MAY 2014

What American Families are Cooking and Eating

BREAKFAST TRENDS
INSIGHT #1
Breakfast is Back
Rising food prices paired
with relatively at incomes
are nudging consumers
toward nding more
ways to stretch their food
dollars. Many seem to see
eating the rst meal of
the day at home as a good
way to save money. Online
searches for healthy
breakfast recipes and easy
breakfast recipes have
increased signicantly over
the past 12 months.
Classic Wafes
(1,332 reviews)
Ninety-Minute
Cinnamon
Rolls
(1,296 reviews)
Monkey Bread I
(1,253 reviews)
Buttermilk
Pancakes II
(2,022 reviews)
Fluffy
Pancakes
(5,925 reviews)
Fluffy French
Toast
(1,944 reviews)
Clone of a
Cinnabon
(5,216 reviews)
Cheesy Ham
and Hash Brown
Casserole
(1,450 reviews)
Good
Old-Fashioned
Pancakes
(6,501 reviews)
Allrecipes Most Popular Breakfast Recipes
(based on top saved recipes + most popular/top ratings)
Breakfast has reemerged as a rock star of the
kitchen. Once neglected and even ignored,
searches for recipes related to homemade
breakfasts have surged in popularity with
wafes, pancakes, crepes, slow cooker
oatmeal, and savory breakfast casseroles all
showing up consistently among Allrecipes
most popular recipe searches. On many days,
Pancakes is eclipsing chicken as the brands
top search term. Healthier eating goals, dietary
restrictions such as paleo and gluten sensitivity,
home egg production, tightening food budgets,
and increased interests in home cooking are
all contributing to this trend. In this issue of
the Allrecipes Measuring Cup Trend Report we
share an inside look at breakfast trends.
hmmph!
Allrecipes.com Measuring Cup MAY 2014: BREAKFAST TRENDS 1
INSIGHT #2
Easy Like a Sunday Morning
OR
UT
VT
ME
MN
Who is searching?
Index
113
89 Darkest states represent where breakfast and
brunch recipe searches index the highest.
Top States:
Oregon
Maine
Minnesota
Vermont
Utah
Searches for breakfast
solutions are a year-round
affair with peaks in activity
aligning with major
holidays such as Easter,
Mother's and Fathers Day,
and Christmas. Weekends
are the most popular time
to search for breakfast
recipes with peak activity
occurring between 6 and 10
AM. Home cooks in Vermont
are the most ardent break-
fast enthusiastsindexing
12% above the U.S. norm
followed by Maine, Utah,
and Oregon. While slightly
more than half of searches
for breakfast recipes occur
on desktop and laptop com-
puters, searches on tablets
index 19% above average.
Which hours?
12
11
10
9
8
7
6
5
4
3 A.M.
2
1
B
r
e
a
k
f
a
s
t
/
B
r
u
n
c
h

I
n
d
e
x
Which days?
SUN MON TUE WED THU FRI SAT
0
50
100
150
B
r
e
a
k
f
a
s
t
/
B
r
u
n
c
h

I
n
d
e
x
Measure Names
Allrecipes Index Breakfast/Brunch Index
BREAKFAST AND BRUNCHES
Data Source: Allrecipes.com
Which devices?
51%
25%
22.5%
Other
Devices
0.5%
Tablet
+19% compared
to average
Mobile Phone
-7% compared to average
Desktop/Laptop
-3% compared
to average
Allrecipes.com Measuring Cup MAY 2014: BREAKFAST TRENDS 2
Homemade pancakes, wafes, and crpes are winners
when it comes to economical and fast breakfast recipes
who doesnt love crisp Belgian wafes with generous
pockets for collecting syrup and strawberries? Searches
for wafe-related recipes are up 87% YoY, and pancake
recipes up 75% YoY. Along with the classics, our and
avor variations such as gluten-free, rice our, vegan,
chunky-monkey, chocolate, and pumpkin are increasingly
sought after.
