MEAL PREP IN AMERICA: Changes in the Meal Preparation Habits and Practices of HomeTrend Influentials
MEAL PREP IN AMERICA:Changes in the Meal Preparation Habits and Practices of HomeTrend Influentials A.J. Riedel, Sr. Partner (602)840-4948 email@example.com www.4rmg.com www.twitter.com/AJRat4RMG http://www.linkedin.com/in/ajriedel
Background This report answers these questions: – What major changes are Americans making in the types of foods they and their families are eating? – What major changes are Americans making in the way they prepare food? – Are Americans spending more or less time preparing meals than they were a year ago? – Are they using their stovetops and ovens more or less often than they did a year ago? – Are Americans entertaining at home more or less often than they were a year ago? – Has the type of entertaining Americans are doing changed? An online survey was conducted among Riedel Marketing Group’s proprietary HomeTrend Influentials Panel in July 2012. HomeTrend Influentials (HIPsters) pick up on new home-related trends and embrace new home goods much sooner than the rest of the U.S. population. As such, these influential consumers are the bellwether for predicting changes in the behaviors, habits and practices, and attitudes of mainstream Americans.
The trend toward healthier eating habits showsno sign of abating. HomeTrend Influentialscontinue to make changes to the way theyprepare food. Have you made any major changes in the Do you anticipate that you will be making way you prepare food in the past year or any major changes in types of foods you so? (and your family if you live in a household100% with other people) will be eating in the90% next year or so?80% 51% 51% 55%70% 56%60% Yes50% 32%40%30% 49% 49% 45%20% 44% No10% 68% 0% 2012 2011 2010 2009 Yes No
HIPsters continue to make changes in the typeof foods they eat because they want to eathealthier, prevent health problems, andestablish healthy eating habits in their children. What is the single most important reason why you have made major changes in the types of foods you and your family are eating? Other 8% I want to have more control over what my family eats. 3% I or someone else in my household has food allergies. 3% I or someone else in my household is trying to lose weight. 3% I have gone back to work or am working more hours and do not have as much time to cook 5% as I used to. I am trying to save money. 7% I want my child/children to start learning healthy eating habits. 8%I or someone else in my household has a health problem such as high cholesterol, high blood 8% pressure, diabetes, Rheumatoid Arthritis, or a heart condition that requires me to make… I want to prevent health problems in the future by changing the way I eat now. 13%I am making a conscious effort to limit my exposure to things like pesticides, hormones, and 18% antibiotics, as well as trans-fats, high fructose corn syrup, and preservatives that are… I want to eat healthier. 23% 0% 5% 10% 15% 20% 25%
They are preparing more fresh fruits andvegetables, healthier, and organic foods andare replacing processed packaged foods withfresh foods. What types of changes have you made? Other 14% More low calorie foods 27% I try to buy packaged foods with fewer ingredients on the label 31% More lower sodium foods 33%Replaced packaged foods with fresh foods (e.g., used fresh tomatoes instead of spaghetti 39% sauce) More "all natural" meats (e.g., no hormones, free range, grass fed, etc.) 43% More organic foods 51% Less red meat and more fish and/or poultry 55% More "all natural" foods without preservatives and/or artificial colors/flavors 71% More fresh fruits and vegetables 80% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
And they are using new types of cookware,bakeware, kitchen tools/gadgets, and smallappliances that they were not using before. Have you started using any new food prep products that you were not using a year ago? (Nov. 2011) No 37% Yes 63%
Although they are changing the types of foodsthey are preparing, they are not changing theircooking methods… Are you using each of the following more often or less often than you did a year ago? Use your toaster oven 13% 70% 17% Use your microwave oven 6% 76% 18%Use your conventional oven 18% 72% 9% Use your stovetop 19% 76% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% More often than a year ago About the same as a year ago Less often than a year ago
… Nor are they changing the amount of timethey spend on food preparation. Are you spending more time, less time or Looking ahead into next year, do you about the same amount of time on food think you will be spending more or less preparation than you were a year ago? time on food preparation than you do now?About the same amount of time 60% No change 73% Less time 15% Less time than now 4% More time 25% More time than now 22% 0% 10% 20% 30% 40% 50% 60% 70% 0% 10% 20% 30% 40% 50% 60% 70% 80%
