2013 Trends: What American
Families are Cooking and Eating
Delving annually into the shopping, cooking, and eating
behaviors of American women is always enlightening.
We learn what’s important to our engaged community
of 40 million women who span all ages, life stages,
cooking levels and regions, and where their aspirations
and interests lie. Looking ahead to 2013, they told us the
drive for healthy eating is stronger than ever, whether it’s
in the form of probiotics, “clean” ingredients, or adding
more vegetables to everyday meals. They’re also inspired
by images of delicious food—we call it the Pinterest
effect—intrigued by whiskey as a flavoring, and over-thetop creative when it comes to baking celebratory cakes.
Instead of going out to a restaurant, they continue to
watch their wallets and are more apt to recreate a favorite
restaurant dish at home. And yes, smartphones continue
to be a hungry grocery shopper’s best friend.
To compile the 2013 Measuring Cup Trend Report,
Allrecipes joined hands with 12 of the largest women’s
lifestyle brands, including Better Homes and Gardens,
Ladies Home Journal, and Eating Well, reaching over 40
million passionate and engaged women, to determine the
following insights into current and emerging trends.
Good-for-You
Bacteria Goes Mainstream
Insight #1:
Probiotic foods will become conventional as one-third
of consumers say they’ve “tried and like them,” and
16% say they want to. 70% of consumers now make
Greek or probiotic rich yogurt a part of their diets,
while the healthful fermentation of pickles appeals
to close to half of consumers. The biggest fans
of probiotic foods are aged 30 to 39, with 40%
earning $100k+/year.
Allrecipes.com Measuring Cup
yogurt
2013 Trends
1
Insight 2:
It’s a Piece of Cake!
35%
Instead of a traditional birthday or holiday cake, 35% of women
now create a novelty cake (think: ice cream cake, fun shape,
unusual flavor). These creative cakes might illustrate a party’s
theme or reflect the guest of honor’s personality and interests.
Not to mention, they're fun to bake, eat, and photograph!
(And did we say show off on Allrecipes and Pinterest?)
Among the most popular:
• Ice cream cake (32%)
• Chocolate Lava Cake (20%)
• Animal-shaped cakes (21%)
• Dirt Cake (20%)
Menu
It
my
and my
ous, and
delicious,
was delici
It was
it
loved
ds
ly/ki
fami
it
family/kids loved
64%
64%
It
to
ive to
effective
cost effect
more cost
It isis more
home
at
dish
the
cook
cook the dish at home
38%
38%
Insight 3:
What inspired you to
recreate a dish you
tried at a restaurant
at home?
(Check all that apply.)
II want
ty
variety
add varie
to add
want to
s
meal
home
to
to home meals
47%
47%
INSIGHT 4:
Dinner Staycation
Families are still feeling pinched by the economy, with
44% of consumers saying they dine out less at
restaurants compared to a year ago. As a budgetfriendly yet equally enjoyable alternative, they might
turn their own kitchens into restaurant clones. In the
past year, 61% of women made a favorite restaurantinspired dish at home for their families.
To please a crowd without stretching the wallet, try
these popular Allrecipes restaurant-inspired recipes:
• Crispy Chinese Noodles (Restaurant Style)
• Restaurant-Style French Onion Soup
• Clone of a Cinnabon
A Clean Sweep in the Kitchen
We’re not talking about brooms here! With more than
44% of home cooks trying to ‘eat cleaner’ (no
processed foods, more whole foods/vegetables), 21%
eating organic foods, 29% cutting back on meat, and
48% eating more vegetables, the healthy habits of home
cooks are sure to impact 2013. Leading the way in the
clean food frenzy are home cooks in the West and the
younger generation (aged 18-29). Also, income appears to
play a role as home cooks reporting an annual HHI over
$100k are 51% more likely to shell out the extra dough
for organic foods than those in lower income levels.
Allrecipes.com Measuring Cup
How have your dietary habits changed in the past year?
More Clean Eating
(no processed foods, more veggies)
44%
41%
47%
44%
2013 Trends
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Shaken, Stirred or
Seared—with Whiskey
INSIGHT 5:
Whiskey isn’t just for cocktails
anymore. It’s resurging in popularity,
likely in part to the increased
availability of ‘high-end’ small-batch
bourbons, exposure on the popular
cable series “Boardwalk Empire,” and
the increased popularity of whiskeyaccented entrées at restaurants.
