Changing Cooking Behaviors & Attitudes

Content

• Chapter 1 Executive Summary
  • Hot topic
  • The future decoded
  • Everyday meal occasions are still increasingly characterized by convenience
  • Consumers are increasingly keen to cook exciting, flavorful and interesting meals themselves
  • Cooking behaviors and attitudes are affected by the conflicting convenience, health and sensory mega-trends
  • Home cooking is emerging as a "status skill"
  • Cooking behavior is influenced by occasion
  • Lifestage has a direct impact on cooking behaviors and attitudes
  • Action points
• Chapter 2 The Future Decoded
  • Introduction
  • Key findings
  • TREND: Everyday meal occasions continue to be increasingly characterized by convenience
  • The fragmentation of mealtimes continues to fuel the convenience trend
  • TREND: Cooking from scratch occasions will decrease under pressure from more convenient options
  • Consumers place meal preparation low in terms of prioritizing their free time
  • Cooking skills have been eroded, promoting convenience options
  • TREND: Consumers are however increasingly keen to cook exciting, flavorful and interesting meals themselves
  • The home remains the central location for mealtimes
  • Scratch-prepared meals are still the most common meal-type
  • Traditional cooking methods remain the most popular
  • Consumers are seeking more authentic foods and flavors
  • Home-cooked foods are a key source of comfort
  • Home-cooking can offer both economy and premiumization opportunities
  • At-home occasions are forecast to increase due to aging populations
  • TREND: Cooking behaviors and attitudes are affected by the conflicting convenience, health and sensory mega-trends
  • Consumers compromise between the three key mega-trends
  • Traditional mealtimes and food preparation choices are affected by reactions to stress
• Insight: Convenience Is No Longer A Selling Point On Its Own
• Insight: Home Cooking Is Emerging As A "Status Skill"
  • The ability to home cook is increasingly valued based on its creativity, especially among younger consumers
• Insight: Cooking Behavior Is Influenced By Occasion
  • Entertaining at-home is widening in popularity
• Insight: The Kitchen Is The Heart Of The Home
  • The kitchen is a key social location
  • INSIGHT: home hygiene influences meal preparation choices
  • Food hygiene concerns can act as a countertrend to home hygiene improvements
• Insight: Lifestage Has A Direct Impact On Cooking Behaviors And Attitudes
  • Cooking behavior variation by age group: gourmet versus quick-and-easy meals
  • Younger consumers are looking to cook more creatively, bucking usual stereotypes
  • Mid-lifers seek increased indulgence
  • Seniors balance convenience and comfort in their cooking
• Insight: Ethnic Consumers Spend More Time On Meals And Cooking
  • Ethnic influences impact on mainstream cooking culture
• Insight: Cooking Attitudes And Behaviors Show Gender Variation
  • Women are still the primary cooks despite the erosion of skills
  • Confidence in cooking skills varies with gender
• Insight: Household Living Arrangements Have An Impact On The Propensity For Cooking Or Convenience
• Insight: "Kitchen Performance Anxiety" Is A Negative Consequence Of The Home-Cooking Trend
  • Conclusions
• Chapter 3 Action Points
  • Assist consumers in acquiring status skills
  • Aid consumers in building confidence in the kitchen
  • Exploit the emergent meal assembly trend
  • Meal assembly can bridge key mega-trends
  • Develop crossover potential in convenience meal solutions
  • Develop more options for sharing
  • Pursue solutions that leverage the convenience needs of party hosts
  • Promote convenience options that target the differing comfort needs of consumers
  • Pursue convenience options that target traditional/home-cooked preferences
• Chapter 4 Appendix
  • Supplementary data
  • At-home dinner occasions
  • Frequency of meal preparation by cooking method
  • Frequency of gourmet meal preparation by age group
  • Frequency of quick-and-easy meal preparation by age group
  • Prepared dinner occasions in Europe and the US
  • Definitions
  • Research methodology
  • Further readings
  • Report writing team
  • How to contact experts in your industry
• List Of Tables
  • Table 1: Number of skipped breakfast occasions per head, Europe and the US, 2006-2011
  • Table 2: Number of skipped lunch occasions per head, Europe and the US, 2006-2011
  • Table 3: Number of skipped dinner occasions per head, Europe and the US, 2006-2011
  • Table 4: Europe & US number of at-home dinner occasions (per head), by preparation type, 2006
  • Table 5: Europe & US forecast number of at-home dinner occasions (per head), by preparation type, 2011
  • Table 6: Europe & US growth in at-home dinner occasions (%), 2006-2011, by preparation type
  • Table 7: Europe & US share of dinners prepared at home versus out-of-home (%), 2006
  • Table 8: Ranking of cooking method by frequency, Europe and US
