Being a Cooking Enthusiast is a state of mind. Hispanic Cooking Enthusiasts are differentiated from non-Cooking Enthusiasts in their attitudes toward cooking. It is not that they cook more often – because they don’t – but they enjoy the time they spend in the kitchen. They are excited about cooking and want to do it. They find it to be a relaxing time in which their creativity has no limit. Moreover, most of what they cook is prepared with their families in mind.

For the purposes of this Report, Mintel has used the following definitions:

• Cooking Enthusiasts are those who cook, 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. 50% of Hispanic adults aged 18+ are Cooking Enthusiasts, which equates to roughly 19.3 million adult Hispanics.

• Conflicted Cooks are those who are on the fence about their enthusiasm for cooking. While they do cook, like or love cooking, and have at least basic skills, they typically cook because they have to (not because they want to). Moreover, some Conflicted Cooks like or love to cook but don’t have any skills, while others dislike cooking but have advanced or very advanced skills. 16% of Hispanic adults aged 18+ are Conflicted Cooks, which equates to about 6.2 million adult Hispanics.

• Unenthusiastic Cooks are those who cook occasionally or frequently but don’t mind or dislike it. 16% of Hispanic adults aged 18+ are Unenthusiastic Cooks, which equates to roughly 6.2 million adult Hispanics.

• Infrequent Cooks are those who rarely cook. 10% of Hispanic adults aged 18+ are Infrequent Cooks, which equates to about 3.9 million adult Hispanics.

• Non-Cooks are those who never cook. 7% of Hispanic adults aged 18+ never cook, which equates to roughly 2.7 million adult Hispanics.

This is one of many reports that Mintel has produced on cooking. Readers may also be interested in Mintel’s Cooking Enthusiasts – US, October 2014 and Hispanics and American Culture and Identity – US, July 2014.