Bacon, basil, and rosemary...desserts, of course! Home cooks around the country will be ordering and enjoying savory desserts in 2014. From salted caramel cupcakes to pistachio ice cream, no flavor is too bold for these cooks. Millennials, more

than any other age group, will be venturing into their kitchens to whip up a savory treat.

However, not all savory desserts fare equally. Home cooks around the country prefer cupcakes (61%) over ice cream (34%); salted caramel is the top flavor with 61% of home cooks trying and liking it.

2014 TrendsWhat American Families are Cooking and Eating

Here at Allrecipes, discovering what’s in the shopping carts, kitchens, and on the dinner tables of Allrecipes’ community of home cooks is always fascinating. Engaged and enthusiastic, our community of 30 million home cooks share their cooking and eating behaviors, aspirations, and interests to give us timely insights about food trends.

In this issue of the Measuring Cup Trend Report, we share results from our annual trend survey, and anticipate the flavors of 2014. Expect to see sweet take a backseat to savory on the dessert list, Paleo diets continue their appeal, particularly with Millennials, peanut butter’s popularity nudged by exotic nut butters, more homemade pickles, and coconut everything. Specialty meat sources are being increasingly scrutinized, and perhaps the popularity of Etsy and Pinterest is behind the rise in DIY cooking? Read on to discover more about these delicious insights.

InsIghT#1 Sugar Meets Spice! Savory Desserts on the Rise

Home Cooks Who Have Made a Savory Dessert in the Last Year

18%

of Millennials

12%

of GenXers

8%

of Baby Boomers

Allrecipes.com Measuring Cup 2014 Trends 1

48%Hormone-free

45%Pasture or grass-fed

37%Humanely-

raised

Criteria Important to Shoppers When Purchasing Specialty Meats

InsIghT #2 (Specialty) Meat, It’s What’s for DinnerIt’s no secret cooks around the country are paying closer attention to where and how their food is sourced, particularly meat. In fact, when purchasing specialty meats, almost half of home cooks (49%) say hormone-free and pasture/grass-fed (45%) will continue to be their top purchasing criteria.

While 17% of Millennials report eating more meat in 2013 compared with 2012, those residing in the Pacific Northwest lead the trend. This can likely be attributed to the popularity of the Paleo diet in this region since 13% of Pacific Northwest home cooks say they or someone in their household followed this diet in the past year.

InsIghT #3 Southwesterners Love Scrumptious Smash-Ups

Home cooks in the Southwest are most likely to let their imagination run wild in the kitchen. From Jell-O® cake to tater tot casseroles, more than any other U.S. region, they’ll be cooking up mouthwatering smash-ups—those wacky dishes that pair two unlikely foods—into fun dishes they love eating.

Jell-O®

Cake

32%

Jell-O®

Cake

32%

Tater TotCasserole

35%

Tater TotCasserole

29%

Tater TotCasserole

27%

Tater Tot Casserole

41%

Pacific

Jell-O® Cake 32%

Tater Tot Casserole 27%

Dorito® Casserole 21%

rocky Mountain range

Tater Tot Casserole 35%

Jell-O® Cake 30%

Dorito® Casserole 26%

southwest

Tater Tot Casserole 41%

7-up® Biscuits 31%

Dorito® Casserole 30%

south Atlantic states

Tater Tot Casserole 29%

7-up® Biscuits 24%

Jell-O® Cake 22%

new england

Jell-O® Cake 32%

Tater Tot Casserole 25%

Dorito® Casserole 17%

Mid-Atlantic states

Tater Tot Casserole 27%

Jell-O® Cake 26%

7-up® Biscuits 20%

Top 3 smash-ups by region

Allrecipes.com Measuring Cup 2014 Trends 2

More than two-thirds of America’s home cooks have tried a nut butter alternative to peanut butter. As primary motivations, more than half (57%) said “new flavors make mealtime more interesting,” while 24% said it was because of “health benefits.” They’re most likely to have tried almond butter, which 60% of home cooks say they sampled in past year. The likelihood of trying an alternative nut butter depends on where you live. Hazelnut butter is most popular in the Southwest (65% report trying it), almond butter in the Pacific states (74%), macadamia butter in the Rocky Mountain states (8%), pistachio nut butter in the Mid-Atlantic (3%), and sunflower butter in New England (26%).

Of Home Cooks...

