2014 breakfast and brunch home cooking trends - allrecipes

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MAY 2014 What American Families are Cooking and Eating BREAKFAST TRENDS INSIGHT #1 Breakfast is Back Rising food prices paired with relatively flat incomes are nudging consumers into finding more ways to stretch their food dollars. Many seem to see eating the first meal of the day at home as a good way to save money. Online searches for ‘healthy breakfast recipes’ and ‘easy breakfast recipes’ have increased significantly over the past 12-months. Classic Waffles (1,332 reviews) Ninety-Minute Cinnamon Rolls (1,296 reviews) Monkey Bread I (1,253 reviews) Buttermilk Pancakes II (2,022 reviews) Fluffy Pancakes (5,925 reviews) Fluffy French Toast (1,944 reviews) Clone of a Cinnabon (5,216 reviews) Cheesy Ham and Hash Brown Casserole (1,450 reviews) Good Old-Fashioned Pancakes (6,501 reviews) Allrecipes’ Most Popular Breakfast Recipes (based on top saved recipes + most popular/top ratings) Breakfast has reemerged as a rock star of the kitchen. Once neglected and even ignored, searches for recipes related to homemade breakfasts have surged in popularity with waffles, pancakes, crepes, slow cooker oatmeal, and savory breakfast casseroles all showing up consistently among Allrecipes’ most popular recipe searches. On many days, Pancakes is eclipsing chicken as the brand’s top search term. Healthier eating goals, dietary restrictions such as Paleo and gluten sensitivity, home egg production, tightening food budgets, and increased interests in home cooking are all contributing to this trend. In this issue of the Allrecipes Measuring Cup Trend Report we share an inside look at breakfast trends. hmmph! Allrecipes.com Measuring Cup MAY 2014: BREAKFAST TRENDS 1

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Breakfast foods are among Allrecipes fastest growing, most popular recipe types. When you consider 3/4ths of Allrecipes monthly audience of 40 million home cooks worldwide eat breakfast together at least once a week, it's not surprising pancakes, waffles, muffins, fresh toast and casseroles recipes all rank among our most viewed, most reviewed, most shared recipes types. This report shares top level findings related to what's trending in breakfast foods in 2014. Allrecipes Business Intelligence team analyzed visitor behaviors across more than 1 billion visits to Allrecipes from PC, Smartphone and Tablets over a one year period.

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Page 1: 2014 Breakfast and Brunch Home Cooking Trends - Allrecipes

MAY 2014What American Families are Cooking and Eating

BREAKFAST TRENDS

INSIGHT #1 Breakfast is BackRising food prices paired with relatively flat incomes are nudging consumers into finding more ways to stretch their food dollars. Many seem to see eating the first meal of the day at home as a good way to save money. Online searches for ‘healthy breakfast recipes’ and ‘easy breakfast recipes’ have increased significantly over the past 12-months.

Classic Waffles

(1,332 reviews)

Ninety-Minute Cinnamon Rolls

(1,296 reviews)

Monkey Bread I

(1,253 reviews)

Buttermilk Pancakes II

(2,022 reviews)

Fluffy Pancakes

(5,925 reviews)

Fluffy French Toast

(1,944 reviews)

Clone of a Cinnabon

(5,216 reviews)

Cheesy Ham and Hash Brown Casserole

(1,450 reviews)

Good Old-Fashioned Pancakes

(6,501 reviews)

Allrecipes’ Most Popular Breakfast Recipes(based on top saved recipes + most popular/top ratings)

Breakfast has reemerged as a rock star of the kitchen. Once neglected and even ignored, searches for recipes related to homemade breakfasts have surged in popularity with waffles, pancakes, crepes, slow cooker oatmeal, and savory breakfast casseroles all showing up consistently among Allrecipes’ most popular recipe searches. On many days, Pancakes is eclipsing chicken as the brand’s top search term. Healthier eating goals, dietary restrictions such as Paleo and gluten sensitivity, home egg production, tightening food budgets, and increased interests in home cooking are all contributing to this trend. In this issue of the Allrecipes Measuring Cup Trend Report we share an inside look at breakfast trends.

hmmph!

Allrecipes.com Measuring Cup MAY 2014: BREAKFAST TRENDS 1

Page 2: 2014 Breakfast and Brunch Home Cooking Trends - Allrecipes

INSIGHT #2 Easy Like a Sunday Morning

OR

UT

VT MEMN

Who is searching?

