Cooking - US - May 2005

INTRODUCTION AND ABBREVIATIONS
Introduction
Other relevant reports
Definition
Abbreviations & terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Household size and frequency of cooking
Shortage of time and cooking skills
Baby Boomers embrace healthy eating
Income dictates quality and quantity of food purchased, but does not deter pursuit of cooking
Quality ingredients and specialty products available through multiple channels
Finding the right tools to work with…
TV cooking and food shows fuel interest
Teaching cooking skills good for industry
Buying cookware and tools to pursue cooking
MARKET FACTORS
Household size affects frequency of cooking
Figure 1: Number of meals cooked in the home for all U.S. households, by household size, 2001
Figure 2: Graph: Number of meals cooked in the home for all U.S. households, by household size, 2001
Figure 3: U.S. households, by size, 2004
Figure 4: Opinions about shopping for groceries and at-home meal habits, by marital status, January 2004–September 2004
Figure 5: Opinions about shopping for groceries and at-home meal habits, by presence of children, January 2004–September 2004
Household income
Figure 6: Median household income by age of householder, 2003
Figure 7: Average expenditures of all CUs for food and beverages at home, by income before taxes, 2003
Figure 8: Average expenditures of higher income CUs for food and beverages at home, by income before taxes, 2003
Figure 9: Graph: Average expenditures of higher income CUs for food and beverages at home, by income before taxes, 2003
Income and presence of children
Figure 10: Incidence of and opinions about cooking from scratch, by presence of children and household income, April 2005
Figure 11: Opinions about spending on quality ingredients and investing in cooking equipment, by presence of children and household income, April 2005
Women in the workforce
Figure 12: cooking for fun, by gender, January–September 2004
Figure 13: Female labor force participation, number and share, 1995-2004
Age
Figure 14: U.S. population projections, by age, 2000-2010
Baby Boomers and health concerns
The "convenience generation” lacks basic cooking skills
Figure 15: Incidence of and interest in cooking from scratch, by age, April 2005
Figure 16: Graph: Incidence of and interest in cooking from scratch, by age, April 2005
Figure 17: Graph: Incidence of and interest in cooking from scratch, by age, April 2005
Figure 18: Opinions about at-home meal habits, by age, January 2004–September 2004
A diverse U.S. population
Figure 19: U.S. population by race and Hispanic origin, 2000-2010
Growth of the Hispanic population
COOKING TRENDS AND EATING PATTERNS
Introduction
Scratch cooking faces competition from prepared meals . . .
. . . and dining out
Time constraints
Figure 20: Occasions for cooking from scratch, April 2005
Weekday vs. weekend cooking patterns
Figure 21: Occasions for cooking from scratch, April 2005
Cooking and busy lifestyles
Figure 22: Opinions about shopping for groceries and at-home meal habits, January 2004–September 2004
Figure 23: Opinions about shopping for groceries and at-home meal habits, by age, January 2004–September 2004
Figure 24: Opinions about shopping for groceries and at-home meal habits, by household income, January 2004–September 2004
Figure 25: Opinions about shopping for groceries and at-home meal habits, by race/ethnicity, January 2004–September 2004
 COOKING TRENDS
Ethnic cooking
Figure 26: Immigration to the U.S. by country of origin, 1998-2003
Moving outdoors
SPECIALTY FOOD SALES AND RETAIL TRENDS
Quality ingredients and specialty products available through multiple channels
Figure 27: Cross-tabulation: Propensity to purchase specialty foods against food shopping venues, December 2004
Figure 28: Graph: Cross-tabulation: Propensity to purchase specialty foods against food shopping venues, December 2004
Natural and organic food sales trending up
Home cooking trends mirror restaurant offerings
Figure 29: Percentage of full service restaurant operators, by type of operation, who said their customers are buying more of the following items, compared to two years ago, 2005
New specialty foods launches
Figure 30: New specialty food and beverage product launches in gourmet stores, health food stores, and specialist retailers, by category, 2000-2004
COOKWARE AND COOKING EQUIPMENT TRENDS
Integrating cookware and food
Figure  31: Opinions about spending on quality ingredients and investing in cooking equipment, April 2005
Figure 32: Cookware, cutlery, kitchen tools, and food preparation product sales, 2003 & 2004
Cookware and bakeware (metal only)
Cutlery
Kitchen tools and gadgets
Food processors
Blenders
Appliance trends: functional vs. aspirational buyers
Trend towards features and styling
Expanding the market: consumer insights
The “great room” and high-end appliances
ADVERTISING AND PROMOTION
Introduction
TV cooking shows fuel interest
Figure 33: Opinions about TV cooking shows, April 2005
Cooking websites: recipes for free
Focus on educating consumers how to cook
