MARCH 2017 HEALTHY EATING TRENDS

What American Families are Cooking and Eating

INSIGHT #1 Healthful Eating Goes MainstreamThere’s always buzz about healthy eating when a new year begins, but more and more of us are pursuing this path year round as a lifestyle direction. Eating healthfully now ranks as a “high priority” for almost half of all age groups; only Baby Boomers dip below the 50% line. What’s motivating consumers? The message linking eating well to overall good health has hit home. Consumers are making the connection between unhealthy diets and negative health effects. More than 78% of overall respondents in Allrecipes’ 2017 Health Trends survey say “better overall health” is their key reason for eating more healthfully, a motivator even outranking “losing weight,” especially for GenXers and Boomers.

Most Americans take a personalized approach to their health and wellness, making food choices and home cooking a huge part of their effort. No longer only a January preoccupation, for most consumers healthful eating is now about year-round lifestyle decisions. With our 2017 Health Trends Survey exploring healthful eating attitudes and behaviors among an external panel of home cooks, Allrecipes delved into this topic to learn more. Among survey participants, two-thirds cook food at home for themselves and their families “most days of the week,” and also make weekly visits to food-related websites or apps for ideas, inspiration, information, and recipes. This issue of the Allrecipes Measuring Cup Trend Report outlines key results ranging from the degree to which people prioritize healthful eating and cooking (and why), to what defines a healthful meal.

J F M

A

M J J A

S

O N

D

� Millennials � GenX � Boomers

4%4%4%

0%0%1%

38%41%41%

45%55%

58%

High Priority

Low Priority

Not a Priority

Somewhat ofa Priority

To What Degree is Healthful Eating and Cooking a Priority forYou and Your Family in the Year Ahead?

Allrecipes.com Measuring Cup March 2017 / Healthy Eating Trends 1

INSIGHT #2 Bring on the Veggies!Five-a-Day promoters should be proud. Consumers have gotten the message about making fruits and vegetables a component of healthful eating. In fact, three-quarters of panelists surveyed by Allrecipes say eating more vegetables is their top priority for healthful eating, a response consistent across all demographic groups. Conversely, almost half of all consumers say eating fewer processed foods and sweets is a priority for them.

Fastest trending vegetable recipes on Allrecipes.com (based on January 2016-2017 page views)

Guacamole7K made it3,988 reviews

Black Bean and Corn Salad II2K made it1,109 reviews

Roasted Vegetables1K made it1,397 reviews

Black Bean Vegetable Soup1K made it897 reviews

Beef Barley Vegetable Soup1K made it830 reviews

Hearty Vegetable Lasagna1K made it600 reviews

Ratatouille956 made it727 reviews

Marrakesh Vegetable Curry437 made it341 reviews

Which of the following goals describe your reason(s) for eating more healthfully in 2017?� Millennials � GenX � Boomers � Overall

Better overall health More energy

45%52%

58%52%

Avoid negative healthe�ects of unhealthy diet

64%53% 49%

55%

Lose weight

56% 59%52% 56%

81% 82%70%

78%

� Millennials � GenX � Boomers

More Vegetables

More Fruit

FewerSweets

UnprocessedFood

High-proteinFood

High-fiberFood

What are your healthful eating priorities?

76%

76%

77%

66%

63% 68%

50% 54% 57%

42% 46% 53%

44%

46%

47%

32% 42

% 51%

Allrecipes.com Measuring Cup March 2017 / Healthy Eating Trends 2

INSIGHT #3 Square Meals Get a Makeover A term that probably originated as an American slang word in the mid-19th century, a “square meal” traditionally refers to a satisfying, balanced meal with a proper variety of foods. According to its nutritional definition, a square meal includes meat, potatoes, vegetables, and bread. But now that food composition is being revised to reflect many families’ healthful eating practices. Today, more vegetables, fruit, and whole grains are filling plates (or bowls) to make a typical family “square meal.”

AND THE WINNER IS… !Kristy’s Le Tofu Orange recently won the prize on the CW Network TV show, Dinner Spinner Presented by Allrecipes! Healthfully vegetarian, it’s paired with sautéed spinach and coconut macaroons for a complete dinner. Check out the feature article with these recipes in the February/March issue of Allrecipes magazine.

Kristy’s Le Tofu Orange8 made it7 reviews

Easy Fried Spinach153 made it134 reviews

Coconut Macaroons2K made it1,014 reviews

� Eating less � Eating more

How has your typical family meal changed in the past year?

Vegetables

Fruit

Whole grains

Meat/Protein

Dairy

Starch

63%

56%

6%

9%

40%

10%

35%

18%

21%

36%

17%

4%

Allrecipes.com Measuring Cup March 2017 / Healthy Eating Trends 3

INSIGHT #4 Homemade Begins at BreakfastHome cooking is alive and thriving! More than half of the panelists surveyed by Allrecipes equate healthy eating with cooking at home and using recipes. What also stands out is breakfast. Long touted by moms as “the most important meal of the day,” breakfast is a rock star again in the kitchen! We first noted this trend in our May 2014 Measuring Cup Trend Report, and can confirm its status this year as well by comparing the significant increase in site page views between 2015 and 2016. For today’s home cooks, this inexpensive meal is easy to prepare, especially on weekends, and appeals to all ages. It’s also a meal with plenty of “grab-and-go” options for running-out-the-door weekday breakfasts.

SATFRITHUWEDTUEMONSUN

150

100

50

0

Actual Tra�ic Expected Tra�ic

Daily Tra�ic

Brea

kfas

t/Br

unch

Inde

x

Preparing meals at home

Eating breakfast

3%

59%38%

7%

59%38%

Cooking from recipes

Snacking instead of eating a meal47%

4%

55%41%

26%28%

More o�en Less o�en No changeWhich of these are healthful eating priorities for you?

