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Cooking Enthusiasts - US - November 2015

Cooking Enthusiasts - US - November 2015

"Although the share of Cooking Enthusiasts is stable in 2015 versus 2014, the drop from 2013 indicates a longer-term trend which is also reflected in slight declines in the proportion of people who say they cook three or more times per week."

- Fiona O'Donnell, Category Manager - Multicultural, Lifestyles, Leisure and Travel

This report looks at the following areas:

Slight decline in share of Americans adults who are Cooking Enthusiasts
Many moms are burnt out on cooking
Relatively strong consumer confidence drives increased restaurant visits
Recipes continue to be a great source of ideas but are often too complicated
The blurring line between meals and snacks could decrease cooking frequency


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: Share and approximate number of Cooking Enthusiasts, 2013-15
Figure 2: Food sales at home and away from home, January 2003-August 2015
Figure 3: Attitudes toward trying new recipes, by all and Cooking Enthusiasts, September 2015
Figure 4: Alternatives to cooking – At least once a week, by all and Cooking Enthusiasts, September 2015
The opportunities
Figure 5: Important factors in recipe selection and attitudes toward recipes, by attitudes toward cooking, September 2015
Figure 6: Top ways cooking skills were acquired, by all and Cooking Enthusiasts, September 2015
Figure 7: Frequency of, and attitudes toward cooking with children, by gender, September 2015
What it means
THE MARKET
What you need to know
Four in 10 are Cooking Enthusiasts
Demographic shifts impact cooking habits
Stable, growing economy alleviates pressure to cook for money savings
The cooking enthusiast market
Overview of Cooking Enthusiasts
Figure 8: Estimated number of American adults aged 18+ by cooking segment, September 2015
Figure 9: Share and approximate number of Cooking Enthusiasts, 2013-15
Cooking segments
Cooking Enthusiasts
Figure 10: Profile of Cooking Enthusiasts, September 2015
Unenthusiastic Cooks
Figure 11: Profile of Unenthusiastic Cooks, September 2015
Infrequent Cooks
Figure 12: Profile of Infrequent Cooks, September 2015
Conflicted Cooks
Figure 13: Profile of Conflicted Cooks, September 2015
Non-Cooks
Market factors
More people living alone
Figure 14: Share of households by number of persons per household, 1960-2013
Aging population
Figure 15: US population by age, 2010-20 and share of Cooking Enthusiasts by age, September 2015
Moms in the workforce
Figure 16: Labor force participation rate of mothers, by marital status and children’s age, 2013
Improving economic conditions leads consumers to spend in restaurants
Figure 17: Consumer confidence and unemployment, 2000-15*
Cooking trends – What you need to know
Ethnic, fresh, organic drive interest in cooking
Less packaged meals, more cooking from scratch
Fewer dinner parties, less cooking from scratch
Making cooking from scratch easy: online tools for recipes/classes
Cooking trends – What’s cooking?
Two thirds prepare ethnic foods at least once a month
Figure 18: Frequency of cooking a dish from another culture, by Cooking Enthusiasts and Millennials, September 2015
Fresh and organic ingredients enabling a more healthful diet
Cooking trends – What’s simmering down?
Fewer cooking prepackaged box meals
Traditional dinner parties declining; fewer people entertaining
Figure 19: Frequency of cooking a meal for nonhousehold members, by Cooking Enthusiasts and Millennials, September 2015
The lines between meals and snacks are blurring
Cooking trends – What’s heating up?
Millennials leading the trend in ingredient delivery services
Figure 20: Frequency of using an ingredient delivery service, by Cooking Enthusiasts and Millennials, September 2015
Shoppable online recipes: Another name for online grocery shopping
Advanced recipe-selection tools: Leveraging science to pair up ingredients
Cooking instruction stays relevant through technology
Cooking classes: A way to socialize without the cleanup
The “uberization” of the home-cooked meal
