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Cooking in America - US - October 2019

"There are over 80 million Americans who enjoy cooking, cook often, and cook because they want to, not just because they have to. An additional 43 million share their enthusiasm, even if they don’t cook as often. This receptive audience bodes well for brands in the cooking space. However, this only makes up about half of adults, leaving a lot of room for brands to spark more enthusiasm. In today’s increasingly busy world, brands can encourage adults to cook more by helping them manage their time."
- Mike Gallinari, Travel & Leisure Analyst

This Report will cover the following areas:

  • Cooking is popular, but somewhat infrequent
  • Cooks want to spend less time cooking
  • Getting ingredients is a process
  • Online sources attract younger cooks
  • Cooks aren’t all about cooking
  • Health and money can de-emphasize time

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Cooking is popular, but somewhat infrequent
            • Figure 1: Cooking habits, August 2019
          • Cooks want to spend less time cooking
            • Figure 2: Actual and desired cooking times - dinner, August 2019
            • Figure 3: Profiles of cooks who want to take less than 30 minutes to make dinner, August 2019
          • Getting ingredients is a process
            • Figure 4: Cooking barriers and approach to grocery shopping, August 2019
          • The opportunities
            • Online sources attract younger cooks
              • Figure 5: Online sources of cooking information, by age group, August 2019
            • Cooks aren’t all about cooking
              • Figure 6: Over- and under-indexed desktop travel websites visited in the last 30 days, people who really enjoy cooking vs people who don’t, September 2019
              • Figure 7: Breakout of ad spending on TripAdvisor.com, by category, January-September 2019
            • Health and money can de-emphasize time
              • Figure 8: Attitudes toward cooking motivations, August 2019
            • What it means
            • The Market – What You Need to Know

              • Americans like to cook, but don’t do it often
                • One third of cooks are Enthusiastic, but one quarter are Avoidant
                  • Restaurants are on the rise
                    • Cooks aren’t biting on the online grocery shopping hook
                      • Shaky confidence can keep cooks at home
                      • America’s Cooks

                        • Fewer than half of adults cook 4+ times per week
                          • Figure 9: Cooking frequency, August 2019
                        • People generally like to cook
                          • Figure 10: Cooking enjoyment, August 2019
                        • People want to get better at cooking, especially the most skilled
                          • Figure 11: Cooking skills, August 2019
                        • Split in cooking motivations offers flexibility in messaging
                          • Figure 12: Reasons for cooking, August 2019
                        • Cooking Segments
                          • Enthusiastic Cooks
                            • Avoidant Cooks
                              • Aspiring Cooks
                                • Unenthusiastic Cooks
                                  • Non-Cooks
                                    • Figure 13: Cooking segments, August 2019
                                    • Figure 14: Cooking segments demographic index, August 2019
                                • Market Perspective

                                  • Home cooking has to contend with restaurant popularity
                                    • Slow adoption of grocery delivery impedes home cooking
                                      • Figure 15: Approach to grocery shopping, by age group, February 2019
                                    • Sudden shocks in confidence could bode well for cooking
                                      • Figure 16: Consumer Sentiment Index, January 2007-September 2019
                                  • Key Players – What You Need to Know

                                    • Travelers love cooking
                                      • Blooming interest in plants
                                        • Storage joins the smart revolution
                                          • Meal kits evolve to stay relevant
                                            • Grocery stores have a difficult relationship with delivery
                                              • Shelf side inspiration
                                                • Tech concerns will hit the kitchen
                                                  • “Green” grocers
                                                    • Labor may jeopardize delivery
                                                    • Targeting Engaged Cooks

                                                      • Crossover between travel and cooking interest
                                                        • Figure 17: Over- and under-indexed desktop travel websites visited last 30 days, people who really enjoy cooking vs people who don’t, September 2019
                                                      • Opportunity Example: TripAdvisor
                                                        • Figure 18: Breakout of ad spending on TripAdvisor.com, by category, January-September 2019
                                                        • Figure 19: Kraft Heinz Lunchables ad run on TripAdvisor.com, July-September 2019
                                                        • Figure 20: Kroger ad run on TripAdvisor, August-September 2019
                                                    • What’s Happening

