Cooking Enthusiasts - US - November 2016
"In 2016, 45% of Americans aged 18+ are considered Cooking Enthusiasts – or adults who cook from scratch multiple times a week, enjoy the cooking process, have skills in the kitchen, and cook because they want to rather than because they have to. Due to factors such as the lower cost of groceries and a variety of sources for new recipes and learning skills, cooking enthusiasm is flourishing and driven by men, Millennials, and parents. Many adults are also interested in measures that make the cooking process more time efficient. Thanks to meal-kit subscriptions, grocery-delivery services, and ready-to-use ingredients, Americans may no longer blame a lack of time for their lack of cooking."
Gina Cavato, Reseach Analyst, Lifestyle and Leisure
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