Table of Contents
Executive Summary
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- The consumer
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- Figure 1: Cooking segments, July 2014
- Cooking frequency, attitudes, skill level, and motivation
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- Figure 2: Cooking frequency, attitudes, skill level, and motivation, July 2014
- Presence of children in the household influences cooking frequency, skills, attitude
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- Figure 3: Attitude toward cooking, by presence of children in household, July 2014
- Activities related to cooking
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- Figure 4: Activities of the occasional/frequent cook, July 2014
- Cooking preferences
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- Figure 5: Preferences of the occasional/frequent cook, July 2014
- Reasons for cooking at home
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- Figure 6: Motivations of the occasional/frequent cook, July 2014
- Barriers to cooking more often
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- Figure 7: Barriers to cooking for the occasional/frequent cook, July 2014
- Changes in cooking habits
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- Figure 8: Changes in cooking habits, July 2014
- Impact of race and Hispanic origin
- What we think
Issues and Insights
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- Single Americans may not see the need for cooking (or its benefits)
- The issues
- The implications
- Stress of cooking may outweigh benefits
- The issues
- The implications
- Restaurants doing well; does this mean a decline in cooking?
- The issues
- The implications
Trend Application
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- Trend: The Nouveau Poor
- Trend: Play Ethic
- Trend: Help Me Help Myself
Issues Impacting the Market for Home Cooks
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- Key points
- Number of households with children remains flat
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- Figure 9: Households, by presence of own children, 2003-13
- More than half of US adults are single
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- Figure 10: Household size, by age of householder, 2013
- Hispanic cooks’ needs slightly different from Americans overall
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- Figure 11: Population by race and Hispanic origin, 2009-19
Innovations and Innovators
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- Overview
- Moody Tongue launches $120 bottle of beer
- Pet food gets a culinary twist
- Hidden Valley launches Twist on Tonight Activity Box
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- Figure 12: Hidden Valley – Twist on Tonight, “Sara Evans joins Hidden Valley to help moms put a ‘Twist on Tonight’,” 2014
- McCormick FlavorPrint takes the guesswork out of recipe finding
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- Figure 13: McCormick – FlavorPrint, “Introducing FlavorPrint by McCormick,” online video, 2013
- Figure 14: McCormick – FlavorPrint, “FlavorPrint by McCormick,” online video, 2013
- Whole Foods Market partners with Instacart
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- Figure 15: Whole Foods Market – Instacart Partnership, “Whole Foods + Instacart | Grocery Shopping Online | Whole Foods Market,” online video, 2014
- Out of the Box provides farm-to-table groceries
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- Figure 16: Out of the Box Collective, Real Food Box: Large for 1-3 people, website screenshot, 2014
- Meal delivery services continue to gain steam
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- Figure 17: Blue Apron, website screenshot, 2014
Marketing Strategies
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- Overview
- Theme: Calling all Hispanic cooks
- National Pork Board targets Hispanics
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- Figure 18: National Pork Board – PorkTeInspira.com, website screenshot, 2014
- Univision, Gibson, and HSN partner on kitchenware line for Hispanics
- Telemundo launches Top Chef Estrellas
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- Figure 19: Telemundo – Top Chef Estrellas, “Top Chef Estrellas,” television advertisement, 2014
- Theme: Hispanic flavors heat up US kitchens
- CMAB taps chef Giorgio Rapicavoli to promote Hispanic dairy products
- Theme: Tools of the trade
- Le Creuset launches Matte collection
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- Figure 20: Le Creuset – Matte Collection, “Le Creuset Matte Trailer,” 2014
- Williams-Sonoma targets chefs, from beginners to seasoned pros
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- Figure 21: Williams-Sonoma – All-Clad TK Collection, “Introducing All-Clad TK Cookware,” online video, 2014
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- Figure 22: Williams-Sonoma – Open Kitchen, “Open Kitchen: Dinner with Outerlands | Williams-Sonoma,” online video, 2014
- Theme: The right ingredients
- McCormick launches Flavor of Together program, TV ads
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- Figure 23: McCormick, “Let’s Salute,” television advertisement, 2013
- Whole Foods Market appeals to cooks
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- Figure 24: Whole Foods Market, “Your Best Holiday Ever,” television advertisement, 2013
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- Figure 25: Whole Foods Market – Jenny Rosenstrach video series, online video, 2014
Social Media
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- Key points
- Market overview
- Key social media metrics
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- Figure 26: Key social media metrics, September 2014
- Brand usage and awareness
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- Figure 27: Brand usage and awareness for select cooking websites, July 2014
- Interactions with cooking websites
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- Figure 28: Interaction levels for select cooking websites, July 2014
- Leading online campaigns
- Seasonal and special events
- Technology
- What we think
- Online conversations
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- Figure 29: Online mentions for select cooking websites, by week, Sept. 29, 2013-Sept. 28, 2014
- Where are people talking about cooking websites?