The “Spokeschef”
Professional endorsements
The bridal market
Targeting a new breed of cooking enthusiasts
THE COOKING ENTHUSIAST
Introduction
Cooking for fun and dining out
Figure 34: Cooking for fun and dining out, January 2004–September 2004
Gender
Age
Household income
Race/Hispanic origin
Marital status
Presence of children
The “cooking enthusiast”
Figure 35: Opinions about cooking, January 2004–September 2004
Figure 36: Opinions about cooking, by age, January 2004–September 2004
Figure 37: Opinions about cooking, by household income, January 2004–September 2004
Figure 38: Opinions about cooking, by race/ethnicity, January 2004–September 2004
Figure 39: Opinions about cooking, by presence of children, January 2004–September 2004
Product correlations of the cooking enthusiast
Ownership of small appliances and kitchen items
Figure 40: Cooking enthusiasts’ ownership of small kitchen appliances compared to all respondents, January-September 2004
Hobbies and leisure activities
Figure 41: Cooking enthusiasts’ leisure activities and hobbies compared to all respondents, January-September 2004
Types of magazines
Figure 42: Cooking enthusiasts’ magazine readership/subscriptions compared to all respondents, January-September 2004
Food and beverage choices
Figure 43: Cooking enthusiasts’ select food consumption/use compared to all respondents, January-September 2004
Figure 44: Cooking enthusiasts’ beverage consumption/use compared to all respondents, January-September 2004
Summary
CONSUMER ATTITUDES ABOUT COOKING
Introduction
Cooking from scratch
Figure 45: Incidence of and interest in cooking from scratch, April 2005
Figure 46: Incidence of and interest in cooking from scratch, by gender, April 2005
Figure 47: Incidence of and interest in cooking from scratch, by age, April 2005
Figure 48: Incidence of and interest in cooking from scratch, by household income, April 2005
Figure 49: Incidence of and interest in cooking from scratch, by race/ethnicity, April 2005
Figure 50: Incidence of and interest in cooking from scratch, by number of children under 18 in the household, April 2005
Figure 51: Opinions about cooking, by presence of children and household income, April 2005
No time for cooking from scratch?
Figure 52: Occasions for cooking from scratch, April 2005
Figure 53: Occasions for cooking from scratch, by gender, April 2005
Figure 54: Occasions for cooking from scratch, by age, April 2005
Figure 55: Occasions for cooking from scratch, by household income, April 2005
Figure 56: Occasions for cooking from scratch, by race/ethnicity, April 2005
Figure 57: Occasions for cooking from scratch, by children in the household, April 2005
Trying new recipes, investing in cooking gear and equipment
Figure 58: Opinions about spending on quality ingredients and investing in cooking equipment, April 2005
Figure 59: Opinions about spending on quality ingredients and investing in cooking equipment, by age, April 2005
Figure 60: Opinions about spending on quality ingredients and investing in cooking equipment, by household income, April 2005
Figure 61: Opinions about spending on quality ingredients and investing in cooking equipment, by race/Hispanic origin, April 2005
Figure 62: Opinions about spending on quality ingredients and investing in cooking equipment, by children in the household, April 2005
Figure 63: Opinions about spending on quality ingredients and investing in cooking equipment, by region, April 2005
In-store sampling and shopping habits
Figure 64: Opinions about in-store sampling and shopping habits, April 2005
Figure 65: Opinions about in-store sampling and shopping habits, by age, April 2005
Figure 66: Opinions about in-store sampling and shopping habits, by household income, April 2005
Figure 67: Opinions about in-store sampling and shopping habits, by race/ethnicity, April 2005
Figure 68: Opinions about in-store sampling and shopping habits, by children in the household, April 2005
Figure 69: Opinions about in-store sampling and shopping habits, by marital status, April 2005
Figure 70: Opinions about in-store sampling and shopping habits, by region, April 2005
Figure 71: Opinions about in-store sampling and shopping habits, by area type, April 2005
Interest in TV cooking shows
Figure 72: Opinions about TV cooking shows, April 2005
Figure 73: Opinions about TV cooking shows, by gender, April 2005
Figure 74: Opinions about TV cooking shows, by age, April 2005
Figure 75: Opinions about TV cooking shows, by household income, April 2005
Figure 76: Opinions about TV cooking shows, by race/ethnicity, April 2005
Figure 77: Opinions about TV cooking shows, by children in the household, April 2005
Figure 78: Opinions about TV cooking shows, by region, April 2005
Summary
FUTURE TRENDS IN COOKING
There will always be “foodies,” food will always be trendy
The increasing availability of food and tools
Diet and health factors
Organic and natural products
Need for convenience continues
Ethnic cooking continues to trend up
Figure 79: U.S. population by race and Hispanic origin, 2000-2010
APPENDIX: TRADE ASSOCIATIONS