward cooking for others (any agree), by race/Hispanic origin, September 2015
                                                                                                • Appendix: Data Sources and Abbreviations

                                                                                                  • Data sources
                                                                                                    • Consumer survey data
                                                                                                      • Consumer qualitative research
                                                                                                        • Abbreviations and terms
                                                                                                          • Abbreviations
                                                                                                            • Terms
                                                                                                            • Appendix: Qualitative Research

                                                                                                              About the report

                                                                                                              This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                              • The Consumer

                                                                                                                What They Want. Why They Want It.

                                                                                                              • The Competitors

                                                                                                                Who’s Winning. How To Stay Ahead.

                                                                                                              • The Market

                                                                                                                Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                              • The Innovations

                                                                                                                New Ideas. New Products. New Potential.

                                                                                                              • The Opportunities

                                                                                                                Where The White Space Is. How To Make It Yours.

                                                                                                              • The Trends

                                                                                                                What’s Shaping Demand – Today And Tomorrow.

                                                                                                              Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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