Monday, August 27, 2012

Allrecipes Measuring Cup Trend Report - August 2012

Budget, Distance and Healthier Habits are Key Influences 
on 2012 Consumer Shopping and Cooking Behaviors

INSIGHT 1: Eating at home increases in popularity.
In Allrecipes' 2012 Grocery Trends Survey*, half of households surveyed say they are eating more meals at home compared with a year ago, and 38% say 'the economy' is the primary reason they're eating at home more often--an 82% increase in only one year. On average, nearly two-thirds of respondents (61%) report preparing breakfast, lunch and dinner at home five+ times/week.

Percentage of Meals Prepared or Eaten at Home 5 to 7 Times/Week

INSIGHT 2: 53% of shoppers are buying more items on sale to stretch grocery budgets.
In the past year, home cooks report doing the follow in an effort to be fiscally prudent:
  • Purchasing more items on sale | 53%
  • Making a shopping list and sticking to it | 34%
  • Using more coupons | 33%
  • Reviewing the in-store circular or weekly ad to see what's on sale | 56%
 INSIGHT 3: Shopping lists drive in-store purchase behaviors.
When asked how they decide what products/ingredients to purchase at the store, shopping lists continue to be a major influence for families.
  • 85% prepare a hand-written list
  • 22% bring recipe printouts to the store
  • 17% view recipes on packaging
  • 11% view recipes on a mobile device to purchase needed ingredients
INSIGHT 4: 90% of family food dollars are spent on foods prepared at home.
The distance a family must travel to shop for groceries has a significant impact on grocery shopping behaviors; households located 6 or more miles from a grocery store spend more on food they prepare at home. This group is also:

  • More inclined to eat meals at home to save money (95%) compared with only 73% of those who live within five miles of a grocery store
  • Less likely to purchase organic products; only 35% of these families purchase organic products compared with 41% of those who live within five miles of a grocery store
  • Most likely to spend the majority of their food dollars (90%+) on meals prepared at home. (This group represents 59% of households living five-plus miles from a grocery store, compared with 45% of those living within five miles of a grocery story.)

  • INSIGHT 5: 65% of Allrecipes home cooks are buying the same amount or more of organic products than they were in 2011.
    Health and wellness remain a top priority for home cooks in 2012, as 53% say they are making healthier meals. What organic product do one-quarter of Allrecipes shoppers insist on buying? Eggs! Another 15% choose to always buy organic dairy products.

    * The 2012 Allrecipes Grocery Trends Survey was hosted by in July 2012, with participation from 3,689 U.S.-based Allrecipes community members. No incentives were used to reward or encourage participation.

    Allrecipes, the world’s largest digital food brand, receives 750 million annual visits from home cooks around the world who discover and share food experiences through recipes, reviews, photos, profiles, and blog posts. For 15 years, the Seattle-based site has served as a dynamic, indispensable resource for cooks of all skill levels seeking trusted recipes, entertaining ideas, everyday and holiday meal solutions and practical cooking tips. Allrecipes’ global, multi-platform brand provides insights into the kitchens and cooking passions of home cooks everywhere with 17 websites, 9 mobile apps, and 14 eBooks serving cooks in 23 countries and 11 languages. Allrecipes is part of Meredith Corporation, the leading media and marketing company serving American women. For additional information regarding Meredith, please visit For additional information about Allrecipes, please visit

    Please Contact:
    Judith H. Dern
    Senior Communications Manager
    (206) 436-7442