IntroductionChanging Cooking Behaviors & Attitudes tracks the evolving nature of consumers' food preparation practices as a variety of lifestyle and societal factors continue to fuel a shift to convenience.
It also discusses how many consumers are attempting to reassert themselves in the kitchen, offering opportunities to industry actors who can deliver convenience, health, indulgence and comfort needs.ScopeA unique survey of home cooking behaviors was conducted with 5,000 consumers across the US and Europe during June 2006In-depth quantitative data covering at-home meal occasions, including dinner by cooking type (scratch-, part- and fully-prepared)Detailed action points offering practical strategies based on the trends and insights analyzed in the reportCountries covered: France, Germany, Italy, Netherlands, Spain, Sweden, UK, USHighlightsConsumers' attitudes still largely favor scratch-cooking (52% of European dinner occasions and 44% in the US) and increasing people are aspiring to alter day-to-day cooking behaviors to more accurately reflect this.
Cooking skills, especially amongst younger consumers are associated with a ``new cool`` and are seeing signs of a renaissance.Despite a growing interest in cooking as a showpiece event, the overall trend continues to be a move away from traditional forms of cooking towards convenience options.
Fragmenting mealtimes, erosion of basic cooking skills and a desire to use free-time for other activities will continue to fuel the desire for time-saving, easy meal solutions.Consumers' meal choices and methods of food preparation are the product of the tension between the three consumer mega-trends of convenience, health and sensory indulgence.
Solutions that hit all three areas, such as the emergent meal assembly industry, or help in establishing producers as consumers' trusted helpers will be well placed to benefit.Reasons to PurchaseUncover fresh insights into the changing attitudes and behaviors affecting consumers' food preparation choices in the homeObtain exclusive data on cooking occasions and consumers' cooking practices in the US and EuropeImprove your marketing strategy by targeting the most profitable occasions and their accompanying need states