Cooking Enthusiasts - US - October 2010

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
EXECUTIVE SUMMARY
Market drivers—Macroeconomic factors
Market drivers—Lifestyle drivers
Market size and forecast: Small kitchen appliances and condiments
The world of cooking enthusiasm: A four-segment model
Channel analysis
How Americans learn to cook
Attitudinal drivers of cooking behavior
Trends in cooking-related behaviors
Occasion-based cooking drivers
Popularity of various cuisines and recipes
INSIGHTS AND OPPORTUNITIES
Key points
Emphasize sustainable nutrition to attract enthusiasts
Engage cooking enthusiasts online and make a cookbook
Expert apps
INSPIRE INSIGHTS
Trend: Media Evolution
MARKET SIZE AND FORECAST: SMALL KITCHEN APPLIANCES AND CONDIMENTS
Key points
FDMx sales of condiments and sauces increased about 14% from 2007-10
Figure 1: FDMx sales of condiments, at current prices, 2005-15
Increase in sauce sales drives growth of the condiments market
Figure 2: FDMx sales of condiments, by segment, 2007-09
Declining appliance sales appear to be rebounding
Figure 3: Total U.S. sales and forecast of small kitchen appliances, at current prices, 2004-14
MARKET DRIVERS—MACROECONOMIC FACTORS
Key points
Unemployment drives frugality and lifestyle change
Figure 4: Unemployment and underemployment rate in the U.S., January 2007-July 2010
Personal income growth remains slow
Figure 5: Real Disposable Personal Income, January 2007-May 2010
Consumer sentiment remains historically low
Figure 6: Consumer Sentiment, March 2007-July 2010
Many cooking more to save money
Figure 7: Incidence of cooking more at home to save money, by age, July 2010
Figure 8: Incidence of cooking more at home to save money, by household income, July 2010
MARKET DRIVERS—DIET AND HEALTH
Key points
Figure 9: Incidence of presently watching/controlling diet, May 2004-June 2009
Weight and fat still primary concerns, but sodium avoidance becoming more common
Figure 10: Reasons for watching/controlling diet, 2006/07 and 2008/09
Figure 11: Attributes diet watchers look for in food, 2006/07 and 2008/09
Many cooking more at home to achieve wellness aspirations
Figure 12: Incidence of cooking more at home to improve nutrition, by age, July 2010
Cooking shows are another important driver of enthusiasm
INNOVATION AND INNOVATORS
Key points
 COOKWARE INNOVATORS
Cuisinart launches Green Gourmet™ line
Calphalon's cookware recycling program looks to “renew” Unison sales
 RETAIL INNOVATORS
Wegmans
Figure 13: Blanching instructions on Wegmans website, September 2010
Central Market
Figure 14: “Foodie” weekly special ad on Central Market website, September 2010
Schnucks
Whole Foods
Figure 15: “What’s cooking?” feature on Whole Foods website, September 2010
MARKETING STRATEGIES
 OVERVIEW
 RECIPE WEBSITES
Allrecipes.com
Figure 16: Quantcast.com estimates for visitors to allrecipes.com, February-August 2010
Figure 17: Pillsbury advertisement on allrecipes.com, September 2010
Figure 18: Kraft advertisement on allrecipes.com, September 2010
Figure 19: Hormel advertisement on allrecipes.com, September 2010
Food.com
Figure 20: Bacardi advertisement on food.com, September 2010
Figure 21: Bertolli advertisement on food.com, September 2010
Recipe.com
Figure 22: Quantcast.com estimates for visitors to recipe.com, February-August 2010
Figure 23: Campbell’s advertisement on recipe.com, September 2010
Figure 24: Better Homes and Gardens advertisement on recipe.com, September 2010
Foodnetwork.com
Figure 25: Quantcast estimates for visitors to foodnetwork.com, February-August 2010
Figure 26: Food Network Store advertisement on foodnetwork.com, September 2010
Figure 27: Food Network Store advertisement on foodnetwork.com, September 2010
Figure 28: Best Foods advertisement on foodnetwork.com, September 2010
Smittenkitchen.com
Figure 29: Quantcast estimates for visitors to smittenkitchen.com, February-August 2010
Figure 30: KitchenAid advertisement on smittenkitchen.com, September 2010
101cookbooks.com
Figure 31: Quantcast estimates for visitors to 101cookbooks.com, February-August 2010
Figure 32: Amazon.com advertising widget on 101cookbooks.com, September 2010
 DIGITAL MEDIA
Kraft innovations
iFood Assistant smartphone app
