Food & Lifestyle

Recipes, lifestyle campaigns could help manufacturers reach Americans who are cooking more –

“More than half of US adults really enjoy cooking (53%), and more than a third consider the kitchen to be the most important room in the home (35%),”​ both of which are up in 2018 compared to a decade earlier, according to new data in Packaged Facts recently released “Eating Trends: Cooking & Food Shopping.”

Millennials and homeowners in particular “display a strong tendency to cook for fun,”​ according to the report which found Millennials are 19% more likely than average to agree that they enjoy cooking for fun and homeowners are 32% more likely to do the same.

A key driver of this trend appears to be increased access and awareness about how to cook. According to Packaged Facts, 20% of US adults read cooking and food themed magazines, while more Baby Boomers (21%) are tuning into the Food Network and Cooking Channel compared to only 6% in in 2015. African Americans also are 27% more likely than average to watch these channels, the report adds.

In addition, 59.3% of US adults in 2018 report liking to try new recipes – up from 53.9% in 2008, and 42.2% report referring to recipes when cooking in 2018 compared to 34.4% in 2008, according to the report.

To find these recipes, a third of Americans turn to the Internet, according to the report, which adds that the percentage of adults who use of apps to find recipes has increased from 11% in 2015 to 20% in 2019.

Even as Americans’ interest in cooking and trying new recipes increases, they seem to be striking a balance with other obligations by favoring simple, easy-to-prepare foods. Packaged Facts found that 54.5% of Americans in 2019 agree somewhat or strongly that they prefer easy-to-prepare foods compared to just 50.6% in 2008.

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