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Allrecipes Measuring Cup Trend Report - Global Food Trends 2013
1. 2013 Trends: What Global Families
are Cooking and Eating
Allrecipes surveyed thousands of cooks worldwide
to discover global digital food trends. In this report, we
are pleased to share the findings of Allrecipes’ 2013 Global
Digital Cooking Trends Survey where we investigated the
shopping, cooking, and eating behaviors of home cooks
on a global scale. Cooks around the world shared what is
important to them, what inspires them, and which items
land in their shopping cart and on their dinner tables. As
digital technologies evolve, so do planning, prepping, and
ultimately, consumption behaviors.
To compile the 2013 Global Food Trends Measuring Cup
Report, Allrecipes surveyed home cooks in the 13
largest of our 18 global communities.* Health concerns,
desire for greater meal variety, and a love of cooking are
why cooking at home is growing in markets around the
world. Top findings include:
Insight #1: We Are More Alike Than Different
Cooks around the globe are preparing more meals at home compared to a year ago Who’s cooking?
(80% cook daily). Top motivations for home cooking include eating healthier (56% Cooks in Quebec (89%),
of respondents), increasing meal variety (48%), and a love of cooking (43%). Australia (87%) and
Russia (86%) are the most
75% likely to be preparing meals
at home; Germany (68%)
The top motivators to cook and Canada (66%) are the
Poland 65%
(highest) at home vary by country least likely.
56% Germany
(highest)
overall 87%
49% 48% 89%
38% 43% 42%
overall Quebec Australia
France
(lowest)
19%
Improve Greater 86%
Russia
Eat cooking meal Love to To save (lowest)
healthier skills variety cook money Russia
Allrecipes.com Global Measuring Cup 2013 Trends: What Global Families are Cooking and Eating 1
2. “What’s for Dinner?”
Insight #2:
is Now a Multiple Choice Question
Online recipe sites continue to be the #1
resource for home cooks. 63% of global
cooks find recipes online using an ever-
evolving range of digital devices.
30% Poland
In 2012, the number of home cooks
visiting video sites for meal ideas
doubled—from 9% of global home
cooks in 2011 to 18% in 2012. Home
cooks in Poland (30%), Brazil (29%) 29%
and Argentina (28%) are the Brazil
most likely to seek online 18%
video for meal planning and 2012
28%
9% Argentina
preparation.
2011
Most likely to seek online video for meal planning and preparation
Insight #3:Peers’ Palates
Influence What’s Cooking
The importance of online recipes
including peer-based ratings and
reviews surged 126% last year, rising
to 61% globally compared with 27%
the year before.
Ratings and reviews play a leading
role in convincing 42% of cooks to
try new recipes, up from 33% last
year. Half (49%) of global cooks are
more likely to try a recipe if it comes
from a ‘cook like them.’
1 in 7 (15%) of global home cooks
has reviewed an online recipe.
Cooks in Brazil, Mexico, the United 28% Canada
States, and Argentina are the Canadian cooks,
most likely to be influenced by always polite,
recipe reviews; those least likely are the most
to find confidence in peer reviews likely to share
include cooks in the Netherlands, cooking experiences on social sites
France, and Germany. (Facebook/Twitter); 28% do so.
Allrecipes.com Global Measuring Cup 2013 Trends: What Global Families are Cooking and Eating 2
3. Global Cooks are
Insight #4:
Redefining “Healthy” Meals
Health and nutrition is a global Following health and nutrition, home cooks
consideration as 56% of cooks around the world want their everyday meals to be:
around the world cite “healthy and
nutritious” as criteria for their
everyday meals. Even with the slight
rise in home meal preparation, global
cooks are less interested in cooking
from scratch—as indicated by the Netherlands Russia
rise in use of prepared food products United
as the foundation of a meal. Kingdom Poland
In Poland and Russia, “healthy” France Germany
is defined as home-cooked meals
coming entirely from basic ingredi-
ents. Home cooks in these countries
are most passionate about the use
of whole fruits and vegetables, dry
pasta, and grains.
