Food Prep TrendTracker 2014 focuses on changes in food prep, cooking, and at-home entertaining activities that are having – and will continue to have -- a profound impact on the housewares industry. Published by A.J. Riedel, Sr. Partner of Riedel Marketing Group. A.J. has been tracking the trends that impact the housewares industry for more than a decade.

1. FOOD PREP
TRENDTRACKER 2014
Riedel Marketing Group

2. Table of Contents
ABOUT THE TRENDS ………………………………………………………………….............................4
WHY WE CONDUCT THE SURVEY WITH THE HOMETREND INFLUENTIALS PANEL ………….5
HOMETREND INFLUENTIALS PANEL DEMOGRAPHCS ……………………………………………..6
HOW WE GATHER THE DATA ……………………………………………………................................7
FOOD PREP TRENDS ………………...……………………………………………………………………8
– Changes in the amount of time spent on food preparation compared to a year ago.
– Reasons for changes in the amount of time spent on food preparation compared to a year ago.
– Anticipated changes in the amount of time spent on food preparation in the next year.
– Changes in the frequency of cooking from scratch, "speed scratch" or semi-homemade cooking, baking
sweets and desserts, baking bread, baking casseroles and other main dishes, canning, making jam and/or
jelly, grilling, steaming compared to a year ago.
– Changes in the frequency of usage of stovetop, conventional oven, microwave oven, and toaster oven
compared to a year ago.
– Changes in the frequency of usage of coffeemaker, toaster, food processor, blender, rice cooker, mixer,
food dehydrator, slow cooker, bread machine, steamer, juicer/juice extractor compared to a year ago.
– Changes in the frequency of usage of plastic cookware and/or plastic food storage containers compared to
a year ago.
– Reasons for changes in the frequency of usage of plastic cookware and/or plastic food storage containers.
– Changes in the types of foods being eaten compared to a year ago.
– Anticipated major changes that will be made in the types of foods that will be eaten in the next year or so.
– Most important reason major changes are being made in the types of foods being eaten.
– Health/weight management habits currently being followed.
– Changes in food prep habits and practices resulting from changes in types of foods being prepared.
Changes in priority of purchase of buying fruits and vegetables labeled "organic" even if they cost more
money.

3. FOOD PREP cont.
– Changes in priority of purchase of buying packaged foods labeled "organic" even if they cost more money.
– Incidence of vegetable gardening.
– Changes in frequency of shopping at a local fruit/vegetable stand or a farmer's market.
– Past experience with planting of a vegetable garden.
– Level of interest in planting a vegetable garden in the future
– Incidence of shopping at a local fruit/vegetable stand or a farmer's market
– Importance of buying fruits and vegetables labeled "organic" even if they cost more money.
– Importance of buying packaged foods labeled "organic" even if they cost more money.
– Incidence of vegetable gardening.
– Past experience with planting of a vegetable garden.
– Level of interest in planting a vegetable garden in the future
– Incidence of shopping at a local fruit/vegetable stand or a farmer's market
– Changes in frequency of shopping at a local fruit/vegetable stand or a farmer's market.
– Past year purchase of new cookware by people who bought induction stoves in the past year.
– Anticipated purchase of induction stoves in the next year
– Past year purchase of sous vide machines.
– Anticipated purchase of sous vide machines in the next year.
– Incidence of tablet use as a cookbook
– Past year purchase of tablet accessories for the kitchen.
– Anticipated purchase of tablet accessories for the kitchen in the next year.
– Changes in the frequency of at home entertaining compared to a year ago.
– Changes in the type of entertaining (i.e. sit down or formal dinner, barbecue, potluck, etc.) being done
APPENDICES ………………………………………………………………………...………………………32
– About the author
– About Riedel Marketing Group
– Riedel Marketing Group contact info

4. About the Trends
 Food Prep TrendTracker 2014 focuses on longer term attitudinal and behavioral
trends and changes in food preparation activities that are having – and will continue
to have -- a profound impact on the housewares industry. When consumers make
changes in their home-related habits and practices, their needs change – and the types
of housewares products they buy and use change. Housewares manufacturers ignore
these trends at their own peril. They run the risk of missing out on new growth
opportunities, falling behind more trend-savvy competitors, and eventually going the
way of the buggy whip makers who failed to adjust to a new trend that made their
product obsolete.
 Because we focus on the gradual shifts in consumer attitudes and behaviors, the major
trend themes that we track and monitor don’t typically change dramatically from
year to year. The drivers or underlying trends that impact consumer attitudes and
behaviors do not come and go in a year or two. For example, as they have for the past
several years, the economy, mobile technology, and social media are still driving
changes in consumer attitudes and behaviors.
12/10/20134

