Each year, Allrecipes.com publishes their Insights and Trends report called “The Measuring Cup: What American Families and Eating and Cooking.”

This Measuring Cup report was derived by analyzing the site behaviors and search data from over 435 million annual visits to Allrecipes.com, along with survey data from Allrecipes’ online surveys. I think it’s always important for food bloggers to understand food trends, as we are the one of the biggest sources of recipes and food inspiration for people world wide.

Allrecipes.com graciously allowed us to reprint their entire report….take a look! (thanks Judith!) As you read this report, keep in mind that these insights and trends are from Allrecipes.com readers — which may or may not reflect the demographic of your readers.

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INTRODUCTION

With this issue of the Allrecipes Measuring Cup Report, we look backwards to review the year just past, as well as ahead, and share insights about consumer food trends and purchases. How are technology and an increased use of online resources affecting consumer shopping and cooking behaviors? What’s emerging now to set the tone and mood in American kitchens? What global changes and flavors are affecting how consumers shop, cook, and eat?

From specialty food stores to farmers’ markets, from the resurgence of pie baking to “speed scratch” cooking, and mobile, mobile everywhere, along with nifty small kitchen tools and appliances such as the microplane grater and Panini grill, plus more entertaining at home, read through Allrecipes’ annual report to learn what sizzled in 2010 and what’s likely to stick around to add spice and sparkle to 2011. We’ve identified 11 consumer trends destined to set the tone of the next 12 months in the grocery store, the kitchen, and around the dining table. The report was co-authored by Allrecipes.com and Robin Avni, consumer insight and lifestyle trends specialist.

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Every cook relies on their community of suppliers and sages to get their meals to the table. With new technolo- gies bringing support systems to everyone’s fingertips, a good portion of the queries, questions, and recipe sharing have gravitated online. In October 2010, 71 million cooks (1/3 of all internet users 18+ years of age) visited food sites, consuming 1.2 billion pages of content and creating a rich and diverse community resource.
As the #1 online food destination with more than 435 million annual visits, Allrecipes.com is uniquely positioned to recognize the attitudes, behaviors and trends influenc- ing the carts and kitchens of the American family. With a mix of members that span age, cooking level and region, Allrecipes’ active community offers key insights into the current and emerging trends among home cooks from coast-to-coast.
Here’s what we found to be the most compelling emerging trends in 2010:

INSIGHT #1 LITTLE SHOP AROUND THE CORNER

These days, the typical grocery-shopping consumer makes several stops when they shop: the discount big box, the neighborhood grocery store, and, with more frequency, the local farmer’s market. Given the growing loyalty to all items local, it’s time to welcome back the butcher, the baker, and the chocolate maker.

While these artisan suppliers have already captured the hearts and minds of foodies, now everyday folk are beginning to, once more, gravitate to the locally-owned specialty shop. Good service, special orders and not only do you get to know the person behind the counter, you really get to know your cuts of meat.

INSIGHT #2 THE PIES HAVE IT

Move over fancy cupcake and make room for the humble pie. No matter how you slice it — berry or pumpkin, apple or shoofly, sweet or savory — pies are picking up in popu- larity across all regions of the country. In 2010, page views for pie and pie crust recipes were up more than 20%

YOY.

This is not only a seasonal happening, but a serious
surge in interest helped along by the appeal of other homey efforts such as canning, vegetable growing and apron wearing. Cakes are still being baked, and cupcakes frosted, but filling a pastry shell with fresh-bought ingre- dients is, well, just like Mom used to say, easy as pie.

INSIGHT #3 SPEED SCRATCH

Even with all that pie baking going on, the ma- jority of consumers are not making their crusts from scratch but buying them from the grocery store fridge or freezer case. Harried schedules, multiple commitments and busy family lives have created a need for cooking speed. Many well-versed cooks would swear making home- made pie crust is quick and easy, but the truth is most household cooks pride themselves on making daily “home- cooked” meals equally speedy as they are delicious.

According to a fall 2010 home cooks survey, 76% of home cooks are shaving time and ingredients from meal preparation using pre-made ingredients. Some might call it cheating, but what’s theharm if the admirable goal is to bring together family and friends, spend a little less time prepping, and a little more time enjoying one another.

INSIGHT #4 MOBILE MATTERS

Food trucks? Nope. Eating on the go? Nada. We’re talkin’ mobile apps for your appetizers, main course and dessert. Coupons, too. Mobile means in the kitchen, at the store, and everywhere in between. Growing across all age groups, the consumer is searching for recipes, checking competitive pricing and making grocery lists with the wave of a finger.

Phones are easily stored in apron pockets and laptops or tablets actually take up less coun- ter-top space than traditional cookbooks. The connected cook has more recipe options within easy reach as the mobile device is fast becoming one of the most coveted gadgets for the kitchen.

INSIGHT #5 GOTTA HAVE A GADGET

Speaking of gadgets, the desires are becoming smaller, literally. There is a major shift happening with the kitchen wish list from craving restaurant-style high-end stoves to other, more accessible, chef-like accoutrements. Meaning a microplane grater or mandoline is more than a fancy tool, it’s the beginning of a consumer’s creative cooking adventure. That cake-making set could be the start of a whole new career. Gender plays a role here, too. The most popular tool for men: the meat thermometer. The better to grrrrrill with! The favorite among women: colorful silicon spatula sets. Not only are they efficient, heat-resis- tant tools, they look pretty darn good, too.

