Cooking Enthusiasts - US

Published by: Mintel International Group Ltd.

Published: Jun. 1, 2008 - 71 Pages

Table of Contents

Scope and Themes

What you need to know

Definition

Data sources

Consumer survey data

Terms

Executive Summary

Market drivers—demographic, economic and wellness factors

Market size and forecast

The world of cooking enthusiasm: a four-segment model

Usage

Factors that drive cooking enthusiasm: a psychographic perspective

Occasion-based behavior: the holidays and events that drive cooking enthusiasm

Knowledge drivers: how cooking enthusiasts learn their craft

Cuisine and channel preferences

Race and ethnicity

Custom consumer groups

Advertising and promotion

Market Drivers—Demographic, Economic and Wellness Factors

Key points

Interest in gourmet cooking is rising among 18-34s; they will shape the enthusiast market of the future

Figure 1: Cooking attitudes of 18-24s, 2003-07

Figure 2: Cooking attitudes of 25-34s, 2003-07

Blacks and Asians are somewhat more likely to be serious enthusiasts, and these groups are growing rapidly

Figure 3: Population, by race and Hispanic origin, 2002-12

Cooking at Home Rises as Consumers Seek Quality Food and Dining Experiences on a Budget

Figure 4: Median household income, by race/ethnicity, 1980-2006

Obesity and general health concerns contribute to demand for home cooking

Figure 5: Percentage of population who are overweight or obese, 20-74 years of age, 1988-2004

Market Size and Forecast

Key points

Sales of specialty foods on the rise

Figure 6: Sales of specialty foods, at current and constant prices, 2004-12

Sales of cookware and cutlery rise as Americans spend more time in the kitchen

Figure 7: Sales of cookware and kitchen cutlery, segmented by type, 2005 and 2007

Sales of small kitchen appliances have declined in inflation-adjusted terms

Figure 8: U.S. retail sales of small kitchen appliances, at current and constant prices, 2002-12

The World of Cooking Enthusiasm: A Four-segment Model

Key points

On average, Americans cook one or more elaborate or gourmet meals per quarter, but a small group of enthusiasts cook six or more per quarter

Figure 9: Average number of gourmet or elaborate meals cooked in the last six months, by cooking enthusiast segment, 2008

Nearly half of serious cooking enthusiasts are aged 35-54 but interest is rising in the 18-34 segment; this will help drive future demand

Figure 10: Cooking enthusiast segments, by gender, age and household income, 2008

There is a high concentration of cooking enthusiasts in the Southern region of the U.S.

Figure 11: Cooking enthusiast segments, by region, 2008

The perceptual differences between non-enthusiastic cooks and enthusiasts

Figure 12: Drivers of cooking enthusiasm, by cooking enthusist segment, 2008

Usage

Key points

Gourmands spend slightly more per week on groceries

Figure 13: Average weekly grocery expenditures among gourmands, by those who enjoy cooking and those who rarely eat together at home, 2007

Figure 14: Ingredient preferences among gourmands, by those who enjoy cooking and those who rarely eat toegther at home, 2007

Serious cooking enthusiasts are far more likely to purchase cookware when compared with others who have less affinity to cooking

Figure 15: Usage and remodeling behavior, by cooking enthusist segment, 2008

Middle-class foodies purchase a broad range of cooking utensils and tools but upper-income households are more likely to remodel their kitchen

Figure 16: Cookery item purchase and kitchen/dining room remodeling behavior, by household income, 2008

While women are more likely to be serious cooking enthusiasts, men are somewhat more likely to purchase kitchen gadgets and lead remodeling efforts

Figure 17: Cookery item purchase and kitchen/dining room remodeling behavior, by gender, 2008

18-34s are a critical element of the market for cookware, dishware and related products or services

Figure 18: Usage and remodeling behavior, by age, 2008

Factors that Drive Cooking Enthusiasm: A Psychographic Perspective

Key points

Interest in experimentation, expressing affection to family/friends and health concerns are all primary drivers of cooking enthusiasm

Figure 19: Drivers of cooking enthusiasm, by casual and serious cooking enthusiasts, 2008

Interest in experimentation is part of what distinguishes cooking enthusiasts from those who rarely sit down to eat a meal with household members

Figure 20: Interest in new foods among gourmands, by those who enjoy cooking and those who rarely sit down to eat a meal together, 2007

Gourmands prefer healthy foods more than those that simply enjoy cooking or others who rarely sit down to eat with others at home

