allrecipes october 2013 measuring cup report - 2013holidaytrends

7/27/2019 Allrecipes October 2013 Measuring Cup Report - 2013HolidayTrends

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2013 Hldy Trd

What American Families are Cooking and Eating

Thanksgiving is the most stressful holidayfor home cooks—this is especially truefor Millennials, 39% of whom plan to hostgatherings at their house this year. Millennialsdiffer from the generations that preceded themin that they are far more likely to look to digitalresources such as recipe websites, social media,online videos, and blogs for ideas and guidanceversus traditional sources such as televisionand cookbooks.

As the world’s largest digital food site with more than

1 billion annual visits, Allrecipes.com is in a unique position to

share insights about American shopping, cooking, and eating

behaviors. In this issue of The Measuring Cup 2013 Holiday

Trend Report, you’ll nd insights from our annual survey about

what’s happening in American shopping carts and kitchens as

home cooks prepare for the holidays. With the rapid adoption

of smartphones, tablets, and desktop computers among home

cooks, the role of digital resources is increasingly signicant

when it comes to planning and preparing holiday meals.

HT #1 Dressing to Impress: Millennials FeelPressured to Please Everyone at Their Thanksgiving Table

Millennials

GenX

Baby Boomers

Where do you ant c pate nd ng a ma or ty o your

Thanksgiving and holiday recipes this year?

I will create

them myself

TV shows

From family

members & friends

Recipe websites

Cookbooks

15%

19%14%

12%

0%1.5%1.3%

10%9%

44%42%

34%

7%11%

19%

57%

Millennials

32%

Baby Boomers

Who eels the pressure?

Allrecipes.com Measuring Cup 2013 Hldy Trd 1

http://www.allrecipes.com/

http://www.meredith.com/



HT #2 Multi-Screen MillennialsMore than any other age group, Millennials will rely on a variety of digital devices for their Thanksgivingmeal planning, shopping, and preparation. Millennials are 19% more likely to hop online and consult arecipe website for help with cooking questions than they are to call mom. (Sorry, mom!)

Millennials are most likely to turn to online resources whendisaster strikes in the kitchen, especially video and social, to

solve their cooking dilemmas. Millennials (compared to BabyBoomers) are twice as likely to consult social media for help.

77% of Millennialssearch for recipes at home 75% of GenXers / 76% of Baby Boomers

64% of Millennialsdo meal planning online 53% of GenXers / 52% of Baby Boomers

66% of Millennialsuse while cooking 62% of GenXers / 47% of Baby Boomer

40% of Millennialsconnect with family & friends 37% of GenXers / 31% of Baby Boomers

30% of Millennialswatch cooking videos 15% of GenXers / 17% of Baby Boomers

40% of Millennials accesscoupons and savings offers while in-store 36% of GenXers / 32% of Baby Boomers

58% of Millennials refer toshopping lists while shopping 48% of GenXers / 41% of Baby Boomers

PC/Laptopto PLAN

Smartphoneto PREP

Tablet toEXECUTE

When cooking Thanksgiving inne this ea, what

esouces ae ou most ike to use if ou un into

a cooking isaste?

Millennials enX Bab Boomes

Text or call my family 59% 35% 20%

Research online 70% 63% 50%

Post a Facebook help request 20% 7% 3%

Tweet for help 2% 0.3% 0.2%

Watch a how-to video onYouTube or a cooking website

25% 15% 8%

WH dTr TrK, how wi

Miennias save Thanksgiving inne?

20%

of Millennials will

visit recipe websites

3% of Baby Boomers

25%

of Millennials will seek

help from family and

friends on social media

8% of Baby Boomers

HT #3 How the SociallySavvy Defuse T-Day Disasters




26%Italian

12% 6%

2%1%

Mexican

German

Cuban

Spanish

French

Japanese

17% 13%

Wh ch o the ollow ng ethn c lavors w ll be

featured on your Thanksgiving table this year?

HT #4 Tofu, Not Turkey? No Problem!