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- Figure 30: Online mentions for select cooking websites, by page type, Sept. 29, 2013-Sept. 28, 2014
- What are home cooks talking about?
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- Figure 31: Word cloud for unbranded mentions of cooking, Sept. 29, 2013-Sept. 28, 2014
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- Figure 32: Topics of conversation for unbranded mentions of cooking, Sept. 29, 2013-Sept. 28, 2014
Cooking Frequency, Attitude, Skills, and Motivations
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- Key points
- Majority of respondents cook at least occasionally and enjoy cooking
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- Figure 33: Cooking frequency, attitudes, skill level, and motivation, July 2014
- Trends in cooking frequency, attitudes, skills, and motivations
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- Figure 34: Cooking frequency, attitudes, and skill level, and motivation, 2012-14
- Cooking for fun holds steady over the past decade
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- Figure 35: Cooking for fun in the last 12 months, 2005-14
- Men tentatively enter the kitchen
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- Figure 36: Cooking frequency, attitudes, skill level, and motivation, by gender, July 2014
- Presence of children in household influences cooking habits
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- Figure 37: Cooking frequency, attitudes, skill level, and motivation, by presence of children in household, July 2014
Activities Related to Cooking
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- Key points
- Cooks enjoy experimenting, watching cooking shows
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- Figure 38: Activities of the occasional/frequent cook, July 2014
- Women more adventurous in the kitchen, men may need encouragement
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- Figure 39: Activities of the occasional/frequent cook, by gender, July 2014
- Millennials enjoy entertaining, shopping, and dining out
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- Figure 40: Activities of the occasional/frequent cook, by generations, July 2014
Cooking Preferences
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- Key points
- Cooks shop at traditional grocery stores, prefer to cook for a small group
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- Figure 41: Preferences of the occasional/frequent cook, July 2014
- Men may view cooking as a hobby
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- Figure 42: Preferences of the occasional/frequent cook, by gender, July 2014
- Higher-income respondents more likely to experiment, dine as a family
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- Figure 43: Preferences of the occasional/frequent cook, by household income, July 2014
- Parents may invest more money in cooking
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- Figure 44: Preferences of the occasional/frequent cook, by presence of children in the household, July 2014
- Millennials also appear to invest more in cooking
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- Figure 45: Preferences of the occasional/frequent cook, by generations, July 2014
Reasons for Cooking at Home
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- Key points
- Cost is king
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- Figure 46: Motivations of the occasional/frequent cook, July 2014
- Women more concerned about cost, health
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- Figure 47: Motivations of the occasional/frequent cook – Any reason, by gender, July 2014
- Millennials slightly less health conscious
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- Figure 48: Motivations of the occasional/frequent cook – Any reason, by generations, July 2014
Barriers to Cooking More Often
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- Key points
- Six in 10 cooks say they face barriers to cooking more often
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- Figure 49: Barriers to cooking for the occasional/frequent cook, July 2014
- Younger respondents feel cooking is too time consuming
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- Figure 50: Barriers to cooking for the occasional/frequent cook, by age, July 2014
- Time, mess also issues among infrequent cooks, lack of knowledge more pervasive
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- Figure 51: Barriers to cooking for the rarely/never cook, July 2014
Changes in Cooking Habits
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- Key points
- Four in 10 are cooking at home to save money more often
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- Figure 52: Changes in cooking habits, July 2014
- Men are becoming more health conscious
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- Figure 53: Changes in cooking habits – More, by gender, July 2014
- Middle-income households cooking to save money
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- Figure 54: Changes in cooking habits – More, by household income, July 2014
- Parents may be cooking more often
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- Figure 55: Changes in cooking habits – More, by presence of children in household, July 2014
- Millennials may be cooking more often
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- Figure 56: Changes in cooking habits – More, by generations, July 2014
Impact of Race and Hispanic Origin
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- Key points
- Black respondents’ enthusiasm does not translate to more cooking
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- Figure 57: Cooking frequency, attitudes, skill level, and motivation, by race/Hispanic origin, July 2014
- For Blacks and Hispanics, culture drives what/how they cook
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- Figure 58: Preferences of the occasional/frequent cook, by race/Hispanic origin, July 2014
- Hispanics becoming more health conscious
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- Figure 59: Changes in cooking habits – More, by race/Hispanic origin, July 2014
Consumer Segmentations – Cooking Enthusiasts
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- Overview
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- Figure 60: Cooking segments, July 2014
- Enthusiastic Cooks (40%)
- Demographics
- Characteristics
- Opportunity
- Unenthusiastic Cooks (17%)
- Demographics
- Characteristics
- Opportunity
- Infrequent Cooks (12%)
- Demographics
- Characteristics
- Opportunity
- Conflicted Cooks (23%)
- Demographics
- Characteristics
- Opportunity
- Non-Cooks (8%)
- Demographics
