FOOD PREP

TRENDTRACKER 2014

Riedel Marketing Group

Table of Contents

ABOUT THE TRENDS ………………………………………………………………….............................4

WHY WE CONDUCT THE SURVEY WITH THE HOMETREND INFLUENTIALS PANEL ………….5

HOMETREND INFLUENTIALS PANEL DEMOGRAPHCS ……………………………………………..6

HOW WE GATHER THE DATA ……………………………………………………................................7

FOOD PREP TRENDS ………………...……………………………………………………………………8

– Changes in the amount of time spent on food preparation compared to a year ago.

– Reasons for changes in the amount of time spent on food preparation compared to a year ago.

– Anticipated changes in the amount of time spent on food preparation in the next year.

– Changes in the frequency of cooking from scratch, "speed scratch" or semi-homemade cooking, baking

sweets and desserts, baking bread, baking casseroles and other main dishes, canning, making jam and/or

jelly, grilling, steaming compared to a year ago.

– Changes in the frequency of usage of stovetop, conventional oven, microwave oven, and toaster oven

compared to a year ago.

– Changes in the frequency of usage of coffeemaker, toaster, food processor, blender, rice cooker, mixer,

food dehydrator, slow cooker, bread machine, steamer, juicer/juice extractor compared to a year ago.

– Changes in the frequency of usage of plastic cookware and/or plastic food storage containers compared to

a year ago.

– Reasons for changes in the frequency of usage of plastic cookware and/or plastic food storage containers.

– Changes in the types of foods being eaten compared to a year ago.

– Anticipated major changes that will be made in the types of foods that will be eaten in the next year or so.

– Most important reason major changes are being made in the types of foods being eaten.

– Health/weight management habits currently being followed.

– Changes in food prep habits and practices resulting from changes in types of foods being prepared.

Changes in priority of purchase of buying fruits and vegetables labeled "organic" even if they cost more

money.

FOOD PREP cont.

– Changes in priority of purchase of buying packaged foods labeled "organic" even if they cost more money.

– Incidence of vegetable gardening.

– Changes in frequency of shopping at a local fruit/vegetable stand or a farmer's market.

– Past experience with planting of a vegetable garden.

– Level of interest in planting a vegetable garden in the future

– Incidence of shopping at a local fruit/vegetable stand or a farmer's market

– Importance of buying fruits and vegetables labeled "organic" even if they cost more money.

– Importance of buying packaged foods labeled "organic" even if they cost more money.

– Incidence of vegetable gardening.

– Past experience with planting of a vegetable garden.

– Level of interest in planting a vegetable garden in the future

– Incidence of shopping at a local fruit/vegetable stand or a farmer's market

– Changes in frequency of shopping at a local fruit/vegetable stand or a farmer's market.

– Past year purchase of new cookware by people who bought induction stoves in the past year.

– Anticipated purchase of induction stoves in the next year

– Past year purchase of sous vide machines.

– Anticipated purchase of sous vide machines in the next year.

– Incidence of tablet use as a cookbook

– Past year purchase of tablet accessories for the kitchen.

– Anticipated purchase of tablet accessories for the kitchen in the next year.

– Changes in the frequency of at home entertaining compared to a year ago.

– Changes in the type of entertaining (i.e. sit down or formal dinner, barbecue, potluck, etc.) being done

APPENDICES ………………………………………………………………………...………………………32

– About the author

– About Riedel Marketing Group

– Riedel Marketing Group contact info

About the Trends

Food Prep TrendTracker 2014 focuses on longer term attitudinal and behavioral

trends and changes in food preparation activities that are having – and will continue

to have -- a profound impact on the housewares industry. When consumers make

changes in their home-related habits and practices, their needs change – and the types

of housewares products they buy and use change. Housewares manufacturers ignore

these trends at their own peril. They run the risk of missing out on new growth

opportunities, falling behind more trend-savvy competitors, and eventually going the

way of the buggy whip makers who failed to adjust to a new trend that made their

product obsolete.

Because we focus on the gradual shifts in consumer attitudes and behaviors, the major

trend themes that we track and monitor don’t typically change dramatically from

year to year. The drivers or underlying trends that impact consumer attitudes and

behaviors do not come and go in a year or two. For example, as they have for the past

several years, the economy, mobile technology, and social media are still driving

changes in consumer attitudes and behaviors.

