Fusion isn’t just a culinary style. Increasingly, consumers are using the digital space to connect their home kitchen to their grocery store of choice.
According to a new report from New York City-based commerce advertising platform Chicory, 89% of consumers say they use digital recipes and 43% say they are using digital recipes more often. They aren’t just scrolling at home or work: Up to 75% of consumers look for recipes on their mobile device while they are at the grocery store. Organic search based on keyword is the most popular way that consumers find recipes online, followed by food blogs and websites and social media platforms Pinterest, Facebook and TikTok.
In 2022, recipes in Chicory’s network racked up more than two billion views. In addition, total add-to-carts in the company’s network rose 20% over the previous year, underscoring the fact that more consumers are shopping or making grocery lists through in-recipe ads.
The embrace of digital recipes can be attributed in large part to the shift to cooking more at home, a trend that started with the pandemic and continues through an era of high inflation. Chicory’s latest findings confirm that 55% of shoppers are cooking more at home.
Just because people are cooking at home, however, doesn’t mean they are would-be culinary professionals.For example, nearly 60% of consumers polled by Chicory said they are more likely to buy pre-packaged produce when buying groceries online. This past holiday season, 90% of shoppers said they would purchase some pre-made options.
"The growth of our network in 2022 reflects consumer demand for convenient and simple online grocery shopping experiences," said Yuni Sameshima, Chicory’s CEO and co-founder. "In 2023, we predict that online grocery activity will increase, as will industry competition, making it essential for brands to expand their digital footprint and adopt in-recipe commerce media."
As for what consumers have been cooking at home, Chicory also highlighted trending recipes. The most popular recipe of 2022 by total views was Green Bean Casserole, followed by Simple Taco Soup, The Ultimate Chicken Noodle Soup, Olive Garden Chicken Gnocchi Soup and Olive Garden Zuppa Toscana Soup. Top ingredients for the recently-concluded calendar year, based on total recipe views, were the staples of salt, butter, ground black pepper, eggs and fresh garlic.
Chicory’s recipe network now spans 5,200 recipe sites and the company has direct API integrations with more than 60 grocers across the United States.
FAQs
Almost 88% of consumers use recipes from food blogs, recipe sites and social media or video platforms, according to the “2023 State of Online Recipes” report from contextual commerce advertising platform Chicory.
How does technology make cooking easier? ›
Meal kits, grocery delivery, quality recipe apps, nutrition planners and precision cooking tools all help eliminate the pain points that prevent people from cooking today. What is the number one benefit that a cook receives from using technology in the kitchen? Confidence.
What are the benefits of using a standardized recipe? ›
Benefits of using a standardized recipe include:
- a consistent quality and quantity.
- standard portion size/cost.
- assuring nutritional content and addressing dietary concerns, such as special diets or food allergies.
- helping ensure compliance with “Truth in Menu” requirements.
- aiding in forecasting and purchasing.
5 Tips for Using ChatGPT in the Kitchen
- Be as specific as possible. The key to successfully using ChatGPT in the kitchen is to be as specific as possible. ...
- Don't be afraid to re-adjust your prompts. ...
- Choose a cooking method. ...
- Give it examples. ...
- Use it to meal plan.
And since Google prefers longer-form content (even though they say this isn't necessarily true), online food bloggers write lengthy content to get higher up in Google rankings and provide more space for ads to pop up—so that you reading their stories of how they first learned to tie their shoe before going on to ...
How has social media influenced the way we cook? ›
Many online bloggers and social media stars have been known to provide fully-detailed, behind-the-science recipes so even first-time bakers can create professional-style results. In one recent poll, 77% of users claimed that social media was the reason behind their improved cooking and baking skills.
How does technology influence cooking? ›
Food technology has brought about groundbreaking innovations in cooking techniques, transforming the way we prepare and present our meals. The advent of advanced kitchen appliances, such as sous vide machines, combi-ovens, and immersion blenders, has revolutionized the culinary landscape.
How would cooking be improved upon using existing technology? ›
By allowing real-time food temperature monitoring, it ensures perfectly cooked meals, enhancing both safety and quality. Whether it's a steak cooked to the perfect level of doneness or a roast with the ideal internal temperature, the Smart Thermometer takes the guesswork out of cooking.
How does technology help with food? ›
Incorporating tech tools — including artificial intelligence (AI), the Internet of Things (IoT), blockchain, and machine learning — is a game changer, making food businesses safer, and improving production processes, quality control, and supply chain management.
What is formula in cooking? ›
A formula is your recipe, but converted to exact weights. These weights are then converted into percentages, to make sure you have the exact amount of each ingredient every time you (or your co-packer, or your employees) manufacture your product. It is often based on pounds, grams or other weight measurements.
Every recipe includes ingredients, the amount of ingredients, and the method used to combine and cook the ingredients. A standardized recipe specifies the exact ingredients and cooking methods to use. Ingredients are measured using weight and volume.
What are the four parts of a standardized recipe? ›
- Standardized Recipe Components.
- Recipe Title: Name that describes the recipe.
- Recipe Category: File location or classification such as entrée, side or grain.
- Recipe Number (optional)
- Ingredients: Products used in recipe, be specific.
- Ingredient Amounts: The quantity of each ingredient listed in weight and/or measure.
ChatGPT can be a valuable tool for people seeking precise measurements and general inquiries. It can generate recipe suggestions based on the ingredients you have on hand, and does that well. I asked it to create a recipe with the things I had in my fridge: chicken, rice, tomatoes, dill, and limes.
How to use ChatGPT as a meal planner? ›
Ask ChatGPT for Ideas:
You can start a conversation like this: - "I have these ingredients: [list your ingredients]. What can I make with them?" - "I want to make a meal using [specific ingredient].
How to cook pasta from packet? ›
Boil the water (with salt and/or olive oil) in a large pan. Once boiling add the pasta and cook for 8-12 mins, depending on the shape – see above. Drain and leave to steam dry for a few mins, just until the surface of the pasta looks matte.
How often do people use recipes? ›
Morning Consult research shows that consumers frequently use recipes: Two-thirds of U.S. adults said they cooked with a recipe at least one day in the past week, and nearly 10% said it's a daily occurrence.
Do recipe websites make money? ›
Yes. Some food bloggers can make quite substantial amounts. There is a very important distinction to be made here: some food bloggers make enough money, while others are struggling to make ends meet. To make money as a food blogger, you need to have a certain level of dedication.
How many people use cookbooks? ›
“It's always a strong category,” said Kristen McLean, book industry analyst for market research company The NPD Group. “They are the fourth largest category of nonfiction that we sell here in the United States.” Sales fluctuate a little year to year, but they're generally stable — around 20 million or so.
Can you make money selling recipes online? ›
Another easier way to sell recipes online is to list yourself as a recipe writer on freelance platforms such as Fiverr, Upwork, etc. You can easily make around $35 to $50 as a freelance recipe writer.
