What American Families are

Cooking and Eating

2015 GLOBAL KITCHEN INSIGHTS AND TRENDS
"Chicken"
is the #1
search term
worldwide

Around the world, the use of digital resources for planning

meals, shopping for food, cooking, and sharing delicious meals
is happening more often through social channels. In kitchens
around the globe, we find similarities and differences in these
activities among busy, family-focused home cooks. To learn
more, Allrecipes has been surveying its global visitors annually
since 2012. Ninety-five percent of this global community are
the primary decision-makers for brands and products brought
into the home. With traffic to its international sites currently
trending up +27% over last year, Allrecipes is sharing survey
highlights in this special Measuring Cup Trends Report.
COUNTRIES SURVEYED
AU Australia
AR Argentina
BR Brazil
CA Canada
FR France

#1: PLAN

IT Italy
MX Mexico
NL The Netherlands
NZ New Zealand
PL Poland

QC Quebec
RU Russia
UK United Kingdom

Meal Inspiration Starts Online

Recipe web sites continue to

be the driving force for recipe
inspiration among global home
cooks. Eight out of 10 global
visitors are using recipe web sites
such as Allrecipes as a source
for new recipes. Almost one-third
use social networks, while seven
out of 10 use cookbooks, and just
half use magazines. Visitors to
recipe websites in Canada, the
UK, Italy, and Australia index
especially high when tagged as
likely to use recipe web sites for
new recipe inspiration.

Allrecipes.com Measuring Cup

What inspires you?

Recipe websites (e.g., Allrecipes.com)

79.3%

Cookbooks

67.6%

Magazines

46.8%

Social networks (e.g., Facebook, Twitter, Pinterest)

27.5%

Food company websites (e.g., KraftFoods.com, Pillsbury.com)

22.1%

Food blogs

21.3%

Product packaging

20.7%

Video websites (e.g., YouTube)

19.6%

Newspapers

18.8%

Grocer/retailer websites

15.0%

In-store demonstrations or recipe cards

15.0%

2015 GLOBAL KITCHEN INSIGHTS AND TRENDS

Grocery Shopping Evolutions

#2: SHOP

Supermarkets

Primary
Places for
(55% in 2014)
Grocery Shopping

61%

Markets

Supermarkets
(14%
in 2014)
(55% in 2014)
Discount

Markets (14% in 2014)
Supermarkets
(13%
in 2014) Supermarkets
Discount
(13% in&2014)
Specialty
Local
Shops & Local

Specialty
(9%Shops
in 2014)
(9% in 2014)

Warehouse
Warehouse S
 tores
Stores
(5% in 2014)

12%
11%

Supermarkets have increased

their dominance as the most
common shopping destination
with three out of five home
cooks selecting this outlet
as their top resourcea 10%
increase in just one year. The
growth in supermarkets is
coming at the expense of local
markets, which are down 21%
during this same period.

8%
5%

(5% in 2014)

Percentage of home cooks shopping within 48 hours of finding an online recipe

44%

48%
2015 Global
Average

58%

Canada
Netherlands

48%

UK
45%

United States
Quebec

47%

36%

65%

36%

France

Russia

53%

A good portion of home

cooks are using recipe sites
to influence their immediate
purchase behavior; 48% say
they shop within 48 hours
of viewing a recipe. In the
Netherlands, Argentina,
and Quebec that tie is even
closer with 25% shopping
on the same day as they
seek recipes.

Poland

41%

Italy
30%

Mexico
61%
61%

46%

Brazil
Australia

Argentina

While fresh produce, dairy, meat, fish and

poultry continue to dominate shopping
cart purchases, home cooks are buying
more than just food. Cleaning supplies
and pet food can also be consistently
found in their carts. Perhaps a testimony
to increasingly busy schedules and the
need for speedy meals, the frozen foods
category experienced a 16% growth over
the past yearthe largest increase of all
categories questioned.

Allrecipes.com Measuring Cup

New
Zealand

Whats in her cart?

Fresh produce

91%

Breakfast cereals

46%

Dairy

88%

Frozen foods

43%

Meat, fish and poultry

84%

Snacks

33%

Cleaning supplies

57%

Pet food and supplies

29%

Baking ingredients

54%

25%

Tinned goods

49%

Health and beauty

products

Drinks

47%

Ready meals or
processed foods

2015 GLOBAL KITCHEN INSIGHTS AND TRENDS

11%

#3: SHOP

Online Food Shopping Heats Up

Global shoppers are slowly becoming increasingly

attracted to the convenience of online food
shopping: 18% in this years survey said they
had tried it, compared with 17% in 2014. Online
food shopping is most popular in France,
Poland, Australia, and New Zealand where
one out of four home cooks in these
countries say theyve shopped for food
online. The standouts are Allrecipes
UK cooks. By far the most familiar with
online grocery shopping, half have
shopped for groceries onlineup
16% over last year. Home cooks in
Quebec and Mexico are the least
likely to shop for food online,
with only five to six percent
saying they have tried it.

