Abstract
Overview
Introduction
Changing Cooking Behaviors & Attitudes tracks the evolving nature of
consumers' food preparation practices as a variety of lifestyle and societal
factors continue to fuel a shift to convenience. It also discusses how many
consumers are attempting to reassert themselves in the kitchen, offering
opportunities to industry actors who can deliver convenience, health,
indulgence and comfort needs.
Scope
- A unique survey of home cooking behaviors was conducted with 5,000
consumers across the US and Europe during June 2006
- In-depth quantitative data covering at-home meal occasions, including
dinner by cooking type (scratch-, part- and fully-prepared)
- Detailed action points offering practical strategies based on the trends
and insights analyzed in the report
- Countries covered: France, Germany, Italy, Netherlands, Spain, Sweden, UK,
US
Report Highlights
Consumers' attitudes still largely favor scratch-cooking (52% of European
dinner occasions and 44% in the US) and increasing people are aspiring to
alter day-to-day cooking behaviors to more accurately reflect this. Cooking
skills, especially amongst younger consumers are associated with a "new cool"
and are seeing signs of a renaissance.
Despite a growing interest in cooking as a showpiece event, the overall trend
continues to be a move away from traditional forms of cooking towards
convenience options. Fragmenting mealtimes, erosion of basic cooking skills
and a desire to use free-time for other activities will continue to fuel the
desire for time-saving, easy meal solutions.
Consumers' meal choices and methods of food preparation are the product of the
tension between the three consumer mega-trends of convenience, health and
sensory indulgence. Solutions that hit all three areas, such as the emergent
meal assembly industry, or help in establishing producers as consumers'
trusted helpers will be well placed to benefit.
Reasons to Purchase
- Uncover fresh insights into the changing attitudes and behaviors affecting
consumers' food preparation choices in the home
- Obtain exclusive data on cooking occasions and consumers' cooking
practices in the US and Europe
- Improve your marketing strategy by targeting the most profitable occasions
and their accompanying need states
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