Changing Consumer Behavior Spurs Dramatic Increase in Home Cooking and Drives Huge Growth for Community-Focused Food Sites
Consumers Seeking Solutions for Affordable
Holiday
Recipes Give Allrecipes.com Its Biggest Month in History
SEATTLE, Dec. 11 /PRNewswire/ -- Low consumer confidence in the economy and continued high food prices resulted in more American families cooking at home this November. According to comScore Media Metrix, Allrecipes.com, the world's #1 food site, posted its largest traffic month ever in November with 10.7 million home cooks visiting the site. The most dramatic traffic growth occurred the week leading up to Thanksgiving Day, with more than 19 million page views viewed on Wednesday, November 26, a 22 percent year-over-year increase.
"Allrecipes' November traffic marks an indisputable shift in consumer behavior as more people spent time online to complete everyday tasks," said Lisa Sharples, president, Allrecipes.com. "Increasingly, these consumers are looking first to social networking sites for authentic, relevant peer-to-peer content to help them make day-to-day decisions about cooking, shopping and other household needs. Allrecipes' growth is evidence of how essential these sites have become to consumers' daily lives."
This behavioral trend is expected to continue into 2009. Allrecipes just completed its 2008 Annual Food Trend Forecast(*) with results clearly reflecting how Americans are adjusting their cooking behaviors to adapt to economic changes. Among the findings:
80 percent of respondents plan to cook at home more in 2009 to help manage food budgets
61 percent of respondents reported eating out at restaurants less in 2008, number expected to remain the same in 2009
59 percent of respondents expect to increase their use of coupons in 2009, a 55 percent increase over 2008
Allrecipes' user-generated, editorially-filtered content -- including recipes, reviews, photos, profiles, tips, and interactive forum -- and passionate community have established the site as the go-to resource for everyday and holiday cooking and entertaining ideas.
(*) Allrecipes conducted its Annual Food Trend Forecast survey between November 24 and December 3, 2008, with 1,500 respondents for a margin of error plus or minus four percentage points.
About Allrecipes.com
Allrecipes, the world's #1 food site, receives more than 250 million visits annually from home cooks who discover and share food ideas through user generated recipes, reviews, photos, profiles, and meal ideas. For more than 11 years, the Seattle-based site has served as a dynamic, indispensable resource for cooks of all skill levels seeking trusted recipes, party ideas, everyday and holiday meal solutions, practical cooking tips and food advice. As the fastest growing food site, Allrecipes provides insights into the cooking behaviors of home cooks everywhere. In 2008, Allrecipes launched localized versions for the United Kingdom/Ireland and Australia/New Zealand, with France and Germany due by year-end. Allrecipes is part of Food & Entertaining at The Reader's Digest Association, Inc. For additional information regarding Allrecipes, please visit www.allrecipes.com.
