THE EVOLUTION OF RECIPE SHARING Recipes are the original viral content. Brands are seeking to understand how, where, why and when consumers seek out, consume and share recipes. Many brands target women ages 25-54 with recipe content, but to increase purchase, consumption and usage occasions, brands first need to understand how people interact with this content. Recipes Are in High Demand Where They Are Online Consumers are expanding beyond traditional recipe sources and are constantly on the hunt for new recipes to try. Social media plays a big role in this consumer’s everyday life. 64 % seek out recipe/cookbook information online 65 % read food and recipe columns in daily newspapers 70 % watch cooking shows on television during the week TODAYS TASTE RECIPE Mexican Pizza Facebook Hot Burger 14m How They Find Recipes Consumers are searching online - from their computer, but also their mobile device. 72 % of target is on Facebook 73 % of U.S. Foodies are on Instagram 51 % of target is on YouTube Recipes for kids 80 % of all consumers looked up a recipe online before shopping 34 % YOY% change in mobile search for recipes on average (2012 – 2015) The Rise of Video The popularity of online videos continues to rise, taking up a growing share of digital content. 66 % of the world’s content is predicted to be video by 2017 140 % increase in video shares since 2013 152 % more engagements on videos than photos Key Opportunities Brands can take all of this information and activate based on these learnings to tap into consumers where, when and how they’re looking for recipes. Here are three keys for brands to keep in mind: For more information and to understand how these insights can translate into actionable solutions for your brand, contact: Steve Bryant Director, Food & Beverage [email protected] | 206.270.4664 SOURCES: comScore Plan Metrix Key Measures, June 2015, U.S. (Sample audience: 89,145 women, ages 25-54); “Feeding a Digital World,” Sullivan Higdon & Sink FoodThink, 2014; “Cooking Enthusiasts,” Mintel, October 2014, U.S.; “The Rise of Social Video,” comScore; Shareablee, Q1 2015, U.S. Create “How To” video content Focus on healthy living recipes Be compatible for all platforms 59% of adults cook because it is healthier than eating out “How to Cook That” is one of the ten most popular how-to searches on YouTube Ensure that digital programs are always mobile optimized