German
Pancakes II
(244 reviews)
+165% YoY
Savory Herb
Wafes
(11 reviews)
Whole Grain
Wafes
(612 reviews)
Gluten-Free
Wafes
(8 reviews)
Pumpkin
Pancakes
(1,715 reviews)
Classic
Wafes
(1,332 reviews)
Belgian
Wafes
(303 reviews)
+45% YoY
Banana
Pancakes I
(1,336 reviews)
+143% YoY
Allrecipes Most Popular Pancake
and Wafe Recipes
INSIGHT #3
No Wafing Here
Fluffy
Pancakes
(5,925 reviews)
Good Old-
Fashioned
Pancakes
(6,501 reviews)
2014 2013
+87%
YoY
Wafe searches
2014 2013
+75%
YoY
Pancake searches
2014 2013
+45%
YoY
Belgian Wafe searches
Favorite Breakfast Foods by Generation
Millennials Gen Xers Baby Boomers
19% 3% 5%
10% 4% 6%
7% 3% 6%
Data Source: Allrecipes December 20132014 Trends Survey
Allrecipes.com Measuring Cup MAY 2014: BREAKFAST TRENDS 3
With gluten-free eating gaining acceptance and popularity
(Nielsen reported purchases of gluten-free food products
hit 11% in 2013, up from 5% in 2010), breakfast too, has
more gluten-free options than ever. Consumer demand
has made it easier to nd gluten-free ours such as rice,
sorghum and millet to use in breakfast recipes.
Whos Most Likely to Choose
Gluten-Free Foods?
Gluten-Free
Hot Breakfast
Cereal
(9 reviews)
Delicious
Gluten-Free
Pancakes
(195 reviews)
Low Carb
Pancake
Crpes
(74 reviews)
Blueberry
Lemon
Breakfast
Quinoa
(23 reviews)
Gluten Free
Wafes!!
(9 reviews)
Fava Bean
Breakfast
Spread
(65 reviews)
INSIGHT #4
Gluten-Free Goes Mainstream
Allrecipes Most Popular Gluten-Free
Breakfast Recipes
Whole grains for breakfast are hot! Ninety percent of home
cooks say they look for whole grains when they shop. In
addition to wheat-based whole grains, consumers are
buying oats, quinoa, millet, faro, spelt and amaranth. The
range of grains now available to consumers has expanded
dramatically in the past few years, making the newcomers
less of a novelty and much more mainstream. Gen Xers
are the most active grain experimenters: 88% have tried
quinoa, 22% have used millet, and 17% have used spelt.
INSIGHT #5
Not Just Any Grain
Allrecipes Most
Popular Whole Grain
Breakfast Recipes
Baked
Oatmeal II
(463 reviews)
Blueberry
Lemon Break-
fast Quinoa
(23 reviews)
Millet Mufns
(87 reviews)
Spelt Biscuits
(62 reviews)
88% 22% 17%
have tried quinoa have used millet
Gen Xers experimenting with grains
have used spelt
13%
11%
10%
Millennials Gen Xers Baby Boomers
Data source: Allrecipes and Eating Well 2014 Health Survey
Whole Grain
Wafes
(612 reviews)
Whole Grain
Breakfast
Cookies
(139 reviews)
Allrecipes.com Measuring Cup MAY 2014: BREAKFAST TRENDS 4
Country
Breakfast
Casserole
(337 reviews)
Sausage
Casserole
(621 reviews)
Sausage
Brunch
Casserole
(219 reviews)
Christmas
Breakfast Sau-
sage Casserole
(1,037 reviews)
Breakfast
Sausage
(370 reviews)
Bills Sausage
Gravy
(851 reviews)
Bacon in all its crisp, savory succulence has grabbed the
spotlight for a while now, but things may be changing.
While recipes with bacon are consistently popular
throughout the year, in the past 12 months searches by
Allrecipes home cooks for recipes with sausage equal or
outpace bacon during winter months. In fact, the average
rating for recipes containing sausage (4.48 out of 5 stars)
exceeds the average rating for recipes containing bacon
(4.45 stars out of 5 stars).
Google Trends indicates the paleo diet soared in popularity in 2013 and
predicts another spike of interest in January 2015. All things considered, this
diet appears to have staying power. As an alternative diet based on what our
Stone Age ancestors might have eatenlow-fat, low-glycemic-index, high in
ber foods packed with vitamins and mineralsthis popular diet has plenty of
nutritional benets. Finding breakfast recipes that follow paleo diet rules has
inspired Allrecipes home cooks to share a batch of new recipes.
INSIGHT #6
Cavewomen and
Men Eat Breakfast, Too
0
5%
10%
15%
20%
J F M A M J
2013
J A S O N D
vs. SAUSAGE BACON
INSIGHT #7
Bye, Bye Bacon?
