SEPTEMBER 2014What American Families are Cooking and Eating

MILLENNIAL FAMILIES’ SHOPPING AND COOKING PATTERNS

The Millennial Generation is getting lots of attention these

days from marketers. Identified as the major consumer force

replacing Baby Boomers as they retire, and consequently of

keen interest, Millennials have been plugged into screens since

they were toddlers. They are often described as obsessed with

technology, un- or underemployed, and buried under a blizzard

of college loan debt. With such distinctly different attributes

and digital shopping habits, how do millennial families operate

in the grocery store and kitchen? Allrecipes investigated

through an external panel with participants over age 18 and

under age 55 that included only households with children.

Highlights from this panel’s responses are reviewed in this issue

of the Measuring Cup Trend Report. Some may surprise you!

Millennials:Aged 18-34

GenX:Aged 35-54

INSIGHT #1 Moms Pull RankDisagreement is the norm when it comes to gender perspectives about who is making meal decisions and doing the grocery shopping. While 25% of Dads say they’re making decisions about meals eaten at home, only 5% of Moms agree. Instead, 79% of women say they are the primary family meal decision-maker, particularly during the week. Perceptions about involvement with meal planning shift somewhat on weekends, at least in the eyes of Dads. For grocery shopping, 95% of Moms say they are the primary grocery shopper, compared with 67% of men who say they are. These planning and shopping gender patterns remain consistent among Millennial and GenX families.

40%

35%

25%

Men say

47%37%

15%

Men say

ON WEEKDAYS?

Who does the meal planning?

ON WEEKENDS?

Who is the primary grocery shopperfor your family?

8% 66%

26%

Women say

79%

16%

Women say

ë5%

95%

é 5%

Women say

67%

33%

Men say

¢ Women

¢ Men

¢ Shared

Allrecipes.com Measuring Cup SEPTEMBER 2014 1

94%

44% 42%

67%

81%

38%

Who influences what productsare added to the shopping list?

¢ Women ¢ Men ¢ Kids

MEN SAYWOMEN SAY

INSIGHT #2 He Says, She Says

INSIGHT #3 Shopping for Savings

Gender disagreements arise again when it comes to who influences what’s on the shopping list. Eighty-one percent of Dads think they’re a player. Only 44% of women, however, say men sway the family’s grocery shopping list content. An average of 40% of both Moms and Dads report that kids play a role in determining what’s on the shopping list.

Where do you usually go for groceries?¢ Millennials ¢ Gen X

60% 65% 21% 20% 16% 13% 3% 2%

While Moms and Dads agree overall about where to shop for groceries—63% prefer national grocery chains such as Albertsons, Kroger, Safeway—Millennial parents are more likely to seek out club stores and specialty stores. More than 85% of Millennials (87%) and GenX parents (86%) cite grocery savings as important when shopping for meals, percentages that also parallel this factor’s importance for women (89%) and men (84%).

Where do you usually go for groceries?¢ Millennials ¢ Gen X

60% 65% 21% 20% 16% 13% 3% 2%

Allrecipes.com Measuring Cup SEPTEMBER 2014 2

INSIGHT #4 Dinner Decision Angst

Which adjective describes the dinner preparation experience for you?

What is the most difficult partof planning and preparing meals?

¢ Deciding what to make

¢ Having all the ingredients

¢ Fun

¢ Relaxing

¢ Stressful

¢ Annoying

¢ Millennials ¢ Gen X

¢ Finding meals everyone will eat

¢ Ingredient shopping

¢ After-meal clean-up

¢ Preparing the meal quickly

0

10

20

30

40

50%

%

%

0

10

20

30

40

50

UnchallengingNeutralChallenging0

10

20

30

40

50

60

70

80 How challenging is finding meal solutions that are both appearling and healthy for your kids?

Easy Chicken Enchiladas

622 reviews

Broiled Tilapia Parmesan

6,543 reviews

Burgundy Pork Tenderloin

1,103 reviews

Sloppy Joes II

3,829 reviews

Barbecued Beef

968 reviews

Home-Style Macaroni and Cheese

523 reviews

Baked Chicken Nuggets

964 reviews

Chicken Quesadillas

508 reviews

Easy Pizza Sauce

654 reviews

Easy Shake and Bake Chicken

483 reviews

Addictive Sweet Potato Burritos

1,630 reviews

Rempel Family Meatloaf

2,018 reviews

Allrecipes’ Most Popular Quick and Easy Family Dinners

Regardless of their age, “What’s for dinner tonight?” continues to outweigh all other issues as the most difficult part of planning and preparing meals for parents. While Millennials are most likely to describe preparing dinner as “fun” and “relaxing,” almost 20% also describe the experience as “stressful,” and more than two-thirds say finding healthy and appealing meal solutions for kids is a challenge.

