Abstract
Interest in home cooking is currently growing in response to rising food and gas prices and an insatiable demand for premium foods at an affordable price. Consumers will continue to find ways to eat gourmet foods, despite the economic downturn. Many will do so by shopping carefully and cooking more with the aid of experts and loved ones who enjoy culinary adventures and restaurant quality cuisine and dining experiences.
A study conducted in May of 2008 by the Food Marketing Institute indicates that approximately 71% of Americans are cooking more at home. Our research reveals that there are significant opportunities for companies who sell cookware, kitchenware, kitchen appliances and moderately priced premium ingredients. In order to help clarify these opportunities and provide insight on how to capitalize on them, this report addresses the following questions:
- What proportion of the population is enthusiastic about cooking?
- What is driving interest in cooking?
- What cooking related attitudes and behaviors are common among foodies who enjoy cooking?
- What types of cookware products do enthusiasts purchase, and are there specific demographic segments where demand for cooking utensils and related wares is especially high?
- What consumer characteristics should companies focus upon when developing new products and means of communication for the cooking enthusiast market?
- What type of retail experiences do cooking enthusiasts prefer?
- What are the elements of a desirable brand in the eyes of consumers?
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