1. Google Condential and Proprietary 11 Thanksgiving 2012 Food and recipe digital trends to watch November 2012

2. Google Condential and Proprietary 22 At home holidays are on the rise The down turn in the economy led to an increase in hosting gatherings at the home. 55% hosted a holiday at home. Thanksgiving and Christmas were the most popular 86% of those who hosted prepared the food for the event in their home 35% YOY in 2011 as Moms increasingly turn to digital as a go to resources for planning, shopping and cooking Thanksgiving Dinner Source: Mintel Report, "planned at home events" - March 2012 3. Google Condential and Proprietary 33 Why digital matters for moms When is she looking Most moms research a few days prior to purchasing Why the web works for you As a result of searching for groceries, 76% made a purchase in store, 48% thought more favorably of a brand, 57% visited brands website 40% of moms rst heard about a new grocery item online (47% TV, 44% in store display, 30% magazines/newspaper) Where is she looking Internet is top source to gather information on groceries Half of moms regularly use search engines to nd information on groceries (at least once a week) More than 1/3 of moms look for recipes on-line (thats 3x those who visit recipe community sites) Source: Google, Ipsos Mom Survey March 2012 4. Google Condential and Proprietary 44 Moms turn to online to prepare for Thanksgiving How mom prepares for Thanksgiving September She begins to plan and is looking for inspiration October She looks for dishes to make and how to decorate her table November Recipe searches become more specic, and she starts looking for coupons Week of She is searching and shopping online and at the store. Mobile usage increases Turkey Day She is searching for last minute recipes and how to help on YouTube December Thanksgiving is not over yet! Shes still looking for recipes; dealing with leftovers and getting started on Christmas cookies 5. Google Condential and Proprietary 55 In September She starts planning and looks for inspiration on Thanksgiving Source: Google Insights for Search, and Google Consumer Food Index 2011 When is it? Thanksgiving 2012 Thanksgiving date What to do with that bird? Thanksgiving dinner Thanksgiving menu Thanksgiving turkey and of course Thanksgiving recipes Thanksgiving sides and staples continue to rise Thanksgiving crafts Thanksgiving activities 6. Google Condential and Proprietary 66 In October Planning gains momentum as searches increase for holiday favorites and ways to decorate What dishes to serve/bring Over 500K searches on Thanksgiving recipes in October Thanksgiving side searches all increase 5X10X over September Thanksgiving Staples start to gain momentum in October: Pumpkin, stung, cranberry, turkey Top table decoration searches Thanksgiving art Thanksgiving pictures Thanksgiving crafts Thanksgiving center pieces Source: Google Insights for Search, and Google Consumer Food Index 2011 7. Google Condential and Proprietary 77 In November She is looking for more specic information on preparation methods and variations of recipes, rening her search with specic attributes (healthy, vegetarian) Fall desserts Apple Pumpkin Pecan What to do with that bird? Brine Deep fry How Long to roast Thanksgiving sides and staples continue to rise Majority of food/recipe searches are category (e.g., pumpkin pie) rather than brand specic (e.g., Libbys Pumpkin Pie) Source: Google Insights for Search, and Google Consumer Food Index 2011 8. Google Condential and Proprietary 88 Two weeks before Demand for information continues to rise as the kitchen heats up Preparation starts earlier Thanksgiving food/recipe searches the two weeks prior to the big day grew nearly 40% YOY Top recipe searches Thanksgiving Pumpkin pie Stung Turkey Apple pie Source: Google Insights for Search, and Google Consumer Food Index 2011 9. Google Condential and Proprietary 99 Two weeks before 1410 days out she is thinking about her budget: Coupon searches for Butterball, Honey baked Ham, Pillsbury, Kraft, Green giant, Cool Whip, and Philadelphia Cream cheese all peak 75% of Moms obtain online grocery coupons once a month or more 2/5 obtain coupons once a week or more 33% of Moms look for grocery coupons on their smartphones Smart shopping as she starts to look for how to budget and product coupons. Much of this is on her smartphone Source: Google Insights for Search, and Google Consumer Food Index 2011, Google Moms Ipsos Study March 2012 30%DISCOUNT 10. Google Condential and Proprietary 1010 The week of She is still looking for recipes and grocery, causing the annual peak in recipe trac Source: Google Insights for Search, and Google Consumer Food Index, Google Moms Ipsos Study March 2012 Recipe 40% of the nearly 25 Million Thanksgiving food/recipe searches occur the week of thanksgiving Approximately 78 Million recipe searches the week leading to Thanksgiving Thats the highest of any week of the entire year for recipe searches Groceries 92% of moms research their grocery purchase online before going the store 82% do so within the 7 days leading up to their shopping trip 11. Google Condential and Proprietary 1111 The week of In store and on her phone Source: Google Moms Ipsos Study, March 2012 55% of moms who use a smartphone in store do so to look at coupons/special oers 36% look up a recipe 69% compare prices of shoppers align their shopping lists with coupons. 