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Changing Cooking Behaviors & Attitudes: Beyond ConveniencePublished by: Datamonitor Published: Dec. 21, 2006 - 114 Pages Table of ContentsCHAPTER 1 EXECUTIVE SUMMARY Hot topic The future decoded Everyday meal occasions are still increasingly characterized by convenience Consumers are increasingly keen to cook exciting, flavorful and interesting meals themselves Cooking behaviors and attitudes are affected by the conflicting convenience, health and sensory mega-trends Home cooking is emerging as a “status skill” Cooking behavior is influenced by occasion Lifestage has a direct impact on cooking behaviors and attitudes Action points CHAPTER 2 THE FUTURE DECODED Introduction Key findings TREND: Everyday meal occasions continue to be increasingly characterized by convenience The fragmentation of mealtimes continues to fuel the convenience trend TREND: Cooking from scratch occasions will decrease under pressure from more convenient options Consumers place meal preparation low in terms of prioritizing their free time Cooking skills have been eroded, promoting convenience options TREND: Consumers are however increasingly keen to cook exciting, flavorful and interesting meals themselves The home remains the central location for mealtimes Scratch-prepared meals are still the most common meal-type Traditional cooking methods remain the most popular Consumers are seeking more authentic foods and flavors Home-cooked foods are a key source of comfort Home-cooking can offer both economy and premiumization opportunities At-home occasions are forecast to increase due to aging populations TREND: Cooking behaviors and attitudes are affected by the conflicting convenience, health and sensory mega-trends Consumers compromise between the three key mega-trends Traditional mealtimes and food preparation choices are affected by reactions to stress INSIGHT: Convenience is no longer a selling point on its own INSIGHT: Home cooking is emerging as a “status skill” The ability to home cook is increasingly valued based on its creativity, especially among younger consumers INSIGHT: Cooking behavior is influenced by occasion Entertaining at-home is widening in popularity INSIGHT: The kitchen is the heart of the home The kitchen is a key social location INSIGHT: home hygiene influences meal preparation choices Food hygiene concerns can act as a countertrend to home hygiene improvements INSIGHT: Lifestage has a direct impact on cooking behaviors and attitudes Cooking behavior variation by age group: gourmet versus quick-and-easy meals Younger consumers are looking to cook more creatively, bucking usual stereotypes Mid-lifers seek increased indulgence Seniors balance convenience and comfort in their cooking INSIGHT: Ethnic consumers spend more time on meals and cooking Ethnic influences impact on mainstream cooking culture INSIGHT: Cooking attitudes and behaviors show gender variation Women are still the primary cooks despite the erosion of skills Confidence in cooking skills varies with gender INSIGHT: Household living arrangements have an impact on the propensity for cooking or convenience INSIGHT: “Kitchen performance anxiety” is a negative consequence of the home-cooking trend Conclusions CHAPTER 3 ACTION POINTS Assist consumers in acquiring status skills Aid consumers in building confidence in the kitchen Exploit the emergent meal assembly trend Meal assembly can bridge key mega-trends Develop crossover potential in convenience meal solutions Develop more options for sharing Pursue solutions that leverage the convenience needs of party hosts Promote convenience options that target the differing comfort needs of consumers Pursue convenience options that target traditional/home-cooked preferences CHAPTER 4 APPENDIX Supplementary data At-home dinner occasions Frequency of meal preparation by cooking method Frequency of gourmet meal preparation by age group Frequency of quick-and-easy meal preparation by age group Prepared dinner occasions in Europe and the US Definitions Research methodology Further readings Report writing team How to contact experts in your industry LIST OF TABLES Table 1: Number of skipped breakfast occasions per head, Europe and the US, 2006-2011 Table 2: Number of skipped lunch occasions per head, Europe and the US, 2006-2011 Table 3: Number of skipped dinner occasions per head, Europe and the US, 2006-2011 Table 4: Europe & US number of at-home dinner occasions (per head), by preparation type, 2006 Table 5: Europe & US forecast number of at-home dinner occasions (per head), by preparation type, 2011 Table 6: Europe & US growth in at-home dinner occasions (%), 2006-2011, by preparation type Table 7: Europe & US share of dinners prepared at home versus out-of-home (%), 2006 Table 8: Ranking of cooking method by frequency, Europe and US Table 9: Incidence of cooking type (%), Europe and US Table 10: Europe & US number of at-home dinner occasions (millions), by preparation type, 2006 Table 11: Europe & US forecast number of at-home dinner occasions (millions), by preparation type, 2011 Table 12: Europe & US prepared dinners, by segment, per head, 2006 Table 13: Definitions of other terms LIST OF FIGURES Figure 1: Pressures on mealtimes motivate continuation of the convenience trend in cooking behaviors Figure 2: At-home breakfasts fall as more occasions are missed or take place out-of-home Figure 3: Lunches are meal occasion with the highest incidence of out-of-home consumption Figure 4: Dinners remain predominantly at-home occasions but are under pressure Figure 5: Microwaveable