allrecipes measuring cup trend report: june 2015 - global trends

8/21/2019 Allrecipes Measuring Cup Trend Report: June 2015 - Global Trends

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2015 GLOBAL KITCHEN INSIGHTS AND TRENDS

What American Families are

Cooking and Eating

Recipe web sites continue tobe the driving force for recipeinspiration among global homecooks. Eight out of 10 globalvisitors are using recipe web sitessuch as Allrecipes as a sourcefor new recipes. Almost one-thirduse social networks, while sevenout of 10 use cookbooks, and justhalf use magazines. Visitors torecipe websites in Canada, theUK, Italy, and Australia indexespecially high when tagged as“likely to use recipe web sites fornew recipe inspiration.”

#1: PLAN Meal Inspiration Starts Online

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 2012. 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 AustraliaAR ArgentinaBR BrazilCA CanadaFR France

IT ItalyMX MexicoNL The NetherlandsNZ New ZealandPL Poland

QC QuebecRU RussiaUK United Kingdom

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%

"Chicken" is the #1

search termworldwide

Allrecipes.com Measuring Cup 2015 GLOBAL KITCHEN INSIGHTS AND TRENDS 1



Supermarkets have increasedtheir dominance as the mostcommon shopping destination—with three out of five homecooks selecting this outlet

as their top resource—

a 10%increase in just one year. Thegrowth in supermarkets iscoming at the expense of localmarkets, which are down 21%during this same period.

#2: SHOP Grocery Shopping Evolutions

While fresh produce, dairy, meat, fish andpoultry continue to dominate shopping

cart purchases, home cooks are buyingmore than just food. Cleaning suppliesand pet food can also be consistentlyfound in their carts. Perhaps a testimonyto increasingly busy schedules and theneed for speedy meals, the frozen foodscategory experienced a 16% growth overthe past year—the largest increase of allcategories questioned.

Fresh produce 91%Dairy 88%

Meat, fish and poultry 84%

Cleaning supplies 57%

Baking ingredients 54%

Tinned goods 49%

Drinks 47%

Breakfast cereals 46%Frozen foods 43%

Snacks 33%

Pet food and supplies 29%

Health and beautyproducts

25%

Ready meals orprocessed foods

11%

What’s in her cart?

61%

11%8%

5%

12%

Primary Places for

Grocery Shopping

Supermarkets(55% in 2014)

Markets (14% in 2014) Discount Supermarkets

(13% in 2014)

Specialty & LocalShops (9% in 2014)

Warehouse Stores(5% in 2014)

30%

New

Zealand46%

Australia

53%

Italy

36%

France

48%

UK

47%

Russia

36%

Poland

65%

Quebec

44%

Canada

61%

Argentina

61%

Brazil

41%

Mexico

58%

Netherlands

Percentage of home cooks shopping within 48 hours of finding an online recipe

A good portion of home

cooks are using recipe sitesto influence their immediatepurchase behavior; 48% saythey shop within 48 hoursof viewing a recipe. In theNetherlands, Argentina,and Quebec that tie is evencloser with 25% shoppingon the same day as theyseek recipes.

48%

2015 GlobalAverage

45%

United States




Global shoppers are slowly becoming increasinglyattracted to the convenience of online foodshopping: 18% in this year’s survey said theyhad tried it, compared with 17% in 2014. Onlinefood shopping is most popular in France,

Poland, Australia, and New Zealand whereone out of four home cooks in thesecountries say they’ve shopped for foodonline. The standouts are Allrecipes’UK cooks. By far the most familiar withonline grocery shopping, half haveshopped for groceries online—up16% over last year. Home cooks inQuebec and Mexico are the leastlikely to shop for food online,with only five to six percentsaying they have tried it.

#3: SHOP Online Food Shopping Heats Up

#4: COOK Tablets: A Cook’s BFFTablet usage has soared by 31% over the past year, with fourout of 10 global home cooks now reaching for their tablets inthe kitchen to cook from recipes. Still the most popular, butdeclining, is printing recipes.