12/10/20134

Why We Conduct the Survey with the Hometrend Influentials Panel

HomeTrend Influentials are home owners who like their homes to look up-

to-date and like to keep their fingers on the pulse of what is new for the

home. They are constantly redecorating and making improvements to their

homes. They enjoy talking with their family, friends, and co-workers about

what’s new for the home and they are sought out by friends and family for

advice on what to buy for their homes and what to do to their homes. They

are very active in community, civic, and political activities. They readily try

new food, household cleaning, laundry, and housewares products that they

see advertised or in stores and they eagerly recommend the products that

they really like to others.

HomeTrend Influentials pick up on new home-related trends and embrace

new home goods much sooner than the rest of the U.S. population. As

such, these influential consumers are the bellwether for predicting changes

in the behaviors, habits and practices, and attitudes of mainstream

Americans. If HIPsters embrace a new product, very likely it is going to be

embraced by mainstream Americans within a couple of years. If HIPsters

reject a new product, very likely the product is not going to be embraced by

mainstream Americans either.

5

HomeTrend Influentials Panel Demographics

Female: Although 5% of the HIPsters are male, the panel skews

predominantly female.

Early to mid 40's: Although a few are over 55 years of age, 20% of

HomeTrend Influentials Panel members are between the ages of 25 to 34

years old, 39% are between 35 to 44 years old years of age, and 31% are

between the ages of 45 and 54.

Middle/upper class: 34% of HomeTrend Influentials Panel members have

household incomes of less than $100,000, 37% have household incomes

of between $100,000 and $150,000, and 28% have household incomes of

more than $150,000.

Employed: More than three quarters of HomeTrend Influential Panel

members are in workforce. Two thirds of those in the workforce are

employed full-time.

Married: 87% of the HIPsters are married.

Children living at home: 57% HomeTrend Influentials Panel members have

children at home.

12/10/20136

How We Gather the Data

The primary source of insight used to identify the major trends of 2014 was

primary consumer research conducted by Riedel Marketing Group with

the company’s proprietary HomeTrend Influentials Panel (HIP).

Three in-depth online surveys were conducted with the HomeTrend

Influentials Panel in October 2013.

In addition to conducting primary consumer research with the HomeTrend

Influentials Panel, we glean insight from an array of other resources

including business publications, other market research companies and

consultants, and trade associations.

Housewares TrendTracker 2014 is written and edited by RMG Senior

Partner A.J. Riedel, a highly regarded marketing authority, forecaster of

consumer trends, and advisor to many housewares companies. Riedel has

been tracking housewares and home goods trends since 1999.

12/10/20137

FOOD PREP TRENDS

8

Time spent on food prep has been steadily declining but may start to trend up again in 2014.

More time, 18%

Less time, 22%

0%

5%

10%

15%

20%

25%

30%

35%

40%

More time Less time

The percent of HomeTrend Influentials who are spending more time on food prep has steadily declined over the past three

years while the percent who are spending less time has gone up.

2010 2011 2012 2013

More time than now31%

Less time than now

6%

No change63%

31% of HomeTrend Influentials think they will be spending more time on food prep

than they did this year.

12/10/20139

Scratch and “speed scratch” cooking and grilling are trending up in frequency; baking, canning, and making jam/jelly are trending down.

HomeTrend Influentials are scratch and “speed scratch” cooking, grilling and steaming more often and baking bread, sweets and desserts, canning, and

making jam/jelly less often.

More oftenAbout the

sameLess often

Baking bread 7% 46% 47%

Baking casseroles and other main dishes 14% 68% 18%

Baking sweets and desserts 9% 51% 40%

Canning 19% 53% 28%

Cooking from scratch 33% 53% 14%

Grilling 38% 56% 6%

Making jam and/or jelly 19% 51% 30%

"Speed scratch" or semi-homemade cooking 27% 64% 9%

Steaming 18% 71% 10%

12/10/201310

Stovetop usage is up slightly and toaster oven usage is down slightly.

HomeTrend Influentials are using their stovetops more often and their toaster ovens less often than they were a year ago.

More often About the same Less often

Stovetop 14% 82% 5%

Conventional oven 12% 71% 17%

Toaster oven 17% 54% 23%

Microwave oven 14% 71% 13%

12/10/201311

Blenders, food dehydrators, and rice cookers are being used more often and food processors, juicers/juice extractors, mixers, and slow cookers are being used less often.

HomeTrend Influentials are using their blenders, food dehydrators, and rice cookers more often and their food processors, juicers/juice extractors, mixers,

and slow cookers less often than they were a year ago.

