Cooking Enthusiasts - US By Mintel International Group Ltd.

1. Cooking Enthusiasts - US
Mintel International Group Ltd.
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3. Cooking Enthusiasts - US
“While many Americans cook at home, they come to the table with different skill sets and
motivations for doing so. Marketers should acknowledge that each Cooking Enthusiast has her
own approach to meal preparation and give her opportunities to customize recipes and use
resources that make cooking the easiest and most fun for her.”
– Gretchen Grabowski, Travel & Leisure Analyst
This report looks at the following areas:
Who cooks and how often
What it means to be a Cooking Enthusiast
Approaches to cooking
Reasons to cook at home

4. Excerpt from the Table of Contents
COOKING ENTHUSIASTS’ APPROACHES TO COOKING
Key points
For most Cooking Enthusiasts, cooking is a solo activity
Figure 29: Cooking Enthusiasts’ approaches to cooking, July-August 2013
More men drawn to unscripted, group cooking
Figure 30: Cooking Enthusiasts’ approaches to cooking, by gender, July-August 2013
Young adults still need the recipes
Figure 31: Cooking Enthusiasts’ approaches to cooking, by age, July-August 2013
USEFUL RESOURCES FOR COOKING ENTHUSIASTS
Key points
Cookbooks the most popular resource, but usage varies by gender
Figure 32: Cooking resources that Cooking Enthusiasts consider to be the most useful, by gender, July-August 2013
Young Cooking Enthusiasts the primary users of online resources
Figure 33: Cooking resources that Cooking Enthusiasts consider to be the most useful, July-August 2013
Figure 34: Methods used to follow recipes found online or on mobile devices, by generation, March 2011
Millennial parents more engaged with online cooking resources
Figure 35: Cooking resources that Cooking Enthusiasts consider to be the most useful, Millennial parents vs. non-Millennial
parents, July-August 2013
REASONS COOKING ENTHUSIASTS COOK AT HOME
Key points
Health continues to drive cooking at home, especially among women
Figure 36: Reasons Cooking Enthusiasts cook at home, by gender, July-August 2013
Figure 37: BMI calculations on self-reported height and weight, May 2013
Marketers have an opportunity with healthier breakfast and snack foods
Figure 38: Attitudes about food and cooking, January 2012-March 2013
Millennials more likely to see cooking at home as opportunity to learn
Figure 39: Reasons Cooking Enthusiasts cook at home, by generation, July-August 2013
View Report

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