Cooking Enthusiasts - US - November 2017
"In 2017, Cooking Enthusiasts account for 46% of adults aged 18+, or about 115 million people. These adults have at least basic cooking skills, like or love cooking, and cook because they want to rather than because they have to. Innovation and competition in grocery retailing, along with low food prices, have made cooking at home cost-effective. However, while saving money is a motivation for cooking, Cooking Enthusiasts are more likely to cook because they enjoy the process. They are also driven to cook because they like to try new recipes and see cooking as a way to spend time with their family."
Gina Cavato, Lifestyles & Leisure Analyst
This report examines the following issues:
More feel they’re cooking out of necessity rather than for enjoyment
“Cooking” doesn’t mean the same thing to everyone
Female Cooking Enthusiasts are less trusting of others to buy their groceries