Allrecipes’ annual trend report on shopping, cooking, and eating behaviors gathered by surveying its engaged community of 40 million women. To compile the 2013 Trends Report, Allrecipes joined 12 of the largest women’s lifestyle brands in the Meredith Publishing group to determine eight insights, ranging from “good-for-you” bacteria to home juice-making and increasing app-etites.

1. 2013 Trends: What American
Families are Cooking and Eating
Delving annually into the shopping, cooking, and eating Instead of going out to a restaurant, they continue to
behaviors of American women is always enlightening. watch their wallets and are more apt to recreate a favorite
We learn what’s important to our engaged community restaurant dish at home. And yes, smartphones continue
of 40 million women who span all ages, life stages, to be a hungry grocery shopper’s best friend.
cooking levels and regions, and where their aspirations
and interests lie. Looking ahead to 2013, they told us the To compile the 2013 Measuring Cup Trend Report,
drive for healthy eating is stronger than ever, whether it’s Allrecipes joined hands with 12 of the largest women’s
in the form of probiotics, “clean” ingredients, or adding lifestyle brands, including Better Homes and Gardens,
more vegetables to everyday meals. They’re also inspired Ladies Home Journal, and Eating Well, reaching over 40
by images of delicious food—we call it the Pinterest million passionate and engaged women, to determine the
effect—intrigued by whiskey as a flavoring, and over-the- following insights into current and emerging trends.
top creative when it comes to baking celebratory cakes.
Good-for-You
Insight #1:
Bacteria Goes Mainstream
Probiotic foods will become conventional as one-third
of consumers say they’ve “tried and like them,” and
16% say they want to. 70% of consumers now make
Greek or probiotic rich yogurt a part of their diets,
while the healthful fermentation of pickles appeals
to close to half of consumers. The biggest fans
of probiotic foods are aged 30 to 39, with 40%
earning $100k+/year.
yogurt
Allrecipes.com Measuring Cup 2013 Trends 1

2. Insight 2: It’s a Piece of Cake! 35%
Instead of a traditional birthday or holiday cake, 35% of women
now create a novelty cake (think: ice cream cake, fun shape,
unusual flavor). These creative cakes might illustrate a party’s
theme or reflect the guest of honor’s personality and interests.
Not to mention, they're fun to bake, eat, and photograph!
(And did we say show off on Allrecipes and Pinterest?)
Among the most popular:
• Ice cream cake (32%) • Chocolate Lava Cake (20%)
• Animal-shaped cakes (21%) • Dirt Cake (20%)
Insight 3: Dinner Staycation
Menu Families are still feeling pinched by the economy, with
44% of consumers saying they dine out less at
It was delicious, and my
It was delicious, and my restaurants compared to a year ago. As a budget-
family/kids loved it
family/kids loved it friendly yet equally enjoyable alternative, they might
64% What inspired you to turn their own kitchens into restaurant clones. In the
64% recreate a dish you past year, 61% of women made a favorite restaurant-
It is more cost effective to tried at a restaurant inspired dish at home for their families.
It is more cost effective to at home?
cook the dish at home
cook the dish at home (Check all that apply.) To please a crowd without stretching the wallet, try
38%
38% these popular Allrecipes restaurant-inspired recipes:
I want to add variety
I want to add variety • Crispy Chinese Noodles (Restaurant Style)
to home meals
to home meals • Restaurant-Style French Onion Soup
47%
47%
• Clone of a Cinnabon
INSIGHT 4: A Clean Sweep in the Kitchen
We’re not talking about brooms here! With more than How have your dietary habits changed in the past year?
44% of home cooks trying to ‘eat cleaner’ (no
processed foods, more whole foods/vegetables), 21% More Clean Eating
eating organic foods, 29% cutting back on meat, and (no processed foods, more veggies)
48% eating more vegetables, the healthy habits of home
cooks are sure to impact 2013. Leading the way in the
clean food frenzy are home cooks in the West and the 44%
41%
younger generation (aged 18-29). Also, income appears to
play a role as home cooks reporting an annual HHI over 47%
$100k are 51% more likely to shell out the extra dough
for organic foods than those in lower income levels. 44%
Allrecipes.com Measuring Cup 2013 Trends 2

3. Shaken, Stirred or
INSIGHT 5:
Seared—with Whiskey
Whiskey isn’t just for cocktails
anymore. It’s resurging in popularity,
likely in part to the increased
availability of ‘high-end’ small-batch
bourbons, exposure on the popular
cable series “Boardwalk Empire,” and
the increased popularity of whiskey-
accented entrées at restaurants.
This celebration of whisky/bourbon
flavors is extending into home Allrecipes’ most popular bourbon-themed recipes:
kitchens as well. Bourbon Balls,
Bourbon Chicken, Bourbon Fudge, 1. Bourbon Whiskey BBQ Sauce
Bourbon Salmon, and Bourbon
2. Chocolate Bourbon Pecan Pie
Meatballs were all among the fastest
moving recipe search terms in 2012. 3. Bourbon Balls
4. Bourbon Pecan Chicken
5. Bourbon-Mango Pulled Pork
First Eat
INSIGHT 6:
with Your Eyes
One of every three women now uses Pinterest at least once each week. The
wildly popular photo and idea-sharing site inspires 75% of women to try
new dishes based on inspiration gathered from friends, family, brands, and—
complete strangers! Using visual appeal and a recipe’s popularity, many home
cooks try out-of-the-(blue)-box meal ideas from different regions or cultures.
Allrecipes’ most popular Pinterest boards include inspiration for those who
Pinterest feast with their eyes (Amazing Food Photos), plus ideas for feeding a family
inspires 75% (Kids’ Recipes).
of women to Top eye-enchanting recipes:
try new dishes
• Green Grape Salad
• Clone of a Cinnabon
• Crispy Edamame
• Slow Cooker Apple Crisp
Allrecipes.com Measuring Cup 2013 Trends 3

