THE

EVOLUTIONOF

RECIPE

SHARING

Recipes are the original viral content. Brands are seeking to understand

how, where, why and when consumers seek out, consume and share

recipes. Many brands target women ages 25-54 with recipe content,

but to increase purchase, consumption and usage occasions,

brands first need to understand how people interact with this content.

RecipesAre inHigh Demand

WhereThey AreOnline

Consumers are expanding beyond traditional recipe sourcesand are constantly on the hunt for new recipes to try.

Social media plays a big role in this consumer’s everyday life.

64% seek out

recipe/cookbookinformation online

65% read food and

recipe columns indaily newspapers

70% watch cooking shows

on televisionduring the week

TODAYS TASTE

RECIPE

Mexican Pizza

Facebook

Hot Burger 14m

HowThey FindRecipes

Consumers are searching online - from their computer,but also their mobile device.

72% of target is

on Facebook

73% of U.S. Foodies

are on Instagram

51% of target is

on YouTube

Recipes for kids 80%of all consumers

looked upa recipe online

before shopping

34%

YOY% change in mobile searchfor recipes on average

(2012 – 2015)

TheRise ofVideo

The popularity of online videos continues to rise,taking up a growing share of digital content.

66%of the world’s content ispredicted to be video by 2017

140%increase in video sharessince 2013

152%more engagements onvideos than photos

Key Opportunities

Brands can take all of this information and activate based onthese learnings to tap into consumers where, when and how they’relooking for recipes. Here are three keys for brands to keep in mind:

For more information and tounderstand how these insights can translate into

actionable solutions for your brand, contact:

Steve BryantDirector, Food & Beverage

steve.bryant@mslgroup.com | 206.270.4664

SOURCES: comScore Plan Metrix Key Measures, June 2015, U.S. (Sample audience: 89,145

women, ages 25-54); “Feeding a Digital World,” Sullivan Higdon & Sink FoodThink, 2014;

“Cooking Enthusiasts,” Mintel, October 2014, U.S.; “The Rise of Social Video,”

comScore; Shareablee, Q1 2015, U.S.

Create “How To”video content

Focus on healthyliving recipes

Be compatible forall platforms

59% of adults cook because it is healthier

than eating out

“How to Cook That” is one of the ten most

popular how-to searches on YouTube

Ensure that digital programs are always

mobile optimized