5. Why We Conduct the Survey with the Hometrend
Influentials Panel
 HomeTrend Influentials are home owners who like their homes to look up-
to-date and like to keep their fingers on the pulse of what is new for the
home. They are constantly redecorating and making improvements to their
homes. They enjoy talking with their family, friends, and co-workers about
what’s new for the home and they are sought out by friends and family for
advice on what to buy for their homes and what to do to their homes. They
are very active in community, civic, and political activities. They readily try
new food, household cleaning, laundry, and housewares products that they
see advertised or in stores and they eagerly recommend the products that
they really like to others.
 HomeTrend Influentials pick up on new home-related trends and embrace
new home goods much sooner than the rest of the U.S. population. As
such, these influential consumers are the bellwether for predicting changes
in the behaviors, habits and practices, and attitudes of mainstream
Americans. If HIPsters embrace a new product, very likely it is going to be
embraced by mainstream Americans within a couple of years. If HIPsters
reject a new product, very likely the product is not going to be embraced by
mainstream Americans either.
5

6. HomeTrend Influentials Panel Demographics
 Female: Although 5% of the HIPsters are male, the panel skews
predominantly female.
 Early to mid 40's: Although a few are over 55 years of age, 20% of
HomeTrend Influentials Panel members are between the ages of 25 to 34
years old, 39% are between 35 to 44 years old years of age, and 31% are
between the ages of 45 and 54.
 Middle/upper class: 34% of HomeTrend Influentials Panel members have
household incomes of less than $100,000, 37% have household incomes
of between $100,000 and $150,000, and 28% have household incomes of
more than $150,000.
 Employed: More than three quarters of HomeTrend Influential Panel
members are in workforce. Two thirds of those in the workforce are
employed full-time.
 Married: 87% of the HIPsters are married.
 Children living at home: 57% HomeTrend Influentials Panel members have
children at home.
12/10/20136

7. How We Gather the Data
 The primary source of insight used to identify the major trends of 2014 was
primary consumer research conducted by Riedel Marketing Group with
the company’s proprietary HomeTrend Influentials Panel (HIP).
 Three in-depth online surveys were conducted with the HomeTrend
Influentials Panel in October 2013.
 In addition to conducting primary consumer research with the HomeTrend
Influentials Panel, we glean insight from an array of other resources
including business publications, other market research companies and
consultants, and trade associations.
 Housewares TrendTracker 2014 is written and edited by RMG Senior
Partner A.J. Riedel, a highly regarded marketing authority, forecaster of
consumer trends, and advisor to many housewares companies. Riedel has
been tracking housewares and home goods trends since 1999.
12/10/20137

8. FOOD PREP TRENDS
8

9. Time spent on food prep has been steadily declining
but may start to trend up again in 2014.
More time,
18%
Less time,
22%
0%
5%
10%
15%
20%
25%
30%
35%
40%
More time Less time
The percent of HomeTrend Influentials
who are spending more time on food prep
has steadily declined over the past three
years while the percent who are spending
less time has gone up.
2010 2011 2012 2013
More
time
than
now
31%
Less time
than now
6%
No change
63%
31% of HomeTrend Influentials think they
will be spending more time on food prep
than they did this year.
12/10/20139

10. Scratch and “speed scratch” cooking and grilling are
trending up in frequency; baking, canning, and making
jam/jelly are trending down.
HomeTrend Influentials are scratch and “speed scratch” cooking, grilling and
steaming more often and baking bread, sweets and desserts, canning, and
making jam/jelly less often.
More often
About the
same
Less often
Baking bread 7% 46% 47%
Baking casseroles and other main dishes 14% 68% 18%
Baking sweets and desserts 9% 51% 40%
Canning 19% 53% 28%
Cooking from scratch 33% 53% 14%
Grilling 38% 56% 6%
Making jam and/or jelly 19% 51% 30%
"Speed scratch" or semi-homemade cooking 27% 64% 9%
Steaming 18% 71% 10%
12/10/201310

11. Stovetop usage is up slightly and toaster oven usage is
down slightly.
HomeTrend Influentials are using their stovetops more often and their toaster
ovens less often than they were a year ago.
More often About the same Less often
Stovetop 14% 82% 5%
Conventional oven 12% 71% 17%
Toaster oven 17% 54% 23%
Microwave oven 14% 71% 13%
12/10/201311

