DECEMBER 2016 ENTERTAINING TRENDS

What American Families are Cooking and Eating

37%

39%

52%

7%

10%

21%

56%

51%

27%

AVOID IT Like it... sometimes LOVE IT!

� Millennials � GenXers � Baby Boomers

How do you feel about hosting parties and gatherings at your home?

INSIGHT #1 Millennials PartiesWho doesn’t love a party? As we found out, almost no one. When Allrecipes researched home cooks’ attitudes and behaviors about home entertaining, millennials turned out to be the real party animals. Compared with older home cooks, more than half of millennials (56%) surveyed say they LOVE hosting parties and entertaining at home. GenXers come close rivaling this partying spirit, with 51% of this group reporting to “love celebrating holidays and events.” Boomers are the most sporadic entertainers, as well as the group with the highest “avoidance” response. We also discovered cooks living in urban locations are more likely say they love entertaining (58%).

While December has traditionally been the peak time of year to eat, drink, and make merry with friends, neighbors, and family,

more of us are now entertaining year-round. A stronger economy, increased fascination with food and cooking, and the evolving cultural shifts of younger generations appear to be expanding the breadth and depth of the occasions when we entertain guests at home. In this issue of the Allrecipes Measuring Cup Trend Report, we take a look at the attitudes and behaviors of home cooks about hosting gatherings in their homes. We compare differences in entertaining styles between demographic groups, identify key entertaining occasions, the influence of social media, and assess motivations and behaviors behind trends in home entertaining.

Allrecipes.com Measuring Cup December 2016 / Entertaining Trends 1

INSIGHT #2 There’s Always a Reason to Get Together

Given their affection for gathering with friends and family, it’s no surprise more than a third of millennials are hosting parties monthly—and more than two-thirds are hosting gatherings every few months. The volume of gatherings has experienced a dramatic uptick in the past year, with a third of all home cooks—and half of millennials—indicating they are hosting gatherings more frequently this year compared with a year ago. The key reasons influencing more frequent gatherings are tied to cooks’ life stages, living environments, and their passion for cooking.

New Year’s

Karen’s bday

Valentine’s

St. Patrick’s

Just because

Cinco de Mayo

Solstice

Fourth

Ryan’s bday

Summer’s end

JANUARY

JANUARY

FEBRUARY

MARCH

APRIL

MAY

JUNE

JULY

JULY

AUGUST

1

17

14

17

24

5

21

4

7

28

PARTIES

� Millennials � Non-millennials

How o�en do you host gatherings at your home?

35%

26%

35%

29%

19%24%

8%13%

4%8%

Monthly + Rarely/neverA few timesper year

Every few months

Occasionally (4 or fewer

times per year)

How o�en do you host gatherings at your home?

How has your frequency of hosting gatherings changed compared with one year ago?

Millennials Non-millennials

More o�en

Same

Less o�en

49%24%

64%

12%6%

45%

Overall Reasons for Increased Entertaining at Home

44%

55%

45%

� Larger or remodeled home, kitchen, or yard

� More/new reasons to celebrate(births, weddings, graduations)

� Enjoy cooking and entertaining more at home

Allrecipes.com Measuring Cup December 2016 / Entertaining Trends 2

INSIGHT #3 Love to Cook? Invite Friends for Dinner!

� $+

When it comes to finding a reason to have friends over, it appears no reason at all is the most popular reason to entertain—59% of home cooks report hosting casual get-togethers at their home in the past year. Older home cooks are more likely to host holiday and special celebrations, while younger cooks are more likely than older cooks to have friends over for sporting events, TV and movie nights, and group events.

INSIGHT #4 Cost and Time Are Biggest Barriers to Hosting PartiesYounger cooks may have the largest appetites for hosting gatherings, but they are also the most likely to be on restrictive diets, limited food budgets, and with less space and time to prepare food and clean the house. Younger cooks are also more likely to find challenges coming up with dishes to feed a crowd and creative cocktail ideas.

You areinvited!

...Just

because.

