2. About the Publisher
Mintel Reports have been providing the world’s leading businesses with the insight and
inspiration to create clever, targeted and successful marketing strategies for over 30 years.
As an internationally recognised market analyst, Mintel produces some 600 Reports into
European, US and UK-specific markets every year. Our series of Reports offers you a new
understanding of all the major food and drink, consumer goods, retail, finance, leisure and
travel markets. Mintel is also renowned for our research into changing consumer lifestyles
and the implications for business.
Each Report provides a unique overview of a market's dynamics and prospects, enabling
you to devise effective business strategies for both the short-and long-term.
While analysis of a market’s major players helps you track competitors or identify new
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3. Cooking Enthusiasts - US
“While many Americans cook at home, they come to the table with different skill sets and
motivations for doing so. Marketers should acknowledge that each Cooking Enthusiast has her
own approach to meal preparation and give her opportunities to customize recipes and use
resources that make cooking the easiest and most fun for her.”
– Gretchen Grabowski, Travel & Leisure Analyst
This report looks at the following areas:
Who cooks and how often
What it means to be a Cooking Enthusiast
Approaches to cooking
Reasons to cook at home
4. Excerpt from the Table of Contents
COOKING ENTHUSIASTS’ APPROACHES TO COOKING
Key points
For most Cooking Enthusiasts, cooking is a solo activity
Figure 29: Cooking Enthusiasts’ approaches to cooking, July-August 2013
More men drawn to unscripted, group cooking
Figure 30: Cooking Enthusiasts’ approaches to cooking, by gender, July-August 2013
Young adults still need the recipes
Figure 31: Cooking Enthusiasts’ approaches to cooking, by age, July-August 2013
USEFUL RESOURCES FOR COOKING ENTHUSIASTS
Key points
Cookbooks the most popular resource, but usage varies by gender
Figure 32: Cooking resources that Cooking Enthusiasts consider to be the most useful, by gender, July-August 2013
Young Cooking Enthusiasts the primary users of online resources
Figure 33: Cooking resources that Cooking Enthusiasts consider to be the most useful, July-August 2013
Figure 34: Methods used to follow recipes found online or on mobile devices, by generation, March 2011
Millennial parents more engaged with online cooking resources
Figure 35: Cooking resources that Cooking Enthusiasts consider to be the most useful, Millennial parents vs. non-Millennial
parents, July-August 2013
REASONS COOKING ENTHUSIASTS COOK AT HOME
Key points
Health continues to drive cooking at home, especially among women
Figure 36: Reasons Cooking Enthusiasts cook at home, by gender, July-August 2013
Figure 37: BMI calculations on self-reported height and weight, May 2013
Marketers have an opportunity with healthier breakfast and snack foods
Figure 38: Attitudes about food and cooking, January 2012-March 2013
Millennials more likely to see cooking at home as opportunity to learn
Figure 39: Reasons Cooking Enthusiasts cook at home, by generation, July-August 2013
View Report
5. Title
Date
Air Fresheners - US - September 2013
September 01 2013
Apps and Applications - Ireland - July 2013
July 01 2013
Bread - Ireland - July 2013
July 01 2013
Digital Trends Autumn - US - September 2013
September 01 2013
E-Commerce - Europe - July 2013
July 01 2013
Foodservice - Ireland - July 2013
July 01 2013
Tablets - US - July 2013
July 01 2013
Hispanics and Personal Care - US - September 2013
September 01 2013
View More Reports from this Publisher
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