  • Table 9: Incidence of cooking type (%), Europe and US
  • Table 10: Europe & US number of at-home dinner occasions (millions), by preparation type, 2006
  • Table 11: Europe & US forecast number of at-home dinner occasions (millions), by preparation type, 2011
  • Table 12: Europe & US prepared dinners, by segment, per head, 2006
  • Table 13: Definitions of other terms
• List Of Figures
  • Figure 1: Pressures on mealtimes motivate continuation of the convenience trend in cooking behaviors
  • Figure 2: At-home breakfasts fall as more occasions are missed or take place out-of-home
  • Figure 3: Lunches are meal occasion with the highest incidence of out-of-home consumption
  • Figure 4: Dinners remain predominantly at-home occasions but are under pressure
  • Figure 5: Microwaveable meals account for multiple occasions per week in both the US and Europe
  • Figure 6: Time intensive roasting and broiling are reserved for infrequent occasions
  • Figure 7: Consumers grill cook either very often or hardly ever
  • Figure 8: European and US consumers experience the same difficulties in scratch-preparing gourmet-style meals at home
  • Figure 9: Scratch-prepared meals account for the largest single shares of at-home dinners in both Europe and the US in 2006
  • Figure 10: Gourmet meals are prepared at home infrequently in the US and Europe
  • Figure 11: US and European consumers opt for convenient and quick meal options several times a week
  • Figure 12: US & European consumers aim to maximize healthy eating occasions
  • Figure 13: Convenience and mealtime fragmentation fuels the "top-up" shopping trend
  • Figure 14: Stress is a major factor responsible for convenience food sales along with busy lifestyles, but it also fuels an increased desire for comfort foods
  • Figure 15: Complete meal solutions can offer traditional comfort and convenience
  • Figure 16: The kitchen can influence consumers' cooking behaviors
  • Figure 17: Younger consumers in the US prepare gourmet meals most frequently
  • Figure 18: UK propensity for gourmet meal preparation is lower across all age groups
  • Figure 19: French consumers, in contrast, cook more gourmet meals with age
  • Figure 20: Quick-and-easy meal preparation is more consistent across the age divide in the US
  • Figure 21: Younger UK consumers prepare the most quick-and-easy meals
  • Figure 22: French consumers prepare quick-and-easy meals very frequently
  • Figure 23: Female consumers prepare healthy meals more frequently than males
  • Figure 24: Microwave cooking incidence is closely comparable between males and females
  • Figure 25: Women are less likely to prepare gourmet meals than men
  • Figure 26: US and European female consumers also opt for quick meal options more regularly than men
  • Figure 27: A number of factors are responsible for driving convenient approaches to food preparation and undermining scratch-cooking
  • Figure 28: Old El Paso 'Summer Sensations' recipe book emphasizes the brand's versatility and that creativity can be fun and easy
  • Figure 29: The meal assembly model allows close alignment between convenience and premium quality attributes
  • Figure 30: Variety packs for prepared meals may allow companies to tap into the emergent bulk-buying trend
  • Figure 31: Stop N Shop 'Meals Made Easy' sort their product range by convenience/skill level
  • Figure 32: Sharing is a key trend emerging in convenience meal options
  • Figure 33: Convenience and comfort can be married in ready meal offerings
  • Figure 34: Europe & US frequency of meal preparation involving baking
  • Figure 35: Europe & US frequency of meal preparation involving boiling
  • Figure 36: Europe & US frequency of meal preparation involving frying
  • Figure 37: Europe & US frequency of meal preparation involving roasting/broiling
  • Figure 38: Europe & US frequency of meal preparation involving grilling
  • Figure 39: Europe & US frequency of meal preparation involving steaming
  • Figure 40: Europe & US frequency of oven use
  • Figure 41: Europe & US frequency of meal preparation involving outdoor cooking
  • Figure 42: Germany: frequency of gourmet meal preparation, by age group, 2006
  • Figure 43: Italy: frequency of gourmet meal preparation, by age group, 2006
  • Figure 44: Italy: frequency of gourmet meal preparation, by age group, 2006
  • Figure 45: Netherlands: frequency of gourmet meal preparation, by age group, 2006
  • Figure 46: Spain: frequency of gourmet meal preparation, by age group, 2006
  • Figure 47: Sweden: frequency of gourmet meal preparation, by age group, 2006
  • Figure 48: Germany: frequency of quick-and-easy meal preparation, by age group, 2006
  • Figure 49: Italy: frequency of quick-and-easy meal preparation, by age group, 2006
  • Figure 50: Netherlands: frequency of quick-and-easy meal preparation, by age group, 2006
  • Figure 51: Spain: frequency of quick-and-easy meal preparation, by age group, 2006
  • Figure 52: Sweden: frequency of quick-and-easy meal preparation, by age group, 2006