meals account for multiple occasions per week in both the US and Europe Figure 6: Time intensive roasting and broiling are reserved for infrequent occasions Figure 7: Consumers grill cook either very often or hardly ever Figure 8: European and US consumers experience the same difficulties in scratch-preparing gourmet-style meals at home Figure 9: Scratch-prepared meals account for the largest single shares of at-home dinners in both Europe and the US in 2006 Figure 10: Gourmet meals are prepared at home infrequently in the US and Europe Figure 11: US and European consumers opt for convenient and quick meal options several times a week Figure 12: US & European consumers aim to maximize healthy eating occasions Figure 13: Convenience and mealtime fragmentation fuels the “top-up” shopping trend Figure 14: Stress is a major factor responsible for convenience food sales along with busy lifestyles, but it also fuels an increased desire for comfort foods Figure 15: Complete meal solutions can offer traditional comfort and convenience Figure 16: The kitchen can influence consumers’ cooking behaviors Figure 17: Younger consumers in the US prepare gourmet meals most frequently Figure 18: UK propensity for gourmet meal preparation is lower across all age groups Figure 19: French consumers, in contrast, cook more gourmet meals with age Figure 20: Quick-and-easy meal preparation is more consistent across the age divide in the US Figure 21: Younger UK consumers prepare the most quick-and-easy meals Figure 22: French consumers prepare quick-and-easy meals very frequently Figure 23: Female consumers prepare healthy meals more frequently than males Figure 24: Microwave cooking incidence is closely comparable between males and females Figure 25: Women are less likely to prepare gourmet meals than men Figure 26: US and European female consumers also opt for quick meal options more regularly than men Figure 27: A number of factors are responsible for driving convenient approaches to food preparation and undermining scratch-cooking Figure 28: Old El Paso ‘Summer Sensations’ recipe book emphasizes the brand’s versatility and that creativity can be fun and easy Figure 29: The meal assembly model allows close alignment between convenience and premium quality attributes Figure 30: Variety packs for prepared meals may allow companies to tap into the emergent bulk-buying trend Figure 31: Stop N Shop ‘Meals Made Easy’ sort their product range by convenience/skill level Figure 32: Sharing is a key trend emerging in convenience meal options Figure 33: Convenience and comfort can be married in ready meal offerings Figure 34: Europe & US frequency of meal preparation involving baking Figure 35: Europe & US frequency of meal preparation involving boiling Figure 36: Europe & US frequency of meal preparation involving frying Figure 37: Europe & US frequency of meal preparation involving roasting/broiling Figure 38: Europe & US frequency of meal preparation involving grilling Figure 39: Europe & US frequency of meal preparation involving steaming Figure 40: Europe & US frequency of oven use Figure 41: Europe & US frequency of meal preparation involving outdoor cooking Figure 42: Germany: frequency of gourmet meal preparation, by age group, 2006 106 Figure 43: Italy: frequency of gourmet meal preparation, by age group, 2006 Figure 44: Italy: frequency of gourmet meal preparation, by age group, 2006 Figure 45: Netherlands: frequency of gourmet meal preparation, by age group, 2006 Figure 46: Spain: frequency of gourmet meal preparation, by age group, 2006 Figure 47: Sweden: frequency of gourmet meal preparation, by age group, 2006 Figure 48: Germany: frequency of quick-and-easy meal preparation, by age group, 2006 Figure 49: Italy: frequency of quick-and-easy meal preparation, by age group, 2006 Figure 50: Netherlands: frequency of quick-and-easy meal preparation, by age group, 2006 Figure 51: Spain: frequency of quick-and-easy meal preparation, by age group, 2006 Figure 52: Sweden: frequency of quick-and-easy meal preparation, by age group, 2006 AbstractIntroductionChanging Cooking Behaviors & Attitudes tracks the evolving nature of consumers' food preparation practices as a variety of lifestyle and societal factors continue to fuel a shift to convenience. It also discusses how many consumers are attempting to reassert themselves in the kitchen, offering opportunities to industry actors who can deliver convenience, health, indulgence and comfort needs. Scope
Consumers' attitudes still largely favor scratch-cooking (52% of European dinner occasions and 44% in the US) and increasing people are aspiring to alter day-to-day cooking behaviors to more accurately reflect this. Cooking skills, especially amongst younger consumers are associated with a ""new cool"" and are seeing signs of a renaissance. Despite a growing interest in cooking as a showpiece event, the overall trend continues to be a move away from traditional forms of cooking towards convenience options. Fragmenting mealtimes, erosion of basic cooking skills and a desire to use free-time for other activities will continue to fuel the desire for time-saving, easy meal solutions. Consumers' meal choices and methods of food preparation are the product of the tension between the three consumer mega-trends of convenience, health and sensory indulgence. Solutions that hit all three areas, such as the emergent meal assembly industry, or help in establishing producers as consumers' trusted helpers will be well placed to benefit. Reasons to Purchase
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