Hispanic Cooking Enthusiasts - US - October 2015

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Being Hispanic and a Cooking Enthusiast often go hand-in-hand
Figure 1: Hispanic cooking segments, Hispanics indexed to all, June 2015
The issues
Hispanic kitchens are still the dominion of women
Figure 2: Hispanic cooking frequency, by gender and age, June 2015
Attitudes differentiate Hispanic Cooking Enthusiasts from those who are not
Figure 3: Hispanics’ attitudes toward cooking at home – Rewards, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
Hispanics cook what their families like
Figure 4: Hispanics’ attitudes toward cooking at home – Family approach, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
The opportunities
Partnering with Hispanic Cooking Enthusiasts as they develop their passion
Figure 5: Hispanic Cooking Enthusiasts’ changes in cooking behavior, by gender and age, June 2015
Introducing convenience where it matters
Figure 6: Hispanics’ attitudes toward cooking at home – Resources, by level of acculturation, June 2015
Leveraging the many ways in which Hispanic Cooking Enthusiasts are influenced
Figure 7: Sources influencing cooking behavior, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
Listening to the family
Figure 8: Relative influence of family members on Hispanic Cooking Enthusiasts’ cooking behavior, by presence and age of children in the household, June 2015
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Cooking Enthusiasts account for half of Hispanics
There is a “cycle” in the life of Hispanic Cooking Enthusiasts
The internet is influencing Cooking Enthusiasts
Hispanic children have a say
HISPANICS IN THE KITCHEN
Hispanics more likely to be Cooking Enthusiasts
Figure 9: Hispanic cooking segments, Hispanics indexed to all, June 2015
Figure 10: Estimated number of Hispanics adults aged 18+, by cooking segment, June 2015
COOKING SEGMENTS
Cooking Enthusiasts
Figure 11: Profile of Hispanic Cooking Enthusiasts, June 2015
Conflicted Cooks
Figure 12: Profile of Hispanic Conflicted Cooks, June 2015
Unenthusiastic Cooks
Figure 13: Profile of Hispanic Unenthusiastic Cooks, June 2015
Non-/Infrequent Cooks
Figure 14: Profile of Hispanic Non-/Infrequent Cooks, June 2015
MARKET FACTORS
Hispanic market becoming bicultural
Expenditures rise in each category of grocery perimeter foods
Growing Hispanics’ expenditures on dining out not incompatible with more at home cooking
Hispanics becoming more tech savvy
Hispanic households more likely to include children
Figure 15: Presence of children in household, by race and Hispanic origin, 2014
KEY PLAYERS – WHAT YOU NEED TO KNOW
The market is changing
Families are always at the center
WHAT’S WORKING?
Keeping up with the evolution of the market
Connecting to their roots with healthy options
Reminding them why they cook
Figure 16: Walmart, Cuando somos mas, la pasamos mejor TV spot (When we are more, we have a better time), September 2015
Encouraging them to explore
Figure 17: Kraft Mac & Cheese, Abuelita TV spot (Grandma), March 2015
WHAT’S NEXT?
Focusing on the “Collective Intelligence”
THE CONSUMER – WHAT YOU NEED TO KNOW
Despite good intentions, men’s involvement in cooking is moderate
Hispanic Cooking Enthusiasts don’t cook more than non-Cooking Enthusiasts
Cooking at home has value and rewards for Hispanic Cooking Enthusiasts
Hispanic Cooking Enthusiasts feel equipped to do what they want
Families inspire Hispanic Cooking Enthusiasts to cook
Many things influence how Hispanic Cooking Enthusiasts cook
COOKING FREQUENCY
Despite cooking enthusiasm, traditional gender roles persist
Figure 18: Hispanic cooking frequency, by gender and age, June 2015
Cooking enthusiasm doesn’t translate into higher cooking frequency
Figure 19: Hispanic cooking frequency – three or more times per week, by cooking segment, June 2015
COOKING APPEAL
Overall, Hispanics like cooking
Figure 20: Hispanic cooking appeal, June 2015
Children feed the love for cooking
Figure 21: Hispanic cooking appeal – like or love cooking, by presence and age of children in the household, June 2015
COOKING SKILL LEVEL
Hispanics humble about their skills
Figure 22: Hispanic cooking skills, June 2015
Hispanic women’s cooking skills improve with time
Figure 23: Hispanic cooking skills – Advanced or very advanced, by gender and age, June 2015
Skills improve only with desire
Figure 24: Hispanic cooking motivation – have to or want to, by cooking skills, June 2015
CHANGES IN COOKING BEHAVIOR
Hispanics cooking more regardless of level of enthusiasm
Figure 25: Changes in cooking behavior, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
Change in cooking behavior more significant among younger Hispanics
Figure 26: Hispanic Cooking Enthusiasts’ changes in cooking behavior, by gender and age, June 2015
Change in cooking more at home more likely among more affluent Hispanics
Figure 27: Hispanic Cooking Enthusiasts’ changes in cooking behavior, by household income, June 2015
