JANUARY 2014 What American Families are Cooking and Eating New starts, new diets, new habits

traditionally all begin in January. Its the month when everyone says they want to eat more healthful meals, but do we? To nd out more about home cooks attitudes and behaviors for this timely topic, Allrecipes teamed up with its EatingWell magazine colleagues, who are also part of the Meredith Corporation family, to conduct its 2014 Health Trends Survey among each brands communities of passionate and engaged women. Highlights from the survey are shared in this issue of the Measuring Cup Trend Report.

INSiGHT #1

Get Your Grain On!

Popular Whole Grain Recipes Allrecipes ( ) EatingWell ( )
Quinoa and Black Beans (2777 reviews) (128 votes) Farro Salad with Asparagus and Parmesan Spiced Breakfast Quinoa (33 votes) Amaranth Pudding with Amaretto Cream (9 votes) Almond-Butter Quinoa Blondies

Whole grains are showing up on more plates as nearly 90% of Millennials, GenXers and Baby Boomers seek out whole-grain foods. Most home cooks have tried quickcooking quinoa, which is popular in side dishes, salads, breakfast cereals, and even desserts. But when it comes to trying new types of grains Millennials and GenXers are most eager to expand their horizons with millet, farro, spelt, amaranth, and kaniwa (baby quinoa).

90%

are serving whole grains

(26 reviews) Very Simple Spelt Bread (105 reviews)

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INSiGHT #2

Whos a Vegetable Innovator?

How are you adding more vegetables to your diet?
Millennials + GenXers Baby Boomers

We all know we need to gobble up veggies for their nutritional benets; 89% of home cooks say they are trying to add more vegetables to their diets. Despite this, just 1% of Americans are eating their recommended daily serving of produce (5 cups with a 2,000 calorie diet) according to a 2010 report by the Produce for Better Health Foundation.

Salads

Soups

How are home cooks doing this?

The most common way to eat more veggies is to prepare salads, soups and vegetable side dishes no surprise here. But younger consumers (Millennials and GenXers) are trying more innovative ideas to pack produce into their daily routines with smoothies (62%), juicing (31%) and sneaking vegetables into non-vegetable dishes (79%).

164% 84%
Vegetable sides

123% 75%
Smoothies

137% 71%
Juicing

62% 19%

31% 10%

? ?
?
?

Sneaking

79% 20%

Popular Vegetable Recipes from Allrecipes ( ) and EatingWell ( )

The Best Vegetarian Chili in the World (918 reviews) Cilantro-Lime Dressing (271 reviews) (1018 reviews) Ginger-Beet Juice (6 votes) (545 votes) (62 votes) Baked Macaroni and Cheese with Spinach Cottage Cheese Veggie Dip ArtichokeSpinach Lasagna Baked Kale Chips (1282 reviews)

Green Smoothie
(202 votes)

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Move Over Calories: Fiber Is the New King of Healthy

INSiGHT #3
What is important to you in picking healthy foods/recipes?
What tops the list when choosing healthy foods and recipes? A little surprise here: ber now surpasses calories for many consumers. Perceptions of whats healthy change with age. Baby Boomers are more concerned with ber than Millennials, plus heart health-related attributes including low fat, low sodium, and low cholesterol. In contrast, Millennials and GenXers are at the forefront of healthy eating trends, some science-based, some not. This group is more likely to value foods that are glutenfree or dairy-free and high in protein. They also seek foods containing only a few, natural ingredients and avoid processed foods; Millennials go even further, preferring clean foods and recipes that pack in lots of vegetables.

55%
High Fiber

54%
Low Calorie

48%
Low Fat/Low Saturated Fat

47%
Heart-Healthy

46%
Low Sodium

41%
Low Cholesterol

Popular High-Fiber, Low-Calorie Recipes Allrecipes ( ) Eating Well ( )

Butternut Squash Bisque (552 reviews) African Peanut Soup (285 reviews) Feta & Spinach Couscous Patties (31 votes) Black Bean Nacho Pizza (92 votes)

29%
Low Carb

10%
Gluten-Free

7%
Dairy-Free

How important is eating healthy food for your family?

