New starts, new diets, new habits traditionally all

begin in January. It’s the month when everyone

says they want to eat more healthful meals, but

do we? To find out more about home cooks’

attitudes and behaviors for this timely topic,

Allrecipes teamed up with its EatingWell magazine

colleagues, who are also part of the Meredith

Corporation family, to conduct its 2014 Health

Trends Survey among each brand’s communities

of passionate and engaged women. Highlights

from the survey are shared in this issue of the

Measuring Cup Trend Report.

January 2014 What American Families are Cooking and Eating

InsIght #1 Get Your Grain On!Whole grains are showing up on more plates as nearly 90% of Millennials, GenXers and Baby Boomers seek out whole-grain foods. Most home cooks have tried quick-cooking quinoa, which is popular in side dishes, salads, breakfast cereals, and even desserts. But when it comes to trying new types of grains Millennials and GenXers are most eager to expand their horizons with millet, farro, spelt, amaranth, and kaniwa (baby quinoa).

Popular Whole grain recipes allrecipes ( ) EatingWell ( )

Quinoa and Black Beans

(2777 reviews)

Almond-Butter Quinoa Blondies

(128 votes)

Farro Salad with Asparagus and Parmesan

(26 reviews)

Spiced Breakfast Quinoa

(33 votes)

Very Simple Spelt Bread

(105 reviews)

Amaranth Pudding with Amaretto Cream

(9 votes)

90% are serving whole grains

Allrecipes.com Measuring Cup January 2014 1

InsIght #2 Who’s a Vegetable Innovator?We all know we need to gobble up veggies for their nutritional benefits; 89% of home cooks say they are trying to add more vegetables to their diets. Despite this, just 1% of Americans are eating their recommended daily serving of produce (5½ cups with a 2,000 calorie diet) according to a 2010 report by the Produce for Better Health Foundation.

how are home cooks doing this?

• The most common way to eat more veggies is to prepare salads, soups and vegetable side dishes—no surprise here.

• But younger consumers (Millennials and GenXers) are trying more innovative ideas to pack produce into their daily routines with smoothies (62%), juicing (31%) and sneaking vegetables into non-vegetable dishes (79%).

Popular Vegetable recipes from allrecipes ( ) and EatingWell ( )

The Best Vegetarian Chili in the World

(918 reviews)

Green Smoothie

(202 votes)

Artichoke-Spinach Lasagna

(1018 reviews)

Baked Macaroni and Cheese with Spinach

(545 votes)

Cilantro-Lime Dressing

(271 reviews)

Ginger-Beet Juice

(6 votes)

Baked Kale Chips

(1282 reviews)

Cottage Cheese Veggie Dip

(62 votes)

164%

84%

Salads

137%

71%

Vegetable sides

31%

10%

Juicing

123%

75%

Soups

62%

19%

Smoothies

79%

20%

Sneaking

?? ??

?

how are you adding more vegetables to your diet?

Millennials + GenXers Baby Boomers

Allrecipes.com Measuring Cup January 2014 2

InsIght #3 Move Over Calories: Fiber Is the New King of Healthy

What tops the list when choosing healthy foods and recipes? A little surprise here: fiber now surpasses calories for many consumers. Perceptions of what’s healthy change with age. Baby Boomers are more concerned with fiber than Millennials, plus heart health-related attributes including low fat, low sodium, and low cholesterol. In contrast, Millennials and GenXers are at the forefront of healthy eating trends, some science-based, some not. This group is more likely to value foods that are gluten-free or dairy-free and high in protein. They also seek foods containing only a few, natural ingredients and avoid processed foods; Millennials go even further, preferring “clean” foods and recipes that pack in lots of vegetables.

Popular high-Fiber, Low-Calorie recipes allrecipes ( ) Eating Well ( )

Butternut Squash Bisque

(552 reviews)

Feta & Spinach Couscous Patties

(31 votes)

Roasted Beets ‘n’ Sweets

(299 reviews)

Mediterranean Tuna Antipasto Salad

(146 votes)

African Peanut Soup

(285 reviews)

Black Bean Nacho Pizza

(92 votes)

Low-Fat Blueberry Bran Muffins

(719 reviews)

Hot Chile Grilled Cheese

(166 votes)

What is important to you in picking healthy foods/recipes?

55%

High Fiber

54%

Low Calorie

48%

Low Fat/Low Saturated Fat

47%

Heart-Healthy

46%

Low Sodium

41%

Low Cholesterol

29%

Low Carb

10%

Gluten-Free

7%

Dairy-Free

64% Important 25% Somewhat Important 6% Neutral 3% Somewhat Unimportant 1% Unimportant

How important is eating healthy food for your family?

Allrecipes.com Measuring Cup January 2014 3

InsIght #4 The Great Beverage Divide In the past year, more consumers drank exotic tea blends (hibiscus, white, ginseng, green, etc.) than diet sodas (56% compared with 48%)—particularly if they were Millennials. Only Baby Boomers filled their glasses with diet sodas, drinking this beverage more than any other age group. This age divide shows up again with trendy flavored waters and smoothies, which fall right behind diet sodas in popularity, and which Millennials are much more likely to drink than Boomers.

