2013 Trends: What Global Families

are Cooking and Eating

Allrecipes surveyed thousands of cooks worldwide

to discover global digital food trends. In this report, we are pleased to share the findings of Allrecipes 2013 Global Digital Cooking Trends Survey where we investigated the shopping, cooking, and eating behaviors of home cooks on a global scale. Cooks around the world shared what is important to them, what inspires them, and which items land in their shopping cart and on their dinner tables. As digital technologies evolve, so do planning, prepping, and ultimately, consumption behaviors. To compile the 2013 Global Food Trends Measuring Cup Report, Allrecipes surveyed home cooks in the 13 largest of our 18 global communities.* Health concerns, desire for greater meal variety, and a love of cooking are why cooking at home is growing in markets around the world. Top findings include:

Insight #1:

We Are More Alike Than Different

Whos cooking?
Cooks in Quebec (89%), Australia (87%) and Russia (86%) are the most likely to be preparing meals at home; Germany (68%) and Canada (66%) are the least likely.

Cooks around the globe are preparing more meals at home compared to a year ago (80% cook daily). Top motivations for home cooking include eating healthier (56% of respondents), increasing meal variety (48%), and a love of cooking (43%).

75%
Poland
(highest)

The top motivators to cook at home vary by country

56% overall

65%
Germany
(highest)

49%

48% 43% 42% overall

89%
Quebec

87%
Australia

38%
France
(lowest)

19% Eat healthier Improve cooking skills Greater meal variety Love to cook To save money
Russia
(lowest)

86%
Russia 1

Allrecipes.com Global Measuring Cup

2013 Trends: What Global Families are Cooking and Eating

Insight #2:

Whats for Dinner? is Now a Multiple Choice Question

Online recipe sites continue to be the #1 resource for home cooks. 63% of global cooks find recipes online using an everevolving range of digital devices.

30% Poland
In 2012, the number of home cooks visiting video sites for meal ideas doubledfrom 9% of global home cooks in 2011 to 18% in 2012. Home cooks in Poland (30%), Brazil (29%) and Argentina (28%) are the most likely to seek online 18% video for meal planning and 2012 9% preparation. 2011

29%
Brazil

28%

Argentina Most likely to seek online video for meal planning and preparation

Peers Palates Influence Whats Cooking

Insight #3:
The importance of online recipes including peer-based ratings and reviews surged 126% last year, rising to 61% globally compared with 27% the year before. Ratings and reviews play a leading role in convincing 42% of cooks to try new recipes, up from 33% last year. Half (49%) of global cooks are more likely to try a recipe if it comes from a cook like them.

1 in 7 (15%) of global home cooks has reviewed an online recipe. Cooks in Brazil, Mexico, the United States, and Argentina are the most likely to be influenced by recipe reviews; those least likely to find confidence in peer reviews include cooks in the Netherlands, France, and Germany.
Allrecipes.com Global Measuring Cup

28% Canada

Canadian cooks, always polite, are the most likely to share cooking experiences on social sites (Facebook/Twitter); 28% do so. 2

2013 Trends: What Global Families are Cooking and Eating

Insight #4:

Global Cooks are Redefining Healthy Meals

Health and nutrition is a global consideration as 56% of cooks around the world cite healthy and nutritious as criteria for their everyday meals. Even with the slight rise in home meal preparation, global cooks are less interested in cooking from scratchas indicated by the rise in use of prepared food products as the foundation of a meal. In Poland and Russia, healthy is defined as home-cooked meals coming entirely from basic ingredients. Home cooks in these countries are most passionate about the use of whole fruits and vegetables, dry pasta, and grains. In Germany, home cooks are increasingly using convenience products such as canned beans, pre-washed and cut vegetables, frozen ingredients or baking mixes to create a healthy meal. While prepared ingredients show growth in popularity, youll still find fresh produce in 86% of global grocery carts each week. Following health and nutrition, home cooks around the world want their everyday meals to be:

