About three quarters of Americans cook at least once per week and more than half say cooking is something that they enjoy. Cooking skill levels, reasons for cooking, preferences, and attitudes toward cooking depend on a variety of factors, such as gender, age, and presence of children in the household.

The recession fueled a surge in cooking at home as consumers looked for ways to save money. As the economy improves, brands must work to retain newly minted cooking enthusiasts and encourage consumers overall to cook at home. Mintel data suggest that though saving money is an important driver for cooking, there are other factors that motivate consumers to cook at home.

This report builds on the analysis presented in Mintel’s Cooking Enthusiasts – US, October 2013, as well as the October 2012, October 2011, June 2008, and May 2006 reports of the same title. Other related reports that may be of interest include Cookware – US, July 2014, Ethnic Foods – US, January 2014, Grilling and Barbecuing – US, March 2014, Small Kitchen Appliances – US, December 2013, and Cooking Sauces, Marinades, and Dressings – US, December 2013.

Mintel identifies survey respondents as “Cooking Enthusiasts” if they: cook at all; say they either like or love cooking; have at least basic cooking skills; and typically cook because they want to rather than because they have to. Based on this definition, 40% of Mintel respondents are Cooking Enthusiasts. Transferred to the US population, this percentage equates to roughly 98 million adult Americans.

Note: This definition differs slightly from prior years due to the inclusion of those who “rarely” cook (less often than once per week).

For the purposes of this report, Mintel commissioned exclusive consumer research through Lightspeed GMI to explore consumers’ attitudes and behaviors toward cooking. Mintel was responsible for the survey design, data analysis, and reporting. Fieldwork was conducted in July 2014 among a sample of 2,000 adults aged 18+ with access to the internet, including 1,481 who cook once a week or more frequently.

Mintel selects survey respondents by gender, age, household income, and region so that they are proportionally representative of the US adult population using the internet. Mintel also slightly over-samples, relative to the population, respondents that are Hispanic or Black to ensure an adequate representation of these groups in our survey results and to allow for more precise parameter estimates from our reported findings. Please note that our surveys are conducted online and in English only. Hispanics who are not online and/or do not speak English are not included in our survey results.

Mintel also has analyzed data from Experian Marketing Services, using the Simmons NHCS (National Hispanic Consumer Study). The Experian Marketing Services, Simmons NHCS, was carried out April 2013-June 2014, and results are based on a sample of 24,073 adults aged 18+, with results weighted to represent the US adult population.

Additional data from Experian Marketing Services, Simmons NHCS are included for 2005-13:

• Experian Marketing Services, Spring 2013 Simmons NHCS Adult Study 12-Month.

• Experian Marketing Services, Spring 2012 Simmons NHCS Adult Study 12-Month.

• Experian Marketing Services, Spring 2011 Simmons NHCS Adult Study 12-Month.

• Experian Marketing Services, Spring 2010 Simmons NHCS Adult Study 12-Month.

• Experian Marketing Services, Spring 2009 Simmons NHCS Adult Study 12-Month.

• Experian Marketing Services, Spring 2008 Simmons NHCS Adult Study 12-Month.

• Experian Marketing Services, Spring 2007 Simmons NHCS Adult Study 12-Month.

• Experian Marketing Services, Spring 2006 Simmons NHCS Adult Study 12-Month.

• Experian Marketing Services, Spring 2005 Simmons NHCS Adult Study 12-Month.

While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.

The following is a list of abbreviations used in this report:

Generations are discussed within this report, and they are defined as:

* also known as Generation Y or Echo Boomers