Once upon a time, calcium was considered the primary nutritional benefit of eating yogurt. Then came a heightened interest in protein. While 83% of consumers say “taste” is the most important factor to consider when buying yogurt, almost half now say beneficial bacteria called “probiotics” are important—equally as important as calcium and protein.

INSIGHT #1 Probiotic-Powered Yogurt Choices

ProbioticsTaste Protein Calcium Convenience Healthiness0

100When buying yogurt, which of the following

factors are important to you?

¢ Millennials ¢ Gen X ¢ Baby Boomers79

%

84

%

87

%

48

%

50

%

40

% 5

1%

46

%

38

% 50

%

48

%

44

%

24

%

20

%

23

%

58

%

54

%

44

% Yogurt

Everyone says they’re interested in healthy eating, but what is really happening on a day-to-day basis in American kitchens? January’s arrival with ritual resolutions for changes in the coming new year, which often include the determination to eat more healthful meals, gave us the perfect reason to investigate. Tapping into an external consumer panel with our EatingWell magazine colleagues provides the framework for our 2015 Healthy Eating Survey examining American healthful eating attitudes and behaviors. The insights are shared here in this special issue of the Measuring Cup Trend Report.

JANUARY 2015 What American Families are Cooking and Eating

Allrecipes.com Measuring Cup 2015 HEALTHY EATING TRENDS 1

The Best Vegetarian Chili in the World

998 reviews

Green Smoothie

318 votes

Mediterranean Quinoa Salad

304 reviews

Sweet Potato Mac & Cheese

98 votes

Low Carb Jambalaya

121 reviews

Spaghetti Squash & Meatballs

32 votes

Healthy Green Juice

38 reviews

Tilapia with Tomato Olive Sauce

28 votes

Popular Clean Eating Recipes

Allrecipes ( ) EatingWell ( )

While named diets have recognition and multitudes of followers, presently the most popular dietary focus across all age groups is “clean eating.” The term is a broad definition of intentional eating that means different things to different people but connects with a healthful lifestyle. When it comes to diets, the top reasons people say they’re following one is to lose weight or to simply feel better. A person’s age influences their motivations for dieting: Millennials and Gen Xers are more likely to follow a diet to lose weight, while Baby Boomers want to feel better or manage a health condition such as diabetes. When it comes to named diets (think: Paleo, DASH diet), Millennials are the most likely age segment to follow these, while Boomers gravitate towards lifestyle diets such as Mediterranean and Weight Watchers.

INSIGHT #2 Clean Eating Appeal

6%

3%

3%

JuiceCleanse

0

50If any, what is the primary diet you have

followed in the past 12 months?

¢ Millennials ¢ Gen X ¢ Baby Boomers

Weight Watchers

8%

17%

15%

Dash Diet8

%

0%

2%

Carb Cycling

8%

8%

8%

Paleo Diet

8%

3%

2%

Mediterranean Diet

5%

9%

14%

Clean Eating

36

%

37

%

46

%

Allrecipes.com Measuring Cup 2015 HEALTHY EATING TRENDS 2

The gluten-free food market continues to grow by leaps and bounds. According to market research firm Mintel, gluten-free food sales were expected to reach $8.8 billion in 2014, up 63% since 2012. Much of this growth is coming from

younger shoppers: first Millennials (31%), and then Gen Xers (20%), say they’re eating more gluten-free foods today vs. a year ago. That’s a sharp contrast to Baby Boomers where only 9% say they’re eating more gluten-free products.

INSIGHT #3 Gluten-Free: A Divided Market

Eating Less? Eating the Same Amount?Eating More?

0

50

31%

20

%

9%

11%

8%

5%

40

%

41%

45

% ¢ Millennials ¢ Gen X ¢ Baby Boomers

In the past year, for gluten-free products, are you...

Garbanzo Bean Chocolate Cake

Gluten Free!

