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Cooking Enthusiasts in the United States 2008
Mintel, June 2008, Pages: 71
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
Alcohol Consumption in Bars and Restaurants - US - June 2008 -Key Demographics - Attitudes about drinking
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
Adult Obesity - US - April 2007 -Costs Associated with Obesity - Serious medical consequences
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
Specialty Foods - The NASFT State of the Industry Report - The Market - US - May 2007 -Introduction and Abbreviations
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
Side Dishes - US - June 2008 -What Consumers Would Like to See for Side Dishes - Interest in cooking is growing—side dishes will gain if flavors are new and interesting
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
Adult Obesity - US - April 2007 -The Consumer - Figure 10: Respondents considered obese, by race/ethnicity, January 2007
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
Black Americans' Shopping and Spending Patterns - US - March 2008 -Spending Patterns - Food
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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