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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
“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
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
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
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

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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