...a flavor preferred by ...a flavor preferred by

HazelnutBu�erAlmond

Bu�erHAVE TRIED HAVE TRIED

42%60%

68% of GenXers

62% of Millennials

65% of Baby Boomers

HazelnutBu�erAlmond

Bu�er

InsIghT #5 Make Room, Peanut Butter! It’s Show Time for Almonds and Hazelnuts

InsIghT #4 Cooking Outside the BoxDIY will be sizzling in 2014! Home cooks are increasingly preparing foods in their kitchens that were commonly prepared from boxed mixes just a few years ago. From pancakes to ice cream to no-knead bread, home cooks are choosing to prepare more dishes from scratch so they can enjoy homemade flavors (41%), eat “cleaner” (29%), and save money (18%).

One DIY food trend expected to continue next year is no-knead breads: 70% of home cooks say they prepared bread in 2013 using ingredients in their fridge and pantry. Their motivation? One-third loved the flavor, 30% wanted to try something new, and 17% have more trust in foods they prepare themselves.

Pancakes

18%

10%

7%

Popular Foods Home Cooks Make From Scratch (by age)

GenXers

Millennials

Baby Boomers

Ice Cream

40%

39%

31%

Macaroni & Cheese

17%

18%

15%

No-Knead Bread

68%

67%

71%

Up-and-Coming nut Butter recipes from Allrecipes.com

Whole Grain Breakfast Cookies

110 reviews

Deluxe Almond Butter Sandwiches

5 reviews

Perfect Cashew and Peanut Butter Gluten-free Cookies

17 reviews

Raw Pad Thai

19 reviews

Allrecipes.com Measuring Cup 2014 Trends 3

InsIghT #7 Pickled, Please!

InsIghT #6 Coconut Frenzy!

Fermented foods will continue to be the rage with home cooks around the country. With pickled everything—asparagus, beans, kimchi, radishes and more—popping up everywhere in grocery stores and on menus, home cooks prefer the taste of homemade pickles to the store-bought variety.

Baby Boomers are the largest group of home fermenters, with 31% reporting they pickled something in 2013, while only 21% of Millennials have gotten out their vinegar and canning kettles. Home cooks in New England are the biggest fans of fermentation; 35% report they pickled foods in the past year.

Coconut has invaded every phase of cooking and eating, and its surge will continue next year. Home cooks love both the flavor (40%) and the health benefits (27%) of the tropical fruit.

Up-and-Coming Coconut recipes from Allrecipes.com

Up-and-Coming Pickled recipes from Allrecipes.com

Sam’s Famous Carrot Cake

1,498 reviews

Homemade Refrigerator Pickles

182 reviews

Vegan Cupcakes

191 reviews

Chipotle and Adobo Pickled Eggs

13 reviews

Old Fashioned Coconut Cream Pie

880 reviews

Catherine’s Pickled Blueberries

26 reviews

Paleo Pancakes

14 reviews

Pickled Daikon Radish and Carrot

6 reviews

Coconut Shrimp

1,229 reviews

Quick Pickled Jalapeño Rings

52 reviews

Coquito

171 reviews

Nana’s Southern Pickled Peaches

19 reviews

The Best Thai Coconut Soup

283 reviews

Yummy Lemon Coconut Loaf

14 reviews

Coconut Product Popularity (by age)

Coconut Oil

Coconut Milk

Coconut Water

Millennials 50% 20% 54%

GenXers 47% 17% 48%

Baby Boomers 41% 14% 44%

Top Three Reasons Home Cooks Are Choosing to Pickle Their Own Foods

51%

45%

28%

Homemade pickled food tastes better than store-bought versions

I have a vegetable garden and like to find ways to use the food I grow

Homemade pickled foods are healthier than store-bought versions

Allrecipes.com Measuring Cup 2014 Trends 4

Methodology

Data provided is from Allrecipes’ 2014 Trends Survey, hosted on Allrecipes.com from October 25-November 4, 2013, and completed by 2,930 U.S.-based community members. No incentives were used to reward or incent participation. For more information on the survey methodology such as response counts for each question or details on questions in order or format, please feel free to contact us.

About Allrecipes.com

Allrecipes, the world’s largest digital food brand, receives more than 1 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 18 web and mobile sites, 11 mobile apps, and 15 eBooks serving 23 countries in 12 languages. In November 2013, Allrecipes magazine launched nationwide, and an Allrecipes cooking segment premiered on The Better Show. Allrecipes is part of Meredith Corporation, the leading media and marketing company serving American women. For additional information regarding Meredith, please visit www.meredith.com. For additional information regarding Allrecipes, please visit press.allrecipes.com.

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.

Please Contact:

esmee WilliamsVice President of Brand Marketing206.436.7416esmee@allrecipes.com

Allrecipes.com Measuring Cup 2014 Trends 5