Tuesday, January 22, 2013

January Measuring Cup Report - 2013 Trends

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

Probiotic 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-accented 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
Crispy Edamame
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.

*Includes bhg.com, familycircle.com, fitnessmagazine.com, lhj.com, midwestliving.com, more.com, parents.com, parents.com/familyfun-magazine, traditionalhome.com, eatingwell.com, edwrr.com

About Allrecipes.com
Allrecipes, the world’s largest digital food brand, receives more than 1 billion visits annually from family-focused women who connect and inspire one another through photos, reviews, videos and blog posts. Since its launch in 1997, the Seattle-based social 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 is a global, multiplatform brand with 18 web and mobile sites, 11 mobile apps, and 14 eBooks serving 23 countries in 12 languages. Allrecipes is part of Meredith Corporation, the leading media and marketing company serving American women. For additional information regarding Meredith, please visit www.meredith.com. For additional information regarding Allrecipes, please visit http://press.allrecipes.com.

About Meredith Women’s Network
Meredith Women’s Network is the #1 premium network in the women’s lifestyle category. We reach 40 million unique visitors monthly. We have the largest female audience across every life stage.

About Meredith Corporation
Meredith Corporation (NYSE:MDP; www.meredith.com) is the leading media and marketing company serving American women. Meredith features multiple well-known national brands—including Better Homes and Gardens, Parents, Family Circle, Allrecipes.com, Fitness, American Baby and EveryDay with Rachael Ray—along with local television brands in fast-growing markets. Meredith is the industry leader in creating content in key consumer interest areas such as home, family, food, health and wellness and self-development. Meredith uses multiple distribution platforms— including print, television, digital, mobile, tablets, and video—to give consumers content they desire and to deliver the messages of its advertising and marketing partners.

Please Contact:
Stephanie Robinett
Director, Communications