Roasted Beets n Sweets (299 reviews)

Mediterranean Tuna Antipasto Salad (146 votes)

Low-Fat Blueberry Bran Mufns (719 reviews)

Hot Chile Grilled Cheese (166 votes)

64% 25% 6% 3% 1%

Important Somewhat Important Neutral Somewhat Unimportant Unimportant

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INSiGHT #4

The Great Beverage Divide

vs.

In the past year, more consumers drank exotic tea blends (hibiscus, white, ginseng, green, etc.) than diet sodas (56% compared with 48%)particularly if they were Millennials. Only Baby Boomers lled their glasses with diet sodas, drinking this beverage more than any other age group. This age divide shows up again with trendy avored waters and smoothies, which fall right behind diet sodas in popularity, and which Millennials are much more likely to drink than Boomers.

In the past year, which of the following beverages have you consumed?
Exotic teas Diet soda Flavored waters Smoothies

Millennials . . . . . . . . . . . . 66% GenX. . . . . . . . . . . . . . . . . . . 58% Baby Boomers. . . . . . . . . . . 54%

56%

Millennials. . . . . . . . . . . . . . 37% GenX. . . . . . . . . . . . . . . . . . . 45% Baby Boomers. . . . . . . . . . 51%

48%

Millennials . . . . . . . . . . . . 48% GenX. . . . . . . . . . . . . . . . . . . 47% Baby Boomers. . . . . . . . . . . 40%

42%

Millennials . . . . . . . . . . . . 58% GenX. . . . . . . . . . . . . . . . . . . 51% Baby Boomers. . . . . . . . . . . 37%

42%

Coconut water

Soda with cane sugar

Millennials . . . . . . . . . . . . 36% GenX. . . . . . . . . . . . . . . . . . . 29% Baby Boomers. . . . . . . . . . . 15%

20%

Millennials . . . . . . . . . . . . 44% GenX. . . . . . . . . . . . . . . . . . . 26% Baby Boomers. . . . . . . . . . . 15%

19%

Ginger-avored beverages

Millennials . . . . . . . . . . . . 24% GenX. . . . . . . . . . . . . . . . . . . 23% Baby Boomers. . . . . . . . . . . 17%

19%

Beverages with botanical health and wellness benets

Millennials . . . . . . . . . . . . . 16% GenX. . . . . . . . . . . . . . . . . . . . 11% Baby Boomers . . . . . . . . . . . 6%

8%

INSiGHT #5

Mindful Meat Eaters

Antibiotic-free (31%), hormone-free (35%), organic (20%), and grass-fed (25%) are major considerations when purchasing meat. These concerns are notably larger for survey respondents than what is reected in purchasing behaviors across the USbeef that is natural, organic (grain-fed or otherwise), and grass/forage-fed only accounts for about 3% of beef sales in the U.S. At the other end of the spectrum, value and bulk packaging are a potent force with 34% of survey respondents saying this is what they consider when they buy meat. These value-driven shoppers are less likely across the board to be inuenced by whats in my meat factors mentioned above. Plus, in their other shopping habits, they make sacrices for other items when shopping; they dont buy their favorite brand if it costs more and they skip organic foods.

The most important factor for consumers when buying meat is its health prole; 39% say they base meat-buying decisions on fat, calories, and cholesterol. After that, what drives consumers meat-buying habits is dividedfor some its value, while for others, whats in the meat and how its raised are big inuencers.

What is most important when buying meat?

, Low-fat ol, r choleste s ie r and calo 39%

MEGA S SAVING
34%

d, Grass-fe e, e fr e n o m hor ic n orga 22%

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INSiGHT #6

Polarizing Packaging
A products packaging type inuences its success in the grocery store aisle. Shoppers are most likely to consider trying new products packaged in glass bottles/jars and boxes, and least likely to consider new products packaged in Styrofoam and plastic pouches. Almost half (46%) of shoppers say they are more likely to consider trying something new if it comes in a recyclable package.

