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.

1. THE
EVOLUTION
OF
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.
Recipes
Are in
High Demand
Where
They Are
Online
Consumers are expanding beyond traditional recipe sources
and 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/cookbook
information online
65%
read food and
recipe columns in
daily newspapers
70%
watch cooking shows
on television
during the week
TODAYS TASTE
RECIPE
Mexican Pizza
Facebook
Hot Burger 14m
How
They Find
Recipes
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 up
a recipe online
before shopping
34%
YOY% change in mobile search
for recipes on average
(2012 – 2015)
The
Rise of
Video
The popularity of online videos continues to rise,
taking up a growing share of digital content.
66%
of the world’s content is
predicted to be video by 2017
140%
increase in video shares
since 2013
152%
more engagements on
videos than photos
Key Opportunities
Brands can take all of this information and activate based on
these learnings to tap into consumers where, when and how they’re
looking for recipes. Here are three keys for brands to keep in mind:
For more information and to
understand how these insights can translate into
actionable solutions for your brand, contact:
Steve Bryant
Director, Food & Beverage
steve.bryant@mslgroup.com | 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 healthy
living recipes
Be compatible for
all 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