Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Online cooking resources data
- Consumer survey data
- Abbreviations
- Terms
Executive Summary
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- Factors influencing home cooks
- Growth in farmers markets making it easier to find, cook healthy food
- Restaurant menus add healthy options, giving more incentive to eat out
- Meal kits help consumers cook without the effort
- The consumer
- Consumers split in enthusiasm for cooking
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- Figure 1: Cooking Enthusiasts, July-August 2013
- Women lead the pack in cooking at home, but men still enjoy it
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- Figure 2: Cooking frequency, enjoyment, skills, and desire, by gender, July-August 2013
- Cooking Enthusiasts focused on experimentation and variety
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- Figure 3: What Cooking Enthusiasts do personally, July-August 2013
- Online cooking resources a key to engaging young adults
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- Figure 4: Online resources Cooking Enthusiasts consider useful when cooking something new, by 18-24s vs. all, July-August 2013
- Cooking at home still seen as a way to maintain health, but personal pride plays a role
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- Figure 5: Reasons Cooking Enthusiasts like to cook at home, by gender, July-August 2013
- What we think
Issues and Insights
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- Who cooks and how often
- The issues:
- The implications:
- What it means to be a Cooking Enthusiast
- The issues:
- The implications:
- Approaches to cooking
- The issues:
- The implications:
- Reasons to cook at home
- The issues:
- The implications:
Trend Application
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- Inspire trend: Man in the Mirror
- Inspire trend: Immaterial World
- Mintel Futures: Generation Next
The Cooking Enthusiast
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- Overview
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- Figure 6: Cooking Enthusiasts, July-August 2013
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- Figure 7: Cooking Enthusiasts by gender, age, household income, and race/Hispanic origin, July-August 2013
Online Cooking Resources
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- Overview
- Recipe websites the most popular during winter holiday months
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- Figure 8: Number of people visiting top recipe websites, by month, October 2012-August 2013
- Allrecipes
- Food Network
- Cooks
- Food.com
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- Figure 9: Every Day is a Food Holiday App, example food holiday recipe and calendar, September 2013
- Betty Crocker
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- Figure 10: Betty Crocker website coupon examples, September 2013
Issues Impacting Cooking Enthusiasts
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- Key points
- Number of farmers markets in the US has grown steadily
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- Figure 11: Number of farmers markets in the US, 1994-2013
- Diners may not have to eat at home to eat healthy
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- Figure 12: Number of select health claims on restaurant menus, Q1 2009-Q2 2013
- Cooking at home may not always mean cooking from scratch
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- Figure 13: Number of “meal kit” products introduced per year, September 2008-August 2013
Innovations and Innovators
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- Overview
- Students design products to make cooking more social, automated
- Kitchen Hub
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- Figure 14: Electrolux Design Lab Kitchen Hub concept images, September 2013
- Global Chef
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- Figure 15: Electrolux Design Lab Global Chef concept images, September 2013
- New kitchen scale weighs food and tells users about its contents
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- Figure 16: The Orange Chef Company Prep Pad smart scale, September 2013
Marketing Strategies and Initiatives
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- Overview
- Cruise lines entice cooks with culinary-themed cruises
- Oceania’s Riviera Cruise
- Celebrity Cruises
- Marketers show that cooking is for kids
- The Kids’ Table
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- Figure 17: The Kids’ Table “The Wise Choice” YouTube Channel ad, August 2013
- Rachael vs. Guy: Kids Cook-Off
- MasterChef Junior
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- Figure 18: MasterChef Junior promo ad, September 2013
- Celebrities a key to boosting enthusiasm for cooking
- Rachael vs. Guy: Celebrity Cook-Off
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- Figure 19: Rachael vs. Guy: Celebrity Cook-Off Season 2 premiere promo commercial, January 2013
- People Magazine Celeb Food App
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- Figure 20: People Magazine Celeb Food App homepage, September 2013
- Michaels stores release celebrity-inspired cakeware
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- Figure 21: Cake Boss Decorating Turntable usage video, September 2013
Cooking Frequency, Attitudes, Skill, and Motivations
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- Key points
- Men cook less frequently than women, but still enjoy it
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- Figure 22: Cooking frequency, attitudes, skill, and motivation, by gender, July-August 2013