Casual Get

Togethers

Holiday Parties & Meals

Special Celebrations

Dinner Parties

Sporting Events

Movie/TV Night

Game Nights

Group Events

Religious Celebrations

Themed Gatherings

� Millennials � Non-millennialsOccasions Hosted at Home in the Past Year

56%61%

50%59%

54%

34%29%

22% 22%14% 15% 13%

51%42%

35%41% 38%

29%19% 18%

Food Costs Kitchen Space Time to Clean Home

Time to Prepare Food

Crowd Pleasing Dishes

Alcoholic Beverage Ideas

� Millennials � GenXers � Baby BoomersChallenges for Hosting Parties

62%63% 62%53%

41%

61% 64%

48%58%

53%

38%

54%46%

34%40%

30%

16%

42%

Allrecipes.com Measuring Cup December 2016 / Entertaining Trends 3

VS.

INSIGHT #5 Let’s Party!Holidays continue to be a major reason to get together. When it comes to one of the “Big Three” holidays (Thanksgiving, December holidays, and Easter), it appears younger cooks often defer to their parents to host these big meals with their extended family, or share the meal with friends (e.g., Friendsgiving). Younger cooks are far more likely to just get together with friends, or host cultural celebrations such as

Top Recipes on Allrecipes.com the Week of New Year’s Eve (based on volume)

Good Old-Fashioned Pancakes13K cooks made it8,536 reviews

Broiled Lobster Tails420 made it222 reviews

Buffalo Chicken Dip5K made it3,270 reviews

Basic Crêpes4K made it2,125 reviews

Crab Cakes III291 made it131 reviews

Slow Cooker Spicy Black-Eyed Peas638 made it433 reviews

Mouthwatering Stuffed Mushrooms4K made it2,610 reviews

Waffles I5K made it2,586 reviews

� Millennials � Non-millennialsOccasions for Hosting Parties

New Year’s Eve

Super Bowl

Valentine’s Day

Saint Patrick’s Day

Mardi Gras

54%40%

42%39%

20%11%

15%9%

9%6%

Easter/Passover

Cinco de Mayo

Mother’s Day

Memorial Day

Father’s Day

28%35%

13%7%

34%31%

18%21%

29%25%

Fourth of July

Labor Day

Halloween

Thanksgiving

December Holidays

36%41%

16%20%

35%21%

50%60%

45%58%

St. Patrick’s Day, Cinco de Mayo, Mardi Gras, and Halloween, where the gathering may be focused on smaller groups, or only appetizers and drinks.

Allrecipes.com Measuring Cup December 2016 / Entertaining Trends 4

INSIGHT #6 What’s Key for Winning Party Recipes?Food, guests, and music are “must have” ingredients for every successful party. But what’s the magic sauce—what matters most—to home cooks selecting party recipes? Allrecipes’ research reveals “easy-to-find ingredients” and “lots of positive ratings and reviews” top the list for all age groups, but particularly for millennials. This group is 19% more likely than everyone else to want party recipes with easy-to-find ingredients. Millennials also choose recipes based on social status reflecting the wisdom of the crowd, especially recipes that have lots of photos and reviews from peers describing the dish as a party winner.

Top Recipes on Allrecipes.com the Week of Christmas (based on volume)

