NOVEMBER 2017 HOLIDAY COOKING TRENDS

What American Families are Cooking and Eating

INSIGHT #1 Friends and Food: A Treasured Pairing

The Thanksgiving feast kicks off a season of friends, family, and delicious indulgences. Even with all their demands and expectations, the year-end winter holidays are still cherished for bringing people together at festive occasions where food is often the unrivaled attraction. Traditional dishes continue to reign at many holiday parties, but discovering new inspiration, including dishes with ethnic or flavor twists, is a bonus of cooking in the internet age. Insights from the Allrecipes 2017 Holiday Survey confirm the continued appeal of tried-and-true recipes, Friendsgiving gatherings, and home cooks’ desire for convenience. Changes uncovered reflect shifting choices for grocery shopping outlets and the introduction of voice-activated devices to guide cooking preparation. Read on to learn details in the Allrecipes 2017 Holiday Measuring Cup Trend Report.

In today’s world of mixes, mash-ups, and memes, Friendsgiving is becoming less of a trend and more of a tradition here to stay. The evidence: One in four millennial online home cooks is planning to celebrate with BFFs. This group is also more likely to celebrate across all types of winter events including brunches, potlucks, basic parties, and football gatherings. For these gatherings, nearly all millennial cooks (98%) plan to prepare at least one new recipe—fueled by their desire to try new flavors, ingredients, products, and/or cooking methods.

For which holidays or events are you planning to prepare food?

Friendsgiving Holidaybrunch

Holidaypotluck

Holiday cookieexchange

New Year’sparty

Super Bowlparty

28%15%

29% 23% 23%19% 12%29%

40% 32% 36% 31%

Millennials GenX

What inspires online home cooks to try new recipes for parties and gatherings?

New flavors New ingredients New products New technique

Millennials GenX

75%65% 58%

45% 38% 33% 35% 31%

Shopping List

Tastebook

You’re totally invited to

Friendsgiving!

210 people like this

Going Nope

Allrecipes.com Measuring Cup November 2017 / Holiday Cooking Trends 1

INSIGHT #2 Tradition, Tradition, TraditionFavorite tried-and-true recipes rule the roost on Turkey Day, an occasion when cooks are especially determined to serve dishes that appeal to—and satisfy expectations of—all their guests. Cherished holiday recipes may be shared between generations, or earn enough applause one year to secure a repeat. In fact, fewer than one in three cooks will risk switching recipes to replace the iconic cornerstones of a traditional Thanksgiving dinner: cranberry sauce, gravy, stuffing, and the centerpiece, turkey. Dishes with the greatest likelihood to be something different? Home cooks are most likely to experiment and try new recipes for appetizers, desserts, and/or vegetable side dishes.

Allrecipes’ Most Popular Tried-and-True Thanksgiving Recipes (based on page views November 20-24, 2016)

Sweet Potato Pie5K made it2009 reviews

Butter Flaky Pie Crust3K made it1209 reviews

Slow Cooker Turkey Breast 3K made it1184 reviews

Cranberry Sauce2K made it1184 reviews

Turkey Brine 2K made it855 reviews

Chef John’s Make-Ahead Turkey Gravy 1K made it235 reviews

Juicy Thanksgiving Turkey1K made it441 reviews

A Simply Perfect Roast Turkey640 made it326 reviews

Allrecipes’ Most Popular Non-Traditional Thanksgiving Desserts (based on page views November 20-24, 2016)

Chantal’s New York Cheesecake4K made it5209 reviews

Banana Pudding IV 4K made it2386 reviews

Apple Crisp with Oat Topping2K made it373 reviews

Marbled Pumpkin Cheesecake2K made it598 reviews

Jewish Apple Cake108 made it49 reviews

Pumpkin Roll I 453 made it236 reviews

Pumpkin Crunch Cake 346 made it252 reviews

Sweet Potato Soufflé64 made it73 reviews

Appetizer Dessert(non pie or cookie)

Vegetableside dish

Cookies Turkey Main dish Gravy

Which holiday dish will you try making di�erently this year?

Which holiday recipe(s) do you make every year because it’s worked well in the past? Millennials GenX Boomers Millennials GenX Boomers

78% 75%

57%

81%89%

69%58% 58%

46%

65% 63%

47% 45%56%

69%54%

66%78%

50%65%

77%

New and

exciting

desserts!

Don’t forget

Grandma’s

top secret

ingredient!