4. INSIGHT 7: Increasing App-etites
Mobile phones continue their When asked what drives this increased in-store use, shoppers are most excited
rapid growth as essential grocery about mobile’s ease of use, the variety of app choices, and the ability to make
shopping companions for family- meal time/purchase decisions while in-store. Shoppers aged 39 and younger
focused women. are most likely to seek in-store meal inspiration using a mobile device.
43%
44%
38%
With 36% of shoppers 34% 33%
stating that "sometimes
of women with I need meal inspiration, and
smartphones report mobile apps help me decide
using their devices more what items to purchase," it's 20%
often when grocery no surprise that phone apps are
shopping compared to growing by leaps and bounds.
a year ago. In fact, nearly half (47%) of
46% - About the same these consumers say that 18-29 30-39 40-49 50-59 60+
"apps are quick and easy to years years years years years
10% - Less use in a grocery store."
Seeking in-store meal inspiration using a mobile device
INSIGHT 8: The Juicy Details
Home juicing and smoothie-making were on the rise in The majority trying this juicy option say their main incen-
2012, and we expect this trend to continue in 2013. More tive is “because it’s delicious” (73%), followed by “health
than 56% of home cooks tried making a smoothie or benefits” (64%). Saving a buck or two by making your
fresh juice last year, although older cooks are less likely own sweet smoothie goodness doesn’t hurt either: 15%
to experiment (64% aged 18-29, compared with 48% aged say it’s “to save money.” Although everyone is drinking
60+). The most popular regions for freshly squeezed juice them, the younger you are, the more likely you are to
and smoothies are the West and South, perhaps due to so cite health as a reason for drinking a smoothie... perhaps
many health-conscious and heat-conscious residents? green smoothies aren’t as appealing to someone over 60?
What inspired you to make fresh-squeezed juices or smoothies at home?
To be healthier!
76% 64% 65% 62% 37%
76% 64% 65% 62% 37%
18-29 30-39 40-49 50-59 60+
18-29
years 30-39
years 40-49
years 50-59
years 60+
years
years years years years years
Allrecipes.com Measuring Cup 2013 Trends 4

5. About Allrecipes.com Methodology
Allrecipes, the world’s largest digital food brand, Data provided is from online surveys of 4,587 Allrecipes
receives more than 1 billion visits annually from family- and Meredith Women’s Network’s community mem-
focused women who connect and inspire one another bers. Surveys were fielded December 4 to 10, 2012.
through photos, reviews, videos and blog posts. Since Results include findings from panel members from the
its launch in 1997, the Seattle-based social site has “Meredith Knows Women” Panel who have visited any
served as a dynamic, indispensable resource for cooks of the MWN websites* within the past 3 months. For
of all skill levels seeking trusted recipes, entertaining more information on the survey methodology such as
ideas, everyday and holiday meal solutions and prac- response counts for each question or details on ques-
tical cooking tips. Allrecipes is a global, multiplatform tions in order or format, please feel free to contact us.
brand with 18 web and mobile sites, 11 mobile apps,
and 14 eBooks serving 23 countries in 12 languages. *Includes bhg.com, familycircle.com, fitnessmagazine.
Allrecipes is part of Meredith Corporation, the lead- com, lhj.com,midwestliving.com, more.com,parents.
ing media and marketing company serving American com, parents.com/familyfun-magazine, traditional-
women. For additional information regarding Meredith, home.com, eatingwell.com, edwrr.com
please visit www.meredith.com. For additional infor-
mation regarding Allrecipes, please visit http://press.
allrecipes.com.
Please Contact:
Stephanie Robinett
About Meredith Women’s Network Director, Communications
206.708.9271 (m)
Meredith Women’s Network is the #1 premium network stephanier@allrecipes.com
in the women’s lifestyle category. We reach 40 million
unique visitors monthly. We have the largest female
audience across every life stage.
About Meredith Corporation
Meredith Corporation (NYSE:MDP; www.meredith.
com) is the leading media and marketing company
serving American women. Meredith features multiple
well-known national brands—including Better Homes
and Gardens, Parents, Family Circle, Allrecipes.com,
Fitness, American Baby and EveryDay with Rachael
Ray—along with local television brands in fast-growing
markets. Meredith is the industry leader in creating
content in key consumer interest areas such as home,
family, food, health and wellness and self-develop-
ment. Meredith uses multiple distribution platforms—
including print, television, digital, mobile, tablets, and
video—to give consumers content they desire and to
deliver the messages of its advertising and marketing
partners.
Allrecipes.com Measuring Cup 2013 Trends 5