Allrecipes Measuring Cup Trend Report - Holiday Food Trends 2012

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BEGINNING IN NOVEMBER, we monitor our seasonal traffic as it climbs every day. Home cooks seek holiday cooking inspiration, and searches soar the day before Thanksgiving—almost off the charts! Tradition, costs, social media, and the desire to create “homemade” meals to celebrate the season all affect consumers’ shopping, cooking and eating behaviors. As the #1 online food destination with more than one billion annual visits, Allrecipes.com is perfectly positioned to check the pulse of American home cooks—their attitudes, behaviors and interests, which all influence what’s in their shopping carts and on their forks, year-round and for the holidays. With an enthusiastic community spanning the country, ages and experience levels, we’re pleased to present these insights about holiday cooking and eating. Data is derived from Allrecipes' 2012 Holiday Attitudes and Behavior Survey.*

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Allrecipes Measuring Cup Trend Report - Holiday Food Trends 2012

  1. 1. The Measuring Cup What American Families are Eating and Cooking Holiday 2012 trends BEGINNING IN NOVEMBER, we monitor our seasonal traffic as it climbs every day. Home cooks seek holiday cooking inspiration, and searches soar the day before Thanksgiving—almost off the charts! Tradition, costs, social media, and the desire to create “homemade” meals to celebrate the season all affect consumers’ shopping, cooking and eating behaviors. As the #1 online food destination with more than one billion annual visits, Allrecipes.com is perfectly positioned to check the pulse of American home cooks—their attitudes, behaviors and interests, which all influence what’s in their shopping carts and on their forks, year-round and for the holidays. With an enthusiastic community spanning the country, ages and experience levels, we’re pleased to present these insights about holiday cooking and eating. Data is derived from Allrecipes 2012 Holiday Attitudes and Behavior Survey.*Insight #1: Best Deal on Big Birds? Poultry prices are showing the effect of summer’s widespread drought, with turkey prices rising 7% from a year ago. So how are smart shoppers planning to manage holiday food costs? Half plan to shop around town—a one-third increase over 2011—stopping at several Turkey stores to get the best deals and use coupons, and half will prepare dishes from scratch. Prices Up 60% How do you plan to manage holiday food costs? 7% 50% Top 5 approaches for saving holiday dollars 40% 30% 20% 10% 66% 48% 47% 47% 0% 46% will purchase will purchase will shop at several will prepare will celebrate at items on sale items with a stores for the dishes from home instead of coupon best deals scratch a restaurant Allrecipes.com Measuring Cup 2012 Holiday Trends 1
  2. 2. Insight #2: Big (Holiday) SpendersSurvey results suggest 2012 holiday How much do you expect to spend this year on holiday activities?food spending will remain relatively (Ex. gifts, parties, travel, food, cards, etc.)consistent with 2011 levels. Thoselikely to spend the most on holiday  Under $500  $500 - $1000  Over $1000activities are cooks aged 44 to 54;with 61% planning to spend morethan $500. Millennial cooks andBaby Boomers plan to be moreconservative with their spending. Millennials Generation X Baby BoomersInsight #3: Sweet on Sweet Potatoes! Searches for sweet potato recipes have surged 52% over the past four years. This growing popularity is likely a result of more households seeking to add more vegetables in their diet—and the introduction of sweet potato fries to quick-serve restaurant menus. This year 75% of home cooks will include sweet potatoes as part of their Thanksgiving feast. The most popular Thanksgiving sweet potato recipes include: 1. Yummy Sweet Potato Casserole 6. Grandaddy’s Sweet Potato Meringue Pie 2. Gourmet Sweet Potato Classic 7. Sweet Potato Casserole II 3. Candied Sweet Potatoes 8. Sweet Potato Pie 4. Sweet Potato Pie I 9. Baked Sweet Potatoes 5. Sweet Potato Pie II 10. About Sweet Potatoes AllInsight #4: Social Inspiration Sweet PotatoesThis year, nearly 85% of home cooks will look to social/community sites for holiday inspiration. The social land-scape is changing the way Thanksgiving is celebrated, from Pumpkin Pieplanning and preparation, to cooking and enjoying the finalmeal with loved ones. Instead of the traditional printedrecipe card swap, it’s now a virtual environment where Sugar Cookiescooks connect with each other online to share ideas andinspiration. Allrecipes.com and Pinterest are the top socialsources cooks trust to help them with their holiday needs. Allrecipes.com Measuring Cup 2012 Holiday Trends 2