INSIGHT #6 VEGANOMICS

What’s been bad for the economy has been good for the greenhouse and the self-effacing vegetable is an emerg- ing star.

As general interest in home-grown, organic and heirloom vegetables continues to soar, this root-bound revelation is not just about growing your own.

It seems consumers have taken a shine to veggie delights, and as a result are consciously cutting back on eating meat, too. Even restaurants are getting into the act with popular Meatless Monday offerings.

The main consumer motiva- tion is health, but the reality is: it’s good for the body, the bank account and the environment.

INSIGHT #7 COUNTER REVOLUTION

It’s an everyday struggle between life and prep as the countertop is becoming the frontline in an ongoing battle for kitchen real estate. Fighting for territory with the stove top is the school science project, a multitude of charging devices, the laptop, as well as the Panini maker, waffle iron, baby meal maker, roaster, rice steamer, stand mixer and buffet serving tray.

While adequate storage is always a struggle, it’s clear what gets used stays on top. Which means that small cooking appliances, and their ease of use, are overtaking the stove inch-by-inch and dish-by-dish. Resistance is futile.

INSIGHT #8 BEYOND THE BARBEQUE

One quick look at men’s most researched recipes speaks meaty volumes: chicken wings, chili, burger and steaks.

No great surprise the majority of their top choices are meant to be cooked over an outdoor open flame, which certainly explains a passion for the meat thermometer (see Gotta Have a Gadget) but also makes clear why many men are the primary cook when the family hosts a crowd.

What is interesting, however, is the continued emergence of a crop of male cooks who actually feel just as com- fortable in the kitchen as behind the barbecue — particularly the 20-somethings.

Looks like years of fending for themselves while Mom was busy in the workforce has made them chef adept.

INSIGHT #9 IN THE SPIRIT

It can be safely said the economy is driving consumers to drink — at home.

Wine, beer, and cocktails have become part of the make-it-yourself mix as hanging out at the house enjoying an alcoholic beverage runs the gamut from simply sipping a glass of wine to attempting to recreate a memorable restaurant cocktail experience.

Granted, for those younger, a game of beer pong is certainly less expensive than a night of drinking at a local hangout. But honestly, consumers are becoming more discerning about what they choose to imbibe.

Curiosity about wine, home microbrews and clever cocktails provide the inspiration. Sharing it all with friends: price (is) less.

INSIGHT #10 SIT DOWN AND STAY AWHILE

Entertaining with a little help from some friends — better known as the potluck — is not going away anytime soon.

At the other end of the hosting spectrum, serving guests a formal sit-down dinner is still holding on as the most popular form of special occasion celebration,

Emerging in between is a fashionable blend of the two worlds: the casual sit-down dinner. This isn’t about pizza on the couch, it’s more like a semi-formal dining affair.

Guests arrive in casual attire, appetizers are most likely store-bought, the main course is fresh-baked lasagna served with a respectable but inexpensive Italian Red. The goal is an evening well-spent, not a spendy evening.

INSIGHT #11 THE REAL MELTING POT

The search for recipes is all over the map — culturally speaking. As the popularity of items like bok choy and tamales demonstrate, food is helping diverse cultures find a route to mainstream understanding as cultural cuisine can often awake a sleeping palate. The next big step is watching the at-home cook intermingle seemingly dispa- rate ethnic fare in order to capture the cultural blend of couples and relatives that make up the modern family. When it comes to embracing diverse family traditions, tamales served with turkey is great start to giving every- one a seat at the global table.

BONUS: TO YOUR HEALTH

And finally, as the New Year resolu- tions begin to form, healthy eating is always at the top of everyone’s list. But there’s a new eating attitude we’re keeping an eye on. Tiring of wacky and weird diets, it appears the road to health is becoming paved with good eating intentions rather than bizarre diet interventions. 85% of home cooks feel they made better food choices in 2010 vs. the previous year. Top dietary changes include eating more fruits and vegetables, reducing consumption of processed foods and using of healthier oils and fats for meal preparation. From all of us, wishing you a happy and healthy new year.

About Allrecipes.com
Allrecipes, the world’s largest food site, receives 435 million annual visits from home cooks who discover and share food experiences through recipes, reviews, photos, profiles, and blog posts. For 14 years, the Seattle-based site has served as a dynamic, indispensable resource for cooks of all skill levels seeking trusted recipes, entertaining ideas, everyday and holiday meal solu- tions and practical cooking tips. All- recipes has 16 international sites around the world providing insights into the kitchens and cooking pas- sions of home cooks everywhere. Allrecipes is part of Lifestyle Communities @ RDA, a division of The Reader’s Digest Association, Inc. For additional information regard- ing Allrecipes, please visit www.allrecipes.com.

About Robin Avni
Robin Avni is the founder and principal of robinavni | lifestyle topics, insights + trends, an independent consultancy specializing in consumer insights, cultural-trend analysis and content development for the lifestyle marketplace. A respected national lifestyle expert, Robin has applied her timely insights to Fortune 1000 companies, national advertising agencies and award-winning media properties to create a compelling portrait of the lifestyle trends and cultural forces that are shaping the mindset and purchasing behavior of today’s consumer. She is a featured speaker at corporate and industry events and a contributing columnist for WGSN, a global trend forecaster. For additional information, please visit www.robinavni.com.