As consumers continue to buy cheap products amid rising inflation, the home food category has grown significantly as the consumer becomes a home cook.
But beyond the desire to tighten the purse strings, more people than ever want cooking at home – from buying food preparation equipment to trying new recipes with international flavors.
What is causing this?
New York Times columnist in Eric Kim’s space offered two options: a more knowledgeable and diverse generation of consumers.
“I think what has changed the most is that people are more educated now and they have access to more,” he said recently, in an interview. Food Institute. “The groups of people coming from other countries have increased. The children of these immigrants are now adults, and they are all chefs…that’s why it’s so interesting now…because there are many types of people who cook, and it’s not just one word.”
According to the National Restaurant Association, six out of 10 cooks and chefs in America are minorities, the highest number among other major groups in the restaurant industry.
Kim believes that this rise in diversity in America has encouraged home cooks to be more creative in their kitchens. He also cited major influences as the start of the Food Network TV channel. A 24-hour programming initiative that began in 1993, the Food Network has been recognized by many as making cooking and eating healthy easy and relatable to viewers at home.
“I started cooking and baking (when) I was 13 years old, and I was very influenced by the Food Network, which did a lot to change the culture of food and get people to cook at home,” Kim said.
Cooking at home has become Kim’s life – it’s a successful career.
Kim is a food writer, recipe creator, and columnist New York Times. She recently wrote her own cookbook, “Korean American: Food That Tastes Like Home.” It’s a collection of recipes that combine his love for the Korean cuisine of his heritage with the flavors of the American South, where he grew up.
The response to the book has been encouraging: it immediately became a New York Times Best seller. This year’s success is another strong indication that American consumers continue to seek out unique flavors from around the world in their diets.
It is through his work that Kim discovered the consumer’s desire to see.
“People … are willing to add a new ingredient to their diet, if you can convince them that it’s delicious and healthy,” Kim said.
Kim also cited the power of social media as an influence on home cooks: “When in doubt [an ingredient] on the front page of the newspaper, the national newspaper, grocery stores are starting to carry the products, because people go to the store and [asking]’Do you have this?’”
Kim has found that grocery stores tend to start stockpiling the products they name in their sections, waiting for the product to be shipped.
“I’m sure Alison Roman runs … that kind of thing a lot. Samin Nosrat sold buttermilk. The grocery store is where people buy their food, but what they’re interested in is the media,” he said.
The Food Institute Podcast
The results of eating in the second phase were not good, but people still need to eat. Are they turning to their refrigerators, or are restaurants still on consumers’ menus? Circa Senior Vice President David Portalatin they contacted each other The Food Institute Podcast to discuss the changing nature of the current restaurant clientele amid the rise of the home market.
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