4 statistics that prove you should add more complex recipe content to your website
If you feel like your cooking skills improved in 2020, you're not alone. The majority of consumers say the same. Since home cooking and staying at home will continue to trend in 2021, people's cooking skills will only improve further. Let's take a look at what consumers said about their cooking skills and habits in 2020.
58% of people say they think their cooking skills have improved during the pandemic
40% of Americans think their cooking skills have improved so much during the pandemic that they could now compete on MasterChef
75% of Americans say they have become more confident in the kitchen
35% of recipe users are searching for cooking projects or inspiration to learn new techniques
More than half of consumers (58%) say their cooking skills have improved during the Covid-19 pandemic. Confidence is high too, with 75% of Americans saying they have become more confident in the kitchen while a staggering 40% think their cooking skills have improved so much they could now compete on MasterChef. It means an increased appetite for more complex recipes that enable these improved home cooks to flex their culinary muscles. In fact, 35% of recipe users are searching for cooking projects or inspiration to learn new techniques.
How can grocery retailers, food brands, appliance manufacturers and recipe websites support these enthusiastic home cooks as they continue their culinary education?
Knowing the sort of recipes more advanced cooks want to master is a great place to start. According to a 2020 survey by Certified Piedmontese, these are the dishes consumers most want to master in 2021:
1. Filet mignon (26%) 2. Croissants (25%) 3. Beef Wellington (25%) 4. Macarons (24%) 5. Souffle (23%) 6. Baked Alaska (23%) 7. Salt-crusted fish (20%) 8. Pad thai (19%) 9. Bearnaise sauce (19%) 10. Boeuf Bourguignon (19%)
This list is just a starting point. Building a reputation for recipe content that helps people up their game in the kitchen relies on establishing a database of more complex recipe content that is specific to your customers' needs. Surveying your customers, particularly your newsletter subscribers, not only enables your brand to establish what sort of recipe content your customers crave but also segment your mailing lists to deliver more complex recipe content to the right people. Recipe quality matters too and whether you're creating recipe content in-house or sourcing recipes elsewhere, recipe content that is tested for reliability will ensure it meets the high standards of experienced home cooks.
It's not just recipe content that will keep these ambitious home cooks engaged. Skills-based content that teaches knife skills or helps consumers master different pasta shapes, for example, will help keep those who have developed a passion for cooking throughout the pandemic engaged and give them a reason to come back for more.
What are the benefits for brands and websites that share recipes?
In a nutshell, increased interest in cooking more complex or project recipes means consumers need two things:
The former means increased brand awareness and website clicks for websites and brands that provide complex recipe inspiration and increased loyalty if the recipe content is reliable and relevant. The latter means increased basket values and sales for grocery retailers and food brands.
2020 was the year home cooking came into its own, albeit out of necessity, so tt's not surprising that there is increased interest in project cooking and more complex recipe content. The habits formed and passion for cooking ignited throughout 2020 have significant potential to last beyond the pandemic, however, so the demand for recipe content that helps enthusiastic home cooks advance their culinary skills will only grow. Getting ahead of that demand by adding more complex recipe content now will pay dividends into the future.