  3. 3. Insight #5: Eat This PictureWhen it comes to celebrating the foods we crave In the past year, 30% ofand eat, a photo is worth a thousand words (or the most-pinned dessertscalories). From selecting recipes to showcas- from Allrecipes.com haveing cooking successes, sites such as Allrecipes, been cookie recipes.Instagram and Pinterest have become popularresources which home cooks rely on for everyday The Best Rolledand holiday inspiration. In some instances, this Sugar Cookies heavy focus on the visual appearance of a dishmight disproportionately impact how we chooserecipes—42% of online cookie bakers say thata cookie recipe must make a ‘very cool looking/pretty cookie’ in order to make it on their list. Moms BeingInsight #6: Video consumption continues to rise, and ‘how- to’ food videos are part of the surge. In fact, 1 inReplaced by Monitors 5 home cooks say ‘having a video demonstration available’ is ‘important/extremely important’ when selecting dishes for holiday meals. These cooks look to their favorite recipe websites, including Allrecipes.com, for pointers on perfect- ing Thanksgiving dinner favorites. Data shows that the most viewed Thanksgiving videos on Allrecipes.com in the week leading up to the holiday in 2011 were: 1. How to Cook a Turkey 2. Perfect Mashed Potatoes 3. Sweet Potato Puff 4. How to Make Turkey Gravy 5. How to Make Stuffing HolidayInsight #7: 30% Tablet OWN Owners 200%30% Smartmillion visits 40 - OWNTa projectedblet phone 40%  OWN2012, for Owners Smart-  THIS THIS OwnersHelp in Your Hand OWN phone with 40% coming Owners  THIS from mobile devices TH  ISCooks of all ages now rely on their mobile devicesto help them with all parts of meal planning and 30% % of home cooks who own 40%preparation. Of those owning mobile devices, 70% 70% search for recipes 37%are searching for recipes while on the go, 29% areaccessing savings offers, 36% make shopping lists, 25% make shopping lists 36%and 20% are viewing cooking videos. Of the more than200 million visits projected for Allrecipes this holiday 29% access coupons/savings offers 28%season, 40% are expected to come from mobiledevices—nearly double what was seen last year. 38% while cooking 19% 20% watch cooking videos 6% Allrecipes.com Measuring Cup 2012 Holiday Trends 3
  4. 4. Insight #8: Jello ‘Salad’ Revival Since the turn of the 20th century, jello salad has been a staple on many American Thanksgiving tables. This year, the wiggly salad is seeing a resurgence. According to our holiday survey, 1 out of 5 Thanksgiving cooks plan to include a jello salad with their meal. We suspect the growing popularity in jello is being fueled by an increasing interest in 60s culture (think Mad Men), plus all the gorgeous photos of jello creations being shared by cooks on Pinterest. Cooks located in the West and Midwest are significantly more likely to serve jello salads at their Thanksgiving feasts than cooks in the South and Northeast.Insight #9: No Guessing SizesHomemade gifts from the kitchen are holiday favorites forhome cooks—because one size fits all and the price is right.This year, 46% of home cooks plan to prepare and sharehomemade food gifts. Topping the ‘most popular’ list isFudge, along with Holiday Peppermint Bark or PretzelTurtles, and Red and Green Christmas Jalapeño Jelly. EvenBuster might find homemade dog biscuits under the tree.Insight #10: Pumpkin: The ‘Jack’ of All Trades With searches for pumpkin recipes on the rise year-over- year, up 23% for the food and lifestyle category, it’s hard to go wrong with a pumpkin dish for Thanksgiving dinner. From drinks, to desserts, to healthy options, pumpkin continues to be the go-to versatile ingredient during the holiday season. Be inspired with these Top 5 fastest growing pumpkin-related searches: 1. Pumpkin Pie 2. Pumpkin Cheesecake 3. Homemade Pumpkin Pie 4. Pumpkin Bread 5. Healthy Pumpkin Recipes Allrecipes.com Measuring Cup 2012 Holiday Trends 4
  5. 5. Bonus: Traditional Trumps TrendyClassic Thanksgiving dishes are somethingeveryone looks forward to each year. In fact,68% of online home cooks will rely on Tradition Trumps Trendytraditional favorites to fill holiday dinnerplates. More seasoned cooks, those aged55 and older, are the most likely to rely 68% of online home cooks will rely onon traditional favorites (74% consider this traditional favorites to fill hoimportant when selecting holiday dishes). liday dinner platesAt the other end of the spectrum, youngercooks (aged 25 to 34) are more likely to 74% of cooks aged 55 and older conschoose recipes based on positive ratings traditional favorites importa iderand reviews (64%). nt 64% of cooks aged 25-34 will likely us and ratings to choose recip e reviews es Methodology About Allrecipes.com Data provided is from an Allrecipes, the world’s largest digital food brand, receives more than 1 bil- Allrecipes.com online survey of lion annual visits from family-focused women who connect and inspire one 1,434 U.S.-based participants another through photos, reviews, videos and blog posts. Since its launch fielded on the site from 9/27/12 – in 1997, the Seattle-based social site has served as a dynamic, indispens- 10/1/12. No incentives were used able resource for cooks of all skill levels seeking trusted recipes, entertain- to reward or incent participation. ing ideas, everyday and holiday meal solutions and practical cooking tips. Allrecipes is a global, multiplatform brand providing insights into the lives Please Contact: of women everywhere based on activity from 18 websites, 18 mobile sites, 11 mobile apps, and 14 eBooks serving 23 countries in 12 languages. Allrecipes Stephanie Robinett is part of Meredith Corporation, the leading media and marketing company Director, Communications serving American women. For additional information regarding Meredith, 206.708.9271 please visit www.meredith.com. For additional information regarding stephanier@allrecipes.com Allrecipes, please visit press.allrecipes.com. Allrecipes.com Measuring Cup 2012 Holiday Trends 5

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