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THE
EVOLUTIONOF
RECIPE
SHARING
Recipes are the original viral content. Brands are seeking to understand
how, where, why and when consumers seek out, consume and share
recipes. Many brands target women ages 25-54 with recipe content,
but to increase purchase, consumption and usage occasions,
brands first need to understand how people interact with this content.
RecipesAre inHigh Demand
WhereThey AreOnline
Consumers are expanding beyond traditional recipe sourcesand are constantly on the hunt for new recipes to try.
Social media plays a big role in this consumer’s everyday life.
64% seek out
recipe/cookbookinformation online
65% read food and
recipe columns indaily newspapers
70% watch cooking shows
on televisionduring the week
TODAYS TASTE
RECIPE
Mexican Pizza
Hot Burger 14m
HowThey FindRecipes
Consumers are searching online - from their computer,but also their mobile device.
72% of target is
on Facebook
73% of U.S. Foodies
are on Instagram
51% of target is
on YouTube
Recipes for kids 80%of all consumers
looked upa recipe online
before shopping
34%
YOY% change in mobile searchfor recipes on average
(2012 – 2015)
TheRise ofVideo
The popularity of online videos continues to rise,taking up a growing share of digital content.
66%of the world’s content ispredicted to be video by 2017
140%increase in video sharessince 2013
152%more engagements onvideos than photos
Key Opportunities
Brands can take all of this information and activate based onthese learnings to tap into consumers where, when and how they’relooking for recipes. Here are three keys for brands to keep in mind:
For more information and tounderstand how these insights can translate into
actionable solutions for your brand, contact:
Steve BryantDirector, Food & Beverage
[email protected] | 206.270.4664
SOURCES: comScore Plan Metrix Key Measures, June 2015, U.S. (Sample audience: 89,145
women, ages 25-54); “Feeding a Digital World,” Sullivan Higdon & Sink FoodThink, 2014;
“Cooking Enthusiasts,” Mintel, October 2014, U.S.; “The Rise of Social Video,”
comScore; Shareablee, Q1 2015, U.S.
Create “How To”video content
Focus on healthyliving recipes
Be compatible forall platforms
59% of adults cook because it is healthier
than eating out
“How to Cook That” is one of the ten most
popular how-to searches on YouTube
Ensure that digital programs are always
mobile optimized
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