2013 Trends: What American                                                                            Families are Cooking...
Insight 2:                       It’s a Piece of Cake!                                                                    ...
Shaken, Stirred orINSIGHT 5:Seared—with WhiskeyWhiskey isn’t just for cocktailsanymore. It’s resurging in popularity,likel...
INSIGHT 7:                    Increasing App-etitesMobile phones continue their                When asked what drives this...
About Allrecipes.com                                         MethodologyAllrecipes, the world’s largest digital food brand...
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Allrecipes Measuring Cup Trend Report - 2013 Food Trends


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Allrecipes’ annual trend report on shopping, cooking, and eating behaviors gathered by surveying its engaged community of 40 million women. To compile the 2013 Trends Report, Allrecipes joined 12 of the largest women’s lifestyle brands in the Meredith Publishing group to determine eight insights, ranging from “good-for-you” bacteria to home juice-making and increasing app-etites.

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Allrecipes Measuring Cup Trend Report - 2013 Food Trends

  1. 1. 2013 Trends: What American Families are Cooking and EatingDelving annually into the shopping, cooking, and eating Instead of going out to a restaurant, they continue tobehaviors of American women is always enlightening. watch their wallets and are more apt to recreate a favoriteWe learn what’s important to our engaged community restaurant dish at home. And yes, smartphones continueof 40 million women who span all ages, life stages, to be a hungry grocery shopper’s best friend.cooking levels and regions, and where their aspirationsand interests lie. Looking ahead to 2013, they told us the To compile the 2013 Measuring Cup Trend Report,drive for healthy eating is stronger than ever, whether it’s Allrecipes joined hands with 12 of the largest women’sin the form of probiotics, “clean” ingredients, or adding lifestyle brands, including Better Homes and Gardens,more vegetables to everyday meals. They’re also inspired Ladies Home Journal, and Eating Well, reaching over 40by images of delicious food—we call it the Pinterest million passionate and engaged women, to determine theeffect—intrigued by whiskey as a flavoring, and over-the- following insights into current and emerging trends.top creative when it comes to baking celebratory cakes. Good-for-YouInsight #1:Bacteria Goes MainstreamProbiotic foods will become conventional as one-thirdof consumers say they’ve “tried and like them,” and16% say they want to. 70% of consumers now makeGreek or probiotic rich yogurt a part of their diets,while the healthful fermentation of pickles appealsto close to half of consumers. The biggest fansof probiotic foods are aged 30 to 39, with 40%earning $100k+/year. yogurt Allrecipes.com Measuring Cup 2013 Trends 1
  2. 2. Insight 2: It’s a Piece of Cake! 35%Instead of a traditional birthday or holiday cake, 35% of womennow create a novelty cake (think: ice cream cake, fun shape,unusual flavor). These creative cakes might illustrate a party’stheme or reflect the guest of honor’s personality and interests.Not to mention, theyre fun to bake, eat, and photograph!(And did we say show off on Allrecipes and Pinterest?)Among the most popular:• Ice cream cake (32%) • Chocolate Lava Cake (20%)• Animal-shaped cakes (21%) • Dirt Cake (20%) Insight 3: Dinner Staycation Menu Families are still feeling pinched by the economy, with 44% of consumers saying they dine out less at It was delicious, and my It was delicious, and my restaurants compared to a year ago. As a budget- family/kids loved it family/kids loved it friendly yet equally enjoyable alternative, they might 64% What inspired you to turn their own kitchens into restaurant clones. In the 64% recreate a dish you past year, 61% of women made a favorite restaurant- It is more cost effective to tried at a restaurant inspired dish at home for their families. It is more cost effective to at home? cook the dish at home cook the dish at home (Check all that apply.) To please a crowd without stretching the wallet, try 38% 38% these popular Allrecipes restaurant-inspired recipes: I want to add variety I want to add variety • Crispy Chinese Noodles (Restaurant Style) to home meals to home meals • Restaurant-Style French Onion Soup 47% 47% • Clone of a CinnabonINSIGHT 4: A Clean Sweep in the KitchenWe’re not talking about brooms here! With more than How have your dietary habits changed in the past year?44% of home cooks trying to ‘eat cleaner’ (noprocessed foods, more whole foods/vegetables), 21% More Clean Eatingeating organic foods, 29% cutting back on meat, and (no processed foods, more veggies)48% eating more vegetables, the healthy habits of homecooks are sure to impact 2013. Leading the way in theclean food frenzy are home cooks in the West and the 44% 41%younger generation (aged 18-29). Also, income appears toplay a role as home cooks reporting an annual HHI over 47%$100k are 51% more likely to shell out the extra doughfor organic foods than those in lower income levels. 44% Allrecipes.com Measuring Cup 2013 Trends 2