Allrecipes.com Measuring Cup SEPTEMBER 2014 3

INSIGHT #5 Who’s Cooking Tonight?

Whoever is home in time to cook dinner

Whoever has the best skills for the dish

We take turns cooking

Whoever enjoys cooking more

It depends on who we are cooking for

How do youdetermine who prepares dinner?

Women say Men say

42%

42%

28%

24%

15%

15%

11%

15%

4%

4%

Timing is everything when it comes to getting dinner on the table, and this includes who is preparing dinner. Almost half (42%) of both Moms and Dads agree that who cooks the family’s evening meal is driven by who is home in time. This percentage remains the same across demographics with 44% of Millennials and 41% of GenX parents using the same criteria.

INSIGHT #6 Mom (Still) Makes Lunch

Kids

2%20%

Dad

42% 39%

Mom81% 76%

Which family members in your household prepare sack lunches?

¢ Millennials

¢ Gen X

Ants on a Log

83 reviews

Apple Chips

10 reviews

Peanut Butter Noodles

997 reviews

Quinoa and Black Beans

3,079 reviews

Make Ahead Lunch Wraps

444 reviews

Playgroup Granola Bars

1,216 reviews

Fruity Fun Skewers

108 reviews

Blonde Brownies I

1,124 reviews

Allrecipes' Most Popular “Kid-Pleaser” Lunchbox Recipes

When it comes to preparing sack lunches for school (or work), the task still falls to Mom. More than three-quarters of Millennial (81%) and GenX (76%) Moms are packing brown bags and lunch boxes for their kids to take to school. Dad, not so much.

Allrecipes.com Measuring Cup SEPTEMBER 2014 4

INSIGHT #7 Raising a Healthy ‘Next Generation’ of Home Cooks

Both Moms and Dads want their kids to learn to cook; they select this skill as their top choice on a list of food and eating-related objectives for their children. Despite often being typecast as conservative eaters, Dads list “eating foods from many cultures” as their third most important objective. Having their kids eat unprocessed foods is the #1 priority for millennial parents.

What Do Parents Want for Their Kids? (1 = most important)

MOMS DADS

1. Learn to cook 21% 1. Learn to cook 17%

2. Eat unprocessed foods 20% 2. Eat unprocessed foods 17%

3. Eat all-natural foods 18% 3. Try foods from many cultures

16%

4. Try foods from many cultures

17% 4. Eat all-natural foods 15%

5. Eat non-GMO foods 15% 5. Eat organic foods 13%

6. Eat organic foods 15% 6. Eat non-GMO foods 13%

7. Eat a gluten-free diet 10% 7. Eat a gluten-free diet 10%

8. Eat a non-meat diet 9% 8. Eat a non-meat diet 9%

9. Eat a dairy-free diet 8% 9. Eat a nut-free diet 8%

10. Eat a nut-free diet 8% 10. Eat a dairy-free diet 8%

MILLENNIALS GEN X

1. Eat unprocessed foods 39% 1. Learn to cook 33%

2. Learn to cook 37% 2. Eat unprocessed foods 26%

3. Try foods from many cultures

39% 3. Try foods from many cultures

24%

4. Eat all-natural foods 34% 4. Eat all-natural foods 24%

5. Eat organic foods 32% 5. Eat non-GMO foods 21%

6. Eat non-GMO foods 30% 6. Eat organic foods 19%

7. Eat a gluten-free diet 23% 7. Eat a gluten-free diet 13%

8. Eat a non-meat diet 21% 8. Eat a non-meat diet 11%

9. Eat a dairy-free diet 20% 9. Eat a nut-free diet 10%

10. Eat a nut-free diet 19% 10. Eat a dairy-free diet 10%

Allrecipes.com Measuring Cup SEPTEMBER 2014 5

Methodology

Data cited in this Measuring Cup Report is derived from an external panel consisting of 1,474 U.S.-based participants using age and gender filters to provide a representative sample. Respondents were over age 18 and under age 55, and included only households with children. Age and gender filters were applied, and approximately 75 percent of survey respondents had households with one to two children.

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 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 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 Strategy206–436–7416esmee@allrecipes.com

Allrecipes.com Measuring Cup SEPTEMBER 2014 6