                                                      • Plant-based proteins maintaining growth
                                                        • Figure 21: Select dietary motivations, by gender, February 2019
                                                      • Smart food containers make leftovers more appealing
                                                        • Meal kits evolving with consumer demands
                                                          • Blue Apron tries to keep up
                                                            • The right service for you
                                                              • Yummly goes pro
                                                                • Walmart debuts same-day delivery subscription
                                                                • What to Watch

                                                                  • Grocery store inspiration
                                                                    • “Kitchen hacks” to take a more literal meaning
                                                                      • Grocery retailers will have to play a part in sustainability
                                                                        • Gig workers are closer to becoming employees
                                                                        • The Consumer – What You Need to Know

                                                                          • Cooking requires effort
                                                                            • Potential for creativity has a role in cooking definitions
                                                                              • Younger cooks see cooking as open to interpretation
                                                                                • 30 minutes or less, or it’s inconvenient
                                                                                  • Pop culture inspires cooks online
                                                                                    • Enthusiastic cooks use broader scope of cooking sources
                                                                                      • Dads are starstruck
                                                                                        • Time and resources are barriers
                                                                                          • Cooks are driven by health and budget concerns
                                                                                            • Knowledge could spur Avoidant Cooks
                                                                                              • Looks matter, so listen
                                                                                                • Bring the restaurant to Unenthusiastic Cooks
                                                                                                • What’s “Cooking?”

                                                                                                  • “Cooking” is process-driven
                                                                                                    • Figure 22: Definition of “cooking,” August 2019
                                                                                                  • Segments define cooking by effort, creativity
                                                                                                    • Figure 23: Definition of “cooking,” by cooking segments, August 2019
                                                                                                  • Young cooks have a generous definition of cooking
                                                                                                    • Figure 24: Definition of cooking, by age group, August 2019
                                                                                                  • Men go for ease
                                                                                                    • Figure 25: Definition of cooking, by age and gender, August 2019
                                                                                                    • Figure 26: Select grilling attitudes and behaviors, by gender, April 2019
                                                                                                  • Dads see cooking everywhere
                                                                                                    • Figure 27: Number of methods considered “cooking,” moms vs dads, August 2019
                                                                                                • It’s About Time

                                                                                                    • Breakfast has the most room for lowering prep time
                                                                                                      • Figure 28: Actual and desired cooking times - breakfast, August 2019
                                                                                                      • Figure 29: Profiles of cooks who want to take less than 15 minutes to make breakfast, August 2019
                                                                                                    • Saving time at lunch may revolve around a standard weekly ingredient
                                                                                                      • Figure 30: Actual and desired cooking times - lunch, August 2019
                                                                                                      • Figure 31: Profiles of cooks who want to take less than 15 minutes to make lunch, August 2019
                                                                                                      • Figure 32: Do Anything Sauce’s Kale Pesto, March 2019
                                                                                                    • In-store meal kits are a good option to save dinner time
                                                                                                      • Figure 33: Actual and desired cooking times - dinner, August 2019
                                                                                                      • Figure 34: Profiles of cooks who want to take less than 30 minutes to make dinner, August 2019
                                                                                                    • Money is no issue
                                                                                                      • Figure 35: Actual and desired cooking times, $100K+ HHI, by meal, August 2019
                                                                                                    • Cooking segments still value their time, but inroads can be made
                                                                                                      • Breakfast
                                                                                                        • Figure 36: Actual and desired breakfast cooking times, by segment, August 2019
                                                                                                      • Lunch
                                                                                                        • Figure 37: Actual and desired lunch cooking times, by segment, August 2019
                                                                                                      • Dinner
                                                                                                        • Figure 38: Actual and desired dinner cooking times, by segment, August 2019
                                                                                                      • Staying out of the kitchen
                                                                                                        • Figure 39: Rates of not cooking meals, by segment, August 2019
                                                                                                    • Thought for Food

