MARCH 2018 2018 HEALTHFUL EATING TRENDS

What American Families are Cooking and Eating

INSIGHT #1 Meal Preppers Unite!

Healthful eating is a year-round pursuit for many families, a task connected to lifestyles focused on wellness instead of weight-loss or fad diets. While January is still the month when many will start off the new year with positive eating resolutions, the other eleven months are just as important to everyone seeking to maintain overall healthful eating habits. What makes up healthful eating patterns today? Clean eating is a trend across demographic groups, while advance meal preparation, the Keto diet, probiotics, plant-based proteins, and vegetables also play significant roles. To dig deeper and stir the pot, Allrecipes’ data analysts reviewed site traffic and survey data from the past year to identify trends related to healthful eating and share them in this issue of the Measuring Cup Trend Report.

One-third of online home cooks say they are preparing more weeknight meals ahead of time to make weeknight schedules less chaotic and help their families eat more healthful meals. The most likely meal preppers are younger cooks—Millennials and GenXers—aged 25- to 44-years-old. While making dinners ahead of time is a key behavior, meal prepping expands across all meal occasions. In the past year, meal preppers say they are also eating breakfast more often (59%), and preparing more sack lunches (54%). Recipes play a significant role to inspire prepared meals: 75% of meal preppers say they are cooking more often from recipes.

Allrecipes’ Most Popular Make-Ahead Meals in 2017

Angela’s Awesome Enchiladas3K made it1873 reviews

Fantastic Black Bean Chili1K made it746 reviews

No-Cook Overnight Oatmeal587 made it104 reviews

Make Ahead Vegetarian Moroccan Stew336 made it204 reviews

Thai Beef Salad170 made it86 reviews

Baked Ziti10K made it5545 reviews

Slow Cooker Carnitas3K made it1257 reviews

Noodle Bowls5 made it3 reviews

Asian Chicken Salad in a Jar4 made it1 reviews

Mon.Tues.

Weds.

Thur.

Fri.Sat.

Sun.

Allrecipes.com Measuring Cup March 2018 / Healthful Eating Trends 1

INSIGHT #2 Keto Diet ExplosionThe keto (short for ketogenic) diet is America’s fastest-growing low-carb diet. In January 2018, demand for Keto-friendly recipes on Allrecipes.com soared 572% above the January 2017 mark. Home cooks following the keto diet are keen on dishes centered on high protein, low-sugar, low-carb/gluten-free ingredients. Many cooks following the keto diet seek out “Fat Bombs,” tasty energy blasts from small snacks or treats low in carbs and packed with good fats that rev up metabolism and may be eaten for breakfast, as a snack, or for a post-workout pick-me-up.

Allrecipes’ Most Popular Keto Diet Recipes

Easy Cloud Bread1K made it129 reviews

Keto Cheesecake Cupcakes177 made it42 reviews

Ketogenic Bread 49 made it12 reviews

Quick and Easy Parmesan Zucchini Fries24 made it6 reviews

Keto Chicken Parmesan13 made it7 reviews

Keto Instant Pot® Soup (Low Carb)12 made it3 reviews

Keto Low-Carb Lemon Poppy Seed Muffins11 made it9 reviews

Best Low-Carb Keto Meatballs3 made it2 reviews

Demand for Keto Diet Recipes on Allrecipes.com (January 2017 to January 2018)

Jan.Dec.Nov.Oct.Sep.Aug.Jul.Jun.MayApr.Mar.Feb.Jan.

Allrecipes.com Measuring Cup March 2018 / Healthful Eating Trends 2

INSIGHT #3 New Stars in the Veggie Popularity Contest

Move over broccoli! The 2015 vegetable star is no longer rockin’. Brussels sprouts is now tops among 2017’s fastest trending veggie pack, proving it’s not just for Thanksgiving side dishes anymore. With three-quarters of respondents in Allrecipes’ 2017 Healthy Eating Survey saying that eating more vegetables is their uppermost healthful eating priority, comparing the most popular vegetables between 2015 and 2017 proved too intriguing not to investigate. Slicing and dicing web analytics data helped determine which vegetables are now fastest trending among home cooks. In a side-by-side comparison based on site traffic, the 2017 winners are…

2017 YoY Vegetable Page View Growth

Vegetables Eaten Most in 2015*

Brussels Sprouts +29% 32%

Asparagus +9% n/aPeas +4% 44%Spaghetti Squash +3% 27%Cabbage +2% n/aCarrots +1% 58%Beans 0% 57%Broccoli 0% 66%Spinach -1% 50%Celery -1% 43%Eggplant -2% 26%Zucchini -8% 35%Kale -8% 30%Cauliflower -9% 40%

