Author: Mintel Group Ltd.
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Cooking Enthusiasts - US - October 2013

SCOPE AND THEMES
What you need to know
Definition
Online cooking resources data
Consumer survey data
Abbreviations
Terms
EXECUTIVE SUMMARY
Factors influencing home cooks
Growth in farmers markets making it easier to find, cook healthy food
Restaurant menus add healthy options, giving more incentive to eat out
Meal kits help consumers cook without the effort
The consumer
Consumers split in enthusiasm for cooking
Figure 1: Cooking Enthusiasts, July-August 2013
Women lead the pack in cooking at home, but men still enjoy it
Figure 2: Cooking frequency, enjoyment, skills, and desire, by gender, July-August 2013
Cooking Enthusiasts focused on experimentation and variety
Figure 3: What Cooking Enthusiasts do personally, July-August 2013
Online cooking resources a key to engaging young adults
Figure 4: Online resources Cooking Enthusiasts consider useful when cooking something new, by 18-24s vs. all, July-August 2013
Cooking at home still seen as a way to maintain health, but personal pride plays a role
Figure 5: Reasons Cooking Enthusiasts like to cook at home, by gender, July-August 2013
What we think
ISSUES AND INSIGHTS
Who cooks and how often
The issues:
The implications:
What it means to be a Cooking Enthusiast
The issues:
The implications:
Approaches to cooking
The issues:
The implications:
Reasons to cook at home
The issues:
The implications:
TREND APPLICATION
Inspire trend: Man in the Mirror
Inspire trend: Immaterial World
Mintel Futures: Generation Next
THE COOKING ENTHUSIAST
Overview
Figure 6: Cooking Enthusiasts, July-August 2013
Figure 7: Cooking Enthusiasts by gender, age, household income, and race/Hispanic origin, July-August 2013
ONLINE COOKING RESOURCES
 OVERVIEW
Recipe websites the most popular during winter holiday months
Figure 8: Number of people visiting top recipe websites, by month, October 2012-August 2013
Allrecipes
Food Network
Cooks
Food.com
Figure 9: Every Day is a Food Holiday App, example food holiday recipe and calendar, September 2013
Betty Crocker
Figure 10: Betty Crocker website coupon examples, September 2013
ISSUES IMPACTING COOKING ENTHUSIASTS
Key points
Number of farmers markets in the US has grown steadily
Figure 11: Number of farmers markets in the US, 1994-2013
Diners may not have to eat at home to eat healthy
Figure 12: Number of select health claims on restaurant menus, Q1 2009-Q2 2013
Cooking at home may not always mean cooking from scratch
Figure 13: Number of “meal kit” products introduced per year, September 2008-August 2013
INNOVATIONS AND INNOVATORS
 OVERVIEW
Students design products to make cooking more social, automated
Kitchen Hub
Figure 14: Electrolux Design Lab Kitchen Hub concept images, September 2013
Global Chef
Figure 15: Electrolux Design Lab Global Chef concept images, September 2013
New kitchen scale weighs food and tells users about its contents
Figure 16: The Orange Chef Company Prep Pad smart scale, September 2013
MARKETING STRATEGIES AND INITIATIVES
 OVERVIEW
Cruise lines entice cooks with culinary-themed cruises
Oceania’s Riviera Cruise
Celebrity Cruises
Marketers show that cooking is for kids
The Kids’ Table
Figure 17: The Kids’ Table “The Wise Choice” YouTube Channel ad, August 2013
Rachael vs. Guy: Kids Cook-Off
MasterChef Junior
Figure 18: MasterChef Junior promo ad, September 2013
Celebrities a key to boosting enthusiasm for cooking
Rachael vs. Guy: Celebrity Cook-Off
Figure 19: Rachael vs. Guy: Celebrity Cook-Off Season 2 premiere promo commercial, January 2013
People Magazine Celeb Food App
Figure 20: People Magazine Celeb Food App homepage, September 2013
Michaels stores release celebrity-inspired cakeware
Figure 21: Cake Boss Decorating Turntable usage video, September 2013
COOKING FREQUENCY, ATTITUDES, SKILL, AND MOTIVATIONS
Key points
Men cook less frequently than women, but still enjoy it