THE VALUE OF COOKING AT HOME
Hispanics clearly see value in cooking at home
Figure 28: Hispanics’ attitudes toward cooking at home – Value, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
Through flavor, Hispanic female Cooking Enthusiasts make a case for cooking at home
Figure 29: Hispanic Cooking Enthusiasts’ attitudes toward cooking at home – Value, by gender and age, June 2015
Unacculturated Hispanic Cooking Enthusiasts more attached to home flavors
Figure 30: Hispanic Cooking Enthusiasts’ attitudes toward cooking at home – Value, by level of acculturation, June 2015
THE REWARD OF COOKING AT HOME
Hispanic Cooking Enthusiasts reign in their kitchens
Figure 31: Hispanics’ attitudes toward cooking at home – Rewards, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
Creativity decreases with acculturation
Figure 32: Hispanics’ attitudes toward cooking at home – Rewards, by level of acculturation, June 2015
RESOURCES FOR COOKING AT HOME
Hispanic Cooking Enthusiasts would rather not take shortcuts
Figure 33: Hispanics’ attitudes toward cooking at home – Resources, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
Unacculturated Hispanic Cooking Enthusiasts more likely to distrust shortcuts
Figure 34: Hispanics’ attitudes toward cooking at home – Resources, by level of acculturation, June 2015
FAMILY DYNAMICS OF AT-HOME COOKING
Family has a significant influence on what makes it to the table
Figure 35: Hispanics’ attitudes toward cooking at home – Family approach, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
Female Hispanic Cooking Enthusiasts more likely to have the menu final say
Hispanic children have it “their way”
Younger Hispanic Cooking Enthusiasts more likely to expect praise
Figure 36: Hispanics’ attitudes toward cooking at home – Family approach, by gender and age, June 2015
Figure 37: Hispanics’ attitudes toward cooking at home – I cook different things for different family members, by presence and age of children in the household, June 2015
SOURCES INFLUENCING COOKING BEHAVIOR
Hispanic Cooking Enthusiasts are influenced by a variety of sources
Online sources gaining relevance
Traditional media still a source of influence
Experience with other cultures brings creativity to the kitchen
Dining out can serve as inspiration
Figure 38: Sources influencing cooking behavior, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
Figure 39: Sources influencing Hispanic Cooking Enthusiasts’ cooking behavior, by level of acculturation, June 2015
What about the influence of family?
Figure 40: Relative influence of family members on Hispanic Cooking Enthusiasts’ cooking behavior, by presence and age of children in the household, June 2015
REASONS FOR COOKING – CURIOSITY
Hispanic Cooking Enthusiasts more likely to crave other cultures
Figure 41: Reasons for cooking – Curiosity, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
Age encourages different types of curiosity
Figure 42: Hispanic Cooking Enthusiasts’ reasons for cooking – Curiosity, by gender and age, June 2015
REASONS FOR COOKING – HEALTH
Homemade = healthier among Hispanics
Figure 43: Reasons for cooking – Health, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
Healthy cooking more important as Hispanics age
Figure 44: Hispanic Cooking Enthusiasts’ reasons for cooking – Health, by gender and age, June 2015
REASONS FOR COOKING – JOY
There is joy in cooking for Hispanic Cooking Enthusiasts
Figure 45: Reasons for cooking – Joy, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
Cooking to preserve heritage decreases with acculturation
Figure 46: Hispanic Cooking Enthusiasts’ reasons for cooking – Joy, by level of acculturation, June 2015
COOKING APPROACH – VARIETY
Hispanic Cooking Enthusiasts more likely to look for variety
Figure 47: Cooking approach – Variety, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
Women more likely to go beyond “regular cooking”
Figure 48: Hispanic Cooking Enthusiasts’ cooking approach – Variety, by gender and age, June 2015
COOKING APPROACH – ORGANIZATION
Hispanic Cooking Enthusiasts not looking for simplicity
Figure 49: Cooking approach – Organization, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
Individualism comes with acculturation
Figure 50: Hispanic Cooking Enthusiasts’ cooking approach – Organization, by level of acculturation, June 2015
COOKING APPROACH – LIFESTYLE
The joy of eating not connected to the joy of cooking
For Hispanic male Cooking Enthusiasts, lack of time is to blame
Teaching children to cook is a way of bonding
Figure 51: Cooking approach – Lifestyle, Hispanic Cooking Enthusiasts indexed to all Hispanics, June 2015
Food is way to maintain the culture
Figure 52: Hispanic Cooking Enthusiasts’ cooking approach – Lifestyle, by gender and age, June 2015
Figure 53: Hispanic Cooking Enthusiasts’ cooking approach – Lifestyle, by gender and age, June 2015
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Terms
A note on acculturation