Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Terms
Executive Summary
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- Market drivers—demographic, economic and wellness factors
- Market size and forecast
- The world of cooking enthusiasm: a four-segment model
- Usage
- Factors that drive cooking enthusiasm: a psychographic perspective
- Occasion-based behavior: the holidays and events that drive cooking enthusiasm
- Knowledge drivers: how cooking enthusiasts learn their craft
- Cuisine and channel preferences
- Race and ethnicity
- Custom consumer groups
- Advertising and promotion
Fast Forward Trends
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- Slow it all down
- The ethicureans: driven by health, taste and environmental concerns, some foodies reject corporate farming and embrace small businesses
- Carnivore, herbivore...locavore
Insights and Opportunities
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- Create interesting, adventurous shopping experiences that allow customers to explore and experiment
- Entice customers by showing them how to create fun, healthy meals for loved ones
- Cross-merchandise cooking tools with educational materials and high-end ingredients to maximize share of wallet
- Provide customers with a way to achieve their holiday aspirations
- Connect with moms and the next generation of foodies by offering books and online tools to help teach children how to cook
Market Drivers—Demographic, Economic and Wellness Factors
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- Key points
- Interest in gourmet cooking is rising among 18-34s; they will shape the enthusiast market of the future
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- Figure 1: Cooking attitudes of 18-24s, 2003-07
- Figure 2: Cooking attitudes of 25-34s, 2003-07
- Blacks and Asians are somewhat more likely to be serious enthusiasts, and these groups are growing rapidly
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- Figure 3: Population, by race and Hispanic origin, 2002-12
Cooking at Home Rises as Consumers Seek Quality Food and Dining Experiences on a Budget
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- Figure 4: Median household income, by race/ethnicity, 1980-2006
- Obesity and general health concerns contribute to demand for home cooking
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- Figure 5: Percentage of population who are overweight or obese, 20-74 years of age, 1988-2004
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Market Size and Forecast
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- Key points
- Sales of specialty foods on the rise
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- Figure 6: Sales of specialty foods, at current and constant prices, 2004-12
- Sales of cookware and cutlery rise as Americans spend more time in the kitchen
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- Figure 7: Sales of cookware and kitchen cutlery, segmented by type, 2005 and 2007
- Sales of small kitchen appliances have declined in inflation-adjusted terms
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- Figure 8: U.S. retail sales of small kitchen appliances, at current and constant prices, 2002-12
The World of Cooking Enthusiasm: A Four-segment Model
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- Key points
- On average, Americans cook one or more elaborate or gourmet meals per quarter, but a small group of enthusiasts cook six or more per quarter
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- Figure 9: Average number of gourmet or elaborate meals cooked in the last six months, by cooking enthusiast segment, 2008
- Nearly half of serious cooking enthusiasts are aged 35-54 but interest is rising in the 18-34 segment; this will help drive future demand
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- Figure 10: Cooking enthusiast segments, by gender, age and household income, 2008
- There is a high concentration of cooking enthusiasts in the Southern region of the U.S.
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- Figure 11: Cooking enthusiast segments, by region, 2008
- The perceptual differences between non-enthusiastic cooks and enthusiasts
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- Figure 12: Drivers of cooking enthusiasm, by cooking enthusist segment, 2008
Usage
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- Key points
- Gourmands spend slightly more per week on groceries
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- Figure 13: Average weekly grocery expenditures among gourmands, by those who enjoy cooking and those who rarely eat together at home, 2007
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- Figure 14: Ingredient preferences among gourmands, by those who enjoy cooking and those who rarely eat toegther at home, 2007
- Serious cooking enthusiasts are far more likely to purchase cookware when compared with others who have less affinity to cooking
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- Figure 15: Usage and remodeling behavior, by cooking enthusist segment, 2008
- Middle-class foodies purchase a broad range of cooking utensils and tools but upper-income households are more likely to remodel their kitchen
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- Figure 16: Cookery item purchase and kitchen/dining room remodeling behavior, by household income, 2008
- While women are more likely to be serious cooking enthusiasts, men are somewhat more likely to purchase kitchen gadgets and lead remodeling efforts
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- Figure 17: Cookery item purchase and kitchen/dining room remodeling behavior, by gender, 2008
- 18-34s are a critical element of the market for cookware, dishware and related products or services
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- Figure 18: Usage and remodeling behavior, by age, 2008
Factors that Drive Cooking Enthusiasm: A Psychographic Perspective
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- Key points
- Interest in experimentation, expressing affection to family/friends and health concerns are all primary drivers of cooking enthusiasm
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- Figure 19: Drivers of cooking enthusiasm, by casual and serious cooking enthusiasts, 2008
- Interest in experimentation is part of what distinguishes cooking enthusiasts from those who rarely sit down to eat a meal with household members
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- Figure 20: Interest in new foods among gourmands, by those who enjoy cooking and those who rarely sit down to eat a meal together, 2007
- Gourmands prefer healthy foods more than those that simply enjoy cooking or others who rarely sit down to eat with others at home
