allrecipes the measuring cup final (2) 5july2013 100dpi

8/22/2019 Allrecipes the Measuring Cup FINAL (2) 5July2013 100dpi

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July 2013: Grocery Survey InsightsWhat American Families are Cooking and Eating

Millennials

MOBILE USE

18-34YEARS

53%find grocery promotionsand discounts viasmartphone

20%seek grocery discounts

and coupons via

smartphone in store

IsIh #1: Mobile DrivesConsumers Path-to-PurchaseThe newest end-caps are mobile phones! Mobile is a game changer in thepath-to-purchase, infuencing when and where shoppers seek product andpromotional inormation to guide their purchase behaviors. This is especiallytrue with the Millennial generation who leverage mobile more than all other

age groups. Promotional activity typically dedicated to newspapers and groceryaisles must shit to mobile channels to keep up with this growing trend.

Data rom Allrecipes 2013 Grocery Shopping Behaviors Surveysupports this trend:

21% 11%

find/redeemcoupons on their

tablets

Coupons,Promotions,and Discounts

(% of shoppers

who own mobile

devices)

55%

find promotionsand discountsvia smartphone

seek discountsand coupons

via smartphone

in store

45% 33%

research

products via

smartphone

Product

Information

(% of shoppers

who own mobile

devices)

45%

find location

and directions

to a store via

smartphone

check prices

via smartphone

before shopping

Allrecipes.com Measuring Cup July 2013: Grocery Survey Insights 1


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IsIh #2: Farm-to-Fork: Home Cooks Go Local!Two trends infuencing behaviors are artisan oods and organic oods. Nearly 80% ohome cooks make a point to purchase local and artisanal brands; Millennials lead the packwith 86% buying local artisanal brands sometimes or always. Organic produce continuesto be a growing priority with 28% o home cooks saying they eel it is important topurchase organic ood.

The Dirty Dozenlist is a hottopic with Millennials. Based on other data

shared here, it should not be a surprise thatthe majority (57%) of this group is aware ofThe Dirty Dozen (the Environmental WorkingGroups annual list of the 12 produce items withthe most pesticide residues). Contrast this withonly 31% awareness for all other age groups.

Environmental Working roup

Dirty Dozen

1. Apples

2. Celery

3. Cherry tomatoes

4. Cucumbers

5. Grapes

6. Hot peppers

7. Nectarines(imported)

8. Peaches

9. Potatoes

10. Spinach

11. Strawberries

12. Sweet bellpeppers

Produce Quality and Variety Drive rocery

store Coice

21%

2012

24%

2013

23%

2012

28%

2013

16%

2012

26%

2013

Feel its important topurcae organic

Are more likely to try anew brand if it organic

Will pay more for organic

14% growt(year-over-year)22% growt

(year-over-year)

63% growt(year-over-year)

78%

variety of a produce

section influences where

home cooks do their

grocery shopping

90%

quality of produce

is an important factor in

where home cooks shop

80% ohome cooks

86% oMillennials



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IsIh #4: Shoppers Stay Connected via SocialShoppers are turning to social media or special deals anddiscounts or their avorite brands and stores. Saving aew dollars is a major incentive or consumers to Like orFollow a brand; 70% o consumers who stay connectedwith brands and stores on social say its or sales,discounts, and special oers; this is especially true ormoms with kids in the household.

Leading the pack o social bargain hunters are Millennialmoms (age 18-34), who are 57% more likely to ollow abrand on social media than other shoppers. Millennialmoms are also 25% more likely to keep their eyes on theirsocial channels or sales and discounts at their avorite

stores thus keeping brands and stores topomind whenmaking purchasing decisions.