637 reviews

Delicious Gluten-Free Pancakes

204 reviews

Flourless Honey-Almond Cake

422 votes

Caramel Cream Cheese Custard

193 votes

Gluten-Free Peanut Butter Cookies

210 reviews

Gluten-Free Yellow Cake

200 reviews

Double Peanut Butter Chocolate Chewies

154 votes

Chicken with Creamy Braised Leeks

84 votes

Popular Gluten-Free Recipes

Allrecipes ( ) EatingWell ( )

Allrecipes.com Measuring Cup 2015 HEALTHY EATING TRENDS 3

Beans57%

Carrots58%

Broccoli66%

Zucchini35%

Peas44%

Spaghetti Squash

27%

Celery43%

Brussels Sprouts

32%

Eggplant26%

Spinach50%

Cauliflower42%

Kale30%

Which of the following vegetables and legumes have you eaten

more of this year?

Beans57%

Carrots58%

Broccoli66%

Zucchini35%

Peas44%

Spaghetti Squash

27%

Celery43%

Brussels Sprouts

32%

Eggplant26%

Spinach50%

Cauliflower42%

Kale30%

Which of the following vegetables and legumes have you eaten

more of this year?

Beans57%

Carrots58%

Broccoli66%

Zucchini35%

Peas44%

Spaghetti Squash

27%

Celery43%

Brussels Sprouts

32%

Eggplant26%

Spinach50%

Cauliflower42%

Kale30%

Which of the following vegetables and legumes have you eaten

more of this year?

Beans57%

Carrots58%

Broccoli66%

Zucchini35%

Peas44%

Spaghetti Squash

27%

Celery43%

Brussels Sprouts

32%

Eggplant26%

Spinach50%

Cauliflower42%

Kale30%

Which of the following vegetables and legumes have you eaten

more of this year?

INSIGHT #4 Broccoli Wins Veggie Popularity Contest

Home cooks are eager for their families to eat more veggies with 68% saying they are eating more vegetables today vs. a year ago. Tried-and-true favorites win the popularity game with more than 60% devouring broccoli (sorry, President Bush), followed by carrots, spinach, and peas. Ever-trendy kale trails behind—only 33% of Millennials are eating the dark leafy green, and 26% of (perhaps less adventurous?) Boomers are doing the same. Legumes/beans held their status as one of the most popular plant-based sources of protein and fiber, but not equally among all age groups. Baby Boomers seek the benefits of beans more than Millennials by a margin of 63% to 50%.

Roasted Vegetables

1,215 reviews

Black Bean Vegetable Soup

798 reviews

Broccoli Salad with Creamy Feta Dressing

187 votes

Broccoli

Beef and Potato Hotdish

307 votes

Alyson’s Broccoli Salad

1,053 reviews

Marrakesh Vegetable Curry

303 reviews

Broccoli, Cannellini and Cheddar Soup

325 votes

Kung Pao Tofu

144 votes

Popular Vegetable Recipes

Allrecipes ( ) EatingWell ( )

Which of the following vegetables and legumes have you eaten more of this year?

Allrecipes.com Measuring Cup 2015 HEALTHY EATING TRENDS 4

One in five U.S. women (20%) are preparing more ethnic/regional dishes than they were two years ago according to Better Homes and Gardens 2014 Food Factor Study.* This interest may be motivated by ethnic cuisines’ healthy profile. While the Mediterranean diet continues to reign as “healthiest” for 27% of consumers overall—and especially for Baby Boomers—Asian food is close behind. Twenty-one percent of survey respondents, particularly GenXers, say they consider Japanese food healthy, followed by Chinese (15%) and Korean (4%) cuisines.

INSIGHT #5 More Sushi in Supermarkets?

Shoyu Chicken

459 reviews

Japanese Zucchini and Onions

334 reviews

Japanese Beef Stir-Fry

105 reviews

Pineapple-Teriyaki Chicken

135 votes

Japanese Cucumber Salad

309 votes

Easy Miso-Chicken Ramen

40 votes

Halibut with Rice Wine

84 reviews

Sesame Seared Tuna

253 reviews

Mom’s Sushi Rice

125 reviews

Broiled Salmon with Miso Glaze

55 votes

Japanese Chicken-Scallion Rice Bowl

252 votes

Seared Tuna Tataki Quinoa Bowl

10 votes

Popular Japanese Recipes

Allrecipes ( ) EatingWell ( )

ChineseJapaneseMediterranean Korean Thai Indian Greek0

50Of These Cuisines, Which Do You

Consider the Most Healthy?