HIPsters who are spending more time on foodprep are preparing more fresh foods thatrequire more prep time and are cooking morefrom scratch. Why are you spending more time in food preparation? Other 3% My work situation has allowed me more time to cook 17% My kids are older and now I have more time 13%I want to cook more for my children/family because I want all of us to eat 53% healthier I am on a special diet that requires more attention to my food 13% I am cooking from scratch more and it takes longer 67%I am eating more fresh foods that take longer to prepare (i.e., wash, chop, 73% etc.) I/we are eating at home more because eating out is expensive 50% 0% 10% 20% 30% 40% 50% 60% 70% 80%
Eating dinner together as a family is a long-standing priority for the majority of HIPsters. In a typical week, on how many days do Compared to a year ago, do all the all the members of your household eat members of your household eat dinner dinner together? together more often now or less often now? Every day 37% No change 74% Six days 13% Five days 16% Less often now 13% Four days 14% Three days 14% More often now 12%Less than three days 6% 0% 5% 10% 15% 20% 25% 30% 35% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80%
Are you and your family eating more fruits and vegetables than HIPsters are eating more you did a couple of years ago? fruits and vegetables and are buying more of their No 28% fresh produce from local farms. Yes 72% Do you shop at a local fruit/vegetable stand or a farmers market? Are you shopping at a local fruit/vegetable stand or a farmers market more often or less often than you did a year or two ago? No 28% About the same 55% Less often 5% Yes 72% More often 41% 0% 10% 20% 30% 40% 50% 60%According to USDA-AMS Marketing Services Division, the number of operating farmersmarkets has grown by 36% over the past few years.
They are also growing (or planning to grow)more of their own vegetables. Did you or are you planning to plant a vegetable Do you have any interest in planting a vegetable garden this year in your own backyard or in a garden in the future either in your own backyard community garden? or in a community garden? No 27% Yes 47% No 53% Yes 73%
What types of changes have you made? A significant portion of Other More low calorie foods 14% 27% HIPsters make it aI try to buy packaged foods with fewer ingredients on the label 31% priority to buy organic More lower sodium foods Replaced packaged foods with fresh 33% 39% foods. foods (e.g., used fresh tomatoes… More "all natural" meats (e.g., no 43% hormones, free range, grass fed, etc.) More organic foods 51% Less red meat and more fish and/or 55% poultry More "all natural" foods without 71% preservatives and/or artificial… More fresh fruits and vegetables 80% What is your level of agreement with this 0% 20% 40% 60% 80% 100% statement: "It is a priority for me to buy packaged foods labeled "organic" even if they cost more money." How much do you agree with this statement: "It is a priority for me to buy fruits and vegetables Completely agree 8% labeled "organic" even if they cost more money." Somewhat agree 24% Completely agree 10% Neither agree nor disagree 28% Somewhat agree 30% Somewhat disagree 18% Neither agree nor disagree 22% Completely disagree 22% Somewhat disagree 15% 0% 5% 10% 15% 20% 25% 30% Completely disagree 22% 0% 5% 10% 15% 20% 25% 30% 35%
Although most HIPsters prefer to cook “fromscratch”, many of them save time by using“speed scratch” cooking techniques."Speed scratch" cooking involves using products that are aimed at saving the time oreffort normally required to prepare that meal from scratch. While the cook assembles theingredients, they may be pre-chopped, pre-mixed, pre-seasoned, etc. Do you ever do "speed scratch" cooking? Are you doing "speed scratch" cooking more or less often than you were a year or two ago? "speed scratch" cooking about the same 60% amount No 35% "speed scratch" cooking less often 9% Yes 65% "speed scratch" cooking more often 31% 0% 10% 20% 30% 40% 50% 60% 70%
HIPsters tend to be informal in the type ofentertaining they do. When they entertain, theyserve a buffet style meal or do a barbecue. What type of entertaining do you do MOST often? Other 11% Prepare a barbecue 30% Serve a meal buffet style 39%Serve a sit down or formal meal 21% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Most HIPsters have not changed the amount ortype of entertaining they are doing. Are you entertaining at home more often, Has the type of entertaining (ie, sit down less often or about the same number of or formal meal, barbecue, etc.) changed times a month than you did a year ago? from the type of entertaining you did a year ago?About the same number of times 57% Yes 16% Less often 16% More often 28% No 84% 0% 10% 20% 30% 40% 50% 60%