IsIh #3:

Reading the Fine PrintA majority o shoppers (65%) across all age groups sayreading ood labels is not conusing, and almost three-quarters (71%) read ood labels oten. Staying healthy

is key: 53% say they are more likely to purchase productslabeled zero trans at/zero saturated at. Shoppers aged18-34 make up the largest group looking or GMO-ree andall-natural ood products.

sow Me te source

Whats missing on ood labels? More than hal o shoppers(56%) say they want to see where a products ingredientsare sourced, particularly consumers aged 18-34 and 50-64. And 47% said theyd like to see ood products ratedor their healthulness, with hal o respondents sayingthis labeling inormation should be the responsibility o

ood manuacturers.

Moms

with kidsat home

71%

Other

shoppers

57%

follow brands/stores

for sales and discounts

Moms

with kids

at home

69%

Other

shoppers

50%

follow brands/stores

for special offers

Millennial Mom

57%

More likely to follow a

brand on ocial media

tan oter opper



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IsIh #6:

Fast Food Fresh fromthe Grocery StoreMany grocery stores are expanding their prepared oodsections to compete with ast ood outlets and restaurantsand appeal to time-pressed consumers. Nearly 26% ogrocery shoppers say they eat ood rom the grocery hotand readytoeat counter more than they did last year. Inact, one in three home cooks is eating prepared grocerystore ood monthly or more (33%), and nearly 10% arebuying this new ast ood weekly.

IsIh #5: Lets Make a (Weekly) DealNearly hal o shoppers (46%) use grocery discounts and coupons, including instoreoers, on a weekly basis. Fityve percent want discounts at their ngertips and usetheir smartphones EE heading to the store to locate promotions, discounts, andoers. With such savvy shoppers, its important or brands and retailers to providecompelling, easily accessible coupons and special oers in channels they use most.

Wat ype of Dicount or Coupon Do You Ue egularly?

33%

10%

are eating prepared

food from the grocery

store monthly or more

are eating prepared

food from the grocery

store once a week

Age: 1834 years

3549 years

5064 years

65+ years

48%

58%

62%

54%

Printed from a Store Cash Register

Thank you for

shopping with us!

30% OFF

55%

57%

57%

51%

From the Internet

Specials

10%

15%

56%

66%

72%

75%

From the Newspaper

WeekendSpecialsNEWS

73%

77%

68%

52%

From My Store Loyalty Card

Loyalty Card

20%

18%

10%

3%

From My SmartphoneWhile Shopping in Store

Special Offers

10%

15%

48%

59%

63%

66%

From the Mail

Discount

15%OFF



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Metodology

Data provided is rom an online survey o 1,584 Allrecipescommunity members. The survey was elded June 14 - 262013. For more inormation on the survey methodologysuch as response counts or each question or detailson questions in order or ormat, please eel ree tocontact us.

Pleae Contact:

Emee WilliamVP o Brand Marketing

[email protected]

About Allrecipe.com

Allrecipes, the worlds largest digital ood brand, receivesmore than 1 billion visits annually rom amily-ocusedwomen 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 or cooks o all skilllevels seeking trusted recipes, entertaining ideas, every-day and holiday meal solutions and practical cooking tips.Allrecipes is a global, multiplatorm brand with 18 weband mobile sites, 11 mobile apps, and 14 eBooks serving 23countries in 12 languages. Allrecipes is part o MeredithCorporation, the leading media and marketing companyserving American women. For additional inormationregarding Meredith, please visit www.meredith.com. Foradditional inormation regarding Allrecipes, please visithttp://press.allrecipes.com.

About Meredit Corporation

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

American women. Meredith eatures multiple well-knownnational brandsincluding Better Homes and Gardens,Parents, Family Circle, Allrecipes.com, Fitness, AmericanBaby and EveryDay with Rachael Rayalong with localtelevision brands in ast-growing markets. Meredith is theindustry leader in creating content in key consumer inter-est areas such as home, amily, ood, health and wellnessand sel-development. Meredith uses multiple distribu-tion platormsincluding print, television, digital, mobile,tablets, and videoto give consumers content they desireand to deliver the messages o its advertising and market-ing partners.

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allrecipes the measuring cup final (2) 5july2013 100dpi

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