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Cooking Enthusiasts - US - November 2017

Published By :

Mintel

Published Date : Nov 2017

Category :

Lifestyle

No. of Pages : N/A

In 2017, Cooking Enthusiasts account for 46% of adults aged 18+, or about 115 million people. These adults have at least basic cooking skills, like or love cooking, and cook because they want to rather than because they have to. Innovation and competition in grocery retailing, along with low food prices, have made cooking at home cost-effective. However, while saving money is a motivation for cooking, Cooking Enthusiasts are more likely to cook because they enjoy the process. They are also driven to cook because they like to try new recipes and see cooking as a way to spend time with their family.
Table of contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Figure 1: Share and approximate number* of Cooking Enthusiasts, 2014-17
The issues
More feel theyre cooking out of necessity rather than for enjoyment
Figure 2: Cooking enjoyment and motivation, 2016-17
Cooking doesnt mean the same thing to everyone
Figure 3: Appliances used to cook, by all and Cooking Enthusiasts, September 2017
Female Cooking Enthusiasts are less trusting of others to buy their groceries
Figure 4: Cooking Enthusiasts attitudes toward groceries and grocery shopping, by gender and parent status, September 2017
The opportunities
25-44s are the sweet spot for meal kit and grocery delivery services
Figure 5: Cooking Enthusiasts use and interest Meal kit and grocery delivery services, by age, September 2017
Teaching consumers how to liven up leftovers
Figure 6: Attitudes toward food prep Leftovers and meal prep items, by all cooks and Cooking Enthusiasts, September 2017
Young adults need help spicing up their dishes
Figure 7: Attitudes toward spices and seasonings, by all cooks and Cooking Enthusiasts, September 2017
What it means
THE MARKET WHAT YOU NEED TO KNOW
The share of Cooking Enthusiasts remained stable from 2016-17
Cooking Enthusiasts arent defined by demographics
Increasing incomes may make dining out more attractive
More consumers are unmarried, in child-free homes, aging
Americans continue to expand (their waistlines)
Accessing recipes and grocery innovations make cooking easier
THE COOKING ENTHUSIASTS MARKET
Overview of Cooking Enthusiasts
Figure 8: Estimated share and number* of adults aged 18+, by cooking segment, September 2017
Share of Cooking Enthusiasts stable from 2016-17
Figure 9: Share and approximate number* of Cooking Enthusiasts, 2014-17
More polarized feelings toward cooking
Figure 10: Share of cooking segments, 2015-17
COOKING SEGMENTS
Overview
Captured target Cooking Enthusiasts
Opportunity target Conflicted Cooks
Secondary opportunity target Infrequent and Unenthusiastic Cooks
Figure 11: Cooking segments, by specific cooking characteristics, September 2017
Cooking Enthusiasts are defined by psychographics, not demographics
Figure 12: Cooking segments, by select demographics, September 2017
MARKET FACTORS
Median household income growth may reduce cooking interest
Figure 13: Median household income, in inflation-adjusted dollars, 2009-15
Away-from-home food sales surpass at-home foods sales . . .
Figure 14: Foods sales at home and away from home, January 2007-July 2017
. . . which may be due to increased competition and stable grocery prices
Figure 15: Consumer Price Index change from previous month, August 2016-17
Nearly half of all adults are unmarried
Figure 16: Unmarried share of population, 2006-16
Number and share of households with children continue to decline
Figure 17: Households, by presence of related children, 2006-16
Aging population drives focus on healthy cooking
Figure 18: Share of US population, by age, 2000-40
MARKET PERSPECTIVE
Americans continue to battle the bulge
Figure 19: Prevalence of obesity among US adults aged 20+, 1997-16
Smartphones play an increasingly important role for recipe sources
Figure 20: Online activities and apps for cell phones/smartphones Food/cooking/recipes, 2014-17
Amazon shakes up the grocery industry
KEY TRENDS WHAT YOU NEED TO KNOW
Increased access to more food options
Cooking for others (and making money at the same time)
Unclear product claims may confuse some consumers
Connected kitchen appliances and customized cookbooks
Future of meal kits/grocery delivery services is promising
WHATS NOW?
Increased grocery options and where/how to get them
Figure 21: AmazonFresh email, September 2017
Cooks can make money by doing what they love, cooking
What the Health? Consumers may be uncertain whats good for them
Figure 22: WHAT THE HEALTH Trailer, Feb. 28, 2017
Consumers try not to waste food, but still do
Figure 23: Wasted! The Story of Food Waste (2017) Trailer, Aug. 24, 2017
WHATS NEW?
Customizable cookbooks make cooking more personal
Kitchen appliances and tools help make cooking fool-proof
Figure 24: Introducing Amazon Dash Wand with Alexa, June 14, 2017
Figure 25: Introducing the Tasty One Top, July 30, 2017
Vending machines for food, office supplies, and now kitchen tools
SPOTLIGHT: MEAL KIT AND GROCERY DELIVERY SERVICES
Meal kit/grocery delivery services fulfill a need and are forecast to grow
Overview