12. Blenders, food dehydrators, and rice cookers are being
used more often and food processors, juicers/juice
extractors, mixers, and slow cookers are being used
less often.
HomeTrend Influentials are using their blenders, food dehydrators, and rice
cookers more often and their food processors, juicers/juice extractors, mixers,
and slow cookers less often than they were a year ago.
More often
About the
same
Less often
Blender 25% 67% 8%
Bread machine 16% 65% 18%
Coffeemaker 21% 58% 21%
Food dehydrator 32% 46% 22%
Food processor 19% 53% 28%
Juicer or juice extractor 11% 63% 26%
Mixer 20% 48% 32%
Rice cooker 31% 59% 10%
Slow cooker 5% 54% 41%
Steamer 22% 60% 18%
Toaster 30% 45% 25%
12/10/201312

13. Use of plastic cookware and plastic food storage
containers is declining as more and more consumers
switch to glass.
12/10/201313
HIPsters who are using plastic cookware and/or
plastic food storage containers less are doing so
either because they are worried about the
health risks of using plastic or because they have
switched to glass.
9% 20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2013
20% of HomeTrend Influentials are
using plastic cookware and/or plastic
food storage containers less often
than they were a year ago. Last year,
9% were using plastic less often.
More often Less often About the same
I was already not using any plastics in the
microwave (even if they say "microwave safe")
and having learned even more about how they
can leach BPA into food am also never storing
food in them either (I was always avoiding storing
food in plastic, now I never do). I will also not
use plastic that specifically says "BPA free".
Plastics are petroleum products. They are toxic.
We now KNOW about BPAs. I like the
"precautionary principle" that they use with great
frequency in Europe. If something has anything
suspicious about it, avoid it. Survey participant
“
”

14. Consumers’ focus on healthier eating has been fairly
pervasive for several years and will continue.
0%
10%
20%
30%
40%
50%
60%
2011 2012 2013
For the third year in a row, more than
40% of HomeTrend influentials made
major changes in the types of foods
they (and their families) are eating in
the past year.
0%
5%
10%
15%
20%
25%
30%
35%
2011 2012 2013
More than 25% of HomeTrend
influentials anticipate making major
changes (or additional changes) in the
types of foods they (and their
families) will be eating in the next
year.
 80% of the HomeTrend Influentials who made major changes in the types of foods they
eat report that they are making healthier food choices.
 64% of respondents to IRI’s 2013 Consumer Snacking survey indicate that they are
trying to eat healthier.
12/10/201314

15. 23%
17%
15%
12%
10%
10%
3%
3%
0% 5% 10% 15% 20% 25%
I want to prevent health problems in the future by changing the way I eat
now.
I am making a conscious effort to limit my exposure to pesticides,
hormones, antibiotics, trans-fats, high fructose corn syrup, and…
I want to eat healthier.
I or someone else in my household has a health problem that requires me
to make dietary changes.
I or someone else in my household is trying to lose weight.
I or someone else in my household has food allergies.
I want my child/children to start learning healthy eating habits.
I or someone else in my household has cancer.
23% of HomeTrend Influentials are making major changes in the types
of foods they and their families because they want to prevent future
health problems. Only 10% are doing it to lose weight.
53% of respondents to IRI’s 2013 Consumer Snacking survey say they try to eat foods
that help to prevent and/or manage chronic disease.
A “less diet, more lifestyle” approach to eating is driven by the desire to stave off health
problems in the future. They do not want to be plagued in their older years by chronic
health problems caused by poor dietary choices.
The purpose of the healthy eating trend is long-term
health, not short-term weight loss.
12/10/201315

16. Portion control and limiting sugar intake are the most
popular health/weight management habits.
12/10/201316
0% 10% 20% 30% 40% 50% 60% 70%
Practicing portion control
Limiting sugar intake
Limiting sodium intake
Counting calories
Not using any health/weight management
On a diet
61% of HomeTrend Influentials who are following a health/weight
management program are practicing portion control and 49% are limiting
sugar intake.

17. The focus of health eating trend is on whole, fresh, and
all natural ingredients …
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
More fresh fruits and vegetables
More whole fresh ingredients
More "all natural" foods without preservatives and/or artificial
colors/flavors
More "all natural" meats (e.g., no hormones, free range, grass fed, etc.)
More locally grown fruits and vegetables
More organic foods
Replaced packaged foods with fresh foods (e.g., used fresh tomatoes
instead of spaghetti sauce)
The changes HomeTrend Influentials are making in the types of foods they are
eating reveal two healthy eating trends:
fresh and all natural
Fresh All natural/organic
12/10/201317

18. … With special emphasis on fresh fruits and vegetables,
preferably locally grown.
12/10/201318
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
More fresh fruits and vegetables
More whole fresh ingredients
More "all natural" foods without preservatives and/or artificial
colors/flavors
More "all natural" meats (e.g., no hormones, free range, grass fed, etc.)
More locally grown fruits and vegetables
More organic foods
Replaced packaged foods with fresh foods (e.g., used fresh tomatoes
instead of spaghetti sauce)
83% of HomeTrend Influentials who have made major changes in the types of
foods they eat are eating more fresh fruits and vegetables. 63% are eating
more locally grown fresh fruits and vegetables.

