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-the-top 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.
INSIGHT #1: Good-for-You Bacteria Goes Mainstream
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.
INSIGHT 2: It’s a Piece of Cake!
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:
INSIGHT 3: 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 budget-friendly yet equally enjoyable alternative, they might turn their own kitchens into restaurant clones.
In the past year, 61% of women made a favorite restaurant inspired 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
INSIGHT 4: 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 above $100k are 51% more likely to shell
out the extra dough for organic foods than those in lower income levels.
INSIGHT 5: Shaken, Stirred or Seared—with Whiskey
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 whiskey-
entrées at restaurants. This celebration of whiskey/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
INSIGHT 6: First Eat with Your Eyes
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.
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
Slow Cooker Apple Crisp
INSIGHT 7: Increasing App-etites
Mobile phones continue their rapid growth as essential grocery shopping companions for family-focused 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.
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?
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.