More oftenAbout the

sameLess often

Blender 25% 67% 8%

Bread machine 16% 65% 18%

Coffeemaker 21% 58% 21%

Food dehydrator 32% 46% 22%

Food processor 19% 53% 28%

Juicer or juice extractor 11% 63% 26%

Mixer 20% 48% 32%

Rice cooker 31% 59% 10%

Slow cooker 5% 54% 41%

Steamer 22% 60% 18%

Toaster 30% 45% 25%

12/10/201312

Use of plastic cookware and plastic food storage containers is declining as more and more consumers switch to glass.

12/10/201313

HIPsters who are using plastic cookware and/or plastic food storage containers less are doing so either because they are worried about the health risks of using plastic or because they have switched to glass.

9% 20%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2012 2013

20% of HomeTrend Influentials are using plastic cookware and/or plastic

food storage containers less often than they were a year ago. Last year,

9% were using plastic less often.

More often Less often About the same

I was already not using any plastics in the

microwave (even if they say "microwave safe")

and having learned even more about how they

can leach BPA into food am also never storing

food in them either (I was always avoiding storing

food in plastic, now I never do). I will also not

use plastic that specifically says "BPA free".

Plastics are petroleum products. They are toxic.

We now KNOW about BPAs. I like the

"precautionary principle" that they use with great

frequency in Europe. If something has anything

suspicious about it, avoid it. Survey participant

“

”

Consumers’ focus on healthier eating has been fairly pervasive for several years and will continue.

0%

10%

20%

30%

40%

50%

60%

2011 2012 2013

For the third year in a row, more than 40% of HomeTrend influentials made major changes in the types of foods

they (and their families) are eating in the past year.

0%

5%

10%

15%

20%

25%

30%

35%

2011 2012 2013

More than 25% of HomeTrend influentials anticipate making major

changes (or additional changes) in the types of foods they (and their

families) will be eating in the next year.

80% of the HomeTrend Influentials who made major changes in the types of foods they

eat report that they are making healthier food choices.

64% of respondents to IRI’s 2013 Consumer Snacking survey indicate that they are

trying to eat healthier. 12/10/201314

23%

17%

15%

12%

10%

10%

3%

3%

0% 5% 10% 15% 20% 25%

I want to prevent health problems in the future by changing the way I eatnow.

I am making a conscious effort to limit my exposure to pesticides,hormones, antibiotics, trans-fats, high fructose corn syrup, and…

I want to eat healthier.

I or someone else in my household has a health problem that requires meto make dietary changes.

I or someone else in my household is trying to lose weight.

I or someone else in my household has food allergies.

I want my child/children to start learning healthy eating habits.

I or someone else in my household has cancer.

23% of HomeTrend Influentials are making major changes in the types of foods they and their families because they want to prevent future

health problems. Only 10% are doing it to lose weight.

53% of respondents to IRI’s 2013 Consumer Snacking survey say they try to eat foods

that help to prevent and/or manage chronic disease.

A “less diet, more lifestyle” approach to eating is driven by the desire to stave off health

problems in the future. They do not want to be plagued in their older years by chronic

health problems caused by poor dietary choices.

The purpose of the healthy eating trend is long-term health, not short-term weight loss.

12/10/201315

Portion control and limiting sugar intake are the most popular health/weight management habits.

12/10/201316

0% 10% 20% 30% 40% 50% 60% 70%

Practicing portion control

Limiting sugar intake

Limiting sodium intake

Counting calories

Not using any health/weight management

On a diet

61% of HomeTrend Influentials who are following a health/weight management program are practicing portion control and 49% are limiting

sugar intake.

The focus of health eating trend is on whole, fresh, and all natural ingredients …

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

More fresh fruits and vegetables

More whole fresh ingredients

More "all natural" foods without preservatives and/or artificialcolors/flavors

More "all natural" meats (e.g., no hormones, free range, grass fed, etc.)

More locally grown fruits and vegetables

More organic foods

Replaced packaged foods with fresh foods (e.g., used fresh tomatoesinstead of spaghetti sauce)

The changes HomeTrend Influentials are making in the types of foods they are eating reveal two healthy eating trends:

fresh and all natural

Fresh All natural/organic

12/10/201317

… With special emphasis on fresh fruits and vegetables, preferably locally grown.