2015 2016Monthly Tra�ic (YOY Growth)

3%

8%

2%13% 0% 4%

2% 9% 10%18%

20%

9%

JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC

BREAKFAST

REUNION TOUR!

IS

BACK

BREAKFAST

Allrecipes.com Measuring Cup March 2017 / Healthy Eating Trends 4

INSIGHT #5 Dieting by Another Name

No longer is dieting only about weight loss and name diets. Instead, “clean eating” leads the list when consumers are asked about diets they’re following, a trend Allrecipes first noted in the 2015 Health Trends Survey. For some, the term “clean eating” may define a diet, but for many consumers the concept represents something larger: a lifestyle encompassing sustainability, minimal processing, unrefined foods, and knowing the source of their food. Millennials lead the way pursuing clean eating, but this group also gravitates towards diets with “buzz” such as Paleo and Keto. One surprise: they’ve also discovered Weight Watchers, a runaway Boomer favorite.

Clean eating

Low-carb

Gluten-free

Vegetarian

Weight Watchers

Vegan

Paleo

Mediterranean

Ketogenic

Whole30®

38%

15%31%

34%2%

16%

18%11%

7%17%

14%43%

13%6%

1%12%

7%3%

11%12%

8%9%

1%2%

7%3%

25%

11%6%

15%

� Millennials � GenX � Boomers

Which of the following diets have you followed in the past year?

Allrecipes.com Measuring Cup March 2017 / Healthy Eating Trends 5

INSIGHT #6 To Buy or Not to Buy? Labels Tell All

Labels come under fierce scrutiny by many consumers when they decide whether or not to purchase a food product. High fructose corn syrup on a label is a turn-off for almost two-thirds (63%) of the total sample group in the Allrecipes 2017 Health Trends Survey. Health-conscious millennials are especially attentive about reading labels. Compared with the total, millennials stand out as most likely to look for “organic” and “all-natural” on labels. However, they are not as tuned in to nutritional attributes on labels such as saturated fat and cholesterol.

Grams of sugar

Grams ofsaturated fat

% of cholesterol

Grams of carbohydrates

% of RDA vitaminsand minerals

40%52%

31%40%

29%33%

26%37%

18%22%

� Millennials � Total

How do you determine whether a product or ingredient meets your nutrition goals?

Types of ingredients

Organicon label

No preservatives on label

All-naturalon label

No additiveson label

Number ofIngredients

No GMOson label

Halalon label

� Millennials � Total

How do you determine whether a product or ingredient meets your nutrition goals?55%

63%

38%

28%35%

42%34%

28%34%

41%

29%33%

27%31%

8% 4%

Allrecipes.com Measuring Cup March 2017 / Healthy Eating Trends 6

INSIGHT #7 A Chicken in Every Pot

Savvy health-conscious consumers are increasingly linking their food choices with health and wellness, a trend reflected in their grocery shopping behaviors. Close to two-thirds of all respondents in Allrecipes’ 2017 Health Trends Survey report increasing their purchases of fresh fruit and vegetables in the past year. Products featuring these produce items also have huge appeal. Among protein sources purchased in the past year, chicken ranks first, far surpassing purchases of other protein items. Runners-up in the protein popularity contest are fish, eggs, beans, and seafood.

Raw Vegetables

Cooked Vegetables

Frozen Vegetables

As an ingredient

Vegetable Juice

Canned tomatoes

Canned Vegetables

Dried Vegetables

63%

49%6%

38%12%

35%5%

26%16%

24%14%

23%24%

21%21%

3%

� Increased � Decreased

How have your purchases of vegetables changed in the past year?

Fresh fruit

Fresh juice

Frozen fruit

Dried fruit

Canned fruit

Fruit as an ingredient

3%68%

33%21%

27%7%

27%16%

25%17%17%

29%

� Increased � Decreased How have your purchases of fruit changed in the past year?

Chicken Fish Eggs Beans Seafood Beef Dairy Pork MeatSubstitute

Tofu Lamb

55%

4%

45%

11%

42%

9%

40%

7%

36%

14%

27%

20%24%

16%22%20%

14%

30%

13%

28%

11%

27%

� Increased � Decreased

How have your purchases of these protein types changed in the past year?

Allrecipes.com Measuring Cup March 2017 / Healthy Eating Trends 7

O l si

INSIGHT #8 Vegetable Oils Reign in the KitchenWhile the language of dietary fats relative to good health is complicated—is it polyunsaturated or monounsaturated, a trans fat oil (think “partially hydrogenated”), or saturated?—plant-based oils are now dominating kitchens. Safflower oil and nut-based oils are on the pantry shelves of almost two-thirds of home cooks, while olive oil is the standout of the past year. Almost half (56%) of home cooks report increasing their use of this monounsaturated oil, bringing it to par with coconut oil, canola oil, and butter. In contrast, use of animal-based, saturated fat oils has dropped.

Shortening

7%

47%46%

Lard

7%

44%49%

Margarine

9%

52%40%

Safflower oil

12%

65%

23%

Canola oil

22%20%

58%

Butter

22%25%

52%

Nut oil

21%18%

61%

Coconut oil

30%

55%

15%

Olive oil

5%

56%39%

Increased Decreased No change

In the past year, how have you used the following fats in your diet and/or cooking?

Allrecipes.com Measuring Cup March 2017 / Healthy Eating 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 derived from an external independent panel fielded in January 2017, consisting of 1,022 U.S.-based participants. All participating respondents view food content online, 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 March 2017 / Healthy Eating Trends 9