Two-thirds of all homemakers (67%) have used a recipe within the past month, and two in five (42%) use recipes even more often, according to the NPD report, entitled Recipes are Cooking!. Dinner is the dominant recipe-using occasion. Nearly 38 million US households have used a recipe while preparing dinner in the past week, and on a typical evening, 11 million households used a recipe to cook dinner.
“Cost-conscious American families are eating meals at home more, which means household cooks are in greater need of meal ideas,” says Darren Seifer, NPD food and beverage industry analyst. “Recipes provide the ideas for convenient and good tasting meals and enable households to stretch food dollars by providing new and creative ways to use ingredients already available at home.”
Growth in recipe usage is being driven primarily by young adults, Millennials. One-half of Millennials, nearly 30 million young adults, are now using recipes at least once a week. Forty-five percent of Generation Xers, or nearly 25 million adults, use recipes at least once a week. Frequent recipe users, those households that use recipes at least once a week, also tend to be traditional families that include children under the age of 18.