World’s #1 Digital Food Brand Leverages 13 of its Global Websites to Gain Insights into Shopping and Eating Behaviours of Cooks Worldwide
Allrecipes, the world’s #1 digital food brand with more than one billion annual visits, today published highlights of its global survey of more than 7,000 home cooks for the new 2013 Global Food Trends Measuring Cup Report, revealing insights on the shopping, cooking, and eating behaviours of family-focused women around the globe. To compile the Trends Report, Allrecipes surveyed home cooks in the 13 largest of its 18 communities worldwide*, and confirmed that cooks everywhere are embracing digital technologies at record rates for meal planning and cooking inspiration.
According to the survey results, mobile is a big factor in driving global growth. Nearly half of global consumers are turning to their smartphone for inspiration while shopping for food. While U.S. home cooks continue to lead global smartphone adoption for seeking meal solutions--with more than one-third of online cooks using their smartphones to find recipes (source: Allrecipes Then and Now Survey 2012), home cooks in other communities around the world are quickly catching up. The UK and Argentina lead with 27 percent and 25 percent, respectively, for cooks using mobile phones to access recipes in-store and on the go.
The use of online food videos for meal planning and preparation is also a global trend. In communities around the world, the percentage of home cooks visiting video websites for meal planning doubled in 2012 from nine percent to 18 percent. Top global markets for online food video consumption are Poland (30 percent), Brazil (29 percent), and Argentina (28 percent).
“The unprecedented adoption of web and mobile technologies across the globe is allowing family-focused cooks to discover, create, and share everyday recipes and meal planning solutions like never before,” said Patricia Lee Smith, vice president, International, Allrecipes. “We are thrilled to see Allrecipes’ global web and mobile sites grow by 113 percent last year. As home cooks across the globe increasingly leverage technology that changes how they shop, plan, and share recipes, Allrecipes will continue to focus on creating new ways to inspire and connect them.”
Additional 2013 Global Food Trends include:
We are more alike than different. Health concerns, desire for greater meal variety, and a love of cooking are fuelling home cooking growth in markets around the world.
Cooks around the globe are cooking more meals at home compared to a year ago, and 80 percent are cooking daily. Top motivators include desire to ‘eat healthier’ (56 percent of respondents), increase meal variety (48 percent), and a ‘love of cooking’ (43 percent).
Peers’ palates influence what’s cooking!
The importance of online recipes with ratings and reviews surged 126 percent globally last year, rising to 61 percent compared with 27 percent the year before.
Global cooks are redefining “healthy” meals.
Health and nutrition are global considerations as 56 percent of cooks around the world cite “healthy and nutritious” as criteria for their everyday meals. While prepared ingredients show growth in popularity, you will still find fresh produce in 86% of global grocery carts every week.
Download the full report including charts and graphs here.
Methodology
Data provided is from Allrecipes’ online survey of 7,463 global participants fielded on the respective sites in September 2012. No incentives were used to reward or incent participation.
* The 13 communities surveyed include: Germany, France, Mexico, Brazil, Argentina, Russia, Quebec, Poland, Australia, the Netherlands, United States, Canada and the United Kingdom.
About Allrecipes Australia NZ
Allrecipes.com.au launched in 2008 and is the #1 digital food brand in Australia. The site has over 19,000 recipes serving cooks in Australia and New Zealand with thousands of local ratings, reviews and photos generated by the authentic and engaged community.
About Allrecipes
Allrecipes, the world’s largest digital food brand, receives more than 1 billion annual visits 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 providing insights into the lives of women everywhere based on activity from 18 websites, 18 mobile sites, 11 mobile apps, and 14 eBooks serving 23 countries in 12 languages. Allrecipes is part of Meredith Corporation (NYSE: MDP), the leading media and marketing company serving American women. For additional information regarding Meredith (NYSE: MDP), please visit www.meredith.com. For additional information regarding Allrecipes, please visit http://press.allrecipes.com.
Source: Allrecipes.com