Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Figure 1: Share and approximate number* of Cooking Enthusiasts, 2014-17
- The issues
- More feel they’re cooking out of necessity rather than for enjoyment
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- Figure 2: Cooking enjoyment and motivation, 2016-17
- “Cooking” doesn’t mean the same thing to everyone
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- Figure 3: Appliances used to cook, by all and Cooking Enthusiasts, September 2017
- Female Cooking Enthusiasts are less trusting of others to buy their groceries
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- Figure 4: Cooking Enthusiasts’ attitudes toward groceries and grocery shopping, by gender and parent status, September 2017
- The opportunities
- 25-44s are the sweet spot for meal kit and grocery delivery services
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- Figure 5: Cooking Enthusiasts’ use and interest – Meal kit and grocery delivery services, by age, September 2017
- Teaching consumers how to liven up leftovers
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- Figure 6: Attitudes toward food prep – Leftovers and meal prep items, by all cooks and Cooking Enthusiasts, September 2017
- Young adults need help spicing up their dishes
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- Figure 7: Attitudes toward spices and seasonings, by all cooks and Cooking Enthusiasts, September 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 2016-17
- Cooking Enthusiasts aren’t defined by demographics
- Increasing incomes may make dining out more attractive
- More consumers are unmarried, in child-free homes, aging
- Americans continue to expand (their waistlines)
- Accessing recipes and grocery innovations make cooking easier
The Cooking Enthusiasts Market
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- Overview of Cooking Enthusiasts
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- Figure 8: Estimated share and number* of adults aged 18+, by cooking segment, September 2017
- Share of Cooking Enthusiasts stable from 2016-17
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- Figure 9: Share and approximate number* of Cooking Enthusiasts, 2014-17
- More polarized feelings toward cooking
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- Figure 10: Share of cooking segments, 2015-17
Cooking Segments
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- Overview
- Captured target – Cooking Enthusiasts
- Opportunity target – Conflicted Cooks
- Secondary opportunity target – Infrequent and Unenthusiastic Cooks
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- Figure 11: Cooking segments, by specific cooking characteristics, September 2017
- Cooking Enthusiasts are defined by psychographics, not demographics
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- Figure 12: Cooking segments, by select demographics, September 2017
Market Factors
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- Median household income growth may reduce cooking interest
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- Figure 13: Median household income, in inflation-adjusted dollars, 2009-15
- Away-from-home food sales surpass at-home foods sales . . .
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- Figure 14: Foods sales at home and away from home, January 2007-July 2017
- . . . which may be due to increased competition and stable grocery prices
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- Figure 15: Consumer Price Index change from previous month, August 2016-17
- Nearly half of all adults are unmarried
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- Figure 16: Unmarried share of population, 2006-16
- Number and share of households with children continue to decline
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- Figure 17: Households, by presence of related children, 2006-16
- Aging population drives focus on healthy cooking
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- Figure 18: Share of US population, by age, 2000-40
Market Perspective
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- Americans continue to battle the bulge
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- Figure 19: Prevalence of obesity among US adults aged 20+, 1997-16
- Smartphones play an increasingly important role for recipe sources
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- Figure 20: Online activities and apps for cell phones/smartphones – Food/cooking/recipes, 2014-17
- Amazon shakes up the grocery industry
Key Trends – What You Need to Know
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- Increased access to more food options
- Cooking for others (and making money at the same time)
- Unclear product claims may confuse some consumers
- Connected kitchen appliances and customized cookbooks
- Future of meal kits/grocery delivery services is promising
What’s Now?
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- Increased grocery options and where/how to get them
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- Figure 21: AmazonFresh email, September 2017
- Cooks can make money by doing what they love, cooking
- What the Health? Consumers may be uncertain what’s good for them
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- Figure 22: WHAT THE HEALTH Trailer, Feb. 28, 2017
- Consumers try not to waste food, but still do
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- Figure 23: Wasted! The Story of Food Waste (2017) Trailer, Aug. 24, 2017
What’s New?