- Characteristics
- Opportunity
- Segment characteristics
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- Figure 61: Cooking frequency, attitudes, skill level, and motivation, by cooking segments, July 2014
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- Figure 62: Activities of the occasional/frequent cook, by cooking segments, July 2014
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- Figure 63: Preferences of the occasional/frequent cook, by cooking segments, July 2014
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- Figure 64: Motivations of the occasional/frequent cook– Any reason, by cooking segments, July 2014
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- Figure 65: Barriers to cooking the occasional/frequent cook, by cooking segments, July 2014
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- Figure 66: Barriers to cooking for non-cooking enthusiasts, by cooking segments, July 2014
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- Figure 67: Changes in cooking habits – Any activity, by cooking segments, July 2014
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- Figure 68: Changes in cooking habits – More, by cooking segments, July 2014
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- Figure 69: Changes in cooking habits – Less, by cooking segments, July 2014
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- Figure 70: Changes in cooking habits – About the same, by cooking enthusiasts segments, July 2014
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- Figure 71: Gender, age, household income, and race/Hispanic origin, by Enthusiastic Cooks, July 2014
Appendix – Social Media
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- Brand usage or awareness
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- Figure 72: Brand usage or awareness, July 2014
- Figure 73: Brand usage or awareness, July 2014 (continued)
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- Figure 74: FoodNetwork.com usage or awareness, by demographics, July 2014
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- Figure 75: Epicurious.com usage or awareness, by demographics, July 2014
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- Figure 76: Allrecipes.com usage or awareness, by demographics, July 2014
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- Figure 77: BettyCrocker.com usage or awareness, by demographics, July 2014
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- Figure 78: KraftRecipes.com usage or awareness, by demographics, July 2014
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- Figure 79: Yummly.com usage or awareness, by demographics, July 2014
- Activities done
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- Figure 80: Activities done, July 2014
- Figure 81: Activities done, July 2014 (continued)
- Figure 82: FoodNetwork.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, July 2014
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- Figure 83: FoodNetwork.com – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, July 2014
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- Figure 84: FoodNetwork.com – Activities done – I follow/like the brand on social media because, by demographics, July 2014
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- Figure 85: FoodNetwork.com – Activities done – I have researched the brand on social media to, by demographics, July 2014
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- Figure 86: Epicurious.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, July 2014
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- Figure 87: Epicurious.com – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, July 2014
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- Figure 88: Epicurious.com – Activities done – I follow/like the brand on social media because, by demographics, July 2014
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- Figure 89: Epicurious.com – Activities done – I have researched the brand on social media to, by demographics, July 2014
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- Figure 90: Allrecipes.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, July 2014
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- Figure 91: Allrecipes.com – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, July 2014
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- Figure 92: Allrecipes.com – Activities done – I follow/like the brand on social media because, by demographics, July 2014
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- Figure 93: Allrecipes.com – Activities done – I have researched the brand on social media to, by demographics, July 2014
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- Figure 94: BettyCrocker.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, July 2014
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- Figure 95: BettyCrocker.com – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, July 2014
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- Figure 96: BettyCrocker.com – Activities done – I follow/like the brand on social media because, by demographics, July 2014
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- Figure 97: BettyCrocker.com – Activities done – I have researched the brand on social media to, by demographics, July 2014
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- Figure 98: KraftRecipes.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, July 2014
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- Figure 99: KraftRecipes.com – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, July 2014
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- Figure 100: KraftRecipes.com – Activities done – I follow/like the brand on social media because, by demographics, July 2014
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- Figure 101: KraftRecipes.com – Activities done – I have researched the brand on social media to, by demographics, July 2014
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- Figure 102: Yummly.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, July 2014
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- Figure 103: Yummly.com – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, July 2014
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- Figure 104: Yummly.com – Activities done – I follow/like the brand on social media because, by demographics, July 2014
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- Figure 105: Yummly.com – Activities done – I have researched the brand on social media to, by demographics, July 2014
- Key social media metrics
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- Figure 106: Key social media metrics for select cooking websites, September 2014
