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America Gets Cooking

April 17, 2020 posted by Shona Milne

New Quantitative Research from HUNTER Reveals the Impact of COVID-19 on Americans’ Food Habits

NEW YORK, April 15, 2020 /PRNewswire/ — Americans ordered to stay at home during the COVID-19 pandemic are being forced to find new ways to fulfill their daily responsibilities and occupy their free time. A new study released today offers a glimpse at how the coronavirus crisis is impacting adult American consumers’ food preferences and behaviors, as well as the potential for these new habits to result in lasting change.

Since 2003, HUNTER, a leading food and beverage public relations and marketing communications consultancy, has commissioned an annual Food News Study to identify the top food news stories according to the opinions of Americans, as well as the impact of these stories on their behavior and top sources for information about food, recipes, and nutrition. For this Hunter Food Study Special Report: America Gets Cooking, 1,005 American adults were surveyed online and asked to compare their cooking and eating habits now vs. prior to COVID-19, and share resulting changes in their cooking confidence and enjoyment, ingredients, recipe usage, food waste, and more.

Top findings include:

With Home Cooking and Baking on the Rise, Confidence in the Kitchen and the Joy in Cooking Soar
The Hunter Food Study Special Report: America Gets Cooking confirms statistically that Americans are cooking and baking more now, with over half of consumers reporting they are cooking more (54%), and almost as many baking more (46%). While use of mail-ordered prepared meals and meal kits (22%) and ordering takeout and delivery (30%) are also increasing among some consumers, this is being offset by decreases in these behaviors by others (38% and 28%, respectively). A total of three-quarters (75%) of all American adults who are cooking more report that they are more confident in the kitchen (50%) or learning more about cooking and starting to build more confidence (26%). Not merely a chore, a total of 73% are enjoying it more (35%) or as much as they did before (38%).

Americans Become More Adventurous and Creative in the Kitchen
Many of those surveyed have discovered new ingredients (38%) and new brands (45%) and are rediscovering ingredients they have not used in a long time (24%). Meanwhile, the consumers who claimed to be cooking more often are embracing these new habits even more enthusiastically (44%, 50% and 28%, respectively). Creativity abounds, with roughly one-third (34%) of all adults searching for more recipes and meal prepping (31%). Top recipes consumers are searching for are simple, practical meal solutions (61%) and ways to use up current ingredients (60%), although almost half of consumers are also looking for ways to cook healthier (47%) and inspiration to try new foods (45%). More than one-third (35%) of recipe users are searching for a cooking project and inspiration to learn new techniques.

Households Are Wasting Less Food with Help From Recipes Designed to Use Ingredients On Hand
The Hunter Food Study Special Report: America Gets Cooking found that 57% of Americans are wasting less food than before the coronavirus crisis, with 60% of all adults polled reporting that they are looking for recipes to use the ingredients they have on hand in their pantry or refrigerator. And where are they finding these recipes? Top sources include websites (66%), social media (58%), and family and friends (52%), with Facebook leading the pack as the preferred social platform for recipes, for all but Gen Z.

A Tale of Two Waistlines? Americans Split on Eating Healthier and Eating More Indulgent and Comfort Foods
Almost identical numbers of Americans are reporting that they are eating healthier foods (39%) as those turning more to indulgent and comfort foods (40%). Alcohol beverage consumption remains relatively the same, with equal portions of consumers drinking more wine/beer/spirits (29%) as drinking less (25%), and the majority holding steady (46%) drinking the same amount as they were before the coronavirus crisis. Those drinking more profile to 25-34 (33%) and in higher-income households (38% in HH with an income of $100K). Meanwhile snacking throughout the day is at an all-time high, especially in households with children, with half (50%) reporting they are snacking more than before.

The New Normal: Cooking Practices Impacted Long Term
Importantly, among the Americans who are cooking more, more than half (51%) reported that they will continue to do so when the coronavirus crisis comes to an end. Top motivators include: cooking at home more often saves money (58%), cooking helps them to eat healthier (52%), trying new recipes (50%), and they find cooking relaxing (50%).