Figure 22: Cooking frequency, attitudes, skill, and motivation, by gender, July-August 2013
Youngest adults need the most help to increase cooking skill
Figure 23: Cooking frequency, attitudes, skill, and motivation, by age, July-August 2013
Parents may get the most enjoyment out of cooking at home
Figure 24: Cooking frequency, attitudes, skill, and motivation, by presence of children in household, July-August 2013
Families drawn to low-cost ways to eat healthy at home
Figure 25: Average number of times low- and middle-income families eat healthy dinners at home in a typical week, by gender of food decision maker, household size, and number of children in the household, December 2011
ACTIVITIES OF THE COOKING ENTHUSIAST
Key points
Cooking experimentation, enjoyment key to being a Cooking Enthusiast
Figure 26: What Cooking Enthusiasts do personally, July-August 2013
Restaurateurs have opportunity to increase men’s cooking enthusiasm
Figure 27: What Cooking Enthusiasts do personally, by gender, July-August 2013
Older parents a target audience for TV cooking programs
Figure 28: What Cooking Enthusiasts do personally, Millennial parents vs. non-Millennial parents, July-August 2013
COOKING ENTHUSIASTS’ APPROACHES TO COOKING
Key points
For most Cooking Enthusiasts, cooking is a solo activity
Figure 29: Cooking Enthusiasts’ approaches to cooking, July-August 2013
More men drawn to unscripted, group cooking
Figure 30: Cooking Enthusiasts’ approaches to cooking, by gender, July-August 2013
Young adults still need the recipes
Figure 31: Cooking Enthusiasts’ approaches to cooking, by age, July-August 2013
USEFUL RESOURCES FOR COOKING ENTHUSIASTS
Key points
Cookbooks the most popular resource, but usage varies by gender
Figure 32: Cooking resources that Cooking Enthusiasts consider to be the most useful, by gender, July-August 2013
Young Cooking Enthusiasts the primary users of online resources
Figure 33: Cooking resources that Cooking Enthusiasts consider to be the most useful, July-August 2013
Figure 34: Methods used to follow recipes found online or on mobile devices, by generation, March 2011
Millennial parents more engaged with online cooking resources
Figure 35: Cooking resources that Cooking Enthusiasts consider to be the most useful, Millennial parents vs. non-Millennial parents, July-August 2013
REASONS COOKING ENTHUSIASTS COOK AT HOME
Key points
Health continues to drive cooking at home, especially among women
Figure 36: Reasons Cooking Enthusiasts cook at home, by gender, July-August 2013
Figure 37: BMI calculations on self-reported height and weight, May 2013
Marketers have an opportunity with healthier breakfast and snack foods
Figure 38: Attitudes about food and cooking, January 2012-March 2013
Millennials more likely to see cooking at home as opportunity to learn
Figure 39: Reasons Cooking Enthusiasts cook at home, by generation, July-August 2013
COOKING ENTHUSIASTS’ OPINIONS ABOUT COOKING
Key points
Personalization a key component of cooking at home
Figure 40: Cooking Enthusiasts’ opinions about cooking, July-August 2013
Cooking Enthusiasts of all ages can be drawn to the ease of cooking
Figure 41: Cooking Enthusiasts’ opinions about cooking, by generation, July-August 2013
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Marketers have opportunity to boost Blacks’ cooking frequency
Figure 42: Cooking frequency, attitudes, skill, and motivation, by race/Hispanic origin, July-August 2013
Figure 43: Cooking Enthusiasts’ opinions about cooking, Black Cooking Enthusiasts vs. all, July-August 2013
Fewer Hispanics drawn to variety in cooking
Figure 44: What Cooking Enthusiasts do personally, by race/Hispanic origin, July-August 2013
More Blacks turn to cooking to relieve stress
Figure 45: Reasons Cooking Enthusiasts cook at home, by race/Hispanic origin, July- August 2013
Figure 46: Women’s interest in learning more about stress reduction, by race/Hispanic origin, August 2013
APPENDIX – OTHER USEFUL CONSUMER TABLES
