NEW YORK, Jan. 22, 2020 /PRNewswire/ -- Meredith
Corporation's (NYSE: MDP, http://www.meredith.com/) Allrecipes, the
largest digital food media brand in the U.S., marks its biggest
digital and print audiences ever, with an all-time monthly high of
60.3 million unique visitors* to the site, and a record 9.7 million
readers** of the magazine. The brand also debuts a new Allrecipes
logo, as well as enhancements to the print magazine with a new
regular column, expanded lifestyle content and more coverage of
standout home cooks. In addition, the brand is increasing the
amount and variety of original digital content across platforms,
including new video series, a new podcast, more coverage of food
news and trends, product reviews, and instructional pieces to
enhance the experience of modern home cooks and foodies across the
country as their habits and preferences evolve.
In December 2019, Allrecipes.com had the most unique
visitors to its site in its 23-year history and remains the largest
U.S. food media brand. The refreshed Allrecipes Magazine
February/March 2020 issue is
up 26 percent in advertising revenue versus the same issue
last year. As the brand hits advertising and audience growth
milestones across digital and print, Allrecipes is
expanding its content offering with an increasingly diverse mix of
stories and features covering lifestyle, family, and healthy living
topics.
Catherine Levene, President of
Meredith Digital, said, "The breadth of our audience and the depth
of its engagement with the Allrecipes brand gives us powerful
insight into what's really going on in kitchens across the country.
We're in a unique place to be able to uncover trends as they're
emerging to create recipes, stories, videos, products, social
posts and more that provide the solutions and inspiration home
cooks want right now. The brand's fresh new look speaks to its
modern point of view on food and the culinary lifestyle of our
audience which is increasingly wellness minded, adventurous in the
kitchen, and time starved."
A new column titled "Veg Up" highlights vegetarian or vegan
recipes from the Allrecipes community as more and more people look
for delicious plant-rich options. Two new video series
called Recipe for Romance and Chunks inject humor
and pop culture into cooking, offering fun takes on food in fresh
and entertaining ways. The new podcast hosted by author
and celebrated home cook Martie
Duncan will feature conversations with cooks of all kinds
from home cooks and Allrecipes Allstars to authors, celebrities,
and the occasional pro sharing their personal food
stories and the memories and traditions behind their favorite foods
and recipes. The new podcast speaks to the growing interest in
heritage and authenticity when it comes to cooking.
According to new Allrecipes research in a report
titled "Allrecipes 2020: Trends in Home Cooking," American
female home cooks show increased curiosity and connectedness around
food that's driving a strong appetite for adventure and cultural
heritage as well as healthfulness when it comes to food choices.
74% of these cooks are using more new recipes than they
were two years ago and 47% say they are always looking to add new
flavors to their foods and like to try foods they haven't eaten
before.
Allrecipes home cooks are embracing the convenience and speed of
newer, faster cooking methods. Multi-cookers are the
fastest-growing cooking appliance of the past decade, and views
of Allrecipes.com recipes that use multi-cookers soared
772% year over year in the past 12 months. Views of air fryer
recipes are up 300% year over year. Home cooks are also looking for
more convenient shopping options. More than 2
million Allrecipes home cooks used Instacart for grocery
shopping in June 2019, up 14%, from
1,793,000 in June 2018. And, 23% of Allrecipes women
cooks say they're interested in pre-ordering items online from the
grocery store for pick-up or delivery.
Female home cooks are also paying closer attention to how their
food is grown, where it comes from and how they're preparing
it. Motivated by health and dietary goals, concerns about climate
change and a desire to reduce animal cruelty, cooks are becoming
much more thoughtful about their consumption of meats and dairy
products. 66% of Allrecipes women are eating more organic
foods than they did two years ago, and 28% say their families will
have occasional vegetarian meals or days to eat healthier, and 5%
are eating entirely vegetarian diets.
And when it comes to gathering with friends and family,
entertaining is becoming less formal, less structured, less
planned. Allrecipes women home cooks are excited to bring family
and friends together for all types of holidays and "smallidays;"
44% say they prefer entertaining to be easy and frequent instead of
only for elaborate special occasions.
Allrecipes: Recipes Trending Now and Trending Next in
America's Home Kitchens
Trending "now" are current, more
mature trends that are more pervasive at the moment, and trending
"next," are trends that are up and coming and are earlier in their
growth trajectories:
Now: Filipino Cuisine
Next: Indian Cuisine
Now: Pork Belly
Next: Mexican Chorizo
Now: Chipotle
Next: Harissa
Now: Korean Fried Chicken
Next: Peruvian Chicken
Now: Tumeric
Next: Tamarind
Now: Chia Seeds
Next: Hemp Seeds
Now: Quinoa
Next: Millet and Farro
Now: Sweet Potatoes
Next: Plantains
Now: Coconut Milk
Next: Avocado Oil
*Source: Comscore December, 2019
**Source: MRI Fall, 2019
ABOUT ALLRECIPES
Allrecipes, the world's largest
community-driven food brand, provides trusted resources to more
than 60 million home cooks, publishes recipes from home cooks
around the world who connect and inspire one another through
photos, reviews and videos. Since its launch in 1997, Allrecipes
has become a dynamic, indispensable resource for cooks of all skill
levels seeking trusted recipes, cooking trends, entertaining ideas,
every day and holiday meal solutions, grocery savings information
and practical cooking tips. The brand helps cooks shop, budget and
make healthy, sustainable choices in the kitchen. In addition to
the site, Allrecipes produces content across numerous platforms,
including voice skills, smart appliances, apps and podcasts.
Allrecipes Magazine, the magazine industry's first large-scale
digital-to-print brand extension, reaches an audience of 9.7
million. Published six times a year, the magazine has grown rapidly
to a 1.4 million rate base from 500,000 at its inception six years
ago.
ABOUT "ALLRECIPES 2020: TRENDS IN HOME
COOKING"
Allrecipes 2020 Trends in Home Cooking report
explores the key trends driving shifts in American home cooks' meal
and ingredient choices today and in coming years. The report
explores ingredients, cooking methods, meal formats, dietary
choices and global cuisines trending now and in the next 24 months.
Report insights are gathered from Meredith's proprietary data and
insights platform which applies a highly proprietary food taxonomy
across 5 billion recipe, article and video views on Allrecipes.com
from Jan 2017 through December
2019. The report also includes 2018 survey data of women on
the Allrecipes Community Speaks panel.
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SOURCE Meredith Corporation