Index113

89Darkest states represent where breakfast and brunch recipe searches index the highest.

Top States:

• Oregon

• Maine

• Minnesota

• Vermont

• Utah

Searches for breakfast solutions are a year-round affair with peaks in activity aligning with major holidays such as Easter, Mother's and Father’s Day, and Christmas. Weekends are the most popular time breakfast recipe search period when maximum activity occurs between 6 and 10 AM; home cooks in Vermont are the most ardent breakfast enthusiasts, followed by Maine, Utah, and Oregon, indexing 12% above the U.S. norm. While slightly more than half of searches for breakfast recipes occur on desktop and laptop computers, searches on tablets index 19% above average.

What hours?

1211

10

9

8

76

5

4

3A.M.

2

1

Bre

akfa

st/B

run

ch In

dex

Which days?

SUN MON TUE WED THU FRI SAT

0

50

100

150

Bre

akfa

st/B

run

ch In

dex

Measure Names¢ Allrecipes Index ¢¢ Breakfast/Brunch Index

BREAKFAST AND BRUNCHES

Data Source: Allrecipes.com

Which devices?

51%25%

22.5%OtherDevices0.5%

Tablet+19% compared to average

Mobile Phone-7% compared to average

Desktop/Laptop-3% compared to average

Allrecipes.com Measuring Cup MAY 2014: BREAKFAST TRENDS 2

Page 3: 2014 Breakfast and Brunch Home Cooking Trends - Allrecipes

Homemade pancakes, waffles, and crêpes are winners when it comes to economical and fast breakfast recipes—who doesn’t love crisp Belgian waffles with generous pockets for collecting syrup and strawberries? Searches for waffle related recipes are up 87% YoY, and pancake recipes up 75% YoY. Along with the classics, flour and flavor variations such as gluten-free, rice flour, vegan, chunky-monkey, chocolate, and pumpkin, are increasingly sought after.

German Pancakes II

(244 reviews)

+165% YoY

Savory Herb Waffles

(11 reviews)

Whole Grain Waffles

(612 reviews)

Gluten-Free Waffles

(8 reviews)

Pumpkin Pancakes

(1,715 reviews)

Classic Waffles

(1,332 reviews)

Belgian Waffles

(303 reviews)

+45% YoY

Banana Pancakes I

(1,336 reviews)

+143% YoY

Allrecipes’ Most Popular Pancake and Waffle Recipes

INSIGHT #3 No Waffling Here

Fluffy Pancakes

(5,925 reviews)

Good Old-Fashioned Pancakes

(6,501 reviews)

20142013

+87% YoY

Waffle searches

20142013

+75% YoY

Pancake searches

20142013

+45% YoY

Belgian Waffle searches

Favorite Breakfast Foods by Generation

Millennials Gen Xers Baby Boomers

19% 3% 5%

10% 4% 6%

7% 3% 6%

Data Source: Allrecipes’ December 2013—2014 Trends Survey

Allrecipes.com Measuring Cup MAY 2014: BREAKFAST TRENDS 3

Page 4: 2014 Breakfast and Brunch Home Cooking Trends - Allrecipes

With gluten-free eating gaining acceptance and popularity (Nielsen reported purchases of gluten-free food products hit 11% in 2013, up from 5% in 2010), breakfast too, has more gluten-free options than ever. Responding to consumer demand, gluten-free flours such as rice, sorghum and millet flours are easier to find and popular in breakfast recipes.

Who’s Most Likely to Choose Gluten-Free Foods?

Gluten-Free Hot Breakfast Cereal

(9 reviews)

Delicious Gluten-Free Pancakes

(195 reviews)

Low Carb Pancake Crêpes

(74 reviews)

Blueberry Lemon Breakfast Quinoa

(23 reviews)

Gluten Free Waffles!!

(9 reviews)

Fava Bean Breakfast Spread

(65 reviews)

INSIGHT #4 Gluten-Free Goes MainstreamAllrecipes’ Most Popular Gluten-Free

Breakfast Recipes

Whole grains for breakfast are hot! Ninety percent of home cooks say they look for whole grain when buying food products. And not just wheat-based whole grains. From oats to quinoa, millet to faro, spelt and amaranth, the range of grains now available to consumers has expanded dramatically in the past few years, making the newcomers less of a novelty and much more mainstream. Gen Xers are the most active grain experimenters: 88% have tried quinoa, 22% have used millet, and 17% have used spelt.

