2014 TRENDS

What American Families are Cooking and Eating

Here at Allrecipes, discovering whats in the shopping carts, kitchens, and on the dinner tables of Allrecipes community of home cooks is always fascinating. Engaged and enthusiastic, our community of 30 million home cooks share their cooking and eating behaviors, aspirations, and interests to give us timely insights about food trends. In this issue of the Measuring Cup Trend Report, we share results from our annual trend survey, and anticipate the avors of 2014. Expect to see sweet take a backseat to savory on the dessert list, Paleo diets continue their appeal, particularly with Millennials, peanut butters popularity nudged by exotic nut butters, more homemade pickles, and coconut everything. Specialty meat sources are being increasingly scrutinized, and perhaps the popularity of Etsy and Pinterest is behind the rise in DIY cooking? Read on to discover more about these delicious insights.

Sugar Meets Spice! Savory Desserts on the Rise

INSiGHt#1
Home Cooks Who Have Made a Savory Dessert in the Last Year

Bacon, basil, and rosemary...desserts, of course! Home cooks around the country will be ordering and enjoying savory desserts in 2014. From salted caramel cupcakes to pistachio ice cream, no avor is too bold for these cooks. Millennials, more than any other age group, will be venturing into their kitchens to whip up a savory treat. However, not all savory desserts fare equally. Home cooks around the country prefer cupcakes (61%) over ice cream (34%); salted caramel is the top avor with 61% of home cooks trying and liking it.

18%
of Millennials

12%
of GenXers

8%
of Baby Boomers

Allrecipes.com Measuring Cup

2014 TRENDS

INSiGHt #2

(Specialty) Meat, Its Whats for Dinner

Criteria Important to Shoppers When Purchasing Specialty Meats

Its no secret cooks around the country are paying closer attention to where and how their food is sourced, particularly meat. In fact, when purchasing specialty meats, almost half of home cooks (49%) say hormonefree and pasture/grass-fed (45%) will continue to be their top purchasing criteria. While 17% of Millennials report eating more meat in 2013 compared with 2012, those residing in the Pacic Northwest lead the trend. This can likely be attributed to the popularity of the Paleo diet in this region since 13% of Pacic Northwest home cooks say they or someone in their household followed this diet in the past year.

Hormone-free

48%

Pasture or grass-fed

45%

Humanelyraised

37%

Southwesterners Love Scrumptious Smash-Ups

INSiGHt #3
Top 3 Smash-ups by Region
Jell-O Cake

Home cooks in the Southwest are most likely to let their imagination run wild in the kitchen. From Jell-O cake to tater tot casseroles, more than any other U.S. region, theyll be cooking up mouthwatering smash-upsthose wacky dishes that pair two unlikely foodsinto fun dishes they love eating.

32%

Tater Tot Casserole

35%

Tater Tot Casserole

Jell-O Cake

32%

27%
Tater Tot Casserole

Tater Tot Casserole

41%
Pacic Jell-O Cake 32% Tater Tot Casserole 27% Dorito Casserole 21% Rocky Mountain Range Tater Tot Casserole 35% Jell-O Cake 30% Dorito Casserole 26% Southwest Tater Tot Casserole 41% 7-up Biscuits 31% Dorito Casserole 30%

29%
New England Jell-O Cake 32% Tater Tot Casserole 25% Dorito Casserole 17% South Atlantic States Tater Tot Casserole 29% 7-up Biscuits 24% Jell-O Cake 22% Mid-Atlantic States Tater Tot Casserole 27% Jell-O Cake 26% 7-up Biscuits 20%

Allrecipes.com Measuring Cup

2014 TRENDS

INSiGHt #4

Cooking Outside the Box

Popular Foods Home Cooks Make From Scratch (by age)

DIY will be sizzling in 2014! Home cooks are increasingly preparing foods in their kitchens that were commonly prepared from boxed mixes just a few years ago. From pancakes to ice cream to no-knead bread, home cooks are choosing to prepare more dishes from scratch so they can enjoy homemade avors (41%), eat cleaner (29%), and save money (18%). One DIY food trend expected to continue next year is no-knead breads: 70% of home cooks say they prepared bread in 2013 using ingredients in their fridge and pantry. Their motivation? One-third loved the avor, 30% wanted to try something new, and 17% have more trust in foods they prepare themselves.

