Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
Executive Summary
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- Market drivers—Macroeconomic factors
- Market drivers—Lifestyle drivers
- Market size and forecast: Small kitchen appliances and condiments
- The world of cooking enthusiasm: A four-segment model
- Channel analysis
- How Americans learn to cook
- Attitudinal drivers of cooking behavior
- Trends in cooking-related behaviors
- Occasion-based cooking drivers
- Popularity of various cuisines and recipes
Insights and Opportunities
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- Key points
- Emphasize sustainable nutrition to attract enthusiasts
- Engage cooking enthusiasts online and make a cookbook
- Expert apps
Inspire Insights
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- Trend: Media Evolution
Market Size and Forecast: Small Kitchen Appliances and Condiments
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- Key points
- FDMx sales of condiments and sauces increased about 14% from 2007-10
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- Figure 1: FDMx sales of condiments, at current prices, 2005-15
- Increase in sauce sales drives growth of the condiments market
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- Figure 2: FDMx sales of condiments, by segment, 2007-09
- Declining appliance sales appear to be rebounding
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- Figure 3: Total U.S. sales and forecast of small kitchen appliances, at current prices, 2004-14
Market Drivers—Macroeconomic Factors
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- Key points
- Unemployment drives frugality and lifestyle change
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- Figure 4: Unemployment and underemployment rate in the U.S., January 2007-July 2010
- Personal income growth remains slow
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- Figure 5: Real Disposable Personal Income, January 2007-May 2010
- Consumer sentiment remains historically low
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- Figure 6: Consumer Sentiment, March 2007-July 2010
- Many cooking more to save money
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- Figure 7: Incidence of cooking more at home to save money, by age, July 2010
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- Figure 8: Incidence of cooking more at home to save money, by household income, July 2010
Market Drivers—Diet and Health
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- Key points
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- Figure 9: Incidence of presently watching/controlling diet, May 2004-June 2009
- Weight and fat still primary concerns, but sodium avoidance becoming more common
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- Figure 10: Reasons for watching/controlling diet, 2006/07 and 2008/09
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- Figure 11: Attributes diet watchers look for in food, 2006/07 and 2008/09
- Many cooking more at home to achieve wellness aspirations
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- Figure 12: Incidence of cooking more at home to improve nutrition, by age, July 2010
- Cooking shows are another important driver of enthusiasm
Innovation and Innovators
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- Key points
- Cookware innovators
- Cuisinart launches Green Gourmet™ line
- Calphalon's cookware recycling program looks to “renew” Unison sales
- Retail innovators
- Wegmans
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- Figure 13: Blanching instructions on Wegmans website, September 2010
- Central Market
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- Figure 14: “Foodie” weekly special ad on Central Market website, September 2010
- Schnucks
- Whole Foods
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- Figure 15: “What’s cooking?” feature on Whole Foods website, September 2010
Marketing Strategies
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- Overview
- Recipe websites
- Allrecipes.com
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- Figure 16: Quantcast.com estimates for visitors to allrecipes.com, February-August 2010
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- Figure 17: Pillsbury advertisement on allrecipes.com, September 2010
- Figure 18: Kraft advertisement on allrecipes.com, September 2010
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- Figure 19: Hormel advertisement on allrecipes.com, September 2010
- Food.com
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- Figure 20: Bacardi advertisement on food.com, September 2010
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- Figure 21: Bertolli advertisement on food.com, September 2010
- Recipe.com
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- Figure 22: Quantcast.com estimates for visitors to recipe.com, February-August 2010
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- Figure 23: Campbell’s advertisement on recipe.com, September 2010
- Figure 24: Better Homes and Gardens advertisement on recipe.com, September 2010
- Foodnetwork.com
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- Figure 25: Quantcast estimates for visitors to foodnetwork.com, February-August 2010
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- Figure 26: Food Network Store advertisement on foodnetwork.com, September 2010
- Figure 27: Food Network Store advertisement on foodnetwork.com, September 2010
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- Figure 28: Best Foods advertisement on foodnetwork.com, September 2010
- Smittenkitchen.com
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- Figure 29: Quantcast estimates for visitors to smittenkitchen.com, February-August 2010
- Figure 30: KitchenAid advertisement on smittenkitchen.com, September 2010
- 101cookbooks.com
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- Figure 31: Quantcast estimates for visitors to 101cookbooks.com, February-August 2010
- Figure 32: Amazon.com advertising widget on 101cookbooks.com, September 2010
- Digital media
- Kraft innovations
