2015 GLOBAL KITCHEN INSIGHTS AND TRENDS

Transcription

1 What American Families are Cooking and Eating 2015 GLOBAL KITCHEN INSIGHTS AND TRENDS "Chicken" is the #1 search term worldwide Around the world, the use of digital resources for planning meals, shopping for food, cooking, and sharing delicious meals is happening more often through social channels. In kitchens around the globe, we find similarities and differences in these activities among busy, family-focused home cooks. To learn more, Allrecipes has been surveying its global visitors annually since Ninety-five percent of this global community are the primary decision-makers for brands and products brought into the home. With traffic to its international sites currently trending up +27% over last year, Allrecipes is sharing survey highlights in this special Measuring Cup Trends Report. COUNTRIES SURVEYED AU Australia AR Argentina BR Brazil CA Canada FR France IT Italy MX Mexico NL The Netherlands NZ New Zealand PL Poland QC Quebec RU Russia UK United Kingdom #1: PLAN Meal Inspiration Starts Online Recipe web sites continue to be the driving force for recipe inspiration among global home cooks. Eight out of 10 global visitors are using recipe web sites such as Allrecipes as a source for new recipes. Almost one-third use social networks, while seven out of 10 use cookbooks, and just half use magazines. Visitors to recipe websites in Canada, the UK, Italy, and Australia index especially high when tagged as likely to use recipe web sites for new recipe inspiration. What inspires you? Recipe websites (e.g., Allrecipes.com) 79.3% Cookbooks 67.6% Magazines 46.8% Social networks (e.g., Facebook, Twitter, Pinterest) 27.5% Food company websites (e.g., KraftFoods.com, Pillsbury.com) 22.1% Food blogs 21.3% Product packaging 20.7% Video websites (e.g., YouTube) 19.6% Newspapers 18.8% Grocer/retailer websites 15.0% In-store demonstrations or recipe cards 15.0% Allrecipes.com Measuring Cup 2015 GLOBAL KITCHEN INSIGHTS AND TRENDS 1

2 #2: SHOP Grocery Shopping Evolutions 61% 12% 8% 11% 5% Primary Places for Grocery Shopping Supermarkets (55% in 2014) Markets (14% in 2014) Discount Supermarkets (13% in 2014) Specialty & Local Shops (9% in 2014) Warehouse Stores (5% in 2014) Supermarkets have increased their dominance as the most common shopping destination with three out of five home cooks selecting this outlet as their top resource a 10% increase in just one year. The growth in supermarkets is coming at the expense of local markets, which are down 21% during this same period. Percentage of home cooks shopping within 48 hours of finding an online recipe 48% 45% United States 2015 Global Average 41% Mexico 61% Argentina 44% Canada 65% Quebec 58% 48% Netherlands UK 36% 36% 53% France Poland Italy 61% Brazil 47% Russia A good portion of home cooks are using recipe sites to influence their immediate purchase behavior; 48% say they shop within 48 hours of viewing a recipe. In the Netherlands, Argentina, and Quebec that tie is even closer with 25% shopping on the same day as they seek recipes. 46% Australia 30% New Zealand While fresh produce, dairy, meat, fish and poultry continue to dominate shopping cart purchases, home cooks are buying more than just food. Cleaning supplies and pet food can also be consistently found in their carts. Perhaps a testimony to increasingly busy schedules and the need for speedy meals, the frozen foods category experienced a 16% growth over the past year the largest increase of all categories questioned. Fresh produce 91% Dairy 88% Meat, fish and poultry 84% Cleaning supplies 57% Baking ingredients 54% Tinned goods 49% Drinks 47% What s in her cart? Breakfast cereals 46% Frozen foods 43% Snacks 33% Pet food and supplies 29% Health and beauty products Ready meals or processed foods 25% 11% Allrecipes.com Measuring Cup 2015 GLOBAL KITCHEN INSIGHTS AND TRENDS 2