No-Knead Bread Millennials

Ice Cream

Macaroni & Cheese

Pancakes

68% 67% 71%

40% 39% 31%

17% 18% 15%

18% 10% 7%

GenXers Baby Boomers

Make Room, Peanut Butter! Its Show Time for Almonds and Hazelnuts
INSiGHt #5
Of Home Cooks...

60%
HAVE TRIED

42%
HAVE TRIED

Al mo nd Hazel nut Butter Butter

...a flavor preferred by ...a flavor preferred by

More than two-thirds of Americas home cooks have tried a nut butter alternative to peanut butter. As primary motivations, more than half (57%) said new avors make mealtime more interesting, while 24% said it was because of health benets. Theyre most likely to have tried almond butter, which 60% of home cooks say they sampled in past year. The likelihood of trying an alternative nut butter depends on where you live. Hazelnut butter is most popular in the Southwest (65% report trying it), almond butter in the Pacic states (74%), macadamia butter in the Rocky Mountain states (8%), pistachio nut butter in the Mid-Atlantic (3%), and sunower butter in New England (26%).

Up-and-Coming Nut Butter Recipes from Allrecipes.com

Whole Grain Breakfast Cookies
110 reviews

68% of
GenXers

62% of
Millennials

Raw Pad Thai

19 reviews

65% of Baby Boomers

Perfect Cashew and Peanut Butter Gluten-free Cookies

17 reviews

Deluxe Almond Butter Sandwiches

5 reviews

Allrecipes.com Measuring Cup

2014 TRENDS

INSiGHt #6

Coconut Frenzy!
Coconut has invaded every phase of cooking and eating, and its surge will continue next year. Home cooks love both the avor (40%) and the health benets (27%) of the tropical fruit.

Coconut Product Popularity (by age)

Coconut Oil Millennials GenXers Baby Boomers 50% 47% 41% Coconut Milk 20% 17% 14% Coconut Water 54% 48% 44%

Up-and-Coming Coconut Recipes from Allrecipes.com

Sams Famous Carrot Cake
1,498 reviews

Coconut Shrimp
1,229 reviews

Old Fashioned Coconut Cream Pie

880 reviews

The Best Thai Coconut Soup

283 reviews

Vegan Cupcakes
191 reviews

Coquito
171 reviews

Paleo Pancakes
14 reviews

Yummy Lemon Coconut Loaf

14 reviews

INSiGHt #7
Top Three Reasons Home Cooks Are Choosing to Pickle Their Own Foods 51%
Homemade pickled food tastes better than storebought versions I have a vegetable garden and like to find ways to use the food I grow Homemade pickled foods are healthier than store-bought versions

Pickled, Please!
Fermented foods will continue to be the rage with home cooks around the country. With pickled everythingasparagus, beans, kimchi, radishes and morepopping up everywhere in grocery stores and on menus, home cooks prefer the taste of homemade pickles to the store-bought variety. Baby Boomers are the largest group of home fermenters, with 31% reporting they pickled something in 2013, while only 21% of Millennials have gotten out their vinegar and canning kettles. Home cooks in New England are the biggest fans of fermentation; 35% report they pickled foods in the past year.

Up-and-Coming Pickled Recipes from Allrecipes.com

Homemade Refrigerator Pickles
182 reviews

45%

Quick Pickled Jalapeo Rings

52 reviews

Catherines Pickled Blueberries

26 reviews

28%

Chipotle and Adobo Pickled Eggs

13 reviews

Nanas Southern Pickled Peaches

19 reviews

Pickled Daikon Radish and Carrot

6 reviews

Allrecipes.com Measuring Cup

2014 TRENDS

About Allrecipes.com
Allrecipes, the worlds largest digital food brand, receives more than 1 billion visits annually 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 with 18 web and mobile sites, 11 mobile apps, and 15 eBooks serving 23 countries in 12 languages. In November 2013, Allrecipes magazine launched nationwide, and an Allrecipes cooking segment premiered on The Better Show. Allrecipes is part of Meredith Corporation, the leading media and marketing company serving American women. For additional information regarding Meredith, please visit www.meredith.com. For additional information regarding Allrecipes, please visit press.allrecipes.com.

Methodology
Data provided is from Allrecipes 2014 Trends Survey, hosted on Allrecipes.com from October 25-November 4, 2013, and completed by 2,930 U.S.-based community members. 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.

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.

Please Contact:
Esmee Williams
Vice President of Brand Marketing 206.436.7416 esmee@allrecipes.com

Allrecipes.com Measuring Cup

2014 TRENDS