- iFood Assistant smartphone app
- Big Fork Little Fork iPad app
- Whole Foods Market Recipes app
The World of Cooking Enthusiasm: A four-segment Model
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- Key points
- Most Americans are casual or serious cooking enthusiasts
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- Figure 33: Demographics of cooking enthusiast and non-cooking segments, July 2010
- Serious enthusiasts average more than one elaborate meal per month
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- Figure 34: Mean number of elaborate meals prepared in past six months, by cooking enthusiast segments, July 2010
- By age, 25-54s tend to prepare more elaborate meals
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- Figure 35: Average number of gourmet or elaborate meals cooked in the past six months, by age, July 2010
- Women tend to prepare more elaborate meals
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- Figure 36: Average number of gourmet or elaborate meals cooked in the past six months, by gender, July 2010
Shopping Behavior
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- Key points
- Walmart and mainstream grocery most popular with foodies
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- Figure 37: Incidence of shopping at named U.S. grocery stores, by cooking attitudes and home dining behavior, February 2009-March 2010
- Most spend $100 or more per week
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- Figure 38: Average amount spent per week at grocery stores, by cooking attitudes and home dining behavior, February 2009-March 2010
- Gourmands tend to use natural and/or organic food when watching diet
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- Figure 39: Incidence of using natural and/or organic food when watching diet, by cooking attitudes and home dining behavior, February 2009-March 2010
How Americans Learn to Cook
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- Key points
- Serious and casual enthusiasts more likely to use a variety of sources to learn
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- Figure 40: How cooks learn about cuisines and cooking techniques, by cooking enthusiast segments, July 2010
- Young adults considerably more likely to use websites
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- Figure 41: How cooks learn about cuisines and cooking techniques, by age, July 2010
- Women are considerably more likely to use cooking media
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- Figure 42: How cooks learn about cuisines and cooking techniques, by gender, July 2010
Attitudinal Drivers of Cooking Behavior
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- Key points
- Non-enthusiastic cooks less likely to be motivated by a variety of attitudinal factors
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- Figure 43: Drivers of cooking enthusiasm, by cooking enthusiast segments, July 2010
- Women much more likely to be motivated by a variety of attitudinal factors
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- Figure 44: Drivers of cooking enthusiasm, by gender, July 2010
- Affluents less likely to prefer simple meals and more likely to consult recipes
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- Figure 45: Attitudes toward cooking and food, by household income, February 2009-March 2010
- Mature consumers considerably more likely to prefer easy-to-prepare dishes
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- Figure 46: Attitudes toward cooking and food, by age, February 2009-March 2010
- Most like to experiment with new recipes and use packaged sauces
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- Figure 47: Cooking and purchase attitudes and habits, by age, July 2010
Trends in Cooking-related Behaviors
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- Key points
- Enthusiasts participate in cooking behaviors designed to improve health
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- Figure 48: Growth of health-related cooking behaviors, by cooking enthusiast segment, July 2010
- Enthusiasts show more “foodie” behaviors
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- Figure 49: Increase of non-health-related cooking behaviors, by cooking enthusiast segment, July 2010
- About one in three cooks making fewer meals with meal kits
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- Figure 50: Decrease in non-health-related cooking behaviors, by cooking enthusiast segment, July 2010
Occasion-based Cooking Drivers
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- Key points
- Enthusiasts often motivated to cook for family gatherings
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- Figure 51: Occasions that drive the preparation of gourmet and elaborate meals, by cooking enthusiast segments, July 2010
- Middle-income and affluent segments are most motivated by occasions
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- Figure 52: Occasions that drive the preparation of gourmet and elaborate meals, by household income, July 2010
- Parents more likely to prepare elaborate meals on social occasions
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- Figure 53: Occasions that drive the preparation of gourmet and elaborate meals, by number and presence of children, July 2010
Popularity of Various Cuisines and Recipes
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- Key points
- American, Italian, and Mexican cuisines most popular with enthusiasts
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- Figure 54: Top 10 cuisines prepared monthly, by cooking enthusiast segment, July 2010
- Serious enthusiasts much more likely to prepare healthy gourmet and ethnic dishes
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- Figure 55: Less popular cuisines prepared monthly, by cooking enthusiast segment, July 2010
- Many affluents enjoy preparing ethnic cuisines
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- Figure 56: Top 10 cuisines prepared monthly, by household income, July 2010
Impact of Race and Hispanic Origin