- Youngest adults need the most help to increase cooking skill
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- Figure 23: Cooking frequency, attitudes, skill, and motivation, by age, July-August 2013
- Parents may get the most enjoyment out of cooking at home
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- Figure 24: Cooking frequency, attitudes, skill, and motivation, by presence of children in household, July-August 2013
- Families drawn to low-cost ways to eat healthy at home
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- Figure 25: Average number of times low- and middle-income families eat healthy dinners at home in a typical week, by gender of food decision maker, household size, and number of children in the household, December 2011
Activities of the Cooking Enthusiast
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- Key points
- Cooking experimentation, enjoyment key to being a Cooking Enthusiast
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- Figure 26: What Cooking Enthusiasts do personally, July-August 2013
- Restaurateurs have opportunity to increase men’s cooking enthusiasm
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- Figure 27: What Cooking Enthusiasts do personally, by gender, July-August 2013
- Older parents a target audience for TV cooking programs
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- Figure 28: What Cooking Enthusiasts do personally, Millennial parents vs. non-Millennial parents, July-August 2013
Cooking Enthusiasts’ Approaches to Cooking
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- Key points
- For most Cooking Enthusiasts, cooking is a solo activity
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- Figure 29: Cooking Enthusiasts’ approaches to cooking, July-August 2013
- More men drawn to unscripted, group cooking
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- Figure 30: Cooking Enthusiasts’ approaches to cooking, by gender, July-August 2013
- Young adults still need the recipes
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- Figure 31: Cooking Enthusiasts’ approaches to cooking, by age, July-August 2013
Useful Resources for Cooking Enthusiasts
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- Key points
- Cookbooks the most popular resource, but usage varies by gender
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- Figure 32: Cooking resources that Cooking Enthusiasts consider to be the most useful, by gender, July-August 2013
- Young Cooking Enthusiasts the primary users of online resources
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- Figure 33: Cooking resources that Cooking Enthusiasts consider to be the most useful, July-August 2013
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- Figure 34: Methods used to follow recipes found online or on mobile devices, by generation, March 2011
- Millennial parents more engaged with online cooking resources
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- Figure 35: Cooking resources that Cooking Enthusiasts consider to be the most useful, Millennial parents vs. non-Millennial parents, July-August 2013
Reasons Cooking Enthusiasts Cook at Home
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- Key points
- Health continues to drive cooking at home, especially among women
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- Figure 36: Reasons Cooking Enthusiasts cook at home, by gender, July-August 2013
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- Figure 37: BMI calculations on self-reported height and weight, May 2013
- Marketers have an opportunity with healthier breakfast and snack foods
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- Figure 38: Attitudes about food and cooking, January 2012-March 2013
- Millennials more likely to see cooking at home as opportunity to learn
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- Figure 39: Reasons Cooking Enthusiasts cook at home, by generation, July-August 2013
Cooking Enthusiasts’ Opinions About Cooking
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- Key points
- Personalization a key component of cooking at home
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- Figure 40: Cooking Enthusiasts’ opinions about cooking, July-August 2013
- Cooking Enthusiasts of all ages can be drawn to the ease of cooking
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- Figure 41: Cooking Enthusiasts’ opinions about cooking, by generation, July-August 2013
Impact of Race and Hispanic Origin
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- Key points
- Marketers have opportunity to boost Blacks’ cooking frequency
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- Figure 42: Cooking frequency, attitudes, skill, and motivation, by race/Hispanic origin, July-August 2013
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- Figure 43: Cooking Enthusiasts’ opinions about cooking, Black Cooking Enthusiasts vs. all, July-August 2013
- Fewer Hispanics drawn to variety in cooking
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- Figure 44: What Cooking Enthusiasts do personally, by race/Hispanic origin, July-August 2013
- More Blacks turn to cooking to relieve stress
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- Figure 45: Reasons Cooking Enthusiasts cook at home, by race/Hispanic origin, July- August 2013
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- Figure 46: Women’s interest in learning more about stress reduction, by race/Hispanic origin, August 2013
Appendix – Other Useful Consumer Tables
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- Cooking frequency, attitudes, skill, and motivations