“The study results confirm many of our suspicions and certainly corroborate many of the sales trends we are seeing in the marketplace,” states Heddy DeMaria, chief insights officer at HUNTER. “We have long regarded Americans as consummate optimists. When the going gets tough, they find a way to prevail and in this case, they are choosing to redirect their energy and creativity to the kitchen, not only finding joy in the process of cooking, but also in the benefits that come from it.”

For the full Hunter Food Study Special Report: America Gets Cooking and additional information about the annual Hunter Food News Study, visit www.hunterpr.com/news.

ABOUT HUNTER
Founded in 1989, HUNTER is an award-winning consumer marketing communications firm with primary offices in New York and London and a footprint across North America. Beginning with research-driven consumer insights, HUNTER executes strategic, integrated programs that build brand equity, increase engagement, and drive measurable business results for consumer products and services. The 120-person firm employs a powerful blend of marketing solutions including strategic planning, social and digital media, talent and influencer engagement, media relations, experiential, multicultural, and content creation and distribution for all platforms and channels to earn consumer attention on behalf of some of the world’s best known and most beloved brands. The agency is a member of MDC Partners Inc. (NASDAQ: MDCA; TSX: MDZ.A).

ABOUT THE STUDY
The Hunter Food Study Special Report: America Gets Cooking provides a comparative perspective on consumers’ meal preparation and consumption behaviors and attitudes now versus prior to the coronavirus pandemic. HUNTER utilized the national panel and insight platform, SUZY for this study. The study surveyed 1,005 Americans ages 18-73 years old via an online survey. The survey was fielded on April 2, 2020 to a national demographically and geographically-balanced sample, evenly split between males and females.

Links:
Visit HUNTER for Study Results: www.hunterpr.com/news
Follow HUNTER on Facebook: @HunterPR 
Follow HUNTER on Twitter: @hunterpr 
Follow HUNTER on Instagram: @hunterprny

CONTACT:
Samara Farber Mormar 
HUNTER:
smormar@hunterpr.com

SOURCE HUNTER

Related Links

https://hunterpr.com

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About Me

Shona Milne

I live my life around what is in my wine glass, the food on my plate, where I am, and my friends around me. It’s not wine snobbery. It’s what wine pairs with a hot dog or a five course dinner…Read More