HT #5 Ciao, Chow! Global FlavorsTake a Seat at Holiday Tables

Low cholesterol

17%

Gluten-free

14%

Nut allergies

12%

Vegetarian

11%

Lactose-free

3%

Vegan

3%

Paleo

What d etary restr ct ons w ll you need to be m nd ul o when

cooking Thanksgiving dinner this year? (Across all ages)

33%

Almost half of home cooks (43%)accommodate dietary differences atthe Thanksgiving table by preparingseparate, special dishes to meeteveryone’s needs. Other cooks

(31%) simply adapt the recipes theyare making in order to oblige theirguests. One of three home cooksexpects to prepare low-cholesteroldishes for Thanksgiving dinnerthis year, especially those hostingBaby Boomer guests. Boomers are14% more likely to request low-cholesterol foods than guests ofother ages. Gluten-free options willalso make their way onto the holidaytables of nearly one in four (23%)Millennial cooks.

Nearly half (45%) of Millennials

plan to add Italian avors to theirThanksgiving meal this year (Italianis the most popular ethnic cuisineacross all age groups, followedby German, Mexican and French.)Millennials are also the most likelyamong all age groups to try newdishes for Thanksgiving; 60% will trya new appetizer, and 79% anticipateusing new dishes/recipes for sidedishes.

di ou know?

One of themost popular,non-traditionalThanksgiving sidedishes on the EastCoast is Baked Ziti.




HT #6 Santa, Bring Me Homemade Sweets!With 54% of home cooks planning to prepare and sharehomemade food gifts this holiday season, Allrecipesdug a little deeper to determine where they nd theirinspiration, what type of gifts they love to prepare andshare, and most importantly, what they secretly crave.

(Hint: home cooks have sweet tooths!)

Where does the nsp rat on come rom?

Recipe Websites

Cookbooks

Magazines

Friends and Family

Pinterest, Facebook, Twitter,

Google+, StumbleUponSocial Media Sites

AllrecipesMagazine

82%

58%

55%

52%

40%

24%

10% Blogs

...to make

an shae?

37%

23%

Which is

ou favoite

to eceive?

yumm gifts:

21%

17%

12% 13%

Cookies and bars

Breads and cakes

Fudge and candy




Methooog

Data provided is from Allrecipes’ 2013 Annual HolidaySurvey, hosted on Allrecipes.com from September 22 - 28,2013, and completed by 3,259 U.S.-based site visitors. Noincentives were used to reward or incent participation.For more information on the survey methodology such asresponse counts for each question or details on questionsin order or format, please feel free to contact us.

Pease Contact:

smee WiiamsVice President of Brand Marketing

[email protected]

bout ecipes.com

Allrecipes, the world’s largest digital food brand, receivesmore than 1 billion visits annually from family-focusedwomen who connect and inspire one another throughphotos, reviews, videos and blog posts. Since its launchin 1997, the Seattle-based social site has served as adynamic, indispensable resource for cooks of all skilllevels seeking trusted recipes, entertaining ideas,everyday and holiday meal solutions and practicalcooking tips. Allrecipes is a global, multiplatform brandwith 18 web and mobile sites, 11 mobile apps, and 15eBooks serving 23 countries in 12 languages. Allrecipesis part of Meredith Corporation, the leading media andmarketing company serving American women. Foradditional information regarding Meredith, please visitwww.meredith.com. For additional information regardingAllrecipes, please visit http://press.allrecipes.com.

bout Meeith Copoation

Meredith Corporation (NYSE:MDP; www.meredith.com)is the leading media and marketing company serving

American women. Meredith features multiple well-knownnational brands—including Better Homes and Gardens,Parents, Family Circle, Allrecipes.com, Fitness, AmericanBaby and EveryDay with Rachael Ray—along with localtelevision brands in fast-growing markets. Meredith isthe industry leader in creating content in key consumerinterest areas such as home, family, food, health andwellness and self-development. Meredith uses multipledistribution platforms—including print, television, digital,mobile, tablets, and video—to give consumers contentthey desire and to deliver the messages of its advertisingand marketing partners.


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allrecipes october 2013 measuring cup report - 2013holidaytrends

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