19. Buying organic produce and packaged foods is a
priority for a significant percent of the population.
12/10/201319
0% 5% 10% 15% 20% 25% 30% 35%
Completely disagree
Somewhat disagree
Neither agree nor disagree
Somewhat agree
Completely agree
More than half of HomeTrend Influentials
agree with the statement: “it is a priority
for me to buy fruits and vegetables labeled
"organic" even if they cost more money.”
0% 5% 10% 15% 20% 25% 30% 35%
Completely disagree
Somewhat disagree
Neither agree nor disagree
Somewhat agree
Completely agree
45% of Home Trend Influentials agree with
the statement: “It is a priority for me to
buy packaged foods labeled "organic" even
if they cost more money.”

20. More and more American are planting vegetable
gardens.
12/10/201320
Yes
75%
No
25%
75% of HomeTrend Influentials
are interested in planting a
vegetable garden in the future.
Yes
54%
No
46%
More than half of HomeTrend
Influentials planted a vegetable
garden this year in their own
backyard or in a community
garden.
Yes
90%
No
10%
90% of HomeTrend Influentials
who planted a garden this year
have ever planted a vegetable
garden before.

21. They are also shopping at local fruit and vegetable
stand and farmers’ markets more often.
12/10/201321
Yes
75%
No
25%
75% of HomeTrend Influentials shop at
local fruit/vegetable stands and/or a
farmer's markets.
More
often
51%
Less often
10%
About the
same
39%
51% of these HomeTrend Influentials are
shopping at a local fruit/vegetable stands
and/or farmer's markets more often then
they did a year or two ago.

22. One in three HomeTrend Influentials are cooking from
scratch or using “speed scratch“ cooking techniques
more than they did a year ago.
More
often
Less
often
Cooking from scratch 33% 14%
"Speed scratch" or semi-homemade
cooking
27% 9%
28%
29%
30%
31%
32%
33%
34%
in past year in next year
One in three HomeTrend Influentials who
have made/are planning to make major
changes to the types of foods they eat are
spending more time on food prep.
#1 reason they are spending more time on
food prep: Because they are eating more fresh
foods that take longer to prepare.
Healthy eating requires changes how consumers
prepare food: more time spent on food prep and switch
to more time consuming cooking techniques.
12/10/201322

23. Sales of Induction Cooktops will more than double in the next
couple of years.
Yes
2%
No
98%
2% of HomeTrend Influentials
purchased an induction stove in the
past year.
Yes
5%
No
95%
5% of HomeTrend Influentials are
planning to purchase an induction
stove in the next year.
Thermador conducted a nationwide survey of homeowners ages 35-54 who are looking to do a
kitchen remodel over the next 12 months. Of the respondents, 88 percent are interested in
experiencing new induction cooking technology after learning of its many benefits — including
generating heat faster, adjusting temperature instantaneously and its being safe to the touch.
Additionally, the survey found that a whopping 93 percent of these homeowners would purchase an
induction cooktop if cost were not a factor. 2
1 http://www.usatoday.com/story/tech/2013/07/02/reviewed-induction-range-column/2480239/
2 http://www.thermador.com/about/press-room/9-17-2012-thermador-survey-reveals-induction-cooking-at-the-heart-of-
todays-kitchen-remodels
Currently, only about 5% of cooktops sold in the U.S. use induction. 1
“
” 12/10/201323

24. Some of the new induction burners, cooktops, and
ranges that were introduced in 2013.
12/10/201324
Duxtop 8300ST Max Burton 6015 NuWave PIC-1300
Dacor Renaissance
Induction Cooktop
Frigidaire Gallery®
Freestanding Induction Range
Electrolux Induction Free
Standing Range

25. Sales of cookware that is safe for induction cooking
will grow as more and more induction cooktops are
installed in U.S. homes.
12/10/201325
Yes
33%
No
67%
33% of the HomeTrend Influentials who purchased an induction stove in the
past year also purchase new cookware.