Looking forward
Meal kit delivery services
Key players
Specialty services:
Trends
Grocery delivery services
Key players
Trends
THE CONSUMER WHAT YOU NEED TO KNOW
Most like or love cooking
New recipes, spending time with family, motivate Cooking Enthusiasts
Staple appliances most associated with cooking
Sweet spot for meal kits/grocery services is 25-44s and middle earners
Cooking Enthusiasts prepare to grocery shop and enjoy the process
Most cook with the intention of having leftovers
COOKING HABITS FREQUENCY, ENJOYMENT, SKILLS, AND MOTIVATION
Cooking frequency, skill remain high; enjoyment, motivation decline
Figure 26: Cooking frequency, attitudes, skill level, and motivations, September 2017
Figure 27: Cooking frequency, attitudes, skill level, and motivations, 2012-17
Cooking frequency increases among adults 55+, declines among 18-34s
Figure 28: Cooking frequency, by age, September 2015-17
Younger adults most likely to say they love cooking
Figure 29: Cooking enjoyment, by age, September 2015-17
Figure 30: Cooking frequency and enjoyment, by gender and age, September 2017
Young adults less confident in their cooking skills, older improve theirs
Figure 31: Cooking skills, by age, September 2015-17
Younger adults less likely to cook because they want to
Figure 32: Cooking motivation, by age, September 2017
MOTIVATIONS FOR COOKING AT HOME
Trying new recipes and time with family motivate Cooking Enthusiasts
Figure 33: Motivations for cooking at home, by all cooks and Cooking Enthusiasts, September 2017
Women are motivated to eat healthier and experiment with recipes
Figure 34: Cooking Enthusiasts motivations for cooking at home, by gender, September 2017
Cooking enjoyment and motivation to eat healthier correlate with age
Figure 35: Cooking Enthusiasts motivations for cooking at home, by age, September 2017
Cooking gives parents time with their kids
Figure 36: Cooking Enthusiasts motivations for cooking at home, by parent status and number of kids, September 2017
APPLIANCES USED TO COOK
Stove and oven most associated with cooking, microwaves not so much
Figure 37: Appliances used to cook, by all cooks and Cooking Enthusiasts, September 2017
Men are less particular about appliances
Figure 38: Appliances used by Cooking Enthusiasts to cook, by gender, September 2017
Under-45s cook with a wider range of kitchen appliances
Figure 39: Appliances used by Cooking Enthusiasts to cook, by age, September 2017
USE AND INTEREST MEAL KITS AND GROCERY DELIVERY SERVICES
Few have used a meal kit or grocery delivery service
Figure 40: Use and interest Meal kits and grocery delivery services, by all and Cooking Enthusiasts, September 2017
Men show greater interest in grocery delivery services and meal kits
Figure 41: Cooking Enthusiasts use and interest Meal kits and grocery delivery services, by gender, September 2017
Figure 42: Cooking Enthusiasts attitudes toward meal kits/food prepped outside of home, by key demographics, August 2016
Interest is highest among 18-24s, but actual use is highest for 25-44s
Figure 43: Cooking Enthusiasts use and interest Meal kits and grocery delivery services, by age, September 2017
Meal kit/grocery delivery services interest peaks for $75K-99.9K earners
Figure 44: Cooking Enthusiasts use and interest Meal kits and grocery delivery services, by household income, September 2017
ATTITUDES TOWARD GROCERIES AND GROCERY SHOPPING
Most enjoy grocery shopping and have items in mind when they go
Figure 45: Attitudes toward groceries and grocery shopping, by all cooks and Cooking Enthusiasts, September 2017
Grocery shopping is less planned, more time-consuming for young adults
Figure 46: Cooking Enthusiasts attitudes toward groceries and grocery shopping, by age, September 2017
Men and parents more trusting in others to grocery shop
Figure 47: Cooking Enthusiasts attitudes toward groceries and grocery shopping, by gender and by parent status, September 2017
ATTITUDES TOWARD FOOD PREP
Most cook with the intention of having leftovers, but not for a full week
Figure 48: Attitudes toward food prep, by all cooks and Cooking Enthusiasts, September 2017
Young adults more likely to binge cook for the week, plan for leftovers
Figure 49: Cooking Enthusiasts attitudes toward food prep, by age, September 2017
Men prefer few appliances and are more likely to turn to the microwave
Figure 50: Attitudes toward food prep, by all cooks and Cooking Enthusiasts and gender, September 2017
ATTITUDES TOWARD SPICES AND SEASONINGS
Most adults use spices/seasoning, but usually the same ones
Figure 51: Attitudes toward spices and seasonings, by all cooks and Cooking Enthusiasts, September 2017
Young adults may need help to spice up their cooking
Figure 52: Cooking Enthusiasts attitudes toward spices and seasonings, by age, September 2017
Cooking skill correlates with spice/seasoning use
Figure 53: Attitudes toward spices and seasonings, by all cooks and Cooking Enthusiasts and cooking skills, September 2017
APPENDIX DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms
APPENDIX MARKET
Figure 54: Online activities Food/cooking/recipes, 2014-17
Figure 55: Online activities Food/cooking/recipes, 2014-17

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