Exotic teas

56%Millennials . . . . . . . . . . . . 66%

GenX . . . . . . . . . . . . . . . . . . 58%

Baby Boomers . . . . . . . . . . 54%

smoothies

42%Millennials . . . . . . . . . . . . 58%

GenX . . . . . . . . . . . . . . . . . . .51%

Baby Boomers . . . . . . . . . . .37%

Diet soda

48%Millennials . . . . . . . . . . . . . .37%

GenX . . . . . . . . . . . . . . . . . . 45%

Baby Boomers . . . . . . . . . 51%

Coconut water

20%Millennials . . . . . . . . . . . . 36%

GenX . . . . . . . . . . . . . . . . . . 29%

Baby Boomers . . . . . . . . . . . 15%

ginger-flavored beverages

19%Millennials . . . . . . . . . . . . 24%

GenX . . . . . . . . . . . . . . . . . . 23%

Baby Boomers . . . . . . . . . . . 17%

Flavored waters

42%Millennials . . . . . . . . . . . .48%

GenX . . . . . . . . . . . . . . . . . . 47%

Baby Boomers . . . . . . . . . . 40%

soda with cane sugar

19%Millennials . . . . . . . . . . . .44%

GenX . . . . . . . . . . . . . . . . . . 26%

Baby Boomers . . . . . . . . . . . 15%

Beverages with botanical health and

wellness benefits

8%Millennials . . . . . . . . . . . . 16%

GenX . . . . . . . . . . . . . . . . . . . 11%

Baby Boomers . . . . . . . . . . .6%

In the past year, which of the following beverages have you consumed?

The most important factor for consumers when buying meat is its health profile; 39% say they base meat-buying decisions on fat, calories, and cholesterol. After that, what drives consumers’ meat-buying habits is divided—for some it’s value, while for others, what’s in the meat and how it’s raised are big influencers.

Antibiotic-free (31%), hormone-free (35%), organic (20%), and grass-fed (25%) are major considerations when purchasing meat. These concerns are notably larger for survey respondents than what is reflected in purchasing behaviors across the US—beef that is natural, organic (grain-fed or otherwise), and grass/forage-fed only accounts for about 3% of beef sales in the U.S.

At the other end of the spectrum, value and bulk packaging are a potent force with 34% of survey respondents saying this is what they consider when they buy meat. These value-driven shoppers are less likely across the board to be influenced by “what’s in my meat” factors mentioned above. Plus, in their other shopping habits, they make sacrifices for other items when shopping; they don’t buy their favorite brand if it costs more and they skip organic foods.

InsIght #5 Mindful Meat Eaters

What is most important when buying meat?

Grass-fed,

hormone-free,

organic

22%

MEGA

SAVINGS34%

Low-fat,

cholesterol,

and calories

39%

vs.

Allrecipes.com Measuring Cup January 2014 4

InsIght #6 Polarizing PackagingA product’s packaging type influences its success in the grocery store aisle. Shoppers are most likely to consider trying new products packaged in glass bottles/jars and boxes, and least likely to consider new products packaged in Styrofoam and plastic pouches. Almost half (46%) of shoppers say they are more likely to consider trying something new if it comes in a recyclable package.

Can

20%

Plastic pouch

33%Styrofoam

62%

Box

23%

Paper pouch

27%

Glass bottle/jar

48%

Which packaging makes you more or less likely to purchase?

More likely Less likely

Recyclable container

48%

Plastic

28%

In the past year, 73% of survey respondents tried seaweed as a snack, making it the most highly sampled new snack suggested in the survey. What’s the allure? Forty-two percent said they tried it because they wanted to try something new, and 31% said it was because of its health benefits. Perhaps a surprise: Baby Boomers made up the largest group wanting to try something new.

InsIght#7 Seaweed Isn’t Just for Sushi

73%

tried seaweed as a snack

31% of those did it for the health benefits

top recipes using seaweed allrecipes ( ) Eating Well ( )

Korean-Style Seaweed Soup

(37 reviews)

Rice Noodle & Edamame Salad

(9 votes)

Ahi Poke Salad

(7 reviews)

Seaweed & Tofu Soup

(23 votes)

Furikake Snack Mix

(1 reviews)

Brown Rice & Tofu Maki

(18 votes)

Allrecipes.com Measuring Cup January 2014 5

about allrecipes.com

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, 11 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 EatingWell

Launched in 2002, EatingWell is a leading source of science-based nutrition advice, inspiring articles about food, farms and cooking, and delicious, healthy recipes. EatingWell is a fast-growing multimedia brand in the expanding healthy-eating sector. Its core mission is to make healthy eating a joyful way of life. In 2013, EatingWell was named to Advertising Age magazine’s “A-List” as one of the “Top 10 Magazines of the Year.” EatingWell is published six times a year by Meredith Corporation [NYSE: MDP], with a rate base of 750,000 and more than 4.1 million readers. The brand has diversified to multiple formats, including a content-rich website that reaches over 5 million unique visitors per month, content and brand licensing, custom publishing and consumer cookbooks. Additional information may be found at www.eatingwell.com | Facebook: www.facebook.com/EatingWell | Twitter: @EatingWell

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.

Methodology

Data provided is from Allrecipes’ 2014 Trends Survey, hosted on Allrecipes.com from November 20-27, 2013, and completed by 2,528 U.S.-based Allrecipes.com community members, and 1,312 Eating Well visitors. No incentives were used to reward or incent participation. For more information on the survey methodology such as response counts for each question or details on questions in order or format, please feel free to contact us.

Please Contact:

Esmee WilliamsVice President of Brand Marketing206-436-7416esmee@allrecipes.com

Jessie PriceEditor-in-Chief802-985-4534EatingWellJessie.Price@eatingwell.com

1 2010 State of the Plate report, Study on America’s Consumption of Fruits & Vegetables, Produce for Better Health Foundation

2 A recent Economic Research Service report on beef production (http://www.ers.usda.gov/media/1071057/ldpm-218-01.pdf)

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