Figure 21: Interest in healthy eating among gourmands, by those who enjoy cooking and those who rarely sit down to eat a meal together, 2007

Interest in dessert/baked goods, saving money and the social value of cooking tend to exert less influence on decision-making than the primary drivers described above

Figure 22: Drivers of cooking enthusiasm, by casual and serious cooking enthusiasts, 2008

Figure 23: Interest in foreign foods and presentation among gourmands, by those who enjoy cooking and those who rarely sit down to eat a meal together, 2007

Occasion-based Behavior: The Holidays and Events That Drive Cooking Enthusiasm

Key points

Connect with customers by helping them achieve their Holiday Matriarch-ing goals

Figure 24: Occasion-based cooking drivers, by enthusiast segment, 2008

Households with incomes between $50K and $75K are more likely than those in other income segments to engage in occasion-based cooking behaviors

Figure 25: Occasion-based cooking drivers, by household income, 2008

Knowledge Drivers: How Cooking Enthusiasts Learn their Craft

Key points

Serious cooking enthusiasts draw upon a broad range of sources to acquire and develop their skills

Figure 26: Cooking knowledge sources, by enthusiast segment, 2008

Cookbooks, recipe sites and televised cooking shows are all potentially effective ways to communicate with middle-class cooking enthusiasts

Figure 27: Cooking knowledge sources, by household income, 2008

Connect with the next generation of serious enthusiasts through social networking sites, viral campaigns and recipe websites

Figure 28: Cooking knowledge sources, by age, 2008

Cuisine and Channel Preferences

Key points

American, Italian and Mexican food are some of the most popular cuisines among cooking enthusiasts in the U.S.

Figure 29: Top ten of 24 cuisines among casual and serious enthusiasts, 2008

Figure 30: Less popular cuisines, by casual and serious enthusiasts, 2008

Where enthusiasts shop—grocery stores, specialty stores and farmers’ markets

Figure 31: Use of grocers and Wal-Mart supercenters among gourmands, by those who enjoy cooking and those who rarely sit down to eat a meal together, 2007

Race and Ethnicity

Key points

There is currently high demand for gourmet cookware and ingredients among Asians; this group will play an important role in shaping the cooking enthusiast market of the future

Figure 32: Interest in cooking and gourmet among Asians in the U.S., 2003-07

Figure 33: Cooking knowledge sources among Asian subsegments, 2007

Cooking, Southern food and other ethnic cuisines are important elements of African-American culture which drive cooking enthusiasm within this segment

Figure 34: Proportion of black sub-groups who are enthusiasts, by enthusiast type, 2008

Advertising and Promotion

Key points

Provide adventure appeal and link the product to healthy meals that are fun to prepare for loved ones

Figure 48: Television ad, Calphalon Cookware, 2007

Figure 49: Television ad, Wolf Cookers, 2007

Figure 50: Television ad, Smithfield Meat Range, 2007

Conclusion

Appendix A: Trended Cooking Attitudes and Behaviors

Figure 51: Trended cooking attitudes, 2003-07

Figure 52: Trended cooking attitudes, by age, 2003-07

Figure 53: Trended cooking attitudes, by race/ethnicity, 2003-07

Figure 54: Trended cooking attitudes, by household income, 2003-07

Figure 55: Trended cooking attitudes, by gender, 2003-07

Abstract

Interest in home cooking is currently growing in response to rising food and gas prices and an insatiable demand for premium foods at an affordable price. Consumers will continue to find ways to eat gourmet foods, despite the economic downturn. Many will do so by shopping carefully and cooking more with the aid of experts and loved ones who enjoy culinary adventures and restaurant quality cuisine and dining experiences.

A study conducted in May of 2008 by the Food Marketing Institute indicates that approximately 71% of Americans are cooking more at home. Our research reveals that there are significant opportunities for companies who sell cookware, kitchenware, kitchen appliances and moderately priced premium ingredients. In order to help clarify these opportunities and provide insight on how to capitalize on them, this report addresses the following questions:

• What proportion of the population is enthusiastic about cooking?
• What is driving interest in cooking?
• What cooking related attitudes and behaviors are common among foodies who enjoy cooking?
• What types of cookware products do enthusiasts purchase, and are there specific demographic segments where demand for cooking utensils and related wares is especially high?
• What consumer characteristics should companies focus upon when developing new products and means of communication for the cooking enthusiast market?
• What type of retail experiences do cooking enthusiasts prefer?
• What are the elements of a desirable brand in the eyes of consumers?

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