Big Fork Little Fork iPad app
Whole Foods Market Recipes app
THE WORLD OF COOKING ENTHUSIASM: A FOUR-SEGMENT MODEL
Key points
Most Americans are casual or serious cooking enthusiasts
Figure 33: Demographics of cooking enthusiast and non-cooking segments, July 2010
Serious enthusiasts average more than one elaborate meal per month
Figure 34: Mean number of elaborate meals prepared in past six months, by cooking enthusiast segments, July 2010
By age, 25-54s tend to prepare more elaborate meals
Figure 35: Average number of gourmet or elaborate meals cooked in the past six months, by age, July 2010
Women tend to prepare more elaborate meals
Figure 36: Average number of gourmet or elaborate meals cooked in the past six months, by gender, July 2010
SHOPPING BEHAVIOR
Key points
Walmart and mainstream grocery most popular with foodies
Figure 37: Incidence of shopping at named U.S. grocery stores, by cooking attitudes and home dining behavior, February 2009-March 2010
Most spend $100 or more per week
Figure 38: Average amount spent per week at grocery stores, by cooking attitudes and home dining behavior, February 2009-March 2010
Gourmands tend to use natural and/or organic food when watching diet
Figure 39: Incidence of using natural and/or organic food when watching diet, by cooking attitudes and home dining behavior, February 2009-March 2010
HOW AMERICANS LEARN TO COOK
Key points
Serious and casual enthusiasts more likely to use a variety of sources to learn
Figure 40: How cooks learn about cuisines and cooking techniques, by cooking enthusiast segments, July 2010
Young adults considerably more likely to use websites
Figure 41: How cooks learn about cuisines and cooking techniques, by age, July 2010
Women are considerably more likely to use cooking media
Figure 42: How cooks learn about cuisines and cooking techniques, by gender, July 2010
ATTITUDINAL DRIVERS OF COOKING BEHAVIOR
Key points
Non-enthusiastic cooks less likely to be motivated by a variety of attitudinal factors
Figure 43: Drivers of cooking enthusiasm, by cooking enthusiast segments, July 2010
Women much more likely to be motivated by a variety of attitudinal factors
Figure 44: Drivers of cooking enthusiasm, by gender, July 2010
Affluents less likely to prefer simple meals and more likely to consult recipes
Figure 45: Attitudes toward cooking and food, by household income, February 2009-March 2010
Mature consumers considerably more likely to prefer easy-to-prepare dishes
Figure 46: Attitudes toward cooking and food, by age, February 2009-March 2010
Most like to experiment with new recipes and use packaged sauces
Figure 47: Cooking and purchase attitudes and habits, by age, July 2010
TRENDS IN COOKING-RELATED BEHAVIORS
Key points
Enthusiasts participate in cooking behaviors designed to improve health
Figure 48: Growth of health-related cooking behaviors, by cooking enthusiast segment, July 2010
Enthusiasts show more “foodie” behaviors
Figure 49: Increase of non-health-related cooking behaviors, by cooking enthusiast segment, July 2010
About one in three cooks making fewer meals with meal kits
Figure 50: Decrease in non-health-related cooking behaviors, by cooking enthusiast segment, July 2010
OCCASION-BASED COOKING DRIVERS
Key points
Enthusiasts often motivated to cook for family gatherings
Figure 51: Occasions that drive the preparation of gourmet and elaborate meals, by cooking enthusiast segments, July 2010
Middle-income and affluent segments are most motivated by occasions
Figure 52: Occasions that drive the preparation of gourmet and elaborate meals, by household income, July 2010
Parents more likely to prepare elaborate meals on social occasions
Figure 53: Occasions that drive the preparation of gourmet and elaborate meals, by number and presence of children, July 2010
POPULARITY OF VARIOUS CUISINES AND RECIPES
Key points
American, Italian, and Mexican cuisines most popular with enthusiasts
Figure 54: Top 10 cuisines prepared monthly, by cooking enthusiast segment, July 2010
Serious enthusiasts much more likely to prepare healthy gourmet and ethnic dishes
Figure 55: Less popular cuisines prepared monthly, by cooking enthusiast segment, July 2010
Many affluents enjoy preparing ethnic cuisines
