meal inspiration starts online - allrecipes press...

2015 GLOBAL KITCHEN INSIGHTS AND TRENDS

What American Families are Cooking and Eating

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.”

#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 Mexico NL 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 term worldwide

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

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.

#2: SHOP Grocery Shopping Evolutions

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%

Breakfast cereals 46%

Frozen foods 43%

Snacks 33%

Pet food and supplies 29%

Health and beauty products

25%

Ready meals or processed foods

11%

What’s in her cart?

61%

11%8%

5%

12%

� Supermarkets (55% in 2014)

� Markets (14% in 2014)

� DiscountSupermarkets

(13% in 2014)

� Specialty & Local Shops

(9% in 2014)

� Warehouse Stores

(5% in 2014)

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)

30%

New Zealand46%

Australia

53%

Italy

36%

France

48%

UK

47%

Russia36%

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 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.

48%2015 Global Average

45%

United States


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 2014. 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.

#3: SHOP Online Food Shopping Heats Up

#4: COOK Tablets: A Cook’s BFFTablet 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 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.

UK favors a tablet in the kitchen

Global visitors favor a recipe on paper

38%

47%51%

43%

GROCERYDELIVERY


93%

NewZealand

Prepare meals DAILY This year Last yearGLOBAL 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%

90%

Australia

92%

Italy

84%

France

83%

UK

82%

Russia80%

Poland

90%

Quebec

75%

United States

86%

Canada


85%

Argentina

83%

Brazil


75%

Mexico


85%

Netherlands

Preparing Meals Daily

84%2015 Global Average

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-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 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.

#7: GENERAL Home Cooks On the Go

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 email.

How do you share? This year YOY % Change

Read recipe reviews or comments 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 Pinterest

12% � 118%

#6: SHARE Food is Social

Share �

��

��

YOY % Change

Desktop Laptop Tablet Mobile

To find recipes � 2% � 6% � 20% � 34%

To plan a meal or menu � 1% � 5% � 26% � 32%

While shopping for food online

� 17% � 15% � 20% � 1%

While shopping for food at the store

� 37% � 29% � 23% � 33%

While preparing food

� 10% � 5% � 23% � 37%


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.

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:

Patricia Lee SmithAllrecipesVice President, [email protected]

Esmee WilliamsAllrecipesVice President, Consumer & Brand Strategy206–436–[email protected]


http://allrecipes.com/

http://www.meredith.com/

http://www.meredith.com

mailto:patricias%40allrecipes.com?subject=

mailto:esmee%40allrecipes.com?subject=

http://www.allrecipes.com

meal inspiration starts online - allrecipes press...

Documents