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?)
INSIGHT 3: Dinner Staycation
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
INSIGHT 5: Shaken, Stirred or Seared—with WhiskeyWhiskey 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.
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 EyesOne 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
Slow Cooker Apple Crisp
INSIGHT 7: Increasing App-etitesMobile 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 DetailsHome 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
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.