allrecipes march 2014 measuring cup trend report: global digital food trends

March 2014What Global Families are Cooking and Eating

Among busy, family-focused home cooks the use of digital resources to find, create, and share content centered on cooking and meal preparation is a global phenomenon. Per comScore, in December 2013, nearly 1/3 of a billion (322MM) home cooks worldwide sought food and cooking resources online using a personal computer; this number is even greater when those accessing digital food content via mobile devices is included. As Allrecipes continues to experience strong growth outside the United States, its critical for our teams to clearly understand the similarities and differences defining home cooks digital cooking behaviors around the world. Since 2011, Allrecipes has surveyed home cooks in 13 of 17 international markets where we have dedicated communities and sites. In this special edition of the Allrecipes Measuring Cup Trend Report, we share highlights from our 2014 Global Kitchen Insights and Trends Survey.

Global DiGital FooD trenDs

INSIGhT #1 show Me the recipeSeventy-seven percent of web-enabled global home cooks are accessing websites to find recipes. The highest penetration continues to be in the U.S. (89%), with the UK (88%), and Australia/New Zealand (86%) following closely behind. The second most popular source for recipes is cookbooks, and then magazines. Cooking-related how-to videos are experiencing rapid growth. Cooks in Brazil, Argentina, Mexico, Poland, and Russia over index in this category compared with the global average for consuming online cooking videos.

Sources home cooks are Using to Find recipesall

(2013)ar aU Br DE Fr IT MX NE PL QU rU UK US

Recipe Websites 77 59 86 82 64 77 81 65 81 71 83 61 88 89

Cookbooks 70 65 79 68 89 73 68 61 75 66 76 45 80 79

Magazines 51 50 68 49 68 42 46 50 62 31 52 34 54 60

Friends/family 49 46 46 49 65 45 37 51 42 76 52 47 43 59

Social Networks 21 25 18 37 7 8 18 24 13 10 17 36 12 38

Food Blogs 25 38 11 56 30 22 38 33 16 57 16 11 14 16

Food Company Websites

19 15 13 31 22 8 14 24 13 34 32 3 15 37

Video Websites 11 27 9 34 11 18 15 40 11 26 17 35 12 11

(Numbers shown are percentages; *see page 6 for abbreviation key)

allrecipes.com Measuring Cup March 2014: Global DiGital FooD trenDs 1

INSIGhT #2 lets Go shopping!home cooks shopping within 48 hours of finding an online recipe

Items Typically Found in Shoppers carts

2012 2013

Fresh produce 86 89

Dairy 82 88

Meat, fish and poultry 75 82

Cleaning supplies 57 64

Drinks 55 56

Baking ingredients 50 58

Breakfast cereals 47 48

Tinned goods 42 46

Snacks 31 31

Frozen foods 29 37

Pet food and supplies 26 32

Health and beauty products 24 28

Ready meals or processed foods 8 10

(Numbers shown are percentages)

More than half (55%) of global home cooks shop for recipe ingredients within 48 hours of finding a recipe online, with cooks in Quebec, Brazil, and Russia the most likely to visit grocery stores the same day. Supermarkets are still the top grocery shopping destination for home cooks worldwide, who average three or more trips per week. Globally, 17% of home cooks report having tried shopping for groceries online, but this is driven almost entirely by UK shoppers where 44% of survey respondents report online grocery shopping.

55%

Supermarkets

14%

9%

5%

Primary Places for Grocery Shopping

13%

Supermarkets (53% in 2012)

Markets (23% in 2012)

DiscountSupermarkets

(10% in 2012)

Specialty & Local Shops

(7% in 2012)

Warehouse Stores

(4% in 2012)

62%

Argentina

44%

Australia& NZ

67%

Brazil

37%

Germany

38%

France

61%

Italy44%

Mexico

59%

Netherlands

46%

Poland

68%

Quebec 51%

UK45%

U.S.

54%

Russia


INSIGhT #3 tablet Use expands as an on-the-spot Cooking resourceOnce used primarily for recipe discovery, mobile devices are increasingly used by home cooks throughout the cooking process. Their convenience and accessibility now play an important role, from discovery, to shopping, and to cooking and sharing. When asked how online recipes are used when preparing a recipe, the most popular option continues to be recipe printout used in kitchen. However, home cooks who own tablets are increasingly bypassing printing, cooking directly from a digital screen.

Methods Used to cook Using Online recipes

all (2013)

ar aU Br DE Fr IT MX NE PL QU rU UK US

Bring a printout into the kitchen

47 38 51 44 64 54 46 45 58 44 57 31 50 66

I use an iPad/tablet computer in the kitchen

29 15 38 20 24 27 15 30 37 10 34 16 42 20

I use a laptop in the kitchen

31 33 30 30 26 34 21 36 20 46 38 29 29 37

I use a mobile device in the kitchen

10 16 12 13 8 8 6 24 6 10 5 6 10 19


Printout vs. Tablet Use in the Kitchen (YOY)

Printout iPad/Tablet

2012 2013 2012 2013

61 51 Australia 9 38

65 64 Germany 10 24

45 54 France 4 27

57 50 UK 11 42

47 45 Mexico 5 30

62 58 Netherlands 5 37(Numbers shown are percentages)

Printout vs. Tablet Use in the Kitchen (YOY)

INSIGhT #4 Homemade every Day

Italy has the highest incidence of daily meal

making at 93%.

