January 2015 - Allrecipes Press Portal

JANUARY 2015 What American Families are Cooking and Eating
Everyone says they’re interested in healthy
eating, but what is really happening on a day-today basis in American kitchens? January’s arrival
with ritual resolutions for changes in the coming
new year, which often include the determination
to eat more healthful meals, gave us the perfect
reason to investigate. Tapping into an external
consumer panel with our EatingWell magazine
colleagues provides the framework for our 2015
Healthy Eating Survey examining American
healthful eating attitudes and behaviors. The
insights are shared here in this special issue of
the Measuring Cup Trend Report.
Probiotic-Powered Yogurt Choices
INSIGHT #1
Once upon a time, calcium was considered the primary nutritional benefit of eating yogurt. Then came a
heightened interest in protein. While 83% of consumers say “taste” is the most important factor to consider
when buying yogurt, almost half now say beneficial bacteria called “probiotics” are important—equally as
important as calcium and protein.
When buying yogurt, which of the following
factors are important to you?
44%
54%
58%
23%
20%
24%
44%
48%
50%
38%
46%
51%
40%
50%
¢ Millennials ¢ Gen X ¢ Baby Boomers
48%
t
r
u
g
Yo
87%
84%
79%
100
0
Taste
Allrecipes.com Measuring Cup
Probiotics
Protein
Calcium
Convenience
Healthiness
2015 HEALTHY EATING TRENDS
1
Clean Eating Appeal
INSIGHT #2
While named diets have recognition and multitudes of followers, presently the most popular dietary focus
across all age groups is “clean eating.” The term is a broad definition of intentional eating that means
different things to different people but connects with a healthful lifestyle. When it comes to diets, the top
reasons people say they’re following one is to lose weight or to simply feel better. A person’s age influences
their motivations for dieting: Millennials and Gen Xers are more likely to follow a diet to lose weight, while
Baby Boomers want to feel better or manage a health condition such as diabetes. When it comes to named
diets (think: Paleo, DASH diet), Millennials are the most likely age segment to follow these, while Boomers
gravitate towards lifestyle diets such as Mediterranean and Weight Watchers.
50
Mediterranean
Diet
Paleo
Diet
Carb
Cycling
Dash
Diet
Weight
Watchers
3%
3%
6%
15%
8%
0%
2%
8%
8%
8%
8%
2%
3%
8%
14%
9%
5%
0
Clean
Eating
17%
¢ Millennials ¢ Gen X ¢ Baby Boomers
37%
36%
46%
If any, what is the primary diet you have
followed in the past 12 months?
Juice
Cleanse
Popular Clean Eating Recipes
Allrecipes ( )
The Best
Vegetarian Chili
in the World
EatingWell ( )
Mediterranean
Quinoa Salad
Green
Smoothie
Sweet Potato
Mac & Cheese
304 reviews
318 votes
98 votes
Low Carb
Jambalaya
Healthy
Green Juice
Spaghetti
Squash &
Meatballs
Tilapia with
Tomato Olive
Sauce
121 reviews
38 reviews
32 votes
28 votes
998 reviews
Allrecipes.com Measuring Cup
2015 HEALTHY EATING TRENDS
2
Gluten-Free: A Divided Market
In the past year, for gluten-free
products, are you...
Eating Less?
Eating the
Same Amount?
41%
40%
¢ Millennials ¢ Gen X ¢ Baby Boomers
45%
Eating More?
0
5%
8%
9%
11%
20%
The gluten-free food
market continues to
grow by leaps and
bounds. According
to market research
50
firm Mintel, glutenfree food sales were
expected to reach
$8.8 billion in 2014,
up 63% since 2012.
Much of this growth
is coming from
younger shoppers: first Millennials (31%), and then
Gen Xers (20%), say they’re eating more gluten-free
foods today vs. a year ago. That’s a sharp contrast to
Baby Boomers where only 9% say they’re eating more
gluten-free products.
31%
INSIGHT #3
Popular Gluten-Free Recipes
Allrecipes ( )
EatingWell ( )
Garbanzo Bean
Chocolate Cake
Gluten Free!
