allrecipes' 11 trends for 2011 measuring cup report

Every cook relies on their community of suppliers and sages to get their meals to the table. With new technolo-gies bringing support systems to everyone’s fingertips, a good portion of the queries, questions, and recipe sharing have gravitated online. In October 2010, 71 million cooks (1/3 of all internet users 18+ years of age) visited food sites, consuming 1.2 billion pages of content and creating a rich and diverse community resource.

As the #1 online food destination with more than 435 million annual visits, Allrecipes.com is uniquely positioned to recognize the attitudes, behaviors and trends influenc-ing the carts and kitchens of the American family. With a mix of members that span age, cooking level and region, Allrecipes’ active community offers key insights into the current and emerging trends among home cooks from coast-to-coast.

Here’s what we found to be the most compelling emerging trends in 2010:

INSIGHT 1: Little Shop Around The Corner These days, the typical grocery-shopping consumer makes several stops when they shop: the discount big box, the neighborhood grocery store, and, with more frequency, the local farmer’s market. Given the growing loyalty to all items local, it’s time to welcome back the butcher, the baker,

and the chocolate maker. While these artisan suppliers have already captured the hearts and minds of foodies, now everyday folk are beginning to, once more, gravitate to the locally-owned specialty shop. Good service, special orders and not only do you get to know the person behind the counter, you really get to know your cuts of meat.

% Of Home Cooks Shopping At Local Venues Monthly

27% Bakery

27% Farmer’s Market

22% Fruit Stands

20% Wine Shop

17% Butcher Shop

12% Co-op Grocery

9% Cheese Shop

3% Chocolate Shop

Source: Allrecipes.com 2010 Food Trends Survey

2011 Insights & Trends 1Allrecipes.com Measuring Cup

The Measuring CupWhat American Families are Eating and Cooking

2011 InSIghTS & TrendS

INSIGHT 2: The Pies have ItMove over fancy cupcake and make room for the humble pie. No matter how you slice it — berry or pumpkin, apple or shoofl y, sweet or savory — pies are picking up in popu-larity across all regions of the country. In 2010, page views for pie and pie crust recipes were up more than 20% YOY. This is not only a seasonal happening, but a serious

surge in interest helped along by the appeal of other homey efforts such as canning, vegetable growing and apron wearing. Cakes are still being baked, and cupcakes frosted, but fi lling a pastry shell with fresh-bought ingre-dients is, well, just like Mom used to say, easy as pie.

When Making Pie, What Do You Usually Use For The Crust?

Frozen Or Refriger-ated Roll-Out Dough (39.3%)

Make Your Own (33.4%)

Ready-Made In Tin (9.6%)

I Don’t Make Pies (8.0%)

Other (4.9%)


INSIGHT 3: Speed ScratchEven with all that pie baking going on, the ma-jority of consumers are not making their crusts from scratch but buying them from the grocery store fridge or freezer case. Harried schedules, multiple commitments and busy family lives have created a need for cooking speed. Many well-versed cooks would swear making home-made pie crust is quick and easy, but the truth is most household cooks pride themselves on making daily “home-cooked” meals equally

speedy as they are delicious. According to a fall 2010 home cooks survey, 76% of home cooks are shaving time and ingredients from meal preparation using pre-made ingredients. Some might call it cheating, but what’s the

harm if the admirable goal is to bring together family and friends, spend a little less time prepping, and a little more time enjoying one another.

2010 Speed Scratch Recipe Growth YOY Growth (PV/Recipe)

All Convenience Food recipes 30%

• Recipes Using Prepared Frosting 1025%

• Recipes Using Refrigerated Biscuit Dough 239%

• Recipes Using Cookie Mix 127%

• Recipes Using Pie Crust, Refrigerated/Frozen 105%

• Recipes Using Snacks and Chips 97%

• Recipes Using Pudding and Pie Filling Mixes 70%

• Recipes Using Cake Mix 66%

• Recipes Using Baking Mix 65%

• Recipes Using Dry Soup Mix & Canned Soup 26%

• Recipes Using Dry Food Mix 5%

• Recipes Using Pasta Sauce -13%

Source: Omniture, Allrecipes.com


1 2 3 4 5

INSIGHT 4: Mobile MattersFood trucks? Nope. Eating on the go? Nada. We’re talkin’ mobile apps for your appetizers, main course and dessert. Coupons, too. Mobile means in the kitchen, at the store, and everywhere in between. Growing across all age groups, the consumer is searching for recipes, check-ing competitive pricing and making grocery lists with

the wave of a fi nger. Phones are easily stored in apron pockets and laptops or tablets actually take up less coun-ter-top space than traditional cookbooks. The connected cook has more recipe options within easy reach as the mobile device is fast becoming one of the most coveted gadgets for the kitchen.