  3. 3. Shaken, Stirred orINSIGHT 5:Seared—with WhiskeyWhiskey isn’t just for cocktailsanymore. It’s resurging in popularity,likely in part to the increasedavailability of ‘high-end’ small-batchbourbons, exposure on the popularcable series “Boardwalk Empire,” andthe increased popularity of whiskey-accented entrées at restaurants.This celebration of whisky/bourbonflavors is extending into home Allrecipes’ most popular bourbon-themed recipes:kitchens as well. Bourbon Balls,Bourbon Chicken, Bourbon Fudge, 1. Bourbon Whiskey BBQ SauceBourbon Salmon, and Bourbon 2. Chocolate Bourbon Pecan PieMeatballs were all among the fastestmoving recipe search terms in 2012. 3. Bourbon Balls 4. Bourbon Pecan Chicken 5. Bourbon-Mango Pulled Pork First Eat INSIGHT 6: with Your Eyes One of every three women now uses Pinterest at least once each week. The wildly popular photo and idea-sharing site inspires 75% of women to try new dishes based on inspiration gathered from friends, family, brands, and— complete strangers! Using visual appeal and a recipe’s popularity, many home cooks try out-of-the-(blue)-box meal ideas from different regions or cultures. Allrecipes’ most popular Pinterest boards include inspiration for those who Pinterest feast with their eyes (Amazing Food Photos), plus ideas for feeding a family inspires 75% (Kids’ Recipes). of women to Top eye-enchanting recipes: try new dishes • Green Grape Salad • Clone of a Cinnabon • Crispy Edamame • Slow Cooker Apple Crisp Allrecipes.com Measuring Cup 2013 Trends 3
  4. 4. INSIGHT 7: Increasing App-etitesMobile phones continue their When asked what drives this increased in-store use, shoppers are most excitedrapid growth as essential grocery about mobile’s ease of use, the variety of app choices, and the ability to makeshopping companions for family- meal time/purchase decisions while in-store. Shoppers aged 39 and youngerfocused women. are most likely to seek in-store meal inspiration using a mobile device. 43% 44% 38% With 36% of shoppers 34% 33% stating that "sometimes of women with I need meal inspiration, and smartphones report mobile apps help me decide using their devices more what items to purchase," its 20% often when grocery no surprise that phone apps are shopping compared to growing by leaps and bounds. a year ago. In fact, nearly half (47%) of 46% - About the same these consumers say that 18-29 30-39 40-49 50-59 60+ "apps are quick and easy to years years years years years 10% - Less use in a grocery store." Seeking in-store meal inspiration using a mobile deviceINSIGHT 8: The Juicy DetailsHome juicing and smoothie-making were on the rise in The majority trying this juicy option say their main incen-2012, and we expect this trend to continue in 2013. More tive is “because it’s delicious” (73%), followed by “healththan 56% of home cooks tried making a smoothie or benefits” (64%). Saving a buck or two by making yourfresh juice last year, although older cooks are less likely own sweet smoothie goodness doesn’t hurt either: 15%to experiment (64% aged 18-29, compared with 48% aged say it’s “to save money.” Although everyone is drinking60+). The most popular regions for freshly squeezed juice them, the younger you are, the more likely you are toand smoothies are the West and South, perhaps due to so cite health as a reason for drinking a smoothie... perhapsmany health-conscious and heat-conscious residents? green smoothies aren’t as appealing to someone over 60? What inspired you to make fresh-squeezed juices or smoothies at home? To be healthier! 76% 64% 65% 62% 37% 76% 64% 65% 62% 37% 18-29 30-39 40-49 50-59 60+ 18-29 years 30-39 years 40-49 years 50-59 years 60+ years years years years years years Allrecipes.com Measuring Cup 2013 Trends 4
  5. 5. About Allrecipes.com MethodologyAllrecipes, the world’s largest digital food brand, Data provided is from online surveys of 4,587 Allrecipesreceives more than 1 billion visits annually from family- and Meredith Women’s Network’s community mem-focused women who connect and inspire one another bers. Surveys were fielded December 4 to 10, 2012.through photos, reviews, videos and blog posts. Since Results include findings from panel members from theits launch in 1997, the Seattle-based social site has “Meredith Knows Women” Panel who have visited anyserved as a dynamic, indispensable resource for cooks of the MWN websites* within the past 3 months. Forof all skill levels seeking trusted recipes, entertaining more information on the survey methodology such asideas, everyday and holiday meal solutions and prac- response counts for each question or details on ques-tical cooking tips. Allrecipes is a global, multiplatform tions in order or format, please feel free to contact us.brand with 18 web and mobile sites, 11 mobile apps,and 14 eBooks serving 23 countries in 12 languages. *Includes bhg.com, familycircle.com, fitnessmagazine.Allrecipes is part of Meredith Corporation, the lead- com, lhj.com,midwestliving.com, more.com,parents.ing media and marketing company serving American com, parents.com/familyfun-magazine, traditional-women. For additional information regarding Meredith, home.com, eatingwell.com, edwrr.complease visit www.meredith.com. For additional infor-mation regarding Allrecipes, please visit http://press.allrecipes.com. Please Contact: Stephanie RobinettAbout Meredith Women’s Network Director, Communications 206.708.9271 (m)Meredith Women’s Network is the #1 premium network stephanier@allrecipes.comin the women’s lifestyle category. We reach 40 millionunique visitors monthly. We have the largest femaleaudience across every life stage.About Meredith CorporationMeredith Corporation (NYSE:MDP; www.meredith.com) is the leading media and marketing companyserving American women. Meredith features multiplewell-known national brands—including Better Homesand Gardens, Parents, Family Circle, Allrecipes.com,Fitness, American Baby and EveryDay with RachaelRay—along with local television brands in fast-growingmarkets. Meredith is the industry leader in creatingcontent in key consumer interest areas such as home,family, food, health and wellness and self-develop-ment. Meredith uses multiple distribution platforms—including print, television, digital, mobile, tablets, andvideo—to give consumers content they desire and todeliver the messages of its advertising and marketingpartners.Allrecipes.com Measuring Cup 2013 Trends 5