Cooking frequency, attitudes, skill, and motivations
Figure 47: Cooking frequency, attitudes, skill, and motivation, by household income, July-August 2013
Figure 48: Cooking frequency, attitudes, skill, and motivation, by generation, July-August 2013
Figure 49: Cooking frequency, attitudes, skill, and motivation, Millennial vs. non-Millennial parents and Millennial moms and dads, July-August 2013
Figure 50: Cooking Enthusiasts’ cooking frequency, attitudes, skill, and motivation, by gender, July-August 2013
Figure 51: Cooking Enthusiasts’ cooking frequency, attitudes, skill, and motivation, by age, July-August 2013
Figure 52: Cooking Enthusiasts’ cooking frequency, attitudes, skill, and motivation, by household income, July-August 2013
Figure 53: Cooking Enthusiasts’ cooking frequency, attitudes, skill, and motivation, by race/Hispanic origin, August 2013
Figure 54: Cooking Enthusiasts’ cooking frequency, attitudes, skill, and motivation, by presence of children in household, July-August 2013
Figure 55: Cooking Enthusiasts’ cooking frequency, attitudes, skill, and motivation, by generation, July-August 2013
Figure 56: Cooking Enthusiasts’ cooking frequency, attitudes, skill, and motivation, Millennial parents vs. non-Millennial parents, July-August 2013
Activities of the Cooking Enthusiast
Figure 57: Cooking Enthusiasts’ opinions about what a Cooking Enthusiast has to do, by gender, July-August 2013
Source: Mintel
Figure 59: Cooking Enthusiasts’ opinions about what a Cooking Enthusiast has to do, by household income, July-August 2013
Figure 60: Cooking Enthusiasts’ opinions about what a Cooking Enthusiast has to do, by race/Hispanic origin, July-August 2013
Figure 61: Cooking Enthusiasts’ opinions about what a Cooking Enthusiast has to do, by generation, July-August 2013
Figure 62: Cooking Enthusiasts’ opinions about what a Cooking Enthusiast has to do, Millennial parents vs. non-Millennial parents, July-August 2013
Figure 63: What Cooking Enthusiasts do personally, by age, July-August 2013
Figure 64: What Cooking Enthusiasts do personally, by household income, July-August 2013
Figure 65: What Cooking Enthusiasts do personally, by generation, July-August 2013
Cooking Enthusiasts’ approaches to cooking
Figure 66: Cooking Enthusiasts’ approaches to cooking, by household income, July-August 2013
Figure 67: Cooking Enthusiasts’ approaches to cooking, by race/Hispanic origin, July-August 2013
Figure 68: Cooking Enthusiasts’ approaches to cooking, by generation, July-August 2013
Figure 69: Cooking Enthusiasts’ approaches to cooking, Millennial parents vs. Non-Millennial parents, July-August 2013
Useful resources for Cooking Enthusiasts
Figure 70: Cooking resources that Cooking Enthusiasts consider to be the most useful, by household income, July-August 2013
Figure 71: Cooking resources that Cooking Enthusiasts consider to be the most useful, by race/Hispanic origin, July-August 2013
Figure 72: Cooking resources that Cooking Enthusiasts consider to be the most useful, by generation, July-August 2013
Reasons Cooking Enthusiasts cook at home
Figure 73: Reasons Cooking Enthusiasts cook at home, by household income, July-August 2013
Figure 74: Reasons for cooking at home, by generation, July-August 2013
Figure 75: Reasons Cooking Enthusiasts cook at home, Millennial parents vs. Non-Millennial parents, July-August 2013
Cooking Enthusiasts’ opinions about cooking
Figure 76: Cooking Enthusiasts’ opinions about cooking, by gender, July-August 2013
Figure 77: Cooking Enthusiasts’ opinions about cooking, by household income, July-August 2013
Figure 78: Cooking Enthusiasts’ opinions about cooking, by race/Hispanic origin, July-August 2013
Figure 79: Cooking Enthusiasts’ opinions about cooking, by generation, July-August 2013
Figure 80: Cooking Enthusiasts’ opinions about cooking, Millennial parents vs. non-Millennial parents, July-August 2013
APPENDIX – TRADE ASSOCIATIONS

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