54% 12. Google Condential and Proprietary 1212 0 20 40 60 80 100 120 11/01 11/05 11/09 11/13 11/17 11/21 11/25 11/29 The week of What to drink Source: Google Consumer Food Index Rising wine searches Wine is for pairing Wine for thanksgiving Wine for turkey Thanksgiving wine Rising beer searches Beer is for preparing Beer can turkey Beer turkey Beer bread 13. Google Condential and Proprietary 1313 0 20 40 60 80 100 120 11/01 11/05 11/09 11/13 11/17 11/21 11/25 11/29 D-Day or rather T-Day YouTube cooking how-to videos highest on Thanksgiving On day before Thanksgiving 20% of hottest searches on Google are food related: Pecan pie, green bean casserole, brine a turkey, sweet potato recipes How-to and recipe favorites Source: Google Insights for Search, and Google Consumer Food Index 2011 Sweet Potato Stung Green Bean Casserole Gravy Cornbread 14. Google Condential and Proprietary 1414 YouTube is a go-to kitchen resource on T-Day How-to and recipe favorites Source: Google Internal Data Turkey carving 611,000+ views Cranberry sauce recipe 480,000+ views How to make pie crust 470,000+ views 0 20 40 60 80 100 120 11/02 11/05 11/08 11/11 11/14 11/17 11/20 11/23 11/26 11/29 Turkey recipe Cake recipe Pie recipe Bread recipe 15. Google Condential and Proprietary 1515 December What to do with all that leftover turkey? Modern families mean Thanksgivings last into December No Rest for the Hungry Christmas food searches start right away Leftovers, Thanksgiving continues, and Christmas cookies begin Source: Google Insights for Search, and Google Consumer Food Index 2011 16. Google Condential and Proprietary 1616 0 20 40 60 80 100 120 10/31 11/05 11/10 11/15 11/20 11/25 11/30 12/05 12/10 12/15 12/20 12/25 Into December What to do with all that turkey? Source: Google Consumer Food Index 2011 Much higher spike for leftovers at Thanksgiving than Christmas 17. Google Condential and Proprietary 1717Source: Google Consumer Food Index 2011 Modern families mean many Thanksgivings 500+ searches in December for Thanksgiving food/recipes 18. Google Condential and Proprietary 1818 Getting ready for Christmas already? Sugar cookies and Christmas cookies are 2 of the top 10 recipe searches the week after Thanksgiving Source: Google Consumer Food Index 2011 19. Google Condential and Proprietary 1919 Your action plan Capturing Thanksgivings moments that matter Get live in September on general terms to provide inspiration and be a partner from the beginning Capture category and product specic terms starting in October as searches become more specic Use YouTube to stay top of mind throughout the planning and preparation process Activate on all screens, mobile is a vital touchpoint Match your content and ighting to align with consumer interest Dont go dark on black Friday Thanksgiving celebration continues into December 1 2 3 4 5 6 20. Google Condential and Proprietary 2020 Recipe appendix 21. Google Condential and Proprietary 2121 Top recipe search the week of Thanksgiving Thanksgiving favorites top the list *Fastest rising have a minimum 100,000 weekly searches and sorted by % change source: google consumer food index 2011 Top 2011 week-of recipe searches Recipes Thanksgiving recipes Pumpkin pie recipes Apple pie recipes Cranberry sauce recipes Stung recipes Fastest rising 2011 week-of recipe searches Turkey soup recipe Turkey brine recipe Turkey recipe Cranberry sauce recipe Mashed sweet potato recipe Sweet potato recipes Pecan pie recipes Green bean casserole recipes Sweet potato casserole recipe Whipped cream recipe Ham glaze recipe Roast turkey recipe 22. Google Condential and Proprietary 2222 Appetizers and snacks Year round crowd pleasers are top *Fastest rising have a minimum 10,000 weekly searches and sorted by % change Top 2011 week-of apps and snacks searches Thanksgiving appetizers Bualo chicken dip Appetizers Spinach artichoke dip Puppy chow recipe Guacamole recipe Fastest rising 2011 week-of apps and snacks searches Turkey croquettes Cheese ball with cream cheese 7 layer dip Pretzel salad recipe Clam dip recipe Spinach dip Biscuit recipe Appetizer recipes Doritos?! Chex mix Meatball recipe Dill dip Thanksgiving appetizer recipe Franks bualo chicken dip Hot artichoke dip Source: Google Consumer Food Index 2011 23. Google Condential and Proprietary 2323 46% YOY growth on side dish searches in Q4 Top 2011 week-of side dish searches Stung recipe Sweet potato recipes Mashed potatoes Sweet potato Stung Turkey gravy Fastest rising 2011 week-of side dish searches Turkey hash Candied yams with marshmallows Gravy from turkey drippings How long to boil sweet potatoes Dressing recipe for thanksgiving Cornbread dressing Turkey gravy recipe Pumpkin roll Mashed potato recipe Gravy recipe Cornbread stung Turkey giblet gravy Oyster dressing recipe Turkey giblets Source: Google Consumer Food Index 2011 24. Google Condential and Proprietary 2424 Pies top the list Top 2011 week-of dessert searches Pumpkin pie recipe Apple pie recipe Sweet potato pie recipe Pecan pie recipe Pumpkin pie Pumpkin cheesecake Fastest rising 2011 week-of dessert searches Refrigerate pumpkin pie Corn pudding jiy Banana pudding from scratch Martha Stewart pie crust Eagle brand pumpkin pie Pecan pie Cheesecake recipe Apple pie Pie crust recipe Thanksgiving desserts Philadelphia Cream Cheese cake Paula Deen sweet potato pie Cheesecake recipe easy How to make candied yams Source: Google Consumer Food Index 2011