Netherlands United Kingdom

France

Russia

Poland

Germany

Comfort food:
Canada

Quebec

Argentina & Netherlands Brazil, France, Mexico, Poland & Russia

Family-friendly:

Mexico

Include on-hand
ingredients:
Australia/New Zealand, Brazil, UK

Brazil

Include new ingredients

and flavors:
Canada Germany, Netherlands, Quebec

Fun to prepare:
Argentina

Easy, with few steps

and ingredients:
Mexico, Quebec

86%

Australia

New Zealand

Allrecipes.com Global Measuring Cup

2013 Trends: What Global Families are Cooking and Eating

Insight #5:

Learning to Plan, Prep and Cook Smart-er

As mobile devices become increasingly important to everyday functions, there is a huge growth opportunity for mobile communications. Nearly half (48%) of global consumers are always connected to their mobile device, and use their phones while shopping for food. Youre most likely to find smudged fingerprints on the mobile devices of cooks in Germany (16% of respondents are using mobile phones to access recipes in the kitchen) and Canada (12%). Of cooks in the U.S. who own mobile devices, 19% are using their smartphone in the kitchen, while 38% rely on their tablet.

60%

Western Europe

62%

North America

16% Germany

Smartphone penetration is highest in North America (62%) and Western Europe (60%), and lowest in Latin America and Eastern Europe (both 13%).** However, home cooks in Poland are most likely to own a conventional mobile phone (70%). Home cooks in Argentina (25%) and the UK (27%) use a Smartphone in-store while shopping for food. Canadian cooks use a second screen as well; nearly one in four (23%) owns an iPad or tablet.

12% Canada

19% U.S.A.

26% of global home cooks are phoning it indinner that isby searching for recipes and meal ideas on their mobile devices.

Allrecipes.com Global Measuring Cup

2013 Trends: What Global Families are Cooking and Eating

About Allrecipes.com
Allrecipes, the worlds largest digital food brand, receives more than 1 billion annual visits from family-focused women who connect and inspire one another through photos, reviews, videos and blog posts. Since its launch in 1997, the Seattle-based social site has served as a dynamic, indispensable resource for cooks of all skill levels seeking trusted recipes, entertaining ideas, everyday and holiday meal solutions and practical cooking tips. Allrecipes is a global, multi platform brand providing insights into the lives of women everywhere based on activity from 18 websites, 18 mobile sites, 11 mobile apps, and 14 eBooks serving 23 countries in 12 languages. Allrecipes is part of Meredith Corporation (NYSE: MDP), the leading media and marketing company serving American women. For additional information regarding Meredith (NYSE: MDP), please visit www.meredith.com. For additional information regarding Allrecipes, please visit http://press.allrecipes.com.

Methodology
Data provided is from an Allrecipes.com online survey of 7,463 global participants fielded on the respective sites in September 2012. No incentives were used to reward or incent participation. For more information on the survey methodology such as response counts for each question or details on questions in order or format, please feel free to contact us.

Please Contact:
Stephanie Robinett
Allrecipes.com Director, Communications +1 206.708.9271 stephanier@allrecipes.com

About Meredith Womens Network

Meredith Womens Network is the #1 premium network in the womens 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 brandsincluding Better Homes and Gardens, Parents, Family Circle, Allrecipes.com, Fitness, American Baby and EveryDay with Rachael Rayalong 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-development. Meredith uses multiple distribution platformsincluding print, television, digital, mobile, tablets, and videoto give consumers content they desire and to deliver the messages of its advertising and marketing partners.

*Argentina, Australia, Brazil, Canada, Germany, France, Mexico, Netherlands, Poland, Quebec, Russia, UK, US **Source: eMarketer: Smartphone, Mobile Phone and PC Penetration Worldwide, by Region, 2009-2014

Allrecipes.com Global Measuring Cup

2013 Trends: What Global Families are Cooking and Eating