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IACP Panel: What are the most-searched recipes around the world?
We can learn a lot about cooking trends by looking at how people search for recipes.
During the first full day of panels and sessions at the International Association of Culinary Professionals’ annual conference, Lynn Woll of the Seattle-based AllRecipes.com and Rita Wheat of a global marketing agency called G2 presented the findings from a February 2011 survey of more than 2,500 AllRecipes users from around the world that asked them all kinds of questions about how they search for recipes, which devices they use, how often they read the recipes reviews, etc.
The panelists didn’t address the fact that their survey is skewed because it is coming from people who are already searching AllRecipes.com, but there is still some insight to be gained from the results.
- Chicken is the No. 1 search term on AllRecipes.com around the world, with cake coming in second. Regionally, these vary widely. In the U.S., the world’s best lasagna is the most searched for recipe. The other top searches: Pumpkin pie in Germany, Jalisco meat juice in Mexico, apple crumble in Australia, pressure cooker pork in France, deviled eggs in the Netherlands, chocolate chip cookies in the UK and, perhaps most interesting, ginger milk in China.
- 78 percent of responders said they cook at home on a daily basis, with 37 percent saying they’ll be cooking more at home in the next year. Why? To eat healthier, said 77 percent of responders, compared to 60 percent who said it was so save money.
- Blame it on the cold weather or the fewer number of daylight hours, but across the board, people around the world cook more during the cold months.
- Mexicans prefer brand name products, while most Germans said they were happy to use store brands.
- Cupcake is one of the fastest rising searches outside the U.S.
- Blender is one of the top 10 searched terms in France, while slow cooker, grill and bread machine are on the rise in other countries outside the U.S.
- Only 1 percent of recipe searchers start their search in a social network. 14 percent start in their inbox with something like a newsletter, while 42 percent start at a specific site and 43 percent starting at a search engine.
- More than half the responders look at five or more recipes before choosing one or combining several.
- 51 percent said they want a recipe from a “cook just like me,” over a well-known publisher or media outlet or a professional chef, celebrity or brand. Only 24 percent prefer a recipe from a well-known food blogger.
- 81 percent said a recipe must have a photo before they’ll cook it. 70 percent want to read reviews or ratings before deciding to cook it.
- 40 percent of smart phone users use their devices when shopping for food. Sixty percent of them are searching for recipes, while 37 percent are referencing a shopping list. Only 19 percent are looking for coupons.
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