18%

25

%

42

%

22

%

24

%

15%

15%

17%

15%

7%

3%

1%

3%

5%

5%

6%

3%

2%

8%

9%

4%

¢ Millennials ¢ Gen X ¢ Baby Boomers

Allrecipes.com Measuring Cup 2015 HEALTHY EATING TRENDS 5

“C” stands for convenience. Make healthier eating more convenient and consumers will cheer with their wallets, especially when it involves veggies. More than 70% of Millennials, Gen Xers, and Baby Boomers say they purchased pre-cut vegetables for cooking in the past year. Upwards of 60% purchased salad kits, and 42% of consumers have tried stir-fry kits. But there’s a difference in how generations embrace convenience: Gen Xers (44%) and Millennials (42%) lead the way, while Boomers (3%) aren’t in the same mindset. Convenience is also a driver with shelf stable and frozen products: 45% of cooks are using pasta/rice kits, 45% have tried frozen skillet meals, and 33% use simmering sauces to add flavor to meats and vegetables.

INSIGHT #6 The “C” Factor

Spinach and Feta Pita Bake

493 reviews

Buffalo Chicken Pasta Salad

39 reviews

Ravioli & Vegetable Soup

300 votes

Tortellini Primavera

313 votes

Miracle Soup

93 reviews

Fast and Easy Turkey Pot Pie

20 reviews

Minestrone with Endive & Pepperoni

66 votes

Quick Vegetable Sauté

39 votes

Popular ‘Convenience Food’ Recipes

Allrecipes ( ) EatingWell ( )

80

021% 13%

6%34% 36% 34%

47% 46%34%

23% 25% 19%

80

0

74% 72% 70%

37% 32%25%

62%71%

59%

42% 43%31%

48% 47%35%

Salad KitsSimmering SaucePre-cut Vegetables Stir-fry Kits Frozen Skillet Meals

Prepared MeatEntrées

Delivered Meal/Recipe Kits

Pasta or Rice Kits(Hamburger Helper, etc.)

Pre-marinated Meats

Popular Convenience Products

¢ Millennials ¢ Gen X ¢ Baby Boomers

Allrecipes.com Measuring Cup 2015 HEALTHY EATING TRENDS 6

*The Better Homes and Gardens 2014 Food Factor Study was fielded in June 2014, as part of Meredith’s ongoing consumer trending research. The 2014 Study is the fourth wave of the modern trending program, continuing the rich tradition of the Better Homes and Gardens Food Trend Study and providing insights into America’s food shopping, cooking, and serving habits.

Methodology

Data cited in this Measuring Cup Report is derived from an external panel fielded in November 2014, consisting of 1,000 U.S.-based participants using age and gender filters to provide a representative sample. Respondents were over age 18 and under age 55, and included only households with children.

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 2013, Allrecipes magazine launched nationwide, and an Allrecipes cooking segment premiered on Meredith’s The Better Show.

About EatingWell

Launched in 2002, EatingWell is a leading source of science-based nutrition advice; inspiring articles about food, farms and cooking; delicious and healthy recipes, and useful shopping information. EatingWell is fast-growing multi-media brand that focuses exclusively on the expanding healthy-eating sector and its mission is to make healthy eating a joyful way of life. The brand has

rapidly diversified from producing its flagship bimonthly EatingWell Magazine (which now reaches more than 4.1 million readers) to multiple formats, including a content-rich website (www.eatingwell.com) which reaches close to five million unique visitors a month, content and brand licensing, custom publishing, as well as consumer cookbooks and health books.

About Meredith Corporation

Meredith Corporation (NYSE:MDP; www.meredith.com) 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.

Please Contact:

For a full survey report and additional details, please contact:

Esmee WilliamsAllrecipesVice President, Consumer & Brand Strategy206–436–7416esmee@allrecipes.com

Jessie PriceEatingWellEditor-in-Chief802-985-4534Jessie.Price@eatingwell.com

Allrecipes.com Measuring Cup 2015 HEALTHY EATING TRENDS 7