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- Figure 47: Cooking frequency, attitudes, skill, and motivation, by household income, July-August 2013
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- Figure 48: Cooking frequency, attitudes, skill, and motivation, by generation, July-August 2013
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- Figure 49: Cooking frequency, attitudes, skill, and motivation, Millennial vs. non-Millennial parents and Millennial moms and dads, July-August 2013
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- Figure 50: Cooking Enthusiasts’ cooking frequency, attitudes, skill, and motivation, by gender, July-August 2013
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- Figure 51: Cooking Enthusiasts’ cooking frequency, attitudes, skill, and motivation, by age, July-August 2013
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- Figure 52: Cooking Enthusiasts’ cooking frequency, attitudes, skill, and motivation, by household income, July-August 2013
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- Figure 53: Cooking Enthusiasts’ cooking frequency, attitudes, skill, and motivation, by race/Hispanic origin, August 2013
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- Figure 54: Cooking Enthusiasts’ cooking frequency, attitudes, skill, and motivation, by presence of children in household, July-August 2013
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- Figure 55: Cooking Enthusiasts’ cooking frequency, attitudes, skill, and motivation, by generation, July-August 2013
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- Figure 56: Cooking Enthusiasts’ cooking frequency, attitudes, skill, and motivation, Millennial parents vs. non-Millennial parents, July-August 2013
- Activities of the Cooking Enthusiast
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- Figure 57: Cooking Enthusiasts’ opinions about what a Cooking Enthusiast has to do, by gender, July-August 2013
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- Source: Mintel
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- Figure 59: Cooking Enthusiasts’ opinions about what a Cooking Enthusiast has to do, by household income, July-August 2013
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- Figure 60: Cooking Enthusiasts’ opinions about what a Cooking Enthusiast has to do, by race/Hispanic origin, July-August 2013
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- Figure 61: Cooking Enthusiasts’ opinions about what a Cooking Enthusiast has to do, by generation, July-August 2013
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- Figure 62: Cooking Enthusiasts’ opinions about what a Cooking Enthusiast has to do, Millennial parents vs. non-Millennial parents, July-August 2013
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- Figure 63: What Cooking Enthusiasts do personally, by age, July-August 2013
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- Figure 64: What Cooking Enthusiasts do personally, by household income, July-August 2013
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- Figure 65: What Cooking Enthusiasts do personally, by generation, July-August 2013
- Cooking Enthusiasts’ approaches to cooking
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- Figure 66: Cooking Enthusiasts’ approaches to cooking, by household income, July-August 2013
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- Figure 67: Cooking Enthusiasts’ approaches to cooking, by race/Hispanic origin, July-August 2013
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- Figure 68: Cooking Enthusiasts’ approaches to cooking, by generation, July-August 2013
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- Figure 69: Cooking Enthusiasts’ approaches to cooking, Millennial parents vs. Non-Millennial parents, July-August 2013
- Useful resources for Cooking Enthusiasts
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- Figure 70: Cooking resources that Cooking Enthusiasts consider to be the most useful, by household income, July-August 2013
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- Figure 71: Cooking resources that Cooking Enthusiasts consider to be the most useful, by race/Hispanic origin, July-August 2013
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- Figure 72: Cooking resources that Cooking Enthusiasts consider to be the most useful, by generation, July-August 2013
- Reasons Cooking Enthusiasts cook at home
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- Figure 73: Reasons Cooking Enthusiasts cook at home, by household income, July-August 2013
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- Figure 74: Reasons for cooking at home, by generation, July-August 2013
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- Figure 75: Reasons Cooking Enthusiasts cook at home, Millennial parents vs. Non-Millennial parents, July-August 2013
- Cooking Enthusiasts’ opinions about cooking
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- Figure 76: Cooking Enthusiasts’ opinions about cooking, by gender, July-August 2013
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- Figure 77: Cooking Enthusiasts’ opinions about cooking, by household income, July-August 2013
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- Figure 78: Cooking Enthusiasts’ opinions about cooking, by race/Hispanic origin, July-August 2013
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- Figure 79: Cooking Enthusiasts’ opinions about cooking, by generation, July-August 2013
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- Figure 80: Cooking Enthusiasts’ opinions about cooking, Millennial parents vs. non-Millennial parents, July-August 2013
Appendix – Trade Associations
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