UK cooks are the most avid tablet users; 51% say they usetablets when viewing online recipes in the kitchen, comparedwith 43% who prefer printing recipes.

UK favors a tablet

in the kitchen

Global visitors favor

a recipe on paper

38%

47%

51%

43%

GROCERY

DELIVERY




93%

New

Zealand

90%

Australia

92%

Italy

84%

France

83%

UK

82%

Russia

80%

Poland

90%

Quebec

75%

United States

86%

Canada

85%

Argentina

83%

Brazil

75%

Mexico

85%

Netherlands

Preparing Meals Daily

84%

2015 GlobalAverage

In a trend that remainsconsistent, the vast majority(84%) prefer preparing mealsat home over dining out. Thereasons are obvious—from

diet to sticking to the familyfood budget. Home cooks inNew Zealand, Italy, Australia,

and Quebec are the most passionate aboutpreparing daily meals. The greatest change is withCanadian cooks, who had a five percent year-over-year growth in the preparation of home meals.

#5: COOK Home Cooking Wins 2014 2015

GLOBAL 86% 84%

NZ 92% 93%

IT 93% 92%

AU 91% 90%

QC 90% 90%

CA 82% 86%

AR 83% 85%

2014 2015

NL 89% 85%

FR 90% 84%

BR 82% 83%

UK 85% 83%

RU 83% 82%

PL 83% 80%

MX 76% 75%

US 75% 75%




Home cooks increasingly use theirphones and tablets for help with meal

planning. Globally, mobile phoneusage is up throughout all stagesof feeding a family. Laptops remainthe most popular device for seekingrecipe inspiration, particularly forhome cooks in Poland, Russia andCanada, which suggests people inthese countries want flexibility whenbrowsing for recipes at work and/orat home. The opposite is true forcooks in Argentina who primarilyuse their desktop computers to plan,

shop and share meals.

#7: GENERAL Home Cooks On the Go

Home cooks everywhere are using social outlets to share and show offtheir cooking efforts. Reviews continue to be the most widespread formatfor social sharing. Other notable jumps in social sharing include Facebookposts, recipe reviews, recipe shares and pins, and through email.

How do you share? This year YOY % Change

Read recipe reviews orcomments posted online

51% 2%

Shared a recipe in an email 33% 17%

Reviewed a recipe online 27% 28%

Shared a recipe on my social networks(e.g. Facebook, Twitter, etc.)

21% 18%

Pinned or re-pinned a recipe

or photo on Pinterest12% 118%

#6: SHARE Food is Social

Share

YOY

% Change Desktop Laptop Tablet Mobile

To find recipes 2% 6% 20% 34%

To plan a mealor menu 1% 5% 26% 32%

While shoppingfor food online

17% 15% 20% 1%

While shopping forfood at the store

37% 29% 23% 33%

While preparingfood

10% 5% 23% 37%




Methodology

Data cited in this Measuring Cup Report is derived from an external panelfielded in March–April 2015, consisting of 12,000 globally-based participants.

About Allrecipes

Allrecipes, the world’s largest food-focused social community, receives morethan one billion visits annually from family-focused women who connect andinspire 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 cookingtips. Allrecipes is a global, multi-platform brand with 19 sites, three mobileapps, and 15 eBooks serving 24 countries in 13 languages. In November 2013,Allrecipes magazine launched nationwide, and an Allrecipes cooking segmentpremiered on Meredith’s The Better Show.

About Meredith Corporation

Meredith Corporation (NYSE:MDP; www.meredith.com) is the leading mediaand 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 withRachael Ray—along with local television brands in fast-growing markets.Meredith is the industry leader in creating content in key consumer interestareas 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 andto deliver the messages of its advertising and marketing partners.

Please Contact:

Patricia Lee SmithAllrecipesVice President, International206-436-7446

[email protected]

Esmee WilliamsAllrecipesVice President, Consumer

& Brand Strategy206–436–[email protected]


http://allrecipes.com/

http://www.meredith.com/


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allrecipes measuring cup trend report: june 2015 - global trends

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