Gluten-Free
Peanut Butter
Cookies
Flourless
HoneyAlmond Cake
Double Peanut
Butter Chocolate
Chewies
637 reviews
210 reviews
422 votes
154 votes
Delicious
Gluten-Free
Pancakes
Gluten-Free
Yellow Cake
Caramel
Cream Cheese
Custard
Chicken
with Creamy
Braised Leeks
193 votes
84 votes
200 reviews
204 reviews
Allrecipes.com Measuring Cup
2015 HEALTHY EATING TRENDS
3
Broccoli
66%
Which of the following vegetables
and legumes have you eaten
INSIGHT
#4 Broccoli
more of this
year? Wins
Broccoli
66%
Spinach
50%
Carrots
58%
Zucchini
Peas
35%
44%
Beans
57%
Veggie Popularity Contest
Broccoli
Beans
Which of the following
vegetables Carrots
and legumes
Beans
Peas
Spinach
Celery
66%
58%
57%
have you eaten more of this year?
57%
44%
50%
43%
Broccoli
Carrots Beans
Peas
Celery
66%
58%
57%
44%
43%
Cauliflower
Spinach
42%
50%
Carrots
58%
Brussels
Celery
Sprouts
43%
32%
Home cooks are eager for their families to eat
more veggies with 68% saying they are eating
Brussels
Cauliflower
Zucchini
more
vegetables
a year ago. Tried-andSpaghetti
Eggplant
Kale today vs.
Sprouts
42%
35%
true favorites
win
the
popularity
game
with
more
Squash
26%
30%
than 60% devouring broccoli
(sorry,
President
32%
27%
Bush), followed by carrots, spinach, and peas.
Ever-trendy kale trails behind—only 33% of
Millennials are eating the dark leafy green, and
26% of (perhaps less adventurous?) Boomers are
doing the
same. Legumes/beans
status
Spaghettiheld theirEggplant
Kale
as one 30%
of the most popular
plant-based
sources
Squash
26%
of protein and fiber, but not
equally
among
all
age
27%
groups. Baby Boomers seek the benefits of beans
more than Millennials by a margin of 63% to 50%.
Cauliflower
Spinach
42%
50%
Zucchini
Peas
35%
44%
Brussels
Celery
Sprouts
43%
32%
Cauliflower
Kale
42%
30%
Zucchini
Spaghetti
35%
Squash
27%
Brussels
Eggplant
Sprouts
26%
32%
Popular Vegetable Recipes
Allrecipes
( ) Spaghetti EatingWell
( )
Eggplant
Kale
26% Salad
30% Roasted Squash
Broccoli
27%
Vegetables
with Creamy
Feta Dressing
1,215 reviews
187 votes
Alyson’s
Broccoli
Salad
Broccoli,
Cannellini and
Cheddar Soup
1,053 reviews
325 votes
Black Bean
Vegetable
Soup
Broccoli
Beef and
Potato Hotdish
798 reviews
307 votes
Marrakesh
Vegetable
Curry
Kung Pao
Tofu
144 votes
303 reviews
Allrecipes.com Measuring Cup
2015 HEALTHY EATING TRENDS
4
INSIGHT #5
More Sushi in Supermarkets?
One in five U.S. women (20%) are preparing more ethnic/
regional dishes than they were two years ago according
to Better Homes and Gardens 2014 Food Factor Study.*
This interest may be motivated by ethnic cuisines’ healthy
profile. While the Mediterranean diet continues to reign as
“healthiest” for 27% of consumers overall—and especially
for Baby Boomers—Asian food is close behind. Twenty-one
percent of survey respondents, particularly GenXers, say
they consider Japanese food healthy, followed by Chinese
(15%) and Korean (4%) cuisines.
50
42%
Of These Cuisines, Which Do You
Consider the Most Healthy?
