Table of Contents
Scope and Themes
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- What you need to know
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Americans spending more time and money on home meal prep
- Economic concerns focus consumers on home cooking
- Health concerns provide additional motivation
- Increasing popularity of farmers’ markets signals shift in food attitudes
- Impacted markets
- Mintel consumer segmentation defines four types of cooks
- Enthusiastic Chefs driven by a wider variety of factors
- Enthusiastic Chefs place greater emphasis on learning and local food
- Holidays popular with all cooks; Enthusiastic Chefs think more broadly
- American, Italian, and Mexican top the list among all cook segments
- Cookbooks still the most popular cooking information resource
- Enthusiastic Chefs love to experiment but also rely on old standbys
- Enthusiastic Chefs go for the right equipment and ingredients
- Enthusiastic Chefs categorize more specialized pieces as must haves
- Hispanics cook elaborate meals more frequently
Insights and Opportunities
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- A new generation of cooking enthusiasts
- An expansive view of skill-building
- The next new generation of cooking enthusiasts
- Healthy foodie versus indulgent foodie
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- Figure 1: Attitudes toward cooking, by food lifestyle segmentation, February 2010-March 2011
Inspire Insights
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- Trend: Make it Mine
- Trend: Survival Skills
Impacted Markets: Size and Forecasts
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- Key points
- Ethnic food sales boosted by increase in at-home meal prep
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- Figure 2: FDMx sales and forecast of ethnic foods, at current and inflation-adjusted prices, 2005-15
- Sales growth in fish and seafood signals move to healthier eating
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- Figure 3: Total U.S. retail sales of fish and seafood, at current and inflation-adjusted prices, 2005-15
- Sales of cookware slow but regain momentum
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- Figure 4: Total U.S. retail sales of cookware, at current and inflation-adjusted prices, 2006-16
- Resistance to discretionary spending trims small kitchen appliance sales
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- Figure 5: Total U.S. sales and forecast of small kitchen appliances, at current and inflation-adjusted prices, 2004-14
Market Drivers
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- Key points
- More time and money spent on home meal prep
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- Figure 6: Time spent in food preparation and cleanup per day by all persons aged 15 and older, and by gender, 2005-10
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- Figure 7: Expenditures on food at home and away from home, at current prices, 2005-10
- Economic concerns focus consumers on home cooking
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- Figure 8: Economy-driven changes in cooking behavior compared with last year, May 2011
- A move to regain self-sufficiency
- Reprioritization of home life
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- Figure 9: Behavior changes compared to last year, October 2010
- Consumer confidence remains depressed
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- Figure 10: University of Michigan’s index of consumer sentiment, January 2006-August 2011
- Health concerns provide additional motivation for home cooking
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- Figure 11: Health-driven changes in cooking behavior compared with last year, May 2011
- Weight awareness on the rise, potentially leading to action
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- Figure 12: Percentage of population aged 20+ who are overweight, obese, or extremely obese, 1988-2008
- Increasing popularity of farmers’ markets signals shift in food attitudes
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- Figure 13: Number of farmers’ markets in the U.S., 1994-2011
Innovations and Innovators
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- When locally grown isn’t local enough
- Designing for healthy cooking and a healthier environment
- Innovative SKAs expand cooks’ capabilities with enhanced functionality
- Innovative implement: the Microplane grater
Marketing Strategies
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- McCormick out to “save the world from boring food”
- “Super Spices” for health
- Recipe Inspirations line paves the way for greater flavor exploration
- Hispanic initiatives
- Building a social and mobile presence
- National Pork Board launches campaign to “inspire” cooking enthusiasts
- TV sets an emotional tone
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- Figure 14: Pork “Be Inspired” TV ad, 2011
- Tapping into increased interest in home-grown and local food
- Triscuit Home Farming Movement
- “Gro Your Own” an effort to transform Miracle Gro into lifestyle brand
Behaviors and Attitudes Define Four Types of Cooks
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- Segmentation overview
- Key points
- Women more likely to be Enthusiastic Chefs…
- …but men are gaining ground
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- Figure 15: Gender, by cooking segments, May 2011
- Younger cooks high in enthusiasm, have room to improve in skill
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- Figure 16: Age, by cooking segments, May 2011
- Household income has little impact on cooking enthusiasm…
- …but costs may be a barrier to inexperienced but enthusiastic young cooks
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- Figure 17: Household income, by cooking segments, May 2011
Cooking Frequency, Attitude Toward, Skill Level
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- Overview: engagement in home cooking is widespread
- Women more engaged in home cooking and more skilled
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- Figure 18: Cooking frequency, attitudes toward and skill level, by gender, May 2011
- Older adults are more experienced but less enthusiastic about cooking
- Younger cooks show more enthusiasm but lack skill
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- Figure 19: Cooking frequency, attitudes toward and skill level, by age, May 2011
- Household income level minimally impacts engagement in cooking
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- Figure 20: Cooking frequency, attitudes toward and skill level, by household income, May 2011
- Presence of children prompts engagement in cooking