About the HomeTrend Influentials Panel HomeTrend Influentials pick up on new home-related trends and embrace new home goods much sooner than the rest of the U.S. population. (For example, as of June 2011, 76% of HIPsters own smart phones compared to an estimated 38% of the total population.) If HIPsters embrace a new product, very likely it is going to be embraced by mainstream Americans within a couple of years. If HIPsters reject a new product, very likely the product is not going to be embraced by mainstream Americans either. HomeTrend Influentials are home owners who like their homes to look up-to-date and like to keep their fingers on the pulse of what is new for the home. They are constantly redecorating and making improvements to their homes. They enjoy talking with their family, friends, and co-workers about what’s new for the home and they are sought out by friends and family for advice on what to buy for their homes and what to do to their homes. They are very active in community, civic, and political activities. They readily try new food, household cleaning, laundry, and housewares products that they see advertised or in stores and they eagerly recommend the products that they really like to others. HomeTrend Influentials are well educated, articulate, insightful, and eager to share their opinions with manufacturers. They are savvy consumers. HomeTrend Influentials participate in a variety of different research studies ranging from e-mail surveys to in-home interviews to home-use tests to online click-through surveys to focus groups, both traditional in-person and online.http://www.4rmg.com/research-data-collection-and-analysis/hometrend-influentials-panel/
About Riedel Marketing Group In business since 1991, Riedel Marketing Group (RMG) is a trusted provider of authoritative market and consumer intelligence on the U.S. home goods and housewares industries. RMG helps housewares and home goods manufacturers make informed product and marketing decisions that will lead to new product success. RMG is the only market research company that specializes exclusively in the housewares industry. We have expertise in data collection and analysis. – We have extensive experience with product concept tests, concept screening, market and competitive assessments, home-use tests, and Internet-based research. We tell you what the data means and what to do as a result. – We answer not just the “what” questions but also the “so what” (what are the ramifications of the data) and “now what” (what do we do as a result of this study) questions. We have our own proprietary consumer panel. – Our Market Research Online Community, the HomeTrend Influentials Panel, is a good sample population because they are the bellwether for the mainstream population. We have a proven track record and satisfied clients. – We been providing outstanding service to housewares manufacturers, industrial design firms, inventors, and industry trade associations for over 22 years.
About A.J. RiedelA highly regarded marketing authority in the housewares industry, the top forecaster of housewares trends, and an advisor to many housewares companies.AJ founded Riedel Marketing Group in 1991 to help housewares manufacturers solve marketing problems and develop strategies and plans to grow their business.With over 25 years of marketing and market research experience in total, A.J. has specialized in the housewares and home goods industry for more than 20 years. Her knowledge and understanding of the housewares industry encompasses market dynamics, channels of distribution, consumer behavior, and consumer trends.After earning her MBA at UCLA, A.J. spent the early years of her marketing career in the consumer package goods industry. She helped jump start Wheaties cereal sales at General Mills, increased Grey Poupon sales at RJR Nabisco, and revitalized the air cleaner business at Norelco/N.V. Philips.Because of her extensive background marketing consumer products as a manager for General Mills, RJR Nabisco, and Reebok, she is able to bring the tools and disciplines of consumer package goods marketing to bear on the housewares industry.A.J. has spoken at numerous industry functions and meetings and is the medias "GO TO" person for trends and insights in the housewares industry. She is frequently quoted in national newspapers and magazines including the Chicago Tribune, the Los Angeles Times, the Washington Post, the Boston Globe, the Philadelphia Inquirer, the Wall Street Journal, and industry trade publications.