THE CONSUMER
What you need to know
Demographics and lifestyle influence home-cooking trends
Cooking from scratch fulfills a functional and emotional need
Time, lack of planning, lack of creativity are hurdles to cooking
Increased social consciousness and the desire for organic/fresh ingredients
Cooking frequency, enjoyment, skills, motivations
Cooking remains a popular, enjoyable activity for most
Figure 21: Cooking frequency, attitudes, skill level, and motivations, September 2015
Figure 22: Cooking frequency, attitudes, and skill level, and motivations, 2012-15
Figure 23: Cooked for fun in the past 12 months, 2010-15
The kitchen: A place for both men and women
Figure 24: Cooking frequency, attitudes, skill level, and motivations, by gender, September 2015
The idea of cooking evolves among younger generations
Figure 25: Cooking frequency, attitudes, skill level, and motivations, by age, September 2015
Hispanics, Blacks represent important cooking groups
Figure 26: Cooking frequency, attitudes, skill level, and motivations, by race/Hispanic origin, September 2015
Figure 27: Frequency of cooking from scratch, by all and Hispanics, September and June 2015
Figure 28: Hispanic Cooking Enthusiasts’ reasons for cooking, by level of acculturation, June 2015
Alternatives to cooking
Eating leftovers ubiquitous; easier-to-cook dishes – a matter of choice
Figure 29: Cooking Enthusiasts’ frequency of using alternatives to cooking, September 2015
Demographics and lifestage influence preference for ease
Figure 30: Alternatives to cooking – At least once a week, by cooking frequency and skills, September 2015
Acquisition of cooking skills
Most learn to cook from their parents, the more advanced seek other sources
Figure 31: How cooking skills were acquired, by all and Cooking Enthusiasts, September 2015
Figure 32: Correspondence analysis – How cooking skills were acquired, by cooking skills, September 2015
Figure 33: How cooking skills were acquired, by cooking skills, September 2015
Men look outside their family to acquire cooking skills
Figure 34: How Cooking Enthusiasts acquired cooking skills, by gender, September 2015
Online sources key for younger cooks, TV shows still relevant for all
Figure 35: How Cooking Enthusiasts acquired cooking skills, by age, September 2015
Black Cooking Enthusiasts learn from personal connections
Figure 36: How Cooking Enthusiasts acquired cooking skills, by race/Hispanic origin, September 2015
Recipe sources
Technology influencing source of recipes
Figure 37: Sources for recipes cooked in past year, by all and Cooking Enthusiasts, September 2015
Men are less active when looking for recipes
Figure 38: Cooking Enthusiasts’ sources for recipes cooked in past year, by gender, September 2015
The internet age . . . does this mean the end of the cookbook?
Figure 39: Cooking Enthusiasts’ sources for recipes cooked in past year, by age, September 2015
Figure 40: Cooking Enthusiasts’ social media sources for recipes cooked in past year, September 2015
Parents: Users of traditional and contemporary recipe sources
Figure 41: Cooking Enthusiasts’ sources for recipes cooked in past year, by gender/parent status, September 2015
Opportunity to capture Hispanic and Black Cooking Enthusiasts
Figure 42: Cooking Enthusiasts’ sources for recipes cooked in past year, by race/Hispanic origin, September 2015
Factors impacting recipe selection
Taste trumps practicality when choosing a recipe
Figure 43: Factors impacting Cooking Enthusiasts’ recipe selection, September 2015
Coupons and sales resonate among Millennials
Figure 44: Factors impacting Cooking Enthusiasts’ recipe selection (any importance), by age, September 2015
Figure 45: Uses an ingredient delivery service – At least once a week, by all and Cooking Enthusiasts, September 2015
Parents need to please but keep the budget in mind
Figure 46: Factors impacting Cooking Enthusiasts’ recipe selection (any importance), by gender/parent status, September 2015
For Blacks and Hispanics, practicality matters when choosing a recipe
Figure 47: Factors impacting Cooking Enthusiasts’ recipe selection (any importance), by race/Hispanic origin, September 2015