Allrecipes.com Measuring Cup November 2017 / Holiday Cooking Trends 2

INSIGHT #3 Holiday Cooks Crave ConvenienceFor home cooks, it’s well known that the holidays are the most hectic and busy time of the year. Nearly half of these cooks (45%) say “time required to prepare food” is a top holiday challenge—just behind “finding space to store food in refrigerator” (55%), and “finding time to clean the house” (50%). To make the most of every moment, home cooks continue to rely on convenience products to achieve high-quality cooking results in less time.

Convenience Products Home Cooks Plan to Purchase for Holiday Cooking Millennials GenX Boomers

SaladDressing

Stu�ing Mix

CannedCranberry Sauce

Dry Pasta

Canned Vegetables

Pancake/Wa�leMix

BBQ Sauce

Canned Fruit

Whipped Cream/Topping

ReadymadePie Crust

FrozenVegetables

FrozenFruit

60%61%

55%

47%52%

48%

34%47%

57%

51%29%

28%

36%36%

32%

37%31%

13%

36%

36%36%

25%12%

21%20%

20%20%

18%

18%

63%72%

64%

33%

45%50%

58%

3 Easy Steps!

Just add boiling water!

CANO’

CRAN

SHAKEWELL

SALADMagic!

Allrecipes.com Measuring Cup November 2017 / Holiday Cooking Trends 3

INSIGHT #4 The Retail Landscape RevealedFestive holiday meals always require extra trips to the grocery store, but which store? Mass merchandise stores and large supermarket chains top the list of destinations across all demographic groups, no doubt because of their one-stop-for-everything benefit and cost-savings positioning. Breaking this pattern, almost half of GenX shoppers visit warehouse stores such as Costco. Reflecting the generational appeal of online shopping options, ordering holiday groceries online or using an eCommerce option is most popular for millennial and GenX home cooks.

Where are you most likely to shop for your holiday groceries? Millennials GenX Boomers

Mass merchandiser(ex. Walmart, Target)

Supermarket(ex. Kroger, Publix)

Club/warehouse store(ex. Costco, BJs)

Specialty/gourmet food store(ex. Whole Foods, TJ’s)

Order online

Local artisan or grower/farm direct

Ecommerce/grocerydelivery

Ethnic store

77%

74%

60%

79%

68%

83%

33%

47%

34%

39%

34%

30%

26%

28%

20%

15%

13%

14%

8%

8%

5%

6%

7%

7%

DELICIOUS EGGNOG!

RECEIPT

THANKS FOR SHOPPING AT

EVERYTHING MART!

******

1x: 18lb Turkey

2x: Garlic

1x: Egg Nog

1x: Ham

Allrecipes.com Measuring Cup November 2017 / Holiday Cooking Trends 4

INSIGHT #5 Mobile Meal Planning Goes VocalAnother time-saving strategy among three-fourths of all cooks (73%), and nine out of 10 millennial cooks (92%), is using mobile devices in their kitchens for holiday meal planning and cooking. The top destination for these home cooks is food and cooking websites (64%), followed by Pinterest (39%), Facebook (27%), YouTube (23%), and Instagram (7%).

While smartphones are the most frequently used device in the kitchen, voice-guided devices such as Amazon Echo or Google Home are the fastest growing tools. Cooking voice skills are less than one year old, but they are already in use by one in 10 younger cooks, those 35 to 54 years old. Most notably, home cooks using voice-guided devices in the kitchen over-index in their likelihood to seek out new recipes or variations of recipes for holiday dishes.

4% 3% 0%3%8% 8%

Digital Devices Used in the Kitchen While Cooking Holiday Dishes Millennials GenX Boomers

86%

Smart refrigeratorVoice-guided assistantPC/LaptopTabletSmartphone Smart TV

69%

29%

43%49%

31%

40%35% 35%

6%10%

5%

Allrecipes.com Measuring Cup November 2017 / Holiday Cooking Trends 5

INSIGHT #6 Healthful Holiday Feasts The trend of grocery shoppers seeking fresh, natural, and minimally processed foods with beneficial ingredients continues—even for special holiday meals. For 59% of all online home cooks, at least one dietary or healthful eating goal will influence their selection of recipes and food products used during this holiday season. For younger cooks, those 18 to 34 years old, the number rises to 68%. Preferences for all-natural or organic foods are the strongest prevailing trends, especially among younger shoppers, followed by low-sugar, low-carb, and low-calorie foods.