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      • Craft Beverage Yakima: Beer, Cider, and Spirits
      • Cunard: World's Finest Wine Cellar at Sea on National Wine Day
      • Lodmell Cellars: Fourth Generation Walla Walla Family
      • California Wine Road Trip: Livermore Valley
      • Chateau Ste. Michelle: Riesling Rendezvous
      • Craft Beverage Yakima: Wine
      • New Wine Discoveries: Garnacha
      • Culinary Classic: San Diego Bay Wine & Food Festival
    • ► April (5)
      • Lila Wines: Wine in a Can
      • Women of the Vine: Educational and Inspirational
      • Israel: Kosher Wine Trail
      • Merger: Alaska Airlines and Virgin America
      • Wine Diva Shirts: Available on Amazon
    • ► March (14)
      • Zaca: Night Out Recovery Chewables
      • Canada to India: Ice Wine in India
      • Les Dames d'Escoffier: Mentorship Experiences for Women
      • Vinum Meum: Bohemian Glass Wine Stoppers
      • Winesong: Benefitting Mendocino Coast Hospital Foundation
      • Seabourn Cruise: Launching The Grill by Thomas Keller
      • Taste Oregon: In Washington on March 21st
      • Spring Barrel Tasting: Yakima Valley
      • Semiahmoo: NW Wine Encounter
      • Taste Washington: Red & White Party
      • Romantic 2018 Summer Cruise: Wine Diva Deb
      • Instagram: Beaujolais Wines Joins
      • Wine Diva Doggie Shirts: Available on Amazon
      • Magellan Inn: Zen in the Costa Rica Jungle
    • ► February (13)
      • Journey to the North Cape: Wine Diva Deb
      • Matador Droplet Bag: All Purpose Travel Accessory
      • Auction: Pappy Van Winkle Whiskey
      • Matador Pocket Blanket: Don't Travel Without It
      • Indiegogo: Help Save 85 Year Old Vineyard in Italy
      • Costa Rica: Ten Things I Learned
      • Luxury Food & Wine Tour: Wine Diva Deb
      • 10th Anniversary Vegas Uncork'd: Tickets Available
      • Welcome Aboard: Holland America and Chateau Ste. Michelle
      • Cheers, Chablis: International Women's Day
      • How to Pronounce Italian Wines: Select Italy
      • Wine & Travel: Adelman Travel & HMS Travel Group Merge
      • Modern Traveler: Ora TV
    • ► January (7)
      • Seven Hills Winery: Purchased by California Company
      • Romance in Your Glass: California's Central Coast
      • Third Annual Wine & Food Experience: Masters & Makers
      • 5th Riesling Rendezvous: July 17-19th at Chateau Ste. Michelle
      • Carmel-by-the-Sea: Relais & Chateaux GourmetFest
      • Global Symposium: Women of the Vine
      • Valentine's Day: Cognac and Chocolate
  • ► 2015 (94)
    • ► December (9)
      • Kick Off the New Year: Niagara Icewine Festival
      • Sutter Home: Home for The Holidays Winners
      • Impress Your Friends & Family: Food & Wine Pairings
      • Last Minute Gifts: The Matador Pocket Blanket
      • Last Minute Gifts: Matador Droplet Wetbag
      • Last Minute Gifts: Tasting Wine and Cheese
      • Pioneer Square Opening: The Estates Wine Room
      • Road Trip: Napa Valley
      • Top Chef: Season Thirteen Back to California
    • ► November (4)
      • United Arab Emirates: Caviar Tasting
      • THE NOW: Moët & Chandon
      • Operation Gratitude: Sutter Home Family Vineyards
      • Crystal Cruises: Global Flavors on Wine & Food Festival Cruises
    • ► October (17)
      • Pacific Coast Wine Trail: A Secret Spot
      • Women in Wine: Leadership Gathering
      • Modern Family: Drinks Amavi Wines From Walla Walla
      • SommCon: Wine Education in San Diego
      • Winner Announced: Best Dressed Somm
      • The Wine Bible: New Edition Has Arrived
      • Kickstarter Campaign: Brimoncourt Society
      • The Next Great Food City: Santiago, Chile
      • Discover California Wines: Mendocino County
      • Wine Tourism Day: Have a Glass or Two to Benefit Local Charities
      • Sutter Home: Home for the Holidays
      • San Diego Bay Wine & Food Festival: Raise a Glass!
      • Drink Like A Master: Moët Hennessy
      • Seeds of Empowerment: Cambria Estate Winery
      • Keep A Breast Foundation: Little Black Dress Wines Raises Awareness
      • Food & Wine Culture: 8th Cayman Cookout
      • October: #MerlotMe
    • ► September (4)
      • Off the Beaten Path: Growing Wine Regions
      • Esquire's Sommelier Series: Uncorked Premieres in November
      • Food & Wine: New York City Festival
      • Wine: Women Like Men Who Drink Hearty Red Wines