Allrecipes’ Fastest-Growing, Most Popular Vegetable Recipes

Roasted Brussels Sprouts 6K made it2662 reviews

Ham and Split Pea Soup Recipe – A Great Soup896 made it228 reviews

Baked Spaghetti Squash Lasagna Style721 made it417 reviews

Carrot Cake Oatmeal936 made it106 reviews

Brussels Sprouts Gratin2K made it234 reviews

Flourless Eggplant Pizza122 made it39 reviews

Roasted Cauliflower “Rice”75 made it17 reviews

Summer Lasagna602 made it149 reviews

Sausage Barley Soup709 made it286 reviews

Sausage, Potato and Kale Soup2K made it268 reviews

Fried Cabbage II2K made it664 reviews

Sandy’s Homemade Broccoli and Cheddar Soup 748 made it219 reviews

*Source: Allrecipes’ 2015 Healthful Eating Survey

Allrecipes.com Measuring Cup March 2018 / Healthful Eating Trends 3

Allrecipes’ Top-Rated Vegan Recipes

Spicy Vegan Potato Curry2K made it653 reviews

Vegan Chocolate Cake1K made it676 reviews

Vegan Black Bean Soup1K made it619 reviews

Vegan Brownies1K made it874 reviews

Vegan Pancakes1K made it584 reviews

Hearty Vegan Slow-Cooker Chili288 made it73 reviews

Vegan Black Bean Burgers253 made it85 reviews

Vegan Cupcakes538 made it303 reviews

INSIGHT #4 Vegan Goes MainstreamAnyone following a vegan diet is no longer an oddity or an outcast. According to Allrecipes’ 2017 Healthful Eating Survey, almost 7% of survey respondents report trying a vegan diet in the past year. As might be expected, vegan followers are younger and highly focused on healthful eating: 61% fall in the 18-34-years-old age group, compared with 28% of total survey participants, and 70% say eating healthfully is a high priority. What are their motivations for pursuing a vegan diet? Better overall health (60%) and having more energy (61%) top the list. Almost three-quarters (73%) of vegan followers say they are cooking more from recipes now than they did a year ago, with their top recipe choices ranging from sweet to savory.

One surprise: Survey data indicates home cooks following a vegan diet are more likely to be male, 69%, compared with 31% of female respondents.

TRAFFIC FOR VEGAN RECIPES UP

51%

SEARCHES INCLUDING ‘VEGAN’ AS A KEY TERM GREW

39% IN 2017 COMPARED TO TOTAL SITE TRAFFIC

IN JAN. 2017

Allrecipes.com Measuring Cup March 2018 / Healthful Eating Trends 4

INSIGHT #5 Faux Meat on ForksWhere’s the beef? Meat alternatives, known in the industry as Textured Vegetable Protein (TVP), are showing up in many versions in grocery store cold cases and on dinner plates. Created to entice the growing population of vegetarians and vegans who spurn meat and poultry, they also appeal to health-conscious consumers concerned about the amount of cholesterol and fat in the foods they eat. Overall, 14% of respondents in the 2017 Allrecipes Healthy Eating Survey say they are increasing their consumption of meat substitutes. A recent Mintel report (January 2017) indicates millennials are most likely to try alternative meat products: 73% would eat more if they knew better how to prepare them.

Increased Meat Substitute Purchases in the Past Year

It seems regardless of eating parameters, everyone craves meat’s texture, flavors and spices—and savvy producers have developed new methods using blended ingredients to create tastier and more appealing versions of meat substitutes. Who would guess yellow peas, pea protein, blends of ancient grain flours (amaranth, millet, quinoa), carrot fiber, beetroot fiber, and yeast extract, plus seasonings such as camelina, garlic, mustard seeds, sea salt, paprika, and turmeric can produce satisfying meaty-tasting food adventures?

Allrecipes’ Trending Recipes with Plant-Based Meats

Vegetarian Chili288 made it170 reviews

Stuffed Bell Peppers266 made it166 reviews

Vegetarian Meatloaf with Vegetables164 made it124 reviews

Wicked Good Veggie Chili94 made it70 reviews

Vegetarian Burrito Casserole141 made it94 reviews

Easy Chili26 made it11 reviews

Lentils and Rice with TVP11 made it9 reviews

Vegetarian Faux Chicken Patties9 made it8 reviews

Now with texture

TASTY!

23%14%

8%

Millennials Gen X Boomers

Allrecipes.com Measuring Cup March 2018 / Healthful Eating Trends 5

INSIGHT #6 Good for Your GutGut health, the concept of human microbiota, is defined as an ecological community of symbiotic and pathogenic microorganisms living in our intestines. The idea of proactive health care to keep the human digestive system in balance is a relatively new concept to reach mainstream cooks and consumers. It may be seen as an outgrowth of consumers’ concern for and interest in functional foods—foods offering other health benefits—found in probiotics, prebiotics, and fermented foods. It’s an area many consider the next frontier in weight loss. Several studies have also connected gut health to stomach issues, allergies, and even moods, convincing some cooks to associate the concept with their feelings of wellness, energy and mental clarity. Forty-one percent of respondents in Allrecipes’ 2017 Healthy Eating Survey reported “better digestion” is one of the primary reasons behind their goal of eating more healthfully.