                                                                                                      • Online cooking sources compete with tradition
                                                                                                        • Figure 40: Sources of cooking information, August 2019
                                                                                                      • Family is the biggest source of inspiration and information
                                                                                                        • Figure 41: Sources of cooking information, by age group, August 2019
                                                                                                      • Internet sources trade on pop culture
                                                                                                        • Figure 42: Online sources of cooking information, by age group, August 2019
                                                                                                      • Classes as events
                                                                                                        • Figure 43: Popularity of cooking classes, by generation, August 2019
                                                                                                      • More enthusiasm about cooking means more outlets
                                                                                                        • Figure 44: Sources of cooking information, by cooking segment, August 2019
                                                                                                      • Twitch provides an opportunity to convert Avoidant Cooks
                                                                                                        • Figure 45: Streaming game viewing, by gender and age group, January 2019
                                                                                                      • Dads are drawn by celebrity
                                                                                                        • Figure 46: Appeal of cookbooks, by gender and parental status, August 2019
                                                                                                    • Barriers to Cooking

                                                                                                      • Time and material constraints are biggest barriers
                                                                                                        • Figure 47: Barriers to cooking, August 2019
                                                                                                      • Non-city dwellers at a loss for inspiration
                                                                                                        • Figure 48: Barriers to cooking, by area, August 2019
                                                                                                      • Moms find cooking particularly daunting
                                                                                                        • Figure 49: Barriers to cooking, moms vs dads, August 2019
                                                                                                      • Time and stress are universal, cooking knowledge isn’t
                                                                                                        • Figure 50: Barriers to cooking, by segment, August 2019
                                                                                                    • Attitudes toward Cooking

                                                                                                      • Improving health and saving money are prime motivations
                                                                                                        • Figure 51: Attitudes toward cooking motivations, August 2019
                                                                                                      • An ounce of preparation
                                                                                                        • Figure 52: Attitudes toward meal prep, August 2019
                                                                                                      • Look good, eat good
                                                                                                        • Figure 53: Attitudes toward food presentation, August 2019
                                                                                                      • Millennials are about the show
                                                                                                        • Figure 54: Practical and aesthetic cooking attitudes, by generation, August 2019
                                                                                                      • Co-branding’s value is discovery
                                                                                                        • Figure 55: Attitudes toward celebrity endorsed products, August 2019
                                                                                                      • Hobbyist men make good co-branding targets
                                                                                                        • Figure 56: Cooking attitudes, by gender, August 2019
                                                                                                      • Dads are driving parental enthusiasm
                                                                                                        • Figure 57: Attitudes toward cooking, by parental status and gender, August 2019
                                                                                                    • Attitudes by Cooking Segment

                                                                                                      • Aspiring Cooks are excited to cook
                                                                                                        • Aspiring Cooks are a good target for online communities
                                                                                                          • Figure 58: Usage of online sources and attitudes toward celebrity endorsement, by segment, August 2019
                                                                                                        • Financial concerns lead to drudgery
                                                                                                          • Figure 59: Cooking motivations, by segment, August 2019
                                                                                                      • Appendix – Data Sources and Abbreviations

                                                                                                        • Data sources
                                                                                                          • Consumer survey data
                                                                                                            • Behavioral data
                                                                                                              • Direct marketing creative
                                                                                                                • Abbreviations and terms
                                                                                                                  • Abbreviations
                                                                                                                  • Appendix – The Market

                                                                                                                      • Figure 60: GDP change from previous period, Q1 2007-Q2 2019
                                                                                                                      • Figure 61: Disposable Personal Income change from previous period, January 2007-July 2019
                                                                                                                      • Figure 62: Consumer Sentiment Index, January 2007-September 2019
                                                                                                                  • Appendix – The Consumer

                                                                                                                      • Figure 63: TURF Analysis – Reasons for not cooking, August 2019
                                                                                                                      • Figure 64: Table - TURF Analysis – Reasons for not cooking, August 2019
                                                                                                                    • Methodology
                                                                                                                        • Figure 65: Attitudes toward cooking, by segment, August 2019

                                                                                                                    Cooking in America - US - October 2019

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