- Online conversations
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- Figure 107: Online mentions for select cooking websites, by week, Sept. 29, 2013-Sept. 28, 2014
- Figure 108: Online mentions for select cooking websites, by page type, Sept. 29, 2013-Sept. 28, 2014
- Figure 109: Topics of conversation for unbranded mentions of cooking, Sept. 29, 2013-Sept. 28, 2014
Appendix – Other Useful Consumer Tables
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- Cooking frequency, attitude, skills, and motivations
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- Figure 110: Cooking frequency, attitudes, skill level, and motivation, July 2014
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- Figure 111: Cooking frequency, attitudes, skill level, and motivation, by age, July 2014
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- Figure 112: Cooking frequency, attitudes, skill level, and motivation, by gender and age, July 2014
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- Figure 113: Cooking frequency, attitudes, skill level, and motivation, by household income, July 2014
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- Figure 114: Cooking frequency, attitudes, skill level, and motivation, by marital/relationship status, July 2014
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- Figure 115: Cooking frequency, attitudes, skill level, and motivation, by household size, July 2014
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- Figure 116: Cooking frequency, attitudes, skill level, and motivation, by generations, July 2014
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- Figure 117: Cooking frequency, attitudes, skill level, and motivation, by parents with children in household, July 2014
- Activities related to cooking
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- Figure 118: Activities of the occasional/frequent cook, July 2014
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- Figure 119: Activities of the occasional/frequent cook, by age, July 2014
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- Figure 120: Activities of the occasional/frequent cook, by gender and age, July 2014
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- Figure 121: Activities of the occasional/frequent cook, by household income, July 2014
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- Figure 122: Activities of the occasional/frequent cook, by race/Hispanic origin, July 2014
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- Figure 123: Activities of the occasional/frequent cook, by marital/relationship status, July 2014
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- Figure 124: Activities of the occasional/frequent cook, by household size, July 2014
- Cooking preferences
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- Figure 125: Preferences of the occasional/frequent cook, July 2014
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- Figure 126: Preferences of the occasional/frequent cook, by age, July 2014
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- Figure 127: Preferences of the occasional/frequent cook, by gender and age, July 2014
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- Figure 128: Preferences of the occasional/frequent cook, by marital/relationship status, July 2014
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- Figure 129: Preferences of the occasional/frequent cook, by household size, July 2014
- Reasons for cooking at home
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- Figure 130: Motivations of the occasional/frequent cook – Any reason, July 2014
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- Figure 131: Motivations of the occasional/frequent cook – Any reason, by age, July 2014
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- Figure 132: Motivations of the occasional/frequent cook – Any reason, by gender and age, July 2014
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- Figure 133: Motivations of the occasional/frequent cook – Any reason, by household income, July 2014
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- Figure 134: Motivations of the occasional/frequent cook – Any reason, by race/Hispanic origin, July 2014
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- Figure 135: Motivations of the occasional/frequent cook – Any reason, by marital/relationship status, July 2014
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- Figure 136: Motivations of the occasional/frequent cook – Any reason, by household size, July 2014
- Barriers to cooking more often
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- Figure 137: Barriers to cooking for the occasional/frequent cook, July 2014
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- Figure 138: Barriers to cooking for the occasional/frequent cook, by gender, July 2014
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- Figure 139: Barriers to cooking for the occasional/frequent cook, by household income, July 2014
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- Figure 140: Barriers to cooking for the occasional/frequent cook, by race/Hispanic origin, July 2014
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- Figure 141: Barriers to cooking for the occasional/frequent cook, by generations, July 2014
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- Figure 142: Barriers to cooking for non-cooking enthusiasts, by gender, July 2014
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- Figure 143: Barriers to cooking for non-cooking enthusiasts, by age, July 2014
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- Figure 144: Barriers to cooking for non-cooking enthusiasts, by household income, July 2014
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- Figure 145: Barriers to cooking for non-cooking enthusiasts, by race/Hispanic origin, July 2014
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- Figure 146: Barriers to cooking for the rarely/never cook, by generations, July 2014
- Changes in cooking habits
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- Figure 147: Changes in cooking habits, July 2014
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- Figure 148: Changes in cooking habits – More, by age, July 2014
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- Figure 149: Changes in cooking habits – More, by gender and age, July 2014
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- Figure 150: Changes in cooking habits – More, by marital/relationship status, July 2014
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- Figure 151: Changes in cooking habits – More, by household size, July 2014
Appendix – Trade Associations
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