INSIGHT #5 Not Just Any Grain

Allrecipes’ Most Popular Whole Grain

Breakfast Recipes

Baked Oatmeal II

(463 reviews)

Blueberry Lemon Break-fast Quinoa

(23 reviews)

Millet Muffins

(87 reviews)

Spelt Biscuits

(62 reviews)

88% 22% 17%

have tried quinoa have used millet

Gen Xers experimenting with grains

have used spelt

13%11% 10%

Millennials Gen Xers Baby Boomers

Data source: Allrecipes and Eating Well 2014 Health Survey

Whole Grain Waffles

(612 reviews)

Whole Grain Breakfast Cookies

(139 reviews)

Allrecipes.com Measuring Cup MAY 2014: BREAKFAST TRENDS 4

Page 5: 2014 Breakfast and Brunch Home Cooking Trends - Allrecipes

Country Breakfast Casserole

(337 reviews)

Sausage Casserole

(621 reviews)

Sausage Brunch Casserole

(219 reviews)

Christmas Breakfast Sau-sage Casserole

(1,037 reviews)

Breakfast Sausage

(370 reviews)

Bill’s Sausage Gravy

(851 reviews)

Bacon in all its crisp, savory succulence has grabbed the spotlight for a while now. But things may be changing. While recipes with bacon are consistently popular throughout the year, in the past 12 months, searches by Allrecipes’ home cooks for recipes with sausage equal or outpace bacon during winter months. In fact, the average rating for recipes containing sausage (4.48 out of 5 stars) exceeds the average rating for recipes containing bacon (4.45 stars out of 5 stars).

Google Trends indicates the Paleo diet soared in popularity in 2013 and predicts another spike of interest in January 2015. All things considered, this diet appears to have staying power. Its popularity as an alternative diet based on what our Stone Age ancestors might have eaten—low-fat, low-glycemic-index, high in fiber foods packed with vitamins and minerals—has plenty of nutritional benefits. Finding breakfast recipes that follow Paleo diet rules has inspired Allrecipes home cooks to share a batch of new recipes.

INSIGHT #6 Cavewomen and Men Eat Breakfast, Too

0

5%

10%

15%

20%

J F M A M J

2013

J A S O N D

vs. SAUSAGEBACON

INSIGHT #7 Bye, Bye Bacon?

Allrecipes’ Most Popular Paleo

Breakfast Recipes

Paleo Friendly Banana Shake

(7 reviews)

Paleo Omelet Muffins

(80 reviews)

Homemade Paleo-Style Breakfast Sausage

(6 reviews)

Paleo Pancakes with Pureed Strawberries

(6 reviews)

Paleo Pancakes

(22 reviews)

Mango-Bacon-Butternut Squash Hash

(8 reviews)

Allrecipes’ Most Popular Breakfast Recipes with Sausage

Data Source: Allrecipes.com

Allrecipes.com Measuring Cup MAY 2014: BREAKFAST TRENDS 5

Page 6: 2014 Breakfast and Brunch Home Cooking Trends - Allrecipes

tacos?

cock-a-doodle-d...

Casseroles are sizzling among breakfast-minded home cooks because they can be easily prepared in advance, are easy to serve, and are guaranteed to please a crowd. Add sausage, bacon and/or cheese as an ingredient and the “yum! factor” soars. Peak months for casserole recipe searches mirror holiday entertaining seasons: November, February, March, and April.

INSIGHT #9 Dinner for Breakfast?

Allrecipes’ Most Popular Breakfast Casserole Recipes (based on page views)

Easter Breakfast Casserole

(268 reviews)

Egg and Sausage Casserole

(561 reviews)

Cheesy Ham and Hash Brown Casserole

(1,450 reviews)

Pumpkin French Toast Bake

(129 reviews)

Cheesy Amish Breakfast Casserole

(94 reviews)

Baked French Toast

(1,095 reviews)

French Toast Casserole

(1,024 reviews)

Breakfast Enchiladas

(31 reviews)

New Mexico Green Chile Breakfast Burritos

(30 reviews)

Dad’s Breakfast Pizza

(22 reviews)

Chicken and Waffles

(30 reviews)

Crustless Spinach Quiche

(1,485 reviews)

Authentic Mexican Breakfast Tacos

(116 reviews)

Eggs Benedict Breakfast Pizza

(51 reviews)

INSIGHT #8 What a Dish!