    • ► August (8)
      • Summer to Fall: Wines That Bridge the Gap
      • New Season: Season Two of Booze Traveler
      • KitchenAid & Food Network: The Apple Challenge
      • California Wine Month: September Harvest Season
      • Stock Offering: Willamette Valley Vineyards
      • Vinturi: The Sound of Wine
      • Road to Discovery: Plated Hits the Road
      • Macy's: Launching Private Label Wine
    • ► July (7)
      • Culinary Contest: Glorious Bites Challenge
      • Ruffino Prosecco: Al Fresco Limited Edition Flutes by Govino
      • Urban Winery: Charles Smith Comes to the Jet City
      • The Taste LA: Labor Day Weekend Food Festival
      • Wine Cruises: Princess Cruises
      • Russell Dean Lowell: In Search of Duende - Life Adventures of a Chef
      • Brown Bag Wine Tasting: Wil Wheaton
    • ► June (13)
      • Red, White, and Bubbles: What's in Your Glass for Summer?
      • Marcus Whitman: More Rooms Added
      • Columbia Crest: Contest to Become “Executive Crowdsourcing Officer"
      • Salish Lodge: Culinary Adventures
      • Brown Bag Wine Tasting: Brandi Glanville
      • Summer Grilling: Tom Douglas
      • Pairing Guide: Wine and Food
      • Brown Bag Wine Tasting: Ray Isle of Food & Wine Magazine
      • Brown Bag Wine Tasting: Marcellus Wiley
      • Wine Road Trip: California
      • Munchies Presents: Steven Spurrier
      • Wine Tourist Magazine: International Wine Tourism
      • Italy: Food and Wine Vacations
    • ► May (9)
      • Brown Bag Wine Tasting: Season 2
      • Vinho Rosé: #SummerSipper
      • Holland America: Gourmet Food & Gourmet Service
      • Glenfiddich Single Malt Scotch Whisky: Family Spirit Celebration
      • Craft Spirits: On the Rise
      • Vinho Verde: #SummerSipper
      • Little Black Dress: Celebrate Mother's Day
      • Cinco de Mayo: Celebrate!
      • Alaska Cruise Season: Holland America Lines
    • ► April (4)
      • Wine and Yoga: In Sonoma
      • Wine Series Launch: City Prints Map Art
      • Service Dog Fundraiser: Bean & Aauuga
      • Vivino: Over 9 Million Users
    • ► March (4)
      • Menu for Lago: Debuting at Bellagio in Las Vegas in April
      • Mash Madness: Bourbon vs Whiskey
      • Tuscany Getaway: Wine and Relaxation
      • 2015 Best Wine Travel & Emerging Destination: Croatia
    • ► February (7)
      • Travelers: Choosing Destinations Based on Food & Wine Activities
      • Margarita Day: Salud!
      • Murder She Baked: Hallmark Channel
      • Holland America: Cooks Up Reimagined Culinary Experiences
      • Happy Valentine's Day
      • The Rocks District: Newest AVA in Oregon
      • Vinexpo: Wine Lovers Gathering
    • ► January (8)
      • CIDER Act: Reintroduced in DC
      • Award Winning: Make A Meal App
      • Walla Walla: February is for Foodies
      • Cunard Line: 175 Years of Cruising and Crossings
      • New Year: Food and Wine Pairing Recipes
      • Sip: Sip California to Launch in March
      • Aspen: Après Ski Cocktail Classic
      • Downton Abbey: Raise Your Glass
  • ► 2014 (26)
    • ► December (8)
      • National Bloody Mary Day: January 1st
      • National Champagne Day: December 31st
      • Egg Nog Day: December 24th
      • Efeste: Food Pairing with Riesling
      • Alaska Airlines: Partners with Seattle's Tom Douglas
      • Brown Bag Wine Tasting: Motorcycle terms with James Reddick
      • Repeal Day: December 5th
      • Sea Dream Yacht Club: 2015 Wine Voyages
    • ► November (6)
      • Whisky in Space: Ardbeg Returns
      • Wine Gift Guide: The Holidays Are On The Way
      • Beaujolais Day: November 20th
      • Brown Bag Wine Tasting: Adam Corolla
      • Cakes Under the Influence: Cake Day November 26th
      • White Truffel & Miraval Tasting: Hotel Arts Barcelona
    • ► October (9)
      • Sonoma: A Wine & Food Affair
      • Whistler, Canada: Cornucopia Celebration of Food & Drink
      • Wine Adventure: Howard Kleinfeld
      • Brown Bag Wine Tasting: Beer Terms
      • Sabor a Cabo: Food and Wine Festival
      • #ChampagneDay: October 24th, 2014
      • Wine Tourism: Lula Cellars in Mendocino
      • Brown Bag Wine Tasting with William Shatner
      • Silver Oak Winery: Women In Wine Sense
    • ► July (3)
      • The Winery
      • Wine Cellar 1
      • Wine Cellar 2

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