% Of Home cooks Using Mobile Devices For Meal Preparation

Find recipes

Create Shopping Lists

grocery Shopping

Watch Cooking Videos

While Cooking In Kitchen

Smart Phone 63% 60% 67% 9% 38%

Tablet 50% 61% 42% 23% 34%

Laptop Computer 96% 34% 5% 35% 54%

Desktop Computer 97% 32% 3% 32% 14%


INSIGHT 5: gotta have a gadgetSpeaking of gadgets, the desires are becoming smaller, literally. There is a major shift happening with the kitchen wish list from craving restaurant-style high-end stoves to other, more accessible, chef-like accoutrements. Meaning a microplane grater or mandoline is more than a fancy tool, it’s the beginning of a consumer’s creative cooking adventure. That cake-making set could be the start of a whole new career. Gender plays a role here, too. The most popular tool for men: the meat thermometer. The better to grrrrrill with! The favorite among women: colorful silicon spatula sets. Not only are they effi cient, heat-resis-tant tools, they look pretty darn good, too.

2010 Top 10 Most Popular Kitchen Gadgets

1. Silicone Spatula Set

2. digital Meat Thermometer

3. Microplane grater

4. Mandoline

5. Kitchen Scale

6. Salad Spinner

7. Cake decorating Set

8. Bamboo Cutting Boards

9. Candy Thermometer

10. Apple Peeler


INSIGHT 6: VeganomicsWhat’s been bad for the economy has been good for the greenhouse and the self-effacing vegetable is an emerg-ing star. As general interest in home-grown, organic and heirloom vegetables continues to soar, this root-bound revelation is not just about growing your own. It seems consumers have taken a shine to veggie delights, and as a result are consciously cutting back on eating meat, too. Even restaurants are getting into the act with popular Meatless Monday offerings. The main consumer motiva-tion is health, but the reality is: it’s good for the body, the bank account and the environment.

Top 5 Motivations For Cutting Back On Meat (% of respondents)

1. Healthier (75%)

2. Cost (35%)

3. Concern With Obesity (32%)

4. Better Recipes Available For Meatless Meals (25%)

5. Environmental Impact (19%)



INSIGHT 7: Counter revolutionIt’s an everyday struggle between life and prep as the countertop is becoming the frontline in an ongoing battle for kitchen real estate. Fighting for territory with the stove top is the school science project, a multitude of charging devices, the laptop, as well as the Panini maker, waffle iron, baby meal maker, roaster, rice steamer, stand mixer and buffet serving tray. While adequate storage is always a struggle, it’s clear what gets used stays on top. Which means that small cooking appliances, and their ease of use, are overtaking the stove inch-by-inch and dish-by-dish. Resistance is futile.

2010 YOY Pageview Growth For Meals Prepared Using Countertop Appliance

Indoor Grill

Bread Machine

Microwave

Slow Cooker

Blender

-6%

9%

18%

31%

43%


INSIGHT 8: Beyond The Barbecue One quick look at men’s most researched recipes speaks meaty volumes: chicken wings, chili, burger and steaks. No great surprise the majority of their top choices are meant to be cooked over an outdoor open flame, which certain-ly explains a passion for the meat thermometer (see Gotta Have a Gadget) but

also makes clear why many men are the primary cook when the family hosts a crowd. What is inter-esting, however, is the continued emergence of a crop of male cooks who actually feel just as com-fortable in the kitchen as behind the barbecue — particularly the 20-somethings. Looks like years of fending for themselves while Mom was busy in the workforce has made them chef adept.

Most Popular 2010 ManTestedRecipes.com Recipes

1. Pick Me Up Pancakes From Scratch

2. Tray’s Spicy Texas Chili

3. Baked Blazing Hot Wings

4. Da Best Chicken Wings

5. Barbecued Chicken Wings

6. A Hick Burger Like No Other

7. Tim’s Fantastic Rib Sauce

8. My Dad’s Wings

9. Brandon’s Naked Buffalo Wings

10. Crispy Fried Chicken WingsSource: Omniture, ManTestedRecipes.com

INSIGHT 9: In The SpiritIt can be safely said the economy is driving consumers to drink — at home. Wine, beer, and cocktails have become part of the make-it-yourself mix as hanging out at the house enjoying an alcoholic beverage runs the gamut from simply sipping a glass of wine to attempting to recreate a memorable restau-rant cocktail experience. Granted, for those younger, a game of beer pong is certainly less expensive than a night of drink-ing at a local hangout. But honestly, consumers are becoming more discerning about what they choose to imbibe. Curiosity about wine, home microbrews and clever cocktails provide the inspiration. Sharing it all with friends: price (is) less.