If it’s a hit at dinner, why not serve it for breakfast, too? Home cooks love this idea and are serving variations of traditional dinner dishes for breakfast: quiche, pizza, tacos, and burritos.

Allrecipes’ Most Popular Breakfast-for-Dinner Recipes

Allrecipes.com Measuring Cup MAY 2014: BREAKFAST TRENDS 6

Page 7: 2014 Breakfast and Brunch Home Cooking Trends - Allrecipes

Campers eat more than s’mores and hot dogs when they’re enjoying the great outdoors, so which breakfast recipes are favorites? Check out the list on the right, which even includes one innovative camper’s recipe for an omelet boiled in a plastic bag—no frying pan required!

INSIGHT #11 Egglicious!

Dutch Oven Mountain Man Breakfast

(17 reviews)

Easy Omelet in a Bag

(11 reviews)

Sugared Campfire Donuts

(22 reviews)

Campfire Skillet Breakfast

(35 reviews)

Eggs on the Grill

(15 reviews)

Campfire Breakfast Sandwich

(12 reviews)

Allrecipes’ Most Popular Breakfast Recipes with Eggs

Hash Brown and Egg Casserole

(228 reviews)

Dutch Oven Mountain Man Breakfast

(17 reviews)

Kathy’s French Toast Bake

(12 reviews)

Charleston Breakfast Casserole

(377 reviews)

Sausage Egg Casserole

(330 reviews)

Egg in a Boat

(280 reviews)

Allrecipes’ Most Popular Breakfast Recipes for Camping

INSIGHT #10 Build Fire, Will Cook… Breakfast

The surge of the “urban chicken” movement has created an abundance of farm fresh eggs available in suburbs and cities across America. It’s no doubt urban homesteaders who invest in the creation of a backyard chicken coops are soon presented with an overabundance of fresh laid eggs. Below are some of the most popular recipes this year among egg enthusiasts.

Allrecipes.com Measuring Cup MAY 2014: BREAKFAST TRENDS 7

Page 8: 2014 Breakfast and Brunch Home Cooking Trends - Allrecipes

Data Sources

Data cited in this Measuring Cup Report is derived from a variety of Allrecipes’ surveys as noted with each insight, and from research by Allrecipes’ Business Intelligence team.” Surveys include the December 2013-2014 Trends Survey, and the 2014 Allrecipes and Eating Well 2014 Health Survey.

About Allrecipes

Allrecipes, the world’s largest digital food brand, receives more than 1 billion visits annually from family-focused women who connect and inspire one another through photos, reviews, videos and blog posts. Since its launch in 1997, the Seattle-based social site has served as a dynamic, indispensable resource for cooks of all skill levels seeking trusted recipes, entertaining ideas, everyday and holiday meal solutions and practical cooking tips. Allrecipes is a global, multi-platform brand with 18 web and mobile sites, 2 mobile apps, and 15 eBooks serving 23 countries in 12 languages. In November 2013, Allrecipes magazine launched nationwide, and an Allrecipes cooking segment premiered on The Better Show. Allrecipes is part of Meredith Corporation, the leading media and marketing company serving American women. For additional information regarding Meredith, please visit www.meredith.com. For additional information regarding Allrecipes, please visit press.allrecipes.com.

About Meredith Corporation

Meredith Corporation (NYSE:MDP; www.meredith.com) is the leading media and marketing company serving American women. Meredith features multiple well-known national brands—including Better Homes and Gardens, Parents, Family Circle, Allrecipes.com, Fitness, American Baby and EveryDay with Rachael Ray—along with local television brands in fast-growing markets. Meredith is the industry leader in creating content in key consumer interest areas such as home, family, food, health and wellness and self-development. Meredith uses multiple distribution platforms—including print, television, digital, mobile, tablets, and video—to give consumers content they desire and to deliver the messages of its advertising and marketing partners.

Please Contact:

For a full survey report and additional details, please contact:

Esmee WilliamsVice President, Consumer & Brand Strategy206–436–[email protected]

Allrecipes.com Measuring Cup MAY 2014: BREAKFAST TRENDS 8