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- Customizable cookbooks make cooking more personal
- Kitchen appliances and tools help make cooking fool-proof
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- Figure 24: Introducing Amazon Dash Wand with Alexa, June 14, 2017
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- Figure 25: Introducing the Tasty One Top, July 30, 2017
- Vending machines for food, office supplies, and now kitchen tools
Spotlight: Meal Kit and Grocery Delivery Services
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- Meal kit/grocery delivery services fulfill a need and are forecast to grow
- Overview
- Looking forward
- Meal kit delivery services
- Key players
- Specialty services:
- Trends
- Grocery delivery services
- Key players
- Trends
The Consumer – What You Need to Know
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- Most like or love cooking
- New recipes, spending time with family, motivate Cooking Enthusiasts
- Staple appliances most associated with cooking
- Sweet spot for meal kits/grocery services is 25-44s and middle earners
- Cooking Enthusiasts prepare to grocery shop and enjoy the process
- Most cook with the intention of having leftovers
Cooking Habits – Frequency, Enjoyment, Skills, and Motivation
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- Cooking frequency, skill remain high; enjoyment, motivation decline
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- Figure 26: Cooking frequency, attitudes, skill level, and motivations, September 2017
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- Figure 27: Cooking frequency, attitudes, skill level, and motivations, 2012-17
- Cooking frequency increases among adults 55+, declines among 18-34s
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- Figure 28: Cooking frequency, by age, September 2015-17
- Younger adults most likely to say they love cooking
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- Figure 29: Cooking enjoyment, by age, September 2015-17
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- Figure 30: Cooking frequency and enjoyment, by gender and age, September 2017
- Young adults less confident in their cooking skills, older improve theirs
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- Figure 31: Cooking skills, by age, September 2015-17
- Younger adults less likely to cook because they want to
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- Figure 32: Cooking motivation, by age, September 2017
Motivations for Cooking at Home
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- Trying new recipes and time with family motivate Cooking Enthusiasts
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- Figure 33: Motivations for cooking at home, by all cooks and Cooking Enthusiasts, September 2017
- Women are motivated to eat healthier and experiment with recipes
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- Figure 34: Cooking Enthusiasts’ motivations for cooking at home, by gender, September 2017
- Cooking enjoyment and motivation to eat healthier correlate with age
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- Figure 35: Cooking Enthusiasts’ motivations for cooking at home, by age, September 2017
- Cooking gives parents time with their kids
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- Figure 36: Cooking Enthusiasts’ motivations for cooking at home, by parent status and number of kids, September 2017
Appliances Used to Cook
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- Stove and oven most associated with cooking, microwaves not so much
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- Figure 37: Appliances used to cook, by all cooks and Cooking Enthusiasts, September 2017
- Men are less particular about appliances
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- Figure 38: Appliances used by Cooking Enthusiasts to cook, by gender, September 2017
- Under-45s “cook” with a wider range of kitchen appliances
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- Figure 39: Appliances used by Cooking Enthusiasts to cook, by age, September 2017
Use and Interest – Meal Kits and Grocery Delivery Services
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- Few have used a meal kit or grocery delivery service
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- Figure 40: Use and interest – Meal kits and grocery delivery services, by all and Cooking Enthusiasts, September 2017
- Men show greater interest in grocery delivery services and meal kits
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- Figure 41: Cooking Enthusiasts’ use and interest – Meal kits and grocery delivery services, by gender, September 2017
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- Figure 42: Cooking Enthusiasts’ attitudes toward meal kits/food prepped outside of home, by key demographics, August 2016
- Interest is highest among 18-24s, but actual use is highest for 25-44s
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- Figure 43: Cooking Enthusiasts’ use and interest – Meal kits and grocery delivery services, by age, September 2017
- Meal kit/grocery delivery services interest peaks for $75K-99.9K earners
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- Figure 44: Cooking Enthusiasts’ use and interest – Meal kits and grocery delivery services, by household income, September 2017
Attitudes toward Groceries and Grocery Shopping
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- Most enjoy grocery shopping and have items in mind when they go
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- Figure 45: Attitudes toward groceries and grocery shopping, by all cooks and Cooking Enthusiasts, September 2017
- Grocery shopping is less planned, more time-consuming for young adults
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- Figure 46: Cooking Enthusiasts’ attitudes toward groceries and grocery shopping, by age, September 2017
- Men and parents more trusting in others to grocery shop
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- Figure 47: Cooking Enthusiasts’ attitudes toward groceries and grocery shopping, by gender and by parent status, September 2017
Attitudes toward Food Prep
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- Most cook with the intention of having leftovers, but not for a full week
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- Figure 48: Attitudes toward food prep, by all cooks and Cooking Enthusiasts, September 2017
- Young adults more likely to “binge cook” for the week, plan for leftovers
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- Figure 49: Cooking Enthusiasts’ attitudes toward food prep, by age, September 2017
- Men prefer few appliances and are more likely to turn to the microwave
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- Figure 50: Attitudes toward food prep, by all cooks and Cooking Enthusiasts and gender, September 2017
Attitudes toward Spices and Seasonings
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- Most adults use spices/seasoning, but usually the same ones
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- Figure 51: Attitudes toward spices and seasonings, by all cooks and Cooking Enthusiasts, September 2017
- Young adults may need help to spice up their cooking
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- Figure 52: Cooking Enthusiasts’ attitudes toward spices and seasonings, by age, September 2017
- Cooking skill correlates with spice/seasoning use
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- Figure 53: Attitudes toward spices and seasonings, by all cooks and Cooking Enthusiasts and cooking skills, September 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
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- Figure 54: Online activities – Food/cooking/recipes, 2014-17
- Figure 55: Online activities – Food/cooking/recipes, 2014-17
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