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- Key points
- Hispanics more likely to make elaborate meals
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- Figure 57: Incidence of cooking gourmet and elaborate meals, by race/Hispanic origin, July 2010
- Blacks more likely to be motivated by special events
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- Figure 58: Occasions that drive the preparation of gourmet and elaborate meals, by race/Hispanic origin, July 2010
- Often-prepared cuisines don’t always tie to cultural orientation
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- Figure 59: Top 10 cuisines prepared monthly, by race/Hispanic origin, July 2010
Cluster Analysis
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- Cookers
- Demographics
- Characteristics
- Opportunity
- Bookies
- Demographics
- Characteristics
- Opportunity
- Chefs
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 60: Cooking enthusiasts clusters, July 2010
- Figure 61: Mean number of elaborate meals prepared in past six months, by cooking enthusiasts clusters, July 2010
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- Figure 62: Drivers of cooking enthusiasm, by cooking enthusiasts clusters, July 2010
- Figure 63: How cooks learn about cuisines and cooking techniques, by cooking enthusiasts clusters, July 2010
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- Figure 64: Cooking and purchase attitudes and habits, by cooking enthusiasts clusters, July 2010
- Cluster demographics
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- Figure 65: Cooking enthusiasts clusters, by gender, July 2010
- Figure 66: Cooking enthusiasts clusters, by age, July 2010
- Figure 67: Cooking enthusiasts clusters, by household income, July 2010
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- Figure 68: Cooking enthusiasts clusters, by race, July 2010
- Figure 69: Cooking enthusiasts clusters, by Hispanic origin, July 2010
- Cluster methodology
Custom Consumer Groups
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- Key points
- Fresh, unique ingredients have high appeal to many foodies
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- Figure 70: Cooking, eating and nutrition-related attitudes—gourmands and those who enjoy cooking, by frequency of elaborate meals group, February 2009-March 2010
- Target the demographics that make the most elaborate meals
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- Figure 71: Frequency of making elaborate meals—high-income Hispanics, middle-aged men and younger women, July 2010
- Target middle-aged women enthusiasts with recipes for healthy desserts
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- Figure 72: Drivers of cooking enthusiasm—women aged 34-54, July 2010
Appendix: Additional Consumer Tables
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- How Americans learn to cook
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- Figure 73: Cooking knowledge sources, by household income, July 2010
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- Figure 74: Cooking knowledge sources, by education level, July 2010
- Attitudinal drivers of cooking behavior
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- Figure 75: Drivers of cooking enthusiasm, by age, July 2010
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- Figure 76: Drivers of cooking enthusiasm, by household income, July 2010
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- Figure 77: Drivers of cooking enthusiasm, by race/Hispanic origin, July 2010
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- Figure 78: Drivers of cooking enthusiasm, by presence of children in the household, July 2010
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- Figure 79: Drivers of cooking enthusiasm, by employment status, July 2010
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- Figure 80: Drivers of cooking enthusiasm, by region, July 2010
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- Figure 81: Mean number of gourmet or elaborate meals cooked in the past six months, by household income, July 2010
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- Figure 82: Mean number of gourmet or elaborate meals cooked in the past six months, by race/Hispanic origin, July 2010
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- Figure 83: Mean number of gourmet or elaborate meals cooked in the past six months, by education level, July 2010
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- Figure 84: Mean number of gourmet or elaborate meals cooked in the past six months, by employment status, July 2010
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- Figure 85: Mean number of gourmet or elaborate meals cooked in the past six months, by region, July 2010
- Occasion-based cooking drivers
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- Figure 86: Occasions that drive the preparation of gourmet and elaborate meals, by gender, July 2010
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- Figure 87: Occasions that drive the preparation of gourmet and elaborate meals, by age, July 2010
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- Figure 88: Occasions that drive the preparation of gourmet and elaborate meals, by region, July 2010
- Popularity of various cuisines
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- Figure 89: Top 10 cuisines prepared monthly, by gender, July 2010
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- Figure 90: Top 10 cuisines prepared monthly, by age, July 2010
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- Figure 91: Top 10 cuisines prepared monthly, by presence of children in the household, July 2010
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- Figure 92: Top 10 cuisines prepared monthly, by education level, July 2010
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- Figure 93: Top 10 cuisines prepared monthly, by region, July 2010
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- Figure 94: Top 10 cuisines prepared monthly, by urban status, July 2010
Appendix: Trade Associations
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