Surfing Supercedes Reading When Preparing to Cook
Perhaps it isn't all about celebrities. According to market researchers Mintel, "over half (52 percent) of Brits now say that they get recipe ideas from online websites compared to the 46 percent who rely on cookbooks."
Talking specifically about a recent upsurge in home baking, Mintel's senior food and drink analyst, Vivianne Ihekweazu, said, "While cookbooks have traditionally been the main source of information for baking recipes, consumers now have access to a wide range of sources when looking for inspiration or a specific recipe ... the importance of the internet for recipes has been driven in part by TV cookery shows and the celebrity chef boom -- recipes from the programmes are often available online immediately. ... Online recipes are more personal, free of charge and consumers can just print off the recipes they like."
Ms. Ihekweazu also pointed out their usefulness as "an important tool for supermarkets, equipment and ingredients manufacturers."
In the American equivalent study, Cooking Enthusiasts - U.S., Mintel identified several reasons for a continuing enthusiasm for home cooking. Chief amongst them were preferences "to monitor and improving their nutrition and that of loved ones." The "emotional satisfaction" of cooking for others and using cooking "as a way to express affection and cultural traditions" was also cited along with avoiding "the expense of dining out."
While the British report focused on baking, the American version looks more widely at when, why and how people cook. This includes both family meals and more elaborate ones prepared for holidays and special occasions as well as recognition that "serious cooking enthusiasts, or gourmands, cook nearly three times more elaborate meals per year than average."
As to reliance on the internet for inspiration, slightly more (50 percent) use cookbooks for "recipes and instruction on techniques" with 48 percent logging on, 42 percent calling on family members and 41 percent trusting cooking shows.
Websites, however, appear to be "the recipe source that young adults are most likely to consult" which Mintel said should be noted by "marketers seeking to create brand relationships with cooking enthusiasts," especially into the future.
Discussion Questions: How is easy access to online recipes influencing home cooking? How else can retailers capitalize on the popularity of online recipes? Can retailers offer more to consumers who are increasing their cooking repertoires?
[Author's commentary] Several thoughts immediately spring to mind here, which echo Mintel's observations. First and foremost, websites are free while cookbooks still cost money. Those expensive books can, of course, be easily dirtied and damaged in the kitchen. Secondly, books take time to produce whereas recipes can be posted online (and commented on) instantly. It is also possible to interact with the person posting the recipe and others who may have tried it. Those sites don't necessarily have to be celebrity-authored although they may be responsible, in part, for the inspiration. Most of all, it may be that consumers want connections and communities (aka social networks). This, in turn, can provide myriad opportunities for retailers.