The Best Rolled Sugar Cookies 3K made it7,216 reviews

Chef John’s Perfect Prime Rib 2K made it545 reviews

Easy Sugar Cookies 2K made it4,629 reviews

Amazingly Good Eggnog987 made it707 reviews

Christmas Breakfast Sausage Casserole 899 made it1,224 reviews

World’s Best Lasagna 18K made it10,182 reviews

Sugar Cookie Icing 3K made it2,463 reviews

Yummy Sweet Potato Casserole 4K made it2,127 reviews

Easy-to-find Ingredients

Positive Ratings & Reviews

Photos of Finished Dish

“Party Success” Reviews

Can be Made Ahead of Time

Ingredients on Sale

How-to Video

Part of Recommended

Menu

� Millennials � Non-millennialsImportant Criteria When Selecting Party Recipes

38%32% 33%

22%

33%

21%

31%

18%

27%23% 26%

15%

25%

12%

25%

13%

Easiest Peanut Butter Fudge2K made it1,704 reviews

Hot Buttered Rum Batter370 made it262 reviews

Allrecipes.com Measuring Cup December 2016 / Entertaining Trends 5

Seeing Friends & Family

94%91% 94%

Preparing Desserts

79%84%63%

Preparing New Dishes

85%84% 70%

80

100

80

100

� Millennials � GenXers � Baby BoomersFavorite Parts of Hosting Gatherings

Sharing Beverages

76%79%53%

Decorating Home

72%78%55%

Selecting Games & Activities

58%75%30%

INSIGHT #8 I Like Home EntertainingWhat’s the best part of hosting gatherings? Allrecipes’ research indicates that across all age groups, the key reason is to hang out with friends and family. Enthusiastic cooks also share that preparing new dishes, desserts, beverages, and cocktails are other top reasons for hosting parties and gatherings. Inventive millennials and family-focused GenXers consider cooking, baking and cocktail-making the top incentives for home entertaining. In fact, millennials stand out as over-achievers on all aspects of party enjoyment.

INSIGHT #7 The Periodic Table of Successful Party ElementsParty success doesn’t require as many elements as the 117 listed on the current periodic table. For party people of all ages, it’s really all about just two things: food and drinks with significant “crowd appeal.” Millennial party hosts stand out as particularly eager to please their friends, impress guests with their personal cooking skills, and prompt conversation with unusual party dishes.

� Millennials � Non-millennials

Importance When Selecting Recipes for Parties

DISH

CROWD-PLEASERDRINK

95% 95% 92% 82%

UNIQUEDISH DRINK

89% 83% 83% 67%

IMPRESSIVEDISH DRINK

89% 76% 80% 57%

Allrecipes.com Measuring Cup December 2016 / Entertaining Trends 6

INSIGHT #9 BFF to Party Hosts? Online InspirationWith smartphones a ubiquitous part of everyone’s life, tapping this online assistant to help with all aspects of party planning is a given. But which aspects? According to Allrecipes’ 2016 Holiday Entertaining survey panel, all ages are tapping into online resources for inspiration for main and side dishes, appetizers and desserts, plus drinks. Younger hosts are tapping the wealth of information and convenience of the web as a source of ideas for entertainment, party themes, and décor, plus shopping assistance.

Entrée, Side &Salad Recipes

Appetizers &Desserts

DecoratingIdeas

Online PizzaOrdering

Online Music/Playlists

AlcoholicDrink Ideas

50%56%

47%51%

34%27%

31%19%

31%14%

30%23%

Party Themes

Streaming Movies and TV

Drink Ideas (non-alcoholic)

Online Beverage Delivery

Online Grocery Delivery

29%20%

26%12%

23%18%

16%8%

11%6%

� Millennials � Non-millennialsOnline Resources used to help with Gatherings and Parties

Allrecipes.com Measuring Cup December 2016 / Entertaining Trends 7

Please Contact

Esmee WilliamsAllrecipesVice President, Consumer & Brand Strategy

206–436–7416 esmee@allrecipes.com allrecipes.com/cook/esmee @EsmeeWilliams

MethodologyData cited in this Measuring Cup Report is derived from an external independent panel fielded in November 2016, which consisted of 1,519 U.S.-based participants. All respondents view food content online, cook at home multiple nights per week, and are the primary grocery shopper for their household.

About AllrecipesAllrecipes, the world’s largest food-focused social network, receives more than one billion visits annually from home cooks who inspire and inform cooking through shared recipes, photos, reviews, collections, profiles, and videos. 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 cooking instruction. Allrecipes is a global, multi-platform brand with 19 sites, three mobile apps, and 15 eBooks serving 23 countries in 12 languages. Allrecipes magazine, recognized by MIN as the 2013 Magazine Launch of the year, boasts a readership of 7.6 million cooks.

About Meredith CorporationMeredith Corporation (NYSE:MDP; www.meredith.com) is the leading media and marketing company serving American women. Meredith features multiple well-known national brands—including Allrecipes, Better Homes and Gardens, Martha Stewart Living, Parents, Family Circle, My Weddings, Shape, American Baby and Every Day 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.

Allrecipes.com Measuring Cup December 2016 / Entertaining Trends 8