Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Consumer survey data
- Terms
- Executive Summary
- Market drivers--demographic, economic and wellness factors
- Market size and forecast
- The world of cooking enthusiasm: a four-segment model
- Usage
- Factors that drive cooking enthusiasm: a psychographic perspective
- Occasion-based behavior: the holidays and events that drive cooking
enthusiasm
- Knowledge drivers: how cooking enthusiasts learn their craft
- Cuisine and channel preferences
- Race and ethnicity
- Custom consumer groups
- Advertising and promotion
- Market Drivers--Demographic, Economic and Wellness Factors
- Key points
- Interest in gourmet cooking is rising among 18-34s; they will shape the
enthusiast market of the future
- Figure 1: Cooking attitudes of 18-24s, 2003-07
- Figure 2: Cooking attitudes of 25-34s, 2003-07
- Blacks and Asians are somewhat more likely to be serious enthusiasts, and
these groups are growing rapidly
- Figure 3: Population, by race and Hispanic origin, 2002-12
- Cooking at Home Rises as Consumers Seek Quality Food and Dining
Experiences on a Budget
- Figure 4: Median household income, by race/ethnicity, 1980-2006
- Obesity and general health concerns contribute to demand for home cooking
- Figure 5: Percentage of population who are overweight or obese, 20-74
years of age, 1988-2004
- Market Size and Forecast
- Key points
- Sales of specialty foods on the rise
- Figure 6: Sales of specialty foods, at current and constant prices,
2004-12
- Sales of cookware and cutlery rise as Americans spend more time in the
kitchen
- Figure 7: Sales of cookware and kitchen cutlery, segmented by type, 2005
and 2007
- Sales of small kitchen appliances have declined in inflation-adjusted terms
- Figure 8: U.S. retail sales of small kitchen appliances, at current and
constant prices, 2002-12
- The World of Cooking Enthusiasm: A Four-segment Model
- Key points
- On average, Americans cook one or more elaborate or gourmet meals per
quarter, but a small group of enthusiasts cook six or more per quarter
- Figure 9: Average number of gourmet or elaborate meals cooked in the
last six months, by cooking enthusiast segment, 2008
- Nearly half of serious cooking enthusiasts are aged 35-54 but interest is
rising in the 18-34 segment; this will help drive future demand
- Figure 10: Cooking enthusiast segments, by gender, age and household
income, 2008
- There is a high concentration of cooking enthusiasts in the Southern
region of the U.S.
- Figure 11: Cooking enthusiast segments, by region, 2008
- The perceptual differences between non-enthusiastic cooks and enthusiasts
- Figure 12: Drivers of cooking enthusiasm, by cooking enthusist segment,
2008
- Usage
- Key points
- Gourmands spend slightly more per week on groceries
- Figure 13: Average weekly grocery expenditures among gourmands, by those
who enjoy cooking and those who rarely eat together at home, 2007
- Figure 14: Ingredient preferences among gourmands, by those who enjoy
cooking and those who rarely eat toegther at home, 2007
- Serious cooking enthusiasts are far more likely to purchase cookware when
compared with others who have less affinity to cooking
- Figure 15: Usage and remodeling behavior, by cooking enthusist segment,
2008
- Middle-class foodies purchase a broad range of cooking utensils and tools
but upper-income households are more likely to remodel their kitchen
- Figure 16: Cookery item purchase and kitchen/dining room remodeling
behavior, by household income, 2008
- While women are more likely to be serious cooking enthusiasts, men are
somewhat more likely to purchase kitchen gadgets and lead remodeling efforts
- Figure 17: Cookery item purchase and kitchen/dining room remodeling
behavior, by gender, 2008
- 18-34s are a critical element of the market for cookware, dishware and
related products or services
- Figure 18: Usage and remodeling behavior, by age, 2008
- Factors that Drive Cooking Enthusiasm: A Psychographic Perspective
- Key points
- Interest in experimentation, expressing affection to family/friends and