Allrecipes Most
Popular Paleo
Breakfast Recipes
Paleo Friendly
Banana Shake
(7 reviews)
Paleo Omelet
Mufns
(80 reviews)
Homemade
Paleo-Style
Breakfast
Sausage
(6 reviews)
Paleo Pancakes
with Pureed
Strawberries
(6 reviews)
Paleo
Pancakes
(22 reviews)
Mango-Bacon-
Butternut
Squash Hash
(8 reviews)
Allrecipes Most Popular Breakfast
Recipes with Sausage
Data Source: Allrecipes.com
Allrecipes.com Measuring Cup MAY 2014: BREAKFAST TRENDS 5
tacos?
cock-a-doodle-d...
Casseroles are sizzling among breakfast-minded home cooks because
they can be easily prepared in advance, are easy to serve, and are
guaranteed to please a crowd. Add sausage, bacon and/or cheese as
an ingredient and the yum! factor soars. Peak months for casserole
recipe searches mirror holiday entertaining seasons: November,
February, March, and April.
INSIGHT #9
Dinner for Breakfast?
Allrecipes Most
Popular Breakfast
Casserole Recipes
(based on page views)
Easter
Breakfast
Casserole
(268 reviews)
Egg and
Sausage
Casserole
(561 reviews)
Cheesy Ham
and Hash Brown
Casserole
(1,450 reviews)
Pumpkin
French Toast
Bake
(129 reviews)
Cheesy Amish
Breakfast
Casserole
(94 reviews)
Baked French
Toast
(1,095 reviews)
French Toast
Casserole
(1,024 reviews)
Breakfast
Enchiladas
(31 reviews)
New Mexico
Green Chile
Breakfast
Burritos
(30 reviews)
Dads Breakfast
Pizza
(22 reviews)
Chicken and
Wafes
(30 reviews)
Crustless
Spinach
Quiche
(1,485 reviews)
Authentic
Mexican
Breakfast Tacos
(116 reviews)
Eggs Benedict
Breakfast
Pizza
(51 reviews)
INSIGHT #8
What a Dish!
If its a hit at dinner, why not serve it for breakfast too? Home
cooks love this idea and are serving variations of traditional
dinner dishes for breakfast: quiche, pizza, tacos, and burritos.
Allrecipes Most Popular
Breakfast-for-Dinner Recipes
Allrecipes.com Measuring Cup MAY 2014: BREAKFAST TRENDS 6
Campers eat more than smores and hot dogs when
theyre enjoying the great outdoors, so which breakfast
recipes are favorites? Check out the list on the right,
which even includes one innovative campers recipe for an
omelet boiled in a plastic bagno frying pan required!
INSIGHT #11
Egglicious!
Dutch Oven
Mountain Man
Breakfast
(17 reviews)
Easy Omelet
in a Bag
(11 reviews)
Sugared
Campre
Donuts
(22 reviews)
Campre
Skillet
Breakfast
(35 reviews)
Eggs on the
Grill
(15 reviews)
Campre
Breakfast
Sandwich
(12 reviews)
Allrecipes Most Popular Breakfast
Recipes with Eggs
Hash Brown
and Egg
Casserole
(228 reviews)
Scrambled
Eggs Done
Right
(395 reviews)
Kathys
French Toast
Bake
(12 reviews)
Charleston
Breakfast
Casserole
(377 reviews)
Sausage Egg
Casserole
(330 reviews)
Egg in a Boat
(280 reviews)
Allrecipes Most Popular Breakfast
Recipes for Camping
INSIGHT #10
Build Fire, Will Cook Breakfast
The surge of the urban chicken movement has created
an abundance of farm fresh eggs available in suburbs and
cities across America. Its no doubt urban homesteaders
who invest in the creation of a backyard chicken coops are
soon presented with an overabundance of fresh laid eggs.
Below are some of the most popular recipes this year
among egg enthusiasts.
Allrecipes.com Measuring Cup MAY 2014: BREAKFAST TRENDS 7
Data Sources
Data cited in this Measuring Cup Report is derived from a
variety of Allrecipes surveys as noted with each insight,
and from research by Allrecipes Business Intelligence
team. Surveys include the December 2013-2014 Trends
Survey, and the 2014 Allrecipes and Eating Well 2014
Health Survey.
About Allrecipes
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, 2
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.
Please Contact:
For a full survey report and additional details,
please contact:
Esmee Williams
Vice President, Consumer & Brand Strategy
2064367416
esmee@allrecipes.com
Allrecipes.com Measuring Cup MAY 2014: BREAKFAST TRENDS 8