Mediterranean
Japanese
Chinese
Korean
Thai
Indian
4%
9%
8%
2%
3%
6%
5%
5%
3%
1%
0
3%
7%
15%
17%
15%
15%
24%
18%
22%
25%
¢ Millennials ¢ Gen X ¢ Baby Boomers
Greek
Popular Japanese Recipes
Allrecipes ( )
Shoyu
Chicken
EatingWell ( )
Japanese
Zucchini and
Onions
PineappleTeriyaki
Chicken
Broiled
Salmon with
Miso Glaze
334 reviews
135 votes
55 votes
Sesame
Seared Tuna
Mom’s Sushi
Rice
Japanese
Cucumber
Salad
Japanese
Chicken-Scallion
Rice Bowl
253 reviews
125 reviews
309 votes
252 votes
Easy MisoChicken
Ramen
Seared Tuna
Tataki Quinoa
Bowl
40 votes
10 votes
459 reviews
Japanese
Beef Stir-Fry
Halibut with
Rice Wine
105 reviews
84 reviews
Allrecipes.com Measuring Cup
2015 HEALTHY EATING TRENDS
5
INSIGHT #6
The “C” Factor
“C” stands for convenience. Make healthier eating more convenient
and consumers will cheer with their wallets, especially when it
involves veggies. More than 70% of Millennials, Gen Xers, and Baby
Boomers say they purchased pre-cut vegetables for cooking in
the past year. Upwards of 60% purchased salad kits, and 42% of
consumers have tried stir-fry kits. But there’s a difference in how
generations embrace convenience: Gen Xers (44%) and Millennials
(42%) lead the way, while Boomers (3%) aren’t in the same
mindset. Convenience is also a driver with shelf stable and frozen
products: 45% of cooks are using pasta/rice kits, 45% have tried
frozen skillet meals, and 33% use simmering sauces to add flavor to
meats and vegetables.
Popular Convenience Products
¢ Millennials ¢ Gen X ¢ Baby Boomers
80
74% 72% 70%
62%
37% 32%
0
Pre-cut Vegetables
71%
59%
42% 43%
25%
Simmering Sauce
Salad Kits
48% 47%
31%
Stir-fry Kits
35%
Frozen Skillet Meals
80
0
21%
13%
34% 36% 34%
47% 46%
34%
6%
Delivered Meal/
Recipe Kits
Prepared Meat
Entrées
Pasta or Rice Kits
(Hamburger Helper, etc.)
23% 25% 19%
Pre-marinated
Meats
Popular ‘Convenience Food’ Recipes
Allrecipes ( )
Spinach and
Feta Pita
Bake
EatingWell ( )
Miracle Soup
93 reviews
493 reviews
Buffalo
Chicken Pasta
Salad
Fast and Easy
Turkey Pot
Pie
39 reviews
20 reviews
Allrecipes.com Measuring Cup
Ravioli &
Vegetable
Soup
Minestrone
with Endive &
Pepperoni
300 votes
66 votes
Tortellini
Primavera
Quick
Vegetable
Sauté
313 votes
39 votes
2015 HEALTHY EATING TRENDS
6
*The Better Homes and Gardens 2014 Food Factor Study
was fielded in June 2014, as part of Meredith’s ongoing
consumer trending research. The 2014 Study is the
fourth wave of the modern trending program, continuing
the rich tradition of the Better Homes and Gardens Food
Trend Study and providing insights into America’s food
shopping, cooking, and serving habits.
rapidly diversified from producing its flagship bimonthly
EatingWell Magazine (which now reaches more than 4.1
million readers) to multiple formats, including a contentrich website (www.eatingwell.com) which reaches close
to five million unique visitors a month, content and
brand licensing, custom publishing, as well as consumer
cookbooks and health books.
Methodology
About Meredith Corporation
Data cited in this Measuring Cup Report is derived from
an external panel fielded in November 2014, consisting
of 1,000 U.S.-based participants using age and gender
filters to provide a representative sample. Respondents
were over age 18 and under age 55, and included only
households with children.
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.
About Allrecipes
Allrecipes, the world’s largest food-focused social
community, receives more than one 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, multi-platform brand
with 19 sites, three mobile apps, and 15 eBooks, serving
24 countries in 13 languages. In 2013, Allrecipes magazine
launched nationwide, and an Allrecipes cooking segment
premiered on Meredith’s The Better Show.
About EatingWell
Launched in 2002, EatingWell is a leading source of
science-based nutrition advice; inspiring articles about
food, farms and cooking; delicious and healthy recipes,
and useful shopping information. EatingWell is fastgrowing multi-media brand that focuses exclusively on
the expanding healthy-eating sector and its mission is to
make healthy eating a joyful way of life. The brand has
Allrecipes.com Measuring Cup
Please Contact:
For a full survey report and additional details,
please contact:
Esmee Williams
Allrecipes
Vice President, Consumer & Brand Strategy
206–436–7416
[email protected]
Jessie Price
EatingWell
Editor-in-Chief
802-985-4534
[email protected]
2015 HEALTHY EATING TRENDS
7