2. Entertaining More At Home (22%)

3. Like Creating My Own Signature Cocktails (13%)

4. Inspired By New Varieties Of Liquor (12%)

5. Recreating Restaurant Experience At Home (11%)

1. Save Money (56%)

Top 5 Reasons Consumers Drinking More At Home



INSIGHT 10: Sit down And Stay AwhileEntertaining with a little help from some friends — better known as the potluck — is not going away anytime soon. At the other end of the hosting spectrum, serving guests a formal sit-down dinner is still holding on as the most popular form of special occasion celebration, Emerging in between is a fashionable blend of the two worlds: the casual sit-down dinner. This isn’t about pizza on the couch, it’s more like a semi-formal dining affair. Guests arrive in casual attire, appetizers are most likely store-bought, the main course is fresh-baked lasagna served with a respect-able but inexpensive Italian Red. The goal is an evening well-spent, not a spendy evening.

Home Entertaining Format Popularity (% of home cooks)

Monthly Special Occasions

Casual Sit-Down Dinner

Appetizers& Mingle

Potluck

Buffet

Formal Sit-Down Dinner

53%

27%

20%

39%

17%

35%

44%

14%

10%

49%


INSIGHT 11: The real Melting PotThe search for recipes is all over the map — culturally speaking. As the popularity of items like bok choy and tamales demonstrate, food is helping diverse cultures find a route to mainstream understanding as cultural cuisine can often awake a sleeping palate. The next big step is watching the at-home cook intermingle seemingly dispa-rate ethnic fare in order to capture the cultural blend of couples and relatives that make up the modern family. When it comes to embracing diverse family traditions, tamales served with turkey is great start to giving every-one a seat at the global table.

SouthAmerican

JapaneseKoreanChineseSpanishFrenchPolishItalianMexicanIndian

41%38%

36%

28%

23%23%

17%15%14%14%


Allrecipes.com 2010 Fastest Growing Ethnic Cuisines (YOY % Growth Ethnic Recipe PVs)


BONUS: To Your healthAnd finally, as the New Year resolu-tions begin to form, healthy eating is always at the top of everyone’s list. But there’s a new eating attitude we’re keeping an eye on. Tiring of wacky and weird diets, it appears the road to health is becoming paved with good eating intentions rather than bizarre diet interventions. 85% of home cooks feel they made better food choices in 2010 vs. the previous year. Top dietary changes include eating more fruits and vegetables, reducing consumption of processed foods and using of healthier oils and fats for meal preparation. From all of us, wishing you a happy and healthy new year.

What Changes Did You Make In 2010 (Vs. Previous Year) To Improve Your Family’s Diet?

86.0%More Fruits And Veggies

32.8%Less Meat

24.7%Organic

62.6%Less Processed Foods

30.4%Whole Foods

54.0%Smaller Portions

63.4%

21.9%Eating Low Carb

58.1%Better Preparations/Cooking Methods (e.g. Less Frying, Etc.)

Healthy Oils and Fats (e.g. Olive Oil, Avocado, Etc.)


The Measuring Cup report is derived by analyzing the site behaviors and search data from over 435 million annual visits to Allrecipes.com, along with survey data from Allrecipes’ online surveys. This report was co-authored by Allrecipes.com and Robin Avni, consumer insight and lifestyle trends specialist.

About Allrecipes.com

Allrecipes, the world’s largest food site, receives 435 million annual visits from home cooks who dis-cover and share food experiences through recipes, reviews, photos, profiles, and blog posts. For 14 years, the Seattle-based site has served as a dynamic, indispensable resource for cooks of all skill levels seeking trusted recipes, entertaining ideas, everyday and holiday meal solu-tions and practical cooking tips. All-recipes has 16 international sites around the world providing insights into the kitchens and cooking pas-sions of home cooks everywhere. Allrecipes is part of Lifestyle Com-munities @ RDA, a division of The Reader’s Digest Association, Inc. For additional information regard-ing Allrecipes, please visit www.all-recipes.com.

About Robin Avni

Robin Avni is the founder and prin-cipal of robinavni | lifestyle top-ics, insights + trends, an indepen-dent consultancy specializing in consumer insights, cultural-trend analysis and content development for the lifestyle marketplace. A re-spected national lifestyle expert, Robin has applied her timely in-sights to Fortune 1000 companies, national advertising agencies and award-winning media properties to create a compelling portrait of the lifestyle trends and cultural forces that are shaping the mindset and purchasing behavior of today’s con-sumer. She is a featured speaker at corporate and industry events and a contributing columnist for WGSN, a global trend forecaster. For ad-ditional information, please visit www.robinavni.com.

Please Contact:

Stephanie RobinettDirector, [email protected]


allrecipes' 11 trends for 2011 measuring cup report

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