France shows a 15% increase from 2012, followed by

Germanys 9%.

Mexico, the US, and Germany have the lowest rates of daily meal prep.

Italy 93%

91%

90%

90%

89%

85%

83%

87%

89%

75%

85%

81%

86%

Australia/NZ

Quebec

France

Netherlands

UK

Russia

Poland

Argentina

Brazil

Germany

Mexico

US

83%

83%

82%

77%

76%

75%

82%

83%

81%

68%

75%

75%

Daily Meal Preparation

2013 2012

For the second consecutive year, the frequency of home cooks preparing daily meals at home grew. In 2013, 86% of global home cooks responded positively when asked if they prepared meals at home daily (up from 80% a year ago). Italian, Australian, New Zealand, French, and Quebec home cooks are the most likely to be cooking at home every day. The greatest year-over-year growth of daily home cooking occurred in France with a 15% increase, followed by a 9% increase in Germany.

86%


INSIGhT #5 Health is the Greatest Motivator for Homemade Meals

Why are global cooks eager to prepare homemade meals? As we saw in last years survey, homemade is equated with healthier eating, particularly for the UKs home cooks. Other factors include loving to cook, saving money, improving cooking skills, and spending time with family and friends. Recipes of choice are prepared using ingredients on hand, and are often comfort foods.

reasons for Preparing Meals at home Vary by country

all (2013)

ar aU Br DE Fr IT MX NE PL QU rU UK US

To eat healthier 68 54 77 79 61 61 43 72 59 72 65 47 83 79

I love to cook 53 50 55 59 50 56 46 53 58 63 42 43 59 61

To save money 46 35 59 40 36 33 61 52 34 53 46 23 58 76

To be a better cook and/or baker

47 55 49 60 54 32 16 59 51 51 38 32 50 47

To add variety to mealtimes

47 38 52 53 57 42 27 47 51 58 49 40 49 46

To eat meals together with my family

35 36 35 56 25 21 21 42 25 41 27 22 34 40

To entertain more at home

23 18 27 36 21 17 22 18 24 25 29 9 24 21


INSIGhT #6 a Home-Cooked Meal is ?Defining a home-cooked meal varies among countries, but cooks in Russia, Argentina, Australia/New Zealand, the Netherlands, and Poland are most apt to describe it as food made entirely from basic ingredients (whole fruits and vegetables, dry pasta and grains). A sign of the times: in Italy, 41% of consumers consider a home-cooked meal one that includes convenience products such as canned or frozen vegetables. Cooks in the U.S. are most likely to be using convenience products to accelerate meal preparation.

a home-cooked Meal Is ... all (2013) ar aU Br DE Fr IT MX NE PL QU rU UK US

Food made entirely from basic ingredients (e.g., whole fruits and vegetables, dry pasta and grains)

89 94 95 95 86 91 67 81 95 95 69 98 92 84

Food prepared using convenience products (e.g., canned beans, prewashed and cut vegetables, frozen ingredients, baking mix)

17 18 26 13 18 12 41 20 22 26 5 4 21 48

Prepared food to which I add additional ingredients or items to make a meal

12 4 10 13 4 4 4 24 5 9 30 4 13 27

Prepared food that I purchase to reheat or complete cooking at home

5 3 4 2 2 2 2 4 3 4 4 1 3 10


OR


Methodology

In November and December 2013, invitations to participate in the 2013 Global Food Trends Survey appeared as a pop-up on Allrecipes largest country sites, and were translated to the appropriate local language. Data provided comes from 8,432 completed surveys from 13** of 17 Allrecipes International sites. Respondents did not receive incentives or rewards in exchange for participation.

**Argentina, Australia/New Zealand, Brazil, Germany, France, India, Italy, Mexico, Netherlands, Poland, Quebec, Russia, United Kingdom. All International totals reported do not include the U.S., or English speaking Canada, or Japan; but do include the U.S. Hispanic who went to the Mexico site.

about allrecipes

Allrecipes, the worlds largest digital food brand, receives more than 1 billion visits annually from family-focused home cooks 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 14 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 brandsincluding Better Homes and Gardens, Parents, Family Circle, Allrecipes.com, Fitness, American Baby and EveryDay with Rachael Rayalong 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 platformsincluding print, television, digital, mobile, tablets, and videoto 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 [email protected]

*Country/region abbreviation key:

AR ArgentinaAU Australia/New ZealandBR BrazilDE GermanyFR FranceIT ItalyMX Mexico

NE The NetherlandsPL PolandQU QuebecRU RussiaUK United KingdomUS United States


allrecipes march 2014 measuring cup trend report: global digital food trends

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