12/10/201318

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

More fresh fruits and vegetables

More whole fresh ingredients

More "all natural" foods without preservatives and/or artificialcolors/flavors

More "all natural" meats (e.g., no hormones, free range, grass fed, etc.)

More locally grown fruits and vegetables

More organic foods

Replaced packaged foods with fresh foods (e.g., used fresh tomatoesinstead of spaghetti sauce)

83% of HomeTrend Influentials who have made major changes in the types of foods they eat are eating more fresh fruits and vegetables. 63% are eating

more locally grown fresh fruits and vegetables.

Buying organic produce and packaged foods is a priority for a significant percent of the population.

12/10/201319

0% 5% 10% 15% 20% 25% 30% 35%

Completely disagree

Somewhat disagree

Neither agree nor disagree

Somewhat agree

Completely agree

More than half of HomeTrend Influentials agree with the statement: “it is a priority

for me to buy fruits and vegetables labeled "organic" even if they cost more money.”

0% 5% 10% 15% 20% 25% 30% 35%

Completely disagree

Somewhat disagree

Neither agree nor disagree

Somewhat agree

Completely agree

45% of Home Trend Influentials agree with the statement: “It is a priority for me to

buy packaged foods labeled "organic" even if they cost more money.”

More and more American are planting vegetable gardens.

12/10/201320

Yes75%

No25%

75% of HomeTrend Influentials are interested in planting a

vegetable garden in the future.

Yes54%

No46%

More than half of HomeTrend Influentials planted a vegetable

garden this year in their own backyard or in a community

garden.

Yes90%

No10%

90% of HomeTrend Influentials who planted a garden this year have ever planted a vegetable

garden before.

They are also shopping at local fruit and vegetable stand and farmers’ markets more often.

12/10/201321

Yes75%

No25%

75% of HomeTrend Influentials shop at local fruit/vegetable stands and/or a

farmer's markets.

More often51%

Less often10%

About the same39%

51% of these HomeTrend Influentials areshopping at a local fruit/vegetable stands and/or farmer's markets more often then

they did a year or two ago.

One in three HomeTrend Influentials are cooking from scratch or using “speed scratch“ cooking techniques

more than they did a year ago.

More

often

Less

often

Cooking from scratch 33% 14%

"Speed scratch" or semi-homemade

cooking27% 9%

28%

29%

30%

31%

32%

33%

34%

in past year in next year

One in three HomeTrend Influentials who have made/are planning to make major

changes to the types of foods they eat are spending more time on food prep.

#1 reason they are spending more time on

food prep: Because they are eating more fresh

foods that take longer to prepare.

Healthy eating requires changes how consumers prepare food: more time spent on food prep and switch to more time consuming cooking techniques.

12/10/201322

Sales of Induction Cooktops will more than double in the next couple of years.

Yes2%

No98%

2% of HomeTrend Influentials purchased an induction stove in the

past year.

Yes5%

No95%

5% of HomeTrend Influentials are planning to purchase an induction

stove in the next year.

Thermador conducted a nationwide survey of homeowners ages 35-54 who are looking to do a

kitchen remodel over the next 12 months. Of the respondents, 88 percent are interested in

experiencing new induction cooking technology after learning of its many benefits — including

generating heat faster, adjusting temperature instantaneously and its being safe to the touch.

Additionally, the survey found that a whopping 93 percent of these homeowners would purchase an

induction cooktop if cost were not a factor. 2

1 http://www.usatoday.com/story/tech/2013/07/02/reviewed-induction-range-column/2480239/2 http://www.thermador.com/about/press-room/9-17-2012-thermador-survey-reveals-induction-cooking-at-the-heart-of-

todays-kitchen-remodels

Currently, only about 5% of cooktops sold in the U.S. use induction. 1

“”

12/10/201323

Some of the new induction burners, cooktops, and ranges that were introduced in 2013.

12/10/201324

Duxtop 8300ST Max Burton 6015 NuWave PIC-1300

Dacor Renaissance

Induction CooktopFrigidaire Gallery®

Freestanding Induction Range

Electrolux Induction Free

Standing Range

Sales of cookware that is safe for induction cooking will grow as more and more induction cooktops are installed in U.S. homes.

12/10/201325

Yes33%

No67%

33% of the HomeTrend Influentials who purchased an induction stove in the past year also purchase new cookware.

The sous vide steam cooking technique will grow in popularity as lower priced thermal immersion circulators hit the market.

Sous vide is a steam cooking technique that is used for food preparation in many fine restaurants. Dishes are first

vacuum sealed, then cooked in a precisely controlled heated water bath.