Which packaging makes you more or less likely to purchase? More likely Less likely

Glass bottle/jar

48%

Recyclable container

48%

23%

Box

20%

Can

Styrofoam

62%

Plastic pouch

33%

28%

Plastic

Paper pouch

27%

INSiGHT#7

Seaweed Isnt Just for Sushi

Top Recipes Using Seaweed Allrecipes ( ) Eating Well ( )
Ahi Poke Salad (7 reviews) (9 votes) Korean-Style Seaweed Soup (37 reviews) Furikake Snack Mix (1 reviews) Brown Rice & Tofu Maki (18 votes) Seaweed & Tofu Soup (23 votes) Rice Noodle & Edamame Salad

In the past year, 73% of survey respondents tried seaweed as a snack, making it the most highly sampled new snack suggested in the survey. Whats the allure? Forty-two percent said they tried it because they wanted to try something new, and 31% said it was because of its health benets. Perhaps a surprise: Baby Boomers made up the largest group wanting to try something new.

73%

31% of those did it for the health benefits

tried seaweed as a snack

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About Allrecipes.com
Allrecipes, the worlds largest digital food brand, receives more than 1 billion visits annually from family-focused women who connect and inspire one another through photos, reviews, videos and blog posts. 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 practical cooking tips. Allrecipes is a global, multi-platform brand with 18 web and mobile sites, 11 mobile apps, and 15 eBooks serving 23 countries in 12 languages. In November 2013, Allrecipes magazine launched nationwide, and an Allrecipes cooking segment premiered on The Better Show. Allrecipes is part of Meredith Corporation, the leading media and marketing company serving American women. For additional information regarding Meredith, please visit www.meredith.com. For additional information regarding Allrecipes, please visit press.allrecipes.com.

About Meredith Corporation

Meredith Corporation (NYSE:MDP; www.meredith.com) is the leading media and marketing company serving American women. Meredith features multiple well-known national brandsincluding Better Homes and Gardens, Parents, Family Circle, Allrecipes.com, Fitness, American Baby and EveryDay with Rachael Rayalong 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 platformsincluding print, television, digital, mobile, tablets, and videoto give consumers content they desire and to deliver the messages of its advertising and marketing partners.

Methodology
Data provided is from Allrecipes 2014 Trends Survey, hosted on Allrecipes.com from November 20-27, 2013, and completed by 2,528 U.S.-based Allrecipes.com community members, and 1,312 Eating Well visitors. No incentives were used to reward or incent participation. For more information on the survey methodology such as response counts for each question or details on questions in order or format, please feel free to contact us.

About EatingWell
Launched in 2002, EatingWell is a leading source of science-based nutrition advice, inspiring articles about food, farms and cooking, and delicious, healthy recipes. EatingWell is a fast-growing multimedia brand in the expanding healthy-eating sector. Its core mission is to make healthy eating a joyful way of life. In 2013, EatingWell was named to Advertising Age magazines A-List as one of the Top 10 Magazines of the Year. EatingWell is published six times a year by Meredith Corporation [NYSE: MDP], with a rate base of 750,000 and more than 4.1 million readers. The brand has diversied to multiple formats, including a content-rich website that reaches over 5 million unique visitors per month, content and brand licensing, custom publishing and consumer cookbooks. Additional information may be found at www.eatingwell.com | Facebook: www.facebook.com/ EatingWell | Twitter: @EatingWell

Please Contact:
Esmee Williams
Vice President of Brand Marketing 206-436-7416 esmee@allrecipes.com

Jessie Price
Editor-in-Chief 802-985-4534 EatingWell Jessie.Price@eatingwell.com

2010 State of the Plate report, Study on Americas Consumption of Fruits & Vegetables, Produce for Better Health Foundation

A recent Economic Research Service report on beef production (http://www.ers.usda.gov/media/1071057/ldpm-218-01.pdf)

Allrecipes.com Measuring Cup

JANUARY 2014