Food/Dietary Trends Influencing Recipes and Products Selected for Holiday Gatherings

Millennials GenX

CleanEating

AllNatural

Organic LowSugar

LowCarb

LowCalorie

GlutenFree

Vegan/Vegetarian

FatFree

NutFree

Paleo Keto

30%

22%

27%

17%19%

13% 13%

17%

13% 14% 13%11% 10%

6%9%

7%

3%5% 5%

2%5%

1%

8%5%

Allrecipes.com Measuring Cup November 2017 / Holiday Cooking Trends 6

INSIGHT #7 Keeping Holiday Glasses Full—with Eggnog and MoreA bounty of beverages makes the holiday season bright! The expected staples of beer, wine, and soda are popular purchases on holiday grocery lists across all age groups, with soda and milk ranking highest for GenXers, who are also most likely to be parents. Millennials clearly love their brews and also stand out as hard cider fans, but they’re are not so keen about eggnog. This traditional Christmas favorite is purchased and poured most often by GenXers and Boomers.

KENTUCKY

MADE IN ‘MERICASoda-liciou

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0 nutrients!

Artifical Flavors!

Millennials GenX Boomers

Beer 55% 50% 37%

Wine 52% 57% 51%

Eggnog 37% 42% 43%

Sparkling Wine 30% 25% 20%

Alcoholic Cider 28% 17% 6%

Liqueur 27% 25% 20%

Rum 27% 22% 16%

Whiskey 27% 21% 16%

Vodka 25% 28% 21%

Gin 7% 7% 7%

Which alcoholic beverages are you most likely to purchase for the holidays?

Which non-alcoholic beverages are you most likely to purchase for the holidays?

Millennials GenX Boomers

Soda 65% 74% 65%

Coffee 58% 61% 67%

Milk 52% 61% 55%

Fruit Juice 47% 45% 42%

Tea 43% 46% 48%

Milk Alternative 25% 19% 14%

Sparkling Water 24% 18% 24%

Punch 22% 26% 10%

Allrecipes.com Measuring Cup November 2017 / Holiday Cooking Trends 7

INSIGHT #8 The Next Generation of MarthasMillennials are decidedly the upcoming DIY generation. Many in this group invest extra effort into their holiday gathering preparations to ensure table tops, homes, and dishes are distinctive and photo-worthy. They want to impress their actual guests—as well as friends and followers across social channels. To find holiday materials, 77% of millennials who will host a holiday gathering anticipate shopping at a mass merchandise outlet, and 29% plan to shop at a craft store for holiday decorating needs, which contrasts with 22% of hosts in the 35+ age group.

Which products do you plan to purchase for the holidays? Millennials GenX Boomers

Décor Scented candles Party decorations Placemats

72%61% 49% 55%

42% 33% 40% 32%17% 17% 14% 11%

Which criteria are important to youwhen choosing holiday dishes? Millennials GenX Boomers

Fun to make Beautiful to look at Creative final result

55%40% 35%

23% 19% 20% 20%18% 15%

12:42pm

TOP 10 HOLIDAY DIY STYLES!

Allrecipes.com Measuring Cup November 2017 / Holiday Cooking Trends 8

Please Contact

Esmee WilliamsAllrecipesVice President, Consumer & Brand Strategy

206–436–7416 esmee@allrecipes.com allrecipes.com/cook/esmee @EsmeeWilliams

MethodologyData cited in this Measuring Cup Report is collected from an external, independent online panel fielded in October 2017, consisting of 1,001 U.S.-based participants. All participating respondents view food content online by visiting a food-related site or app, cook at home multiple nights per week, and are the primary grocery shopper for their household.

About AllrecipesAllrecipes, the world’s largest food-focused social network, receives more than 1.5 billion visits annually from home cooks who inspire and inform cooking through shared recipes, photos, reviews, collections, profiles, and videos. 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 cooking instruction. Allrecipes is a global, multi-platform brand with 19 sites, three mobile apps, and 15 eBooks serving 23 countries in 12 languages. Allrecipes magazine, recognized by MIN as the 2013 Magazine Launch of the year, boasts a readership of 7.6 million cooks.

About Meredith CorporationMeredith Corporation (NYSE:MDP; www.meredith.com) is the leading media and marketing company serving American women. Meredith features multiple well-known national brands—including Allrecipes, Better Homes and Gardens, Martha Stewart Living, Parents, Family Circle, My Weddings, Shape, American Baby and Every Day with Rachael Ray—along 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 platforms—including print, television, digital, mobile, tablets, and video—to give consumers content they desire and to deliver the messages of its advertising and marketing partners.

Allrecipes.com Measuring Cup November 2017 / Holiday Cooking Trends 9