Yes1%

No99%

1% of HomeTrend Influentials purchased a sous vide machine in the past year.

Yes4%

No96%

4% of HomeTrend Influentials plan to purchase a sous vide machine in the next

year.

12/10/201326

Some of the new Thermal Immersion Circulators that were introduced in 2013.

12/10/201327

Anova sous vide

circulator

AquaChef Clarity non-

immersion circulator sous-

vide cooker

Electrolux combi-steam

oven and vacuum sealer

Viante Home Products

CUC-09SV Sous Vide

Cooker

Three Kickstarter Projects for Thermal Immersion Circulators were successfully funded in 2013.

12/10/201328

Tablet stands, holders, and covers that designed specifically for use in the kitchen will continue to grow in popularity as more and more people use their tablets as cookbooks.

Digital platforms such as the iPad, Nook and

Kindle Fire are changing the way families cook.

Kitchen-friendly recipe applications and digital

versions of their favorite food magazines and

cookbooks are not just viewed as bonus

offerings, they're expected. From recipes to

grocery lists to nutritional information, readers

want it now and want it at their fingertips.

Yes64%

No36%

64% of HomeTrend Influentials use their iPad or tablet as a cookbook.

Yes42%

No58%

42% of HomeTrend Influentials purchased a stand, holder, or cover to hold/protect

their tablet in the kitchen in the past year.

Yes23%

No77%

23% of HomeTrend Influentials plan to purchase a stand, holder, or cover to

hold/protect their tablet in the kitchen in the next year.

“

12/10/201329

Some of the tablet accessories for the kitchen that were introduced in 2013.

Victorinox 18-Slot Knife Block

with Tablet StandThe Orange Chef Cutting Board

with iPad Stand

Belkin Kitchen Stand for Tablets

12/10/201330

Chef Sleeve Dishwasher

Safe iPad Stand

At-home entertaining is trending down slightly and moving toward more casual.

12/10/201331

More often14%

Less often23%About the

same63%

23% of HomeTrend Influentials are entertaining at home less often than they were a year ago. Far fewer are

entertaining more often.

Yes9%

No91%

10% of HomeTrend Influentials have changed the type of entertaining

from what the were doing a year ago

Entertaining is becoming less formal

• more spontaneous, less planned--

• more casual...less formal dining

• a little more relaxed...more fun themes...easier

clean up ;)

• Smaller groups of people, less fancy, less

planning, a lot more pot luck

APPENDICES

32

About the Author

12/10/201333

A.J. Riedel, Senior Partner of Riedel Marketing

Group (RMG), is a highly regarded marketing

authority in the housewares industry, the top

forecaster of housewares trends, and an

advisor to many housewares companies. A.J.

has 24 years of experience and an excellent

track record in the housewares industry. Her

knowledge and understanding encompasses

market dynamics, channels of distribution,

housewares consumers, and trends impacting

the industry, and marketing issues in the

housewares industry.

About Riedel Marketing Group

For over 22 years, Riedel Marketing Group (RMG) has been providing housewares

companies with market and consumer data and insight that helps them make informed

product and marketing decisions with confidence. Housewares manufacturers, ranging

from large Fortune 500 corporations to smaller privately owned companies, seek our

expertise. Past and current clients include Cuisinart, Jarden, Newell Rubbermaid,

Progressive International, Chef’N, Jokari, Dexas, Bradshaw International, and the

International Housewares Manufacturers Association (IHA).

Specializes Exclusively In Housewares: RMG is the only market research

company that specializes exclusively in the housewares industry.

Knowledgeable about Housewares Industry: I understand market dynamics,

channels of distribution, consumers, history and trends, and marketing issues.

Expertise in Research and Analysis: I have extensive experience with online

surveys, product concept tests, market and competitive assessments, and home-use

tests.

Actionable Insight: I answer not just the “what” questions but also the “so what”

(what are the ramifications of the data) and “now what” (what do we do as a result of this

study) questions.

Proprietary Consumer Panel: RMG is the only market research company with a

proprietary housewares-focused Market Research Online Community (MROC).

12/10/201334

Riedel Marketing Group Contact Information

602-840-4948

5327 E. Pinchot Ave., Phoenix AZ 85018

ajr@4rmg.com

www.4rmg.com

www.twitter.com/AJRat4RMG

http://www.linkedin.com/company/riedel-marketing-group

12/10/201335