Attitudes toward trying new recipes
Cooking Enthusiasts feel trying new recipes is worth the time, even if they disappoint
Figure 48: Cooking Enthusiasts’ attitudes toward new recipes, September 2015
Opportunity to please Millennials with new recipes
Figure 49: Cooking Enthusiasts’ attitudes toward new recipes (any agree), by age, September 2015
Fathers: A key target to please when it comes to new recipes
Figure 50: Cooking Enthusiasts’ attitudes toward new recipes (any agree), by gender/parent status, September 2015
Hispanics: Need a push to experiment with new recipes
Figure 51: Cooking Enthusiasts’ attitudes toward new recipes (any agree), by race/Hispanic origin, September 2015
Figure 52: Cooks a dish from another culture – At least once a week, attitudes toward cooking, by all and Cooking Enthusiasts, September 2015.54
Meal planning
Planners tend to be frequent cooks and use more recipe sources
Figure 53: Cooking Enthusiasts’ meal planning, September 2015
Younger cooks: Last minute cooking more prevalent
Figure 54: Cooking Enthusiasts’ meal planning activities done at least once a week, by age, September 2015
Parents have to plan ahead
Figure 55: Cooking Enthusiasts’ meal planning activities done at least once a week, by gender/parent status, September 2015
Hispanic Cooking Enthusiasts less likely to plan
Figure 56: Cooking Enthusiasts’ meal planning activities done at least once a week, by race/Hispanic origin, September 2015
Cooking with children and partners
Cooking as a way to bond; opportunity to target parents
Figure 57: Cooking Enthusiasts’ frequency of cooking with children and partners, September 2015
Millennial men more likely to cook with children
Figure 58: Cooking Enthusiasts’ frequency of cooking with children (at least once a week), by parents’ gender/age and age of children, September
2015
Millennials breaking the mold when it comes to cooking
Figure 59: Cooking Enthusiasts’ frequency of cooking with a partner (at least once a week), by age, September 2015
Cooking with others: A way for Millennials to cope?
Figure 60: Cooking Enthusiasts’ frequency of cooking with a partner (at least once a week), by gender and age, September 2015
Hispanics: More likely to cook with a partner
Figure 61: Cooking Enthusiasts’ frequency of cooking with children and partners (at least once a week), by race/ Hispanic origin, September 2015
60
Entertaining more common than cooking different meals for different members of the household
Figure 62: Cooking Enthusiasts’ frequency of cooking for others, September 2015
When it comes to cooking, Millennial men want to please others
Figure 63: Cooking Enthusiasts’ frequency of cooking for others (at least once a week), by gender and age, September 2015
Fatherhood positively impacts cooking for others
Figure 64: Cooking Enthusiasts’ frequency of cooking for others (at least once a week), by gender/parent status, September 2015
Blacks least likely to entertain or cook separate meals
Figure 65: Cooking Enthusiasts’ frequency of cooking for others (at least once a week), by race/Hispanic origin, September 2015
Attitudes toward cooking for others
Cooking for others but without the risk
Figure 66: Cooking Enthusiasts’ attitudes toward cooking for others, September 2015
Millennials more willing to experiment when entertaining
Figure 67: Cooking Enthusiasts’ attitudes toward cooking for others (any agree), by gender and age, September 2015
Fathers more adventurous when entertaining
Figure 68: Cooking Enthusiasts’ attitudes toward cooking for others (any agree), by gender/parent status, September 2015
Blacks value appearances, Hispanics want to make something special
Figure 69: Cooking Enthusiasts’ attitudes toward cooking for others (any agree), by race/Hispanic origin, September 2015
APPENDIX
Data sources and abbreviations
Data sources
Abbreviations and terms
Qualitative research
RESEARCH METHODOLOGY
US Research Methodology
Consumer research
Social Media Research
Trade research
Statistical Forecasting

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