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- Figure 21: Cooking frequency, attitudes toward and skill level, by presence and number of children in household, May 2011
Why Cooking Enthusiasts Cook
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- Key points
- Healthy eating is a universal motivation of home cooking
- Enthusiastic Chefs driven by a wider variety of factors
- A positive perception of cooking
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- Figure 22: Drivers of cooking enthusiasm, by cooking segments, May 2011
- Older cooks more health focused
- Younger cooks interested in experimentation
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- Figure 23: Drivers of cooking enthusiasm, by age, May 2011
Changes in Cooking Behavior Compared With Last Year
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- Key points
- Savings and health motivate more home cooking for all
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- Figure 24: Changes in cooking behavior compared with last year, May 2011
- Enthusiastic Chefs place greater emphasis on learning and local food
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- Figure 25: Changes in cooking behavior compared with last year, by cooking segment, May 2011
- Younger cooks are still forming habits and preferences
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- Figure 26: Changes in cooking behavior compared with last year, by age, May 2011
- More kids at home means more home cooking
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- Figure 27: Changes in cooking behavior compared with last year, by number and presence of children in household, May 2011
Occasions for Cooking Gourmet/Elaborate Meals
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- Key points
- Holidays, family gatherings most popular occasions for elaborate meals
- Enthusiastic Chefs view more occasions as opportunities for creativity
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- Figure 28: Occasions for cooking gourmet/elaborate meals, by cooking segments, May 2011
- Enthusiastic Chefs prepare many more elaborate meals than other cooks
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- Figure 29: Number of gourmet/elaborate meals prepared in the last 6 months, by cooking segments, May 2011
- Older cooks cook for family; younger cooks try to impress
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- Figure 30: Occasions for cooking gourmet/elaborate meals, by age, May 2011
- Elaborate cooking drops as age increases
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- Figure 31: Number of gourmet/elaborate meals prepared in the last 6 months, by gender, age and household income, May 2011
Cuisine Preferences
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- Key points
- American, Italian, and Mexican top the list among all cook segments
- Enthusiastic Chefs prepare more types of dishes than other cooks
- Feeding Enthusiastic Chefs’ hunger for experimentation and adventure
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- Figure 32: Food types prepared at least once a month, by cooking segment, May 2011
- For older cooks, healthy eating is in the specifics
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- Figure 33: Food types prepared at least once a month, by age, May 2011
How Cooking Enthusiasts Learn about Cuisines and Techniques
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- Key points
- Cookbooks stay on top by blending information and entertainment
- For enthusiasts, no single source of information dominates
- Synergy between restaurants and home cooking
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- Figure 34: How cooks learn about cuisines and cooking techniques, by cooking segment, May 2011
- Younger cooks more likely to go online, less drawn to traditional media
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- Figure 35: How cooks learn about cuisines and cooking techniques, by age, May 2011
Attitudes Toward Recipes and Experimentation
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- Key points
- Enthusiastic Chefs love to experiment but also rely on old standbys
- Breaking the force of habit
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- Figure 36: Attitudes toward recipes and experimentation, by cooking segment, May 2011
- Enthusiasm outstrips expertise among young cooks
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- Figure 37: Attitudes toward recipes and experimentation, by age, May 2011
Purchases Related to Cooking
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- Key points
- Enthusiastic Chefs go for the right equipment and ingredients
- Yet, value and versatility are important as well
- Supplementing prepared foods is popular across the board
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- Figure 38: Cooking-related purchases, by cooking segment, May 2011
- Men more likely to supplement prepared foods
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- Figure 39: Cooking-related purchases, by gender, May 2011
- Young chefs still in acquisition mode
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- Figure 40: Cooking-related purchases, by age, May 2011
- Market for cooking products at all income levels
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- Figure 41: Cooking-related purchases, by household income, May 2011
Cookware, Bakeware, and Cutlery Essentials
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- Key points
- Enthusiastic Chefs categorize more specialized pieces as must-haves
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- Figure 42: Must have cookware, bakeware and cutlery, by cooking segments, May 2011
- Older cooks emphasize well-equipped kitchens
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- Figure 43: Must have cookware, bakeware and cutlery, by age, May 2011
Impact of Race and Hispanic Origin
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- Key points
- Blacks and Hispanics slightly more likely to be Conflicted Cooks
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- Figure 44: Race/Hispanic origin, by cooking segments, May 2011
- Hispanics cook elaborate meals more frequently
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- Figure 45: Number of gourmet/elaborate meals prepared in the last 6 months, by race/Hispanic origin, May 2011
- Blacks and Hispanics cook elaborate meals for a wider variety of occasions
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- Figure 46: Occasions for cooking gourmet/elaborate meals, by race/Hispanic origin, May 2011
- Diverse motivations reflect importance of cooking in Hispanic culture
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- Figure 47: Drivers of cooking enthusiasm, by race/Hispanic origin, May 2011
