Table of Contents
Executive Summary
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- Figure 1: Share and approximate number* of cooking enthusiasts, 2014-2018
- The issues
- Unenthusiasm is on the rise
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- Figure 2: Share of cooking segments, 2016-2018
- Meal kits can’t deliver
- Cooking tech adoption low
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- Figure 3: Cooking tech usage, July 2018
- The opportunities
- Conflicted Cooks can be reached through their children
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- Figure 4: Parental status, by cooking segment, July 2018
- Natural ingredients, sustainability more popular
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- Figure 5: Concerns about ingredients – nets, July 2018
- Exotic tastes are becoming the norm
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- Figure 6: Consumption of international cuisines at restaurants by adult iGens, October 2017
- What it means
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The Market – What You Need to Know
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- The share of Cooking Enthusiasts remained stable from 2016-2018
- Unenthusiasm on the rise
- Enthusiasm transcends demographics
- Economic factors can drive further segmentation
- Grocery stores face a challenge
- Meal kits are popular, but delivery isn’t
Cooking Segments
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- Overview
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- Figure 7: Cooking segments, by specific cooking characteristics, July 2018
- Overview of Cooking Enthusiasts
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- Figure 8: Estimated share and number* of adults aged 18+, by cooking segment, July 2018
- Cooking Enthusiasts can be anybody
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- Figure 9: Cooking segments, by select demographics, July 2018
- Share of Cooking Enthusiasts remains stable
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- Figure 10: Share and approximate number* of cooking enthusiasts, 2014-2018
- Less conflict, but also less enthusiasm
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- Figure 11: Share of cooking segments, 2016-2018
- Parents are the most conflicted
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- Figure 12: Presence of children under 18 in the household, by cooking segment, July 2018
Market Factors
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- DPI remains high
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- Figure 13: Disposable personal income change from previous period, January 2007-June 2018
- Dip in incomes means more home cooking
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- Figure 14: Median household income, in inflation-adjusted dollars, 2010-2016
- Share of away-from-home food spending increasing
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- Figure 15: Share of food expenditures for food at home and food away from home, 2008-2018
- Fewer households have children
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- Figure 16: Households, by presence of related children, 2006-16
Market Perspective
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- Experience key to attracting shoppers, cooks
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- Figure 17: Attitudes toward store experiences, by generation, April 2018
The Meal Kit Landscape
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- Meal kit delivery services face still competition
- Grocery stores providing meal kits
- Restaurants want in
Key Trends – What You Need to Know
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- Improving tech
- Dollar stores expand grocery availability
- Food waste is a concern
- Palates and ingredients are expanding
- 3-D printed food sparks inspiration
What’s Happening Now?
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- Smart kitchen tech is getting smarter – and cheaper
- Amazon makes cooking hands-off
- Celebrity cookbooks
- Bowls bowling over the competition
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- Figure 18: Interest in international flavors in menu items, 2018
- Dollar stores expanding their grocery offerings
What’s Happening Next?
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- The ugly path toward sustainability
- iGens have a global palate
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- Figure 19: Consumption of international cuisines at restaurants by adult iGens, October 2017
- Future viruses could be less norovirus, more Mirai
The Consumer – What You Need to Know
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- Cooks chase goals and accomplishment
- Most cooks have an eye toward dietary concerns
- Proximity is the biggest influencer
- Cooks want to eat healthier
- Purpose-built cooking tech lagging in adoption
Reasons for Cooking at Home
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- Motivation comes from within
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- Figure 20: Reasons for cooking at home – nets, July 2018
- Accomplishment is a part of enthusiasm
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- Figure 21: Opinions of cooking at home, by cooking segment, any agree, July 2018
- Vanity can spark enthusiasm
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- Figure 22: Opinions of presentation of cooked meals, by cooking segment, any agree, July 2018
- Non-Whites access culture through cooking
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- Figure 23: Cultural identity through cooking, by race and Hispanic origin, July 2018
- Half of Conflicted Cooks find cooking relaxing
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- Figure 24: Stress relief among cooks, by cooking segment, July 2018
Dietary Motivations
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- Most people have dietary concerns
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- Figure 25: Special concerns when considering dishes, July 2018
- Cooking Enthusiasts are the most diet-conscious
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- Figure 26: Health concerns when cooking, by segment, July 2018
- Younger cooks have organic concerns, but locality appeals to all
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- Figure 27: Source concerns when cooking, by age group, July 2018
Cooking Influences
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- Personal relationships are most important influence
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- Figure 28: Sources of cooking inspiration, all cooks, July 2018
- Cooking influences are passed down
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- Figure 29: Parental influence on adult cooks, by age group, July 2018
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- Figure 30: Parental influence on under-35s, by gender and age category, July 2018
- Online sources popular among younger adults
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- Figure 31: Influence of online sources, net any online source, by age, July 2018
- Cooking Enthusiasts have a range of influences
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- Figure 32: Cooking influences, by segment, July 2018
Concerns About Ingredients
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- Quality is the most important
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- Figure 33: Concerns about ingredients, July 2018
- Push for natural ingredients is universal
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- Figure 34: Desire for whole/natural ingredients, by cooking segment, any agree, July 2018
- Parents are confident in what to feed their kids
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- Figure 35: Confidence in food choices for kids, by cooking segment, July 2018
- Getting by on your own supply
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- Figure 36: Rates of artisanry, those concerned about ingredients vs all cooks, July 2018
- Conflicted Cooks are interested in artisanry
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- Figure 37: Interest in home artisanry, by cooking segment, July 2018
- Conflicted parents interested in supplying staples
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- Figure 38: Artisanry practice and interest among Conflicted Cooks, July 2018
Cooking Tech
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- Technology is more of an aid than a tool
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- Figure 39: Cooking tech usage, July 2018
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- Figure 40: Cooking tech usage – none of the above, by cooking segment, July 2018
- Conflicted Cooks are clear about their tech use
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- Figure 41: Technology use while cooking, by segment, July 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 42: Cooking segments, by select demographics, July 2018
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