Figure 56: Top 10 cuisines prepared monthly, by household income, July 2010
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Hispanics more likely to make elaborate meals
Figure 57: Incidence of cooking gourmet and elaborate meals, by race/Hispanic origin, July 2010
Blacks more likely to be motivated by special events
Figure 58: Occasions that drive the preparation of gourmet and elaborate meals, by race/Hispanic origin, July 2010
Often-prepared cuisines don’t always tie to cultural orientation
Figure 59: Top 10 cuisines prepared monthly, by race/Hispanic origin, July 2010
CLUSTER ANALYSIS
Cookers
Demographics
Characteristics
Opportunity
Bookies
Demographics
Characteristics
Opportunity
Chefs
Demographics
Characteristics
Opportunity
Cluster characteristics
Figure 60: Cooking enthusiasts clusters, July 2010
Figure 61: Mean number of elaborate meals prepared in past six months, by cooking enthusiasts clusters, July 2010
Figure 62: Drivers of cooking enthusiasm, by cooking enthusiasts clusters, July 2010
Figure 63: How cooks learn about cuisines and cooking techniques, by cooking enthusiasts clusters, July 2010
Figure 64: Cooking and purchase attitudes and habits, by cooking enthusiasts clusters, July 2010
Cluster demographics
Figure 65: Cooking enthusiasts clusters, by gender, July 2010
Figure 66: Cooking enthusiasts clusters, by age, July 2010
Figure 67: Cooking enthusiasts clusters, by household income, July 2010
Figure 68: Cooking enthusiasts clusters, by race, July 2010
Figure 69: Cooking enthusiasts clusters, by Hispanic origin, July 2010
Cluster methodology
CUSTOM CONSUMER GROUPS
Key points
Fresh, unique ingredients have high appeal to many foodies
Figure 70: Cooking, eating and nutrition-related attitudes—gourmands and those who enjoy cooking, by frequency of elaborate meals group, February 2009-March 2010
Target the demographics that make the most elaborate meals
Figure 71: Frequency of making elaborate meals—high-income Hispanics, middle-aged men and younger women, July 2010
Target middle-aged women enthusiasts with recipes for healthy desserts
Figure 72: Drivers of cooking enthusiasm—women aged 34-54, July 2010
APPENDIX: ADDITIONAL CONSUMER TABLES
How Americans learn to cook
Figure 73: Cooking knowledge sources, by household income, July 2010
Figure 74: Cooking knowledge sources, by education level, July 2010
Attitudinal drivers of cooking behavior
Figure 75: Drivers of cooking enthusiasm, by age, July 2010
Figure 76: Drivers of cooking enthusiasm, by household income, July 2010
Figure 77: Drivers of cooking enthusiasm, by race/Hispanic origin, July 2010
Figure 78: Drivers of cooking enthusiasm, by presence of children in the household, July 2010
Figure 79: Drivers of cooking enthusiasm, by employment status, July 2010
Figure 80: Drivers of cooking enthusiasm, by region, July 2010
Figure 81: Mean number of gourmet or elaborate meals cooked in the past six months, by household income, July 2010
Figure 82: Mean number of gourmet or elaborate meals cooked in the past six months, by race/Hispanic origin, July 2010
Figure 83: Mean number of gourmet or elaborate meals cooked in the past six months, by education level, July 2010
Figure 84: Mean number of gourmet or elaborate meals cooked in the past six months, by employment status, July 2010
Figure 85: Mean number of gourmet or elaborate meals cooked in the past six months, by region, July 2010
Occasion-based cooking drivers
Figure 86: Occasions that drive the preparation of gourmet and elaborate meals, by gender, July 2010
Figure 87: Occasions that drive the preparation of gourmet and elaborate meals, by age, July 2010
Figure 88: Occasions that drive the preparation of gourmet and elaborate meals, by region, July 2010
Popularity of various cuisines
Figure 89: Top 10 cuisines prepared monthly, by gender, July 2010
Figure 90: Top 10 cuisines prepared monthly, by age, July 2010
Figure 91: Top 10 cuisines prepared monthly, by presence of children in the household, July 2010
Figure 92: Top 10 cuisines prepared monthly, by education level, July 2010
Figure 93: Top 10 cuisines prepared monthly, by region, July 2010
Figure 94: Top 10 cuisines prepared monthly, by urban status, July 2010
APPENDIX: TRADE ASSOCIATIONS