Allrecipes’ Top Recipes for Promoting Microbiome Health

Homemade Black Bean Veggie Burgers4K made it2426 reviews

Perfect Summer Fruit Salad1K made it253 reviews

Ginger Stir-Fry960 made it391 reviews

Bread and Butter Pickles II498 made it267 reviews

Chicken Piccata with Artichoke Hearts611 made it287 reviews

Spicy Cabbage Kimchi108 made it63 reviews

Yogurt Parfait114 made it47 reviews

Sauerkraut Salad131 made it78 reviews

83%

Gain weight

Better memory

Manage a health condition

Better digestion

More sustained energy throughout the day

Feel better about the foods I eat

Gain more energy

Lose weight

Avoid negative e�ects of unhealthy diet

Better overall health

62%

59%

55%

50%

46%

41%

31%

29%

14%

Top Reasons for Eating More Healthfully

Allrecipes.com Measuring Cup March 2018 / Healthful Eating Trends 6

INSIGHT #7 Not Your Granddad’s DairyGrocery store shelves have seen an explosion of non-dairy “milk” in the past few years. In fact, Mintel researchers report the non-dairy milk category grew 5% from 2016 to 2017, and is expected to continue its robust growth over the next five years. Driving this trend are consumers who are lactose-intolerant, trying to lose weight, or trying out a vegan diet. Almond and soy milk are category staples, while coconut milk is popular in Indian and Thai dishes. Oat milk is the newest item on the dairy shelf, experiencing a strong spurt of popularity since early 2017. These plant-based dairy milk alternatives are popular for their flavor, naturalness, and perceived health benefits. While the category is experiencing growth among all age groups, GenZ and Millennials are principle consumers of plant-based milks, often motivated by personal health, the environment, and animal welfare concerns. For older cooks who pay attention to nutrition facts and drink labels, the low-fat options are appealing.

Allrecipes’ Top Recipes Using Dairy Alternatives

Cherry Almond Oatmeal211 made it35 reviews

Easy Creamy Vegan Macaroni and Cheese143 made it88 reviews

Soy Milk Pancakes129 made it91 reviews

Almond Strawberry Chia Seed Pudding125 made it34 reviews

Spinach and Kale Smoothie163 made it34 reviews

Vegan Basic Vanilla Cake189 made it64 reviews

Low-Carb Chocolate Peanut Butter Smoothie125 made it44 reviews

Chunky Corn Chowder (Vegan)62 made it40 reviews

Percent of Cooks Who Substituted Almond, Coconut, or Soy Alternatives for Cow’s Milk

OAT MILK

YUM!

UNSWEETENED

RICE MILK

100%!

ALMONDMILK

Nutritious!

COCONUTMILK

TotalBoomersMillennialsGenX

31% 30% 24% 29%

Allrecipes.com Measuring Cup March 2018 / Healthful Eating Trends 7

Please Contact

Esmee WilliamsAllrecipesVice President, Consumer & Brand Strategy

206–436–7416 esmee@allrecipes.com allrecipes.com/cook/esmee @EsmeeWilliams

MethodologyData cited in this Measuring Cup is taken from the Allrecipes Healthful Eating Trends Measuring Cup Reports (January 2017 and 2015), and site analytics for 2017 and January 2018.

About AllrecipesAllrecipes, the world’s largest food-focused social network, receives more than 1.5 billion visits annually from home cooks who inspire and inform cooking through shared recipes, photos, reviews, collections, profiles, and videos. Since its launch in 1997, the Seattle-based digital food brand has served as a dynamic, indispensable resource for cooks of all skill levels seeking trusted recipes, entertaining ideas, everyday and holiday meal solutions, and cooking instruction. Allrecipes is a global, multi-platform brand with 19 sites, three mobile apps, and 15 eBooks serving 23 countries in 12 languages. Allrecipes magazine, recognized by MIN as the 2013 Magazine Launch of the year, boasts a readership of 7.6 million cooks.

About Meredith CorporationMeredith Corporation (NYSE:MDP; meredith.com) has been committed to service journalism for more than 115 years. Today, Meredith uses multiple distribution platforms — including broadcast television, print, digital, mobile and video — to provide consumers with content they desire and to deliver the messages of its advertising and marketing partners.

Meredith’s National Media Group reaches nearly 200 million unduplicated American consumers every month, including 85 percent of U.S. Millennial women. Meredith is a leader in creating content across media platforms and life stages in key consumer interest areas such as entertainment, food, lifestyle, home, parenting, beauty, fashion, news and sports. Meredith also features robust brand licensing activities including more than 3,000 SKUs of branded products at 4,000 Walmart stores across the U.S. and at walmart.com, as well as innovative business-to-business marketing solutions provided by Meredith Xcelerated Marketing.

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