This celebration of whisky/bourbon
flavors is extending into home
kitchens as well. Bourbon Balls,
Bourbon Chicken, Bourbon Fudge,
Bourbon Salmon, and Bourbon
Meatballs were all among the fastest
moving recipe search terms in 2012.
Allrecipes’ most popular bourbon-themed recipes:
1. Bourbon Whiskey BBQ Sauce
2. Chocolate Bourbon Pecan Pie
3. Bourbon Balls
4.Bourbon Pecan Chicken
5. Bourbon-Mango Pulled Pork
First Eat
with Your Eyes
INSIGHT 6:
One of every three women now uses Pinterest at least once each week. The
wildly popular photo and idea-sharing site inspires 75% of women to try
new dishes based on inspiration gathered from friends, family, brands, and—
complete strangers! Using visual appeal and a recipe’s popularity, many home
cooks try out-of-the-(blue)-box meal ideas from different regions or cultures.
Pinterest
inspires 75%
of women to
try new dishes
Allrecipes’ most popular Pinterest boards include inspiration for those who
feast with their eyes (Amazing Food Photos), plus ideas for feeding a family
(Kids’ Recipes).
Top eye-enchanting recipes:
• Green Grape Salad
• Clone of a Cinnabon
• Crispy Edamame
• Slow Cooker Apple Crisp
Allrecipes.com Measuring Cup
2013 Trends
3
INSIGHT 7:
Increasing App-etites
Mobile phones continue their
rapid growth as essential grocery
shopping companions for familyfocused women.
When asked what drives this increased in-store use, shoppers are most excited
about mobile’s ease of use, the variety of app choices, and the ability to make
meal time/purchase decisions while in-store. Shoppers aged 39 and younger
are most likely to seek in-store meal inspiration using a mobile device.
43%
44%
of women with
smartphones report
using their devices more
often when grocery
shopping compared to
a year ago.
46% - About the same
10% - Less
38%
With 36% of shoppers
stating that "sometimes
I need meal inspiration, and
mobile apps help me decide
what items to purchase," it's
no surprise that phone apps are
growing by leaps and bounds.
In fact, nearly half (47%) of
these consumers say that
"apps are quick and easy to
use in a grocery store."
34% 33%
20%
18-29
years
30-39 40-49 50-59
years years years
60+
years
Seeking in-store meal inspiration using a mobile device
INSIGHT 8:
The Juicy Details
Home juicing and smoothie-making were on the rise in
2012, and we expect this trend to continue in 2013. More
than 56% of home cooks tried making a smoothie or
fresh juice last year, although older cooks are less likely
to experiment (64% aged 18-29, compared with 48% aged
60+). The most popular regions for freshly squeezed juice
and smoothies are the West and South, perhaps due to so
many health-conscious and heat-conscious residents?
The majority trying this juicy option say their main incentive is “because it’s delicious” (73%), followed by “health
benefits” (64%). Saving a buck or two by making your
own sweet smoothie goodness doesn’t hurt either: 15%
say it’s “to save money.” Although everyone is drinking
them, the younger you are, the more likely you are to
cite health as a reason for drinking a smoothie... perhaps
green smoothies aren’t as appealing to someone over 60?
What inspired you to make fresh-squeezed juices or smoothies at home?
To be healthier!
Allrecipes.com Measuring Cup
76%
76%
64%
64%
65%
65%
62%
62%
37%
37%
18-29
18-29
years
years
30-39
30-39
years
years
40-49
40-49
years
years
50-59
50-59
years
years
60+
60+
years
years
2013 Trends
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About Allrecipes.com
Methodology
Allrecipes, the world’s largest digital food brand,
receives more than 1 billion visits annually from familyfocused 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, multiplatform
brand with 18 web and mobile sites, 11 mobile apps,
and 14 eBooks serving 23 countries in 12 languages.
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 http://press.
allrecipes.com.
Data provided is from online surveys of 4,587 Allrecipes
and Meredith Women’s Network’s community members. Surveys were fielded December 4 to 10, 2012.
Results include findings from panel members from the
“Meredith Knows Women” Panel who have visited any
of the MWN websites* within the past 3 months. 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.
*Includes bhg.com, familycircle.com, fitnessmagazine.
com, lhj.com,midwestliving.com, more.com,parents.
com, parents.com/familyfun-magazine, traditionalhome.com, eatingwell.com, edwrr.com
Please Contact:
Stephanie Robinett
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.
Director, Communications
206.708.9271 (m)
[email protected]
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.
Allrecipes.com Measuring Cup
2013 Trends
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