Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Serious cooking enthusiasts generate some $25 billion in sales
- Relationship between age and level of enthusiasm
- Relationship between income and level of enthusiasm
- Increasing homeownership influences cooking
- Enthusiasts and food adventures
- Media attention and “telechefs”
- Specialty foods through many channels
- One set of enthusiasts: casual vs. serious
- Attitudes and opinions of cooking enthusiasts
- Another way of looking at enthusiasts: Traditionalists vs. Epicurean
- Attitudes and opinions of Traditionalists and Epicureans
- Food choices of Traditionalists and Epicureans
- Shopping venues
- Dining out
- Age and income will continue to be factors
- Homeownership
- Forecast
Market Factors
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- Quantifying the potential of the cooking enthusiast market
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- Figure 1: Estimated spending on specialty food and kitchen products by serious cooking enthusiasts, 2005
- Figure 2: Graph: Estimated spending on specialty food and kitchen products by serious cooking enthusiasts, 2005
- Relationship between age and level of enthusiasm
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- Figure 3: U.S. population by age, 2000-10
- The importance of income
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- Figure 4: Household income distribution, by age of householder, 2004
- Homeownership and kitchen remodeling
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- Figure 5: Homeowners, share of total population, 1995-2005
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- Figure 6: Total U.S. retail sales of kitchen renovation, at current and constant prices, 2000-05
- Figure 7: Graph: Total U.S. retail sales of kitchen renovation, at current and constant prices, 2000-05
- Enthusiasm about food and “food adventures”
- Media attention to cooking
- Growing availability of specialty food through multiple channels
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- Figure 8: U.S. retail sales of specialty foods, by channel, 2003-05
Degrees of Cooking Enthusiasm—Demographics
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- Figure 9: Degrees of cooking enthusiasm, April 2006
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- Figure 10: Degrees of cooking enthusiasm, by age, April 2006
- Summary
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Attitudes and Opinions of Cooks
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- Figure 11: Attitudes and opinions of cooks, April 2006
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- Figure 12: Attitudes and opinions of cooks, by age, April 2006
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- Figure 13: Attitudes and opinions of cooks, by household income, April 2006
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- Figure 14: Attitudes and opinions of cooks, by level of cooking enthusiasm, April 2006
- Summary
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Another View of Cooking Enthusiasts: Traditionalists and Epicureans
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- Introduction
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- Figure 15: Traditionalists and Epicureans, penetration by key demographics, January-September 2005
- Profiles of Traditionalists and Epicureans
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- Figure 16: Demographic profiles of Traditionalists and Epicureans, January-September 2005
- Cohort analysis
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- Figure 17: Cooking Traditionalists, top cohorts, January-September 2005
- Figure 18: Cooking Epicureans, top cohorts, January-September 2005
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- Figure 19: Cohort descriptors, top cohorts, Traditionalists and Epicureans
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- Figure 20: Cooking Traditionalists, bottom cohorts, January-September 2005
- Figure 21: Cooking Epicureans, bottom cohorts, January-September 2005
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- Figure 22: Cohort descriptors, bottom cohorts, Traditionalists and Epicureans
- Summary
Attitudes and Opinions of Traditionalists and Epicureans
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- Attitudes and opinions concerning food
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- Figure 23: Attitudes and opinions concerning food: all respondents, Traditionalists and Epicureans, January-September 2005
- Attitudes and opinions concerning diet
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- Figure 24: Attitudes and opinions concerning diet: all respondents, Traditionalists and Epicureans, January-September 2005
- Summary
Preferences of Traditionalists and Epicureans: What they Buy
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- Overview of select foods and beverages
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- Figure 25: Personal or household usage of select food/beverage products: all respondents, Traditionalists and Epicureans, January-September 2005
- Brand preferences—selected foods and beverages
- Chocolate confectionery
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- Figure 26: Usage of select chocolate confectionery brands: all respondents, Traditionalists and Epicureans, January-September 2005
- Non-carbonated bottled spring water
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- Figure 27: Usage of non-carbonated bottled spring water brands: all respondents, Traditionalists and Epicureans, January-September 2005
- Sparkling water, seltzer, and natural soda
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- Figure 28: Usage of sparkling water, seltzer, and natural soda brands: all respondents, Traditionalists and Epicureans, January-September 2005
- Ground or whole bean coffee
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- Figure 29: Household usage of ground or whole bean coffee brands: all respondents, Traditionalists and Epicureans, January-September 2005
- Espresso/cappuccino
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- Figure 30: Household usage of espresso and cappuccino brands: all respondents, Traditionalists and Epicureans, January-September 2005
- Champagne/sparkling wine
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- Figure 31: Usage of champagne/sparkling wine brands: all respondents, Traditionalists and Epicureans, January-September 2005
- Domestic dinner/table wine
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- Figure 32: Usage of domestic dinner/table wine brands: all respondents, Traditionalists and Epicureans, January-September 2005
- Imported dinner/table wine
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- Figure 33: Usage of imported dinner/table wine brands: all respondents, Traditionalists and Epicureans, January-September 2005
- Brand preferences—selected prepared foods
- Canned/jarred/shelf stable products
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- Figure 34: Usage of canned/jarred/shelf stable products: all respondents, Traditionalists and Epicureans, January-September 2005
- Refrigerated/frozen products
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- Figure 35: Usage of refrigerated/frozen products: all respondents, Traditionalists and Epicureans, January-September 2005
- Summary
Foods Preferences of Traditionalists and Epicureans: Where they Shop
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- Figure 36: Named supermarket shopping: all respondents, Traditionalists and Epicureans, January-September 2005
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Dining Out Habits of Traditionalists and Epicureans
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- Overview
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- Figure 37: Dining out at key restaurant types: all respondents, Traditionalists and Epicureans, January-September 2005
- Family restaurant/steak houses
- Fast food and drive in restaurants
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- Figure 38: Selected fast food and drive in restaurants visited by all respondents, Traditionalists and Epicureans, January-September 2005
- Ownership of small appliances by Traditionalists and Epicureans
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- Figure 39: Ownership of small kitchen appliances: all respondents, Traditionalists and Epicureans, January-September 2005
- Summary
Future Trends
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- Age and income
- Homeownership and kitchen remodeling
- The influence of the media
- Availability of food through multiple channels
- Market forecast
- Kitchen renovation
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- Figure 40: Forecast of total U.S. sales of kitchen renovation, at current and constant prices, 2005-10
- Figure 41: Graph: Forecast of total U.S. sales of kitchen renovation, at current and constant prices, 2005-10
- Forecast factors
Appendix: Trade Associations
Appendix: Simmons Cohorts
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- Figure 42: Married couples cohorts
- Figure 43: Single women cohorts
- Figure 44: Single men cohorts
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