Nearly eight in 10 Americans (79%) enjoy cooking, but only 30% are truly passionate about it. Only 7% do not cook, and only 14% do not enjoy it at all.
Matures (33%), aged 65 and older, are more likely to be passionate cooks than are Baby Boomers (28%), aged 46-64. The researchers suggest this may be because Matures have more free time than Boomers to spend in the kitchen. Matures also have more practice cooking than other generations: 51% of Matures cook at home five times a week or more, compared to 43% of Boomers, 38% of Gen Xers (aged 34-45), and 33% of Echo Boomers (aged 18-33).
Men (32%) are more likely than women (28%) to love cooking, probably because the daily chore of cooking dinner is less likely to fall on them. Women are more likely than men to occasionally try new recipes and techniques (75% vs. 61%) and look for inspiration in food-related articles, cooking shows, and websites (65% vs. 55%).
Among the general population, those who cook at home (81%) very often cook what they are familiar with. Only 22% frequently look for new recipes to try new foods and preparation techniques, while 46% do so occasionally. One in five (20%) very often seek inspiration from food-related articles, cooking shows, and websites, though do not follow the recipes exactly. A third (34%) frequently use time-saving ingredients or appliances, such as pre-prepped and/or frozen ingredients, toaster ovens, and microwave ovens. [Food/Beverages]
Source: “Harris Poll: Cooking,” Harris Interactive, Alyssa Hall, 161 Sixth Ave., New York, NY 10013; 212-539-9749; ahall@harrisinteractive.com; www.harrisinteractive.com.
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