Comfort food:
Argentina & Netherlands
In Germany, Canada Quebec
Family-friendly:
home cooks are Brazil, France, Mexico,
increasingly using Poland & Russia
convenience
products such
Include on-hand
as canned beans, Mexico ingredients:
pre-washed and cut Australia/New Zealand, Brazil, UK
vegetables, frozen
ingredients or baking
Include new ingredients
mixes to create a healthy meal. and flavors:
Brazil Canada
While prepared ingredients show to prepare:
Fun
growth in popularity, you’ll still find Germany, Netherlands, Quebec
fresh produce in 86% of global Argentina
grocery carts each week.
Easy, with few steps
and ingredients:
Mexico, Quebec
86%
Australia
New
Zealand
Allrecipes.com Global Measuring Cup 2013 Trends: What Global Families are Cooking and Eating 3
4. Learning to Plan,
Insight #5:
Prep and Cook ‘Smart’-er
As mobile devices become increas- You’re most likely to find
ingly important to everyday smudged fingerprints on the mobile
functions, there is a huge growth devices of cooks in Germany (16%
opportunity for mobile communica- of respondents are using mobile
tions. Nearly half (48%) of global phones to access recipes in the
consumers are always connected to kitchen) and Canada (12%). Of
their mobile device, and use their cooks in the U.S. who own mobile
phones while shopping for food. devices, 19% are using their
smartphone in the kitchen, while
38% rely on their tablet.
60%
Western
Europe
62%
North
America
16% Germany
Smartphone penetration is
highest in North America (62%)
and Western Europe (60%), and
lowest in Latin America and Eastern 12% Canada
Europe (both 13%).** However, home
cooks in Poland are most likely to
own a conventional mobile phone
(70%).
Home cooks in Argentina (25%) and
the UK (27%) use a Smartphone 19% U.S.A.
in-store while shopping for food.
Canadian cooks use a second screen
as well; nearly one in four (23%)
owns an iPad or tablet.
26% of global home cooks are
phoning it in—dinner that is—by
searching for recipes and meal ideas
on their mobile devices.
Allrecipes.com Global Measuring Cup 2013 Trends: What Global Families are Cooking and Eating 4
5. About Allrecipes.com Methodology
Allrecipes, the world’s largest digital food brand, receives Data provided is from an Allrecipes.com online survey of
more than 1 billion annual visits from family-focused 7,463 global participants fielded on the respective sites
women who connect and inspire one another through in September 2012. No incentives were used to reward or
photos, reviews, videos and blog posts. Since its launch in incent participation. For more information on the survey
1997, the Seattle-based social site has served as a dynamic, methodology such as response counts for each question
indispensable resource for cooks of all skill levels seeking or details on questions in order or format, please feel free
trusted recipes, entertaining ideas, everyday and holiday to contact us.
meal solutions and practical cooking tips. Allrecipes is a
global, multi platform brand providing insights into the
lives of women everywhere based on activity from 18 web-
sites, 18 mobile sites, 11 mobile apps, and 14 eBooks serving Please Contact:
23 countries in 12 languages. Allrecipes is part of Meredith Stephanie Robinett
Corporation (NYSE: MDP), the leading media and mar- Allrecipes.com
keting company serving American women. For additional Director, Communications
information regarding Meredith (NYSE: MDP), please visit +1 206.708.9271
www.meredith.com. For additional information regarding stephanier@allrecipes.com
Allrecipes, please visit http://press.allrecipes.com.
About Meredith Women’s Network
Meredith Women’s Network is the #1 premium network in
the women’s lifestyle category. We reach 40 million unique
visitors monthly. We have the largest female audience
across every life stage.
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 inter-
est areas such as home, family, food, health and wellness
and self-development. Meredith uses multiple distribution
*Argentina, Australia, Brazil, Canada, Germany, France,
platforms—including print, television, digital, mobile, tab-
Mexico, Netherlands, Poland, Quebec, Russia, UK, US
lets, and video—to give consumers content they desire and
to deliver the messages of its advertising and marketing **Source: eMarketer: Smartphone, Mobile Phone and
partners. PC Penetration Worldwide, by Region, 2009-2014
Allrecipes.com Global Measuring Cup 2013 Trends: What Global Families are Cooking and Eating 5