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- Figure 21: Interest in healthy eating among gourmands, by those who enjoy cooking and those who rarely sit down to eat a meal together, 2007
- Interest in dessert/baked goods, saving money and the social value of cooking tend to exert less influence on decision-making than the primary drivers described above
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- Figure 22: Drivers of cooking enthusiasm, by casual and serious cooking enthusiasts, 2008
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- Figure 23: Interest in foreign foods and presentation among gourmands, by those who enjoy cooking and those who rarely sit down to eat a meal together, 2007
Occasion-based Behavior: The Holidays and Events That Drive Cooking Enthusiasm
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- Key points
- Connect with customers by helping them achieve their Holiday Matriarch-ing goals
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- Figure 24: Occasion-based cooking drivers, by enthusiast segment, 2008
- Households with incomes between $50K and $75K are more likely than those in other income segments to engage in occasion-based cooking behaviors
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- Figure 25: Occasion-based cooking drivers, by household income, 2008
Knowledge Drivers: How Cooking Enthusiasts Learn their Craft
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- Key points
- Serious cooking enthusiasts draw upon a broad range of sources to acquire and develop their skills
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- Figure 26: Cooking knowledge sources, by enthusiast segment, 2008
- Cookbooks, recipe sites and televised cooking shows are all potentially effective ways to communicate with middle-class cooking enthusiasts
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- Figure 27: Cooking knowledge sources, by household income, 2008
- Connect with the next generation of serious enthusiasts through social networking sites, viral campaigns and recipe websites
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- Figure 28: Cooking knowledge sources, by age, 2008
Cuisine and Channel Preferences
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- Key points
- American, Italian and Mexican food are some of the most popular cuisines among cooking enthusiasts in the U.S.
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- Figure 29: Top ten of 24 cuisines among casual and serious enthusiasts, 2008
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- Figure 30: Less popular cuisines, by casual and serious enthusiasts, 2008
- Where enthusiasts shop—grocery stores, specialty stores and farmers’ markets
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- Figure 31: Use of grocers and Wal-Mart supercenters among gourmands, by those who enjoy cooking and those who rarely sit down to eat a meal together, 2007
Race and Ethnicity
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- Key points
- There is currently high demand for gourmet cookware and ingredients among Asians; this group will play an important role in shaping the cooking enthusiast market of the future
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- Figure 32: Interest in cooking and gourmet among Asians in the U.S., 2003-07
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- Figure 33: Cooking knowledge sources among Asian subsegments, 2007
- Cooking, Southern food and other ethnic cuisines are important elements of African-American culture which drive cooking enthusiasm within this segment
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- Figure 34: Proportion of black sub-groups who are enthusiasts, by enthusiast type, 2008
Cluster Analysis—Backyard Patriarchs, Gourmands, Holiday Matriarchs
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- Insights—Backyard Patriarchs
- Insights—Gourmands
- Insights—Holiday Matriarchs
- Backyard patriarchs
- Gourmands
- Holiday Matriarchs
- Cluster characteristics
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- Figure 35: Cooking enthusiasts clusters, April 2008
- Figure 36: Attitudes towards cooking and cuisine, by clusters, April 2008
- Figure 37: What type of occasions motivate you to cook gourmet or elaborate meals?, by clusters, April 2008
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- Figure 38: Which, if any, of the following things have you done to make it easier to cook elaborate meals at home?, by clusters, April 2008
- Figure 39: How do you learn about new cuisines and cooking techniques?, by clusters, April 2008
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- Figure 40: Do you agree or disagree with the following statements?, by clusters, April 2008
- Cluster demographics
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- Figure 41: Cooking enthusiasts clusters, by gender, April 2008
- Figure 42: Cooking enthusiasts clusters, by age, April 2008
- Figure 43: Cooking enthusiasts clusters, by household income, April 2008
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- Figure 44: Cooking enthusiasts clusters, by race, April 2008
- Figure 45: Cooking enthusiasts clusters, by Hispanic origin, April 2008
- Methodology
Custom Consumer Groups
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- Key points
- Many serious cooking enthusiasts are mothers who cook for their families and teach others how to cook
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- Figure 46: Proportion of mothers and married respondents who are enthusiasts, by enthusiast type, 2008
- Educated, affluent and style-conscious women tend to enjoy cooking and gourmet food
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- Figure 47: Cohort segments with high interest in cooking and gourmet, by cohort type, 2007
- Megans
- Allisons
- Virginias
Advertising and Promotion
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- Key points
- Provide adventure appeal and link the product to healthy meals that are fun to prepare for loved ones
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- Figure 48: Television ad, Calphalon Cookware, 2007
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- Figure 49: Television ad, Wolf Cookers, 2007
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- Figure 50: Television ad, Smithfield Meat Range, 2007
- Conclusion
Appendix A: Trended Cooking Attitudes and Behaviors
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- Figure 51: Trended cooking attitudes, 2003-07
- Figure 52: Trended cooking attitudes, by age, 2003-07
- Figure 53: Trended cooking attitudes, by race/ethnicity, 2003-07
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- Figure 54: Trended cooking attitudes, by household income, 2003-07
- Figure 55: Trended cooking attitudes, by gender, 2003-07
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