health concerns are all primary drivers of cooking enthusiasm
- Figure 19: Drivers of cooking enthusiasm, by casual and serious cooking
enthusiasts, 2008
- Interest in experimentation is part of what distinguishes cooking
enthusiasts from those who rarely sit down to eat a meal with household members
- Figure 20: Interest in new foods among gourmands, by those who enjoy
cooking and those who rarely sit down to eat a meal together, 2007
- Gourmands prefer healthy foods more than those that simply enjoy cooking
or others who rarely sit down to eat with others at home
- Figure 21: Interest in healthy eating among gourmands, by those who
enjoy cooking and those who rarely sit down to eat a meal together, 2007
- Interest in dessert/baked goods, saving money and the social value of
cooking tend to exert less influence on decision-making than the primary
drivers described above
- Figure 22: Drivers of cooking enthusiasm, by casual and serious cooking
enthusiasts, 2008
- Figure 23: Interest in foreign foods and presentation among gourmands,
by those who enjoy cooking and those who rarely sit down to eat a meal
together, 2007
- Occasion-based Behavior: The Holidays and Events That Drive Cooking
Enthusiasm
- Key points
- Connect with customers by helping them achieve their Holiday Matriarch-ing
goals
- Figure 24: Occasion-based cooking drivers, by enthusiast segment, 2008
- Households with incomes between $50K and $75K are more likely than those
in other income segments to engage in occasion-based cooking behaviors
- Figure 25: Occasion-based cooking drivers, by household income, 2008
- Knowledge Drivers: How Cooking Enthusiasts Learn their Craft
- Key points
- Serious cooking enthusiasts draw upon a broad range of sources to acquire
and develop their skills
- Figure 26: Cooking knowledge sources, by enthusiast segment, 2008
- Cookbooks, recipe sites and televised cooking shows are all potentially
effective ways to communicate with middle-class cooking enthusiasts
- Figure 27: Cooking knowledge sources, by household income, 2008
- Connect with the next generation of serious enthusiasts through social
networking sites, viral campaigns and recipe websites
- Figure 28: Cooking knowledge sources, by age, 2008
- Cuisine and Channel Preferences
- Key points
- American, Italian and Mexican food are some of the most popular cuisines
among cooking enthusiasts in the U.S.
- Figure 29: Top ten of 24 cuisines among casual and serious enthusiasts,
2008
- Figure 30: Less popular cuisines, by casual and serious enthusiasts, 2008
- Where enthusiasts shop--grocery stores, specialty stores and farmers'
markets
- Figure 31: Use of grocers and Wal-Mart supercenters among gourmands, by
those who enjoy cooking and those who rarely sit down to eat a meal
together, 2007
- Race and Ethnicity
- Key points
- There is currently high demand for gourmet cookware and ingredients among
Asians; this group will play an important role in shaping the cooking
enthusiast market of the future
- Figure 32: Interest in cooking and gourmet among Asians in the U.S.,
2003-07
- Figure 33: Cooking knowledge sources among Asian subsegments, 2007
- Cooking, Southern food and other ethnic cuisines are important elements of
African-American culture which drive cooking enthusiasm within this segment
- Figure 34: Proportion of black sub-groups who are enthusiasts, by
enthusiast type, 2008
- Advertising and Promotion
- Key points
- Provide adventure appeal and link the product to healthy meals that are
fun to prepare for loved ones
- Figure 48: Television ad, Calphalon Cookware, 2007
- Figure 49: Television ad, Wolf Cookers, 2007
- Figure 50: Television ad, Smithfield Meat Range, 2007
- Conclusion
- Appendix A: Trended Cooking Attitudes and Behaviors
- Figure 51: Trended cooking attitudes, 2003-07
- Figure 52: Trended cooking attitudes, by age, 2003-07
- Figure 53: Trended cooking attitudes, by race/ethnicity, 2003-07
- Figure 54: Trended cooking attitudes, by household income, 2003-07
- Figure 55: Trended cooking attitudes, by gender, 2003-07
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