#4: COOK

GROCERY
DELIVERY

Tablets: A Cooks BFF

Tablet usage has soared by 31% over the past year, with four
out of 10 global home cooks now reaching for their tablets in
the kitchen to cook from recipes. Still the most popular, but
declining, is printing recipes.
UK favors a tablet
in the kitchen

51%

Global visitors favor

a recipe on paper

38%

43%

47%

UK cooks are the most avid tablet users; 51% say they use
tablets when viewing online recipes in the kitchen, compared
with 43% who prefer printing recipes.

Allrecipes.com Measuring Cup

2015 GLOBAL KITCHEN INSIGHTS AND TRENDS

#5: COOK

Home Cooking Wins

2014 2015

2014 2015
a trend that remains
meals DAILY Inconsistent,
the vast majority
(84%) prefer preparing meals
at home over dining out. The
r Prepare
Lastmeals
year
DAILY
reasons
are obviousfrom
diet to sticking to the family
86%
84% food budget.
cooks in
This year
LastHome
year
New Zealand, Italy, Australia,
93%
Quebec are the most passionate about
AL and
86%
84%change is with
preparing daily
meals. The greatest
Canadian cooks, who had a five percent year-over92%
meals
DAILY
yearPrepare
growth93%
in the preparation
of home
meals.
92%
90%
year
Last year
93%This92%
90%
LOBAL
91% 90%86% 84%Preparing Meals Daily
86%
Z 90%84%
92%
90%93%
85%
82%93%
86%92%
85%
U 83%91%
85%90%
Prepare meals DAILY
84%
C 89%90%
85%90%

This year
Last year
83%
A 90%82%
84%86%
GLOBAL
86% 84%
83%
R 82%83%
83%85%
NZ
92% 93%
82%
L 85%89%
83%85%
IT
93% 92%
80%
R 83%90%
82%84%
AU
91% 90%
75%
R 83%82%
80%83%
QC
90% 90%
K 76%85%
75%83%
CA
82% 86%
U
83% 82%
AR
83% 85%
L
83% 80%
NL
89% 85%
MX
76% 75%
FR
90% 84%
BR
82% 83%
UK
85% 83%
RU
83% 82%
NL

89%

85%

FR

90%

84%

93%

BR

82%

83%

93%

92%

UK

85%

83%

AU

91%

90%

RU

83%

82%

QC

90%

90%

PL

83%

80%

CA

82%

86%

MX

76%

75%

AR

83%

85%

US

75%

75%

GLOBAL

86%

84%

NZ

92%

IT

86%

2015 Global
Average

85%

Canada

83%

Netherlands

UK

75%

90%

United States

Quebec

82%

84%

80%

France

75%

Russia

92%

Poland

Italy

93%

Mexico

83%

85%

Argentina

Allrecipes.com Measuring Cup

90%

Brazil

New
Zealand

Australia

2015 GLOBAL KITCHEN INSIGHTS AND TRENDS

#6: SHARE

Food is Social
Home cooks everywhere are using social outlets to share and show off
their cooking efforts. Reviews continue to be the most widespread format
for social sharing. Other notable jumps in social sharing include Facebook
posts, recipe reviews, recipe shares and pins, and through email.

How do you share?

Share

#7: GENERAL

YOY % Change

Read recipe reviews or

comments posted online

51%

2%

Shared a recipe in an email

33%

17%

Reviewed a recipe online

27%

28%

Shared a recipe on my social networks

(e.g. Facebook, Twitter, etc.)

21%

18%

Pinned or re-pinned a recipe

or photo on Pinterest

12%

118%

Home Cooks On the Go

Home cooks increasingly use their

phones and tablets for help with meal
planning. Globally, mobile phone
usage is up throughout all stages
of feeding a family. Laptops remain
the most popular device for seeking
recipe inspiration, particularly for
home cooks in Poland, Russia and
Canada, which suggests people in
these countries want flexibility when
browsing for recipes at work and/or
at home. The opposite is true for
cooks in Argentina who primarily
use their desktop computers to plan,
shop and share meals.

Allrecipes.com Measuring Cup

This year

YOY
% Change

Desktop Laptop Tablet Mobile

To find recipes

2%

6%

20% 34%

To plan a meal
or menu

1%

5%

26% 32%

While shopping
for food online

17%

15%

20%

1%

While shopping for

food at the store

37%

29%

23%

33%

While preparing
food

10%

5%

23%

37%

2015 GLOBAL KITCHEN INSIGHTS AND TRENDS

Methodology

Please Contact:

Data cited in this Measuring Cup Report is derived from an external panel
fielded in MarchApril 2015, consisting of 12,000 globally-based participants.

Patricia Lee Smith

About Allrecipes
Allrecipes, the worlds 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 November 2013,
Allrecipes magazine launched nationwide, and an Allrecipes cooking segment
premiered on Merediths The Better Show.

Allrecipes
Vice President, International
206-436-7446
patricias@allrecipes.com

Esmee Williams
Allrecipes
Vice President, Consumer
& Brand Strategy
2064367416
esmee@allrecipes.com

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 brandsincluding Better Homes and Gardens, Parents,
Family Circle, Allrecipes.com, Fitness, American Baby and EveryDay with
Rachael Rayalong 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 platformsincluding print, television,
digital, mobile, tablets, and videoto give consumers content they desire and
to deliver the messages of its advertising and marketing partners.

Allrecipes.com Measuring Cup

2015 GLOBAL KITCHEN INSIGHTS AND TRENDS