26. The sous vide steam cooking technique will grow in
popularity as lower priced thermal immersion
circulators hit the market.
Sous vide is a steam cooking technique that is used for food preparation in many fine restaurants. Dishes are first
vacuum sealed, then cooked in a precisely controlled heated water bath.
Yes
1%
No
99%
1% of HomeTrend Influentials purchased a
sous vide machine in the past year.
Yes
4%
No
96%
4% of HomeTrend Influentials plan to
purchase a sous vide machine in the next
year.
12/10/201326

27. Some of the new Thermal Immersion Circulators that
were introduced in 2013.
12/10/201327
Anova sous vide
circulator
AquaChef Clarity non-
immersion circulator sous-
vide cooker
Electrolux combi-steam
oven and vacuum sealer
Viante Home Products
CUC-09SV Sous Vide
Cooker

28. Three Kickstarter Projects for Thermal Immersion
Circulators were successfully funded in 2013.
12/10/201328

29. Tablet stands, holders, and covers that designed
specifically for use in the kitchen will continue to grow
in popularity as more and more people use their tablets
as cookbooks.
Digital platforms such as the iPad, Nook and
Kindle Fire are changing the way families cook.
Kitchen-friendly recipe applications and digital
versions of their favorite food magazines and
cookbooks are not just viewed as bonus
offerings, they're expected. From recipes to
grocery lists to nutritional information, readers
want it now and want it at their fingertips.
Yes
64%
No
36%
64% of HomeTrend Influentials use their
iPad or tablet as a cookbook.
Yes
42%
No
58%
42% of HomeTrend Influentials purchased
a stand, holder, or cover to hold/protect
their tablet in the kitchen in the past year.
Yes
23%
No
77%
23% of HomeTrend Influentials plan to
purchase a stand, holder, or cover to
hold/protect their tablet in the kitchen in the
next year.
“
12/10/201329

30. Some of the tablet accessories for the kitchen that
were introduced in 2013.
Victorinox 18-Slot Knife Block
with Tablet Stand
The Orange Chef Cutting Board
with iPad Stand
Belkin Kitchen Stand for Tablets
12/10/201330
Chef Sleeve Dishwasher
Safe iPad Stand

31. At-home entertaining is trending down slightly and
moving toward more casual.
12/10/201331
More often
14%
Less
often
23%About the
same
63%
23% of HomeTrend Influentials are
entertaining at home less often than
they were a year ago. Far fewer are
entertaining more often.
Yes
9%
No
91%
10% of HomeTrend Influentials have
changed the type of entertaining
from what the were doing a year ago
Entertaining is becoming less formal
• more spontaneous, less planned--
• more casual...less formal dining
• a little more relaxed...more fun themes...easier
clean up ;)
• Smaller groups of people, less fancy, less
planning, a lot more pot luck

32. APPENDICES
32

33. About the Author
12/10/201333
A.J. Riedel, Senior Partner of Riedel Marketing
Group (RMG), is a highly regarded marketing
authority in the housewares industry, the top
forecaster of housewares trends, and an
advisor to many housewares companies. A.J.
has 24 years of experience and an excellent
track record in the housewares industry. Her
knowledge and understanding encompasses
market dynamics, channels of distribution,
housewares consumers, and trends impacting
the industry, and marketing issues in the
housewares industry.

34. About Riedel Marketing Group
For over 22 years, Riedel Marketing Group (RMG) has been providing housewares
companies with market and consumer data and insight that helps them make informed
product and marketing decisions with confidence. Housewares manufacturers, ranging
from large Fortune 500 corporations to smaller privately owned companies, seek our
expertise. Past and current clients include Cuisinart, Jarden, Newell Rubbermaid,
Progressive International, Chef’N, Jokari, Dexas, Bradshaw International, and the
International Housewares Manufacturers Association (IHA).
 Specializes Exclusively In Housewares: RMG is the only market research
company that specializes exclusively in the housewares industry.
 Knowledgeable about Housewares Industry: I understand market dynamics,
channels of distribution, consumers, history and trends, and marketing issues.
 Expertise in Research and Analysis: I have extensive experience with online
surveys, product concept tests, market and competitive assessments, and home-use
tests.
 Actionable Insight: I answer not just the “what” questions but also the “so what”
(what are the ramifications of the data) and “now what” (what do we do as a result of this
study) questions.
 Proprietary Consumer Panel: RMG is the only market research company with a
proprietary housewares-focused Market Research Online Community (MROC).
12/10/201334

35. Riedel Marketing Group Contact Information
 602-840-4948
 5327 E. Pinchot Ave., Phoenix AZ 85018
 ajr@4rmg.com
 www.4rmg.com
 www.twitter.com/AJRat4RMG
 http://www.linkedin.com/company/riedel-marketing-group
12/10/201335