3 #3: SHOP Online Food Shopping Heats Up Global shoppers are slowly becoming increasingly attracted to the convenience of online food shopping: 18% in this year s survey said they had tried it, compared with 17% in Online food shopping is most popular in France, Poland, Australia, and New Zealand where one out of four home cooks in these countries say they ve shopped for food online. The standouts are Allrecipes UK cooks. By far the most familiar with online grocery shopping, half have shopped for groceries online up 16% over last year. Home cooks in Quebec and Mexico are the least likely to shop for food online, with only five to six percent saying they have tried it. GROCERY DELIVERY #4: COOK Tablets: A Cook s BFF Tablet usage has soared by 31% over the past year, with four out of 10 global home cooks now reaching for their tablets in the kitchen to cook from recipes. Still the most popular, but declining, is printing recipes. UK favors a tablet in the kitchen Global visitors favor a recipe on paper 51% 43% 47% 38% UK cooks are the most avid tablet users; 51% say they use tablets when viewing online recipes in the kitchen, compared with 43% who prefer printing recipes. Allrecipes.com Measuring Cup 2015 GLOBAL KITCHEN INSIGHTS AND TRENDS 3

4 #5: COOK Home Cooking Wins In a trend that remains consistent, the vast majority (84%) prefer preparing meals at home over dining out. The reasons are obvious from diet to sticking to the family food budget. Home cooks in New Zealand, Italy, Australia, and Quebec are the most passionate about preparing daily meals. The greatest change is with Canadian cooks, who had a five percent year-overyear growth in the preparation of home meals GLOBAL 86% 84% NZ 92% 93% IT 93% 92% AU 91% 90% QC 90% 90% CA 82% 86% AR 83% 85% NL 89% 85% FR 90% 84% BR 82% 83% UK 85% 83% RU 83% 82% PL 83% 80% MX 76% 75% US 75% 75% Preparing Meals Daily 84% 2015 Global Average 86% Canada 83% 85% Netherlands UK 75% United States 75% 90% Quebec 84% France 92% Italy 80% Poland 82% Russia Mexico 93% 85% Argentina 83% Brazil 90% Australia New Zealand Allrecipes.com Measuring Cup 2015 GLOBAL KITCHEN INSIGHTS AND TRENDS 4

5 #6: SHARE Food is Social Home cooks everywhere are using social outlets to share and show off their cooking efforts. Reviews continue to be the most widespread format for social sharing. Other notable jumps in social sharing include Facebook posts, recipe reviews, recipe shares and pins, and through . How do you share? This year YOY % Change Read recipe reviews or comments posted online 51% 2% Share Shared a recipe in an 33% 17% Reviewed a recipe online 27% 28% Shared a recipe on my social networks (e.g. Facebook, Twitter, etc.) Pinned or re-pinned a recipe or photo on Pinterest 21% 18% 12% 118% #7: GENERAL Home Cooks On the Go Home cooks increasingly use their phones and tablets for help with meal planning. Globally, mobile phone usage is up throughout all stages of feeding a family. Laptops remain the most popular device for seeking recipe inspiration, particularly for home cooks in Poland, Russia and Canada, which suggests people in these countries want flexibility when browsing for recipes at work and/or at home. The opposite is true for cooks in Argentina who primarily use their desktop computers to plan, shop and share meals. YOY % Change Desktop Laptop Tablet Mobile To find recipes 2% 6% 20% 34% To plan a meal or menu While shopping for food online While shopping for food at the store While preparing food 1% 5% 26% 32% 17% 15% 20% 1% 37% 29% 23% 33% 10% 5% 23% 37% Allrecipes.com Measuring Cup 2015 GLOBAL KITCHEN INSIGHTS AND TRENDS 5

6 Methodology Data cited in this Measuring Cup Report is derived from an external panel fielded in March April 2015, consisting of 12,000 globally-based participants. About Allrecipes Allrecipes, the world s largest food-focused social community, receives more than one billion visits annually from family-focused women who connect and inspire one another through photos, reviews, videos and blog posts. 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 practical cooking tips. Allrecipes is a global, multi-platform brand with 19 sites, three mobile apps, and 15 ebooks serving 24 countries in 13 languages. In November 2013, Allrecipes magazine launched nationwide, and an Allrecipes cooking segment premiered on Meredith s The Better Show. Please Contact: Patricia Lee Smith Allrecipes Vice President, International patricias@allrecipes.com Esmee Williams Allrecipes Vice President, Consumer & Brand Strategy esmee@allrecipes.com About Meredith Corporation Meredith Corporation (NYSE:MDP; is the leading media and marketing company serving American women. Meredith features multiple well-known national brands including Better Homes and Gardens, Parents, Family Circle, Allrecipes.com, Fitness, American Baby and EveryDay 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 2015 GLOBAL KITCHEN INSIGHTS AND TRENDS 6