Cluster Analysis
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- Upgrade as Needed
- Demographics
- Characteristics
- Opportunity
- Basic on Occasion
- Demographics
- Characteristics
- Opportunity
- Regular Gourmets
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 48: Cooking enthusiasts clusters, May 2011
- Figure 49: Cooking frequency, attitudes toward and skill level, by cooking enthusiasts clusters, May 2011
- Figure 50: Number of gourmet/elaborate meals prepared in the last 6 months, by cooking enthusiasts clusters, May 2011
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- Figure 51: Drivers of cooking enthusiasm, by cooking enthusiasts clusters, May 2011
- Figure 52: Attitudes toward recipes and experimentation, by cooking enthusiasts clusters, May 2011
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- Figure 53: Cooking-related purchases, by cooking enthusiasts clusters, May 2011
- Figure 54: Changes in cooking behavior compared with last year, by cooking enthusiasts clusters, May 2011
- Cluster demographics
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- Figure 55: Cooking enthusiasts clusters, by gender, May 2011
- Figure 56: Cooking enthusiasts clusters, by age, May 2011
- Figure 57: Cooking enthusiasts clusters, by household income, May 2011
- Figure 58: Cooking enthusiasts clusters, by race/Hispanic origin, May 2011
- Cluster methodology
Custom Consumer Groups
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- Young men and women nearly equal in claimed cooking skill
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- Figure 59: Cooking frequency, attitudes toward and skill level, by gender and age, May 2011
- Women 35+ motivated more by nurturing
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- Figure 60: Drivers of cooking enthusiasm, by gender and age, May 2011
- Women in all age groups more likely to drive changes in cooking behavior
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- Figure 61: Changes in cooking behavior compared with last year, by gender and age, May 2011
Appendix: Food Lifestyle Segmentation Demographics
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- Figure 62: Food lifestyle segmentation, by gender, February 2010-March 2011
- Figure 63: Food lifestyle segmentation, by age, February 2010-March 2011
- Figure 64: Food lifestyle segmentation, by household income, February 2010-March 2011
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Appendix: Cooking Segmentation Demographics
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- Figure 65: Generations, by cooking segments, May 2011
- Figure 66: Education, by cooking segments, May 2011
- Figure 67: Marital/relationship status, by cooking segments, May 2011
- Figure 68: Gender and household income groups, by cooking segments, May 2011
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Appendix: Trended Cooking Attitudes and Behaviors
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- Figure 69: Trended cooking attitudes, 2003-11
- Figure 70: Trended cooking attitudes, by women, 2003-11
- Figure 71: Trended cooking attitudes, by men, 2003-11
- Figure 72: Trended cooking attitudes, by ages 35-44, 2003-11
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- Figure 73: Trended cooking attitudes, by ages 45-54, 2003-11
- Figure 74: Trended cooking attitudes, by ages 55-64, 2003-11
- Figure 75: Trended cooking attitudes, by ages 65 and older, 2003-11
- Figure 76: Trended cooking attitudes, by household income less than $25K, 2003-11
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- Figure 77: Trended cooking attitudes, by household income $25K-49.9K, 2003-11
- Figure 78: Trended cooking attitudes, by household income $55K-74.9K, 2003-11
- Figure 79: Trended cooking attitudes, by white adults, 2003-11
- Figure 80: Trended cooking attitudes, by black adults, 2003-11
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- Figure 81: Trended cooking attitudes, by Hispanic adults, 2003-11
- Figure 82: Trended cooking attitudes, by non-Hispanic adults, 2003-11
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Appendix: Other Useful Consumer Tables
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- Why cooking enthusiasts cook
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- Figure 83: Drivers of cooking enthusiasm, by household income, May 2011
- Changes in cooking behavior compared with last year
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- Figure 84: Changes in cooking behavior compared with last year, by gender, May 2011
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- Figure 85: Changes in cooking behavior compared with last year, by household income, May 2011
- Occasions for cooking gourmet/elaborate meals
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- Figure 86: Occasions for cooking gourmet/elaborate meals, by gender, May 2011
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- Figure 87: Occasions for cooking gourmet/elaborate meals, by household income, May 2011
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- Figure 88: Number of gourmet/elaborate meals prepared in the last 6 months, by gender and household income, May 2011
- Cuisine preferences
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- Figure 89: Food types prepared at least once a month, by household income, May 2011
- How cooking enthusiasts learn about cuisines and techniques
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- Figure 90: How cooks learn about cuisines and cooking techniques, by gender, May 2011
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- Figure 91: How cooks learn about cuisines and cooking techniques, by household income, May 2011
- Attitudes toward recipes and experimentation
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- Figure 92: Attitudes toward recipes and experimentation, by gender, May 2011
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- Figure 93: Attitudes toward recipes and experimentation, by household income, May 2011
- Cookware, bakeware, and cutlery essentials
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- Figure 94: Cookware essentials, May 2011
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- Figure 95: Bakeware essentials, May 2011
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- Figure 96: Cutlery essentials, May 2011
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- Figure 97: Must have cookware, bakeware and cutlery, by gender, May 2011
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- Figure 98: Must have cookware, bakeware and cutlery, by household income, May 2011
Appendix: Trade Associations
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