6 Stats on Millennial Cooking

Has cooking become a lost art? Not according to Millennials, who tell us they prefer to be in the kitchen and are hungry to learn more about cooking. We’ve got six stats that outline their culinary behavior…

This week, a headline declaring that cooking is a lost art cited Millennials’ tendency to cook simple meals, eat leftovers, snack, and dine out more than older generations as reasons that cooking is on the decline—but what would Millennials have to say about that? According to Ypulse’s research, cooking is a passion for the generation: almost four in five 18-34-year-olds say they like to cook, nine in ten say they want to learn to cook better, and almost three in five say that cooking is one of their favorite things to do. When we asked them about their biggest hobbies, cooking made the top ten list. Cooking/baking was also on both lists of what Millennial males and females are passionate about right now. One 29-year-old male from North Carolina told us, “There's been a resurgence in the home cook, and that's been my biggest interest. There's increasing amounts of high-quality, interesting produce and recipes to use.” Though they might be cooking different foods, in different ways, to this generation cooking is far from a lost art—it’s an art they’re excited to find out more about.

So how many are actually cooking, and what are they up to in the kitchen? Our recent Ypulse monthly survey explored their culinary behavior and preferences, and we’ve boiled it all down (sorry) into six stats:

1. Over half of 18-34-year-olds say they do all or most of the food prep in their home.

The majority of Millennials are cooking at home, with over half (54%) of 18-34-year-olds reporting that they typically do all or most of the food preparation in their homes. Males and females were almost…

 
 

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The Newsfeed

Quote of the Day: “Being famous is overrated. I would be more happy [sic] being locally known for the good I do in the world in a popular way but not for the wrong reasons.”—Female, 16, UT

Minecraft is being used to get kids interested in reading actual, real books. Litcraft recreates the world of a book as an interactive Minecraft map, adding “educational tasks” throughout. Treasure Island was the first completed world, followed by Kensuke's Kingdom, while The Lord of the Flies and Dante’s Inferno are in the works. Trials at U.K. schools are being met with “an enthusiastic response,” so Litcraft is eyeing a larger rollout. (The Guardian)

Nordstrom is stocking up on Instafamous brands like Allbirds, Everlane, and Reformation. The company announced that “strategic” brands account for about 40% of their current revenue and that’s expected to rise. While they benefit from indie brands’ popularity with young consumers, the direct-to-consumer brands are getting an expanded physical footprint, too. In the case of Reformation, Nordstrom explains that they “can bring sustainable fashion to a new (and much bigger) group of customers and closets.” (Business Insider)

A baseball team struck out with their “Millennial Night” promotion, putting Twitter in an uproar. We’ve warned brands that making fun of Millennials is not the way to get earn their spending power, and minor league baseball’s Montgomery Biscuits learned the lesson first-hand. Their “Millennial Night” offered participation ribbons, selfie stations, napping areas, and “lots of avocados,” while playing into stereotypes about Millennials being lazy. A Biscuits exec explains that “Something got lost in the sarcasm,” but instead of offering an apology, they doubled down with another cutting tweet. (AdweekInc.)

Nearly half of Millennials think that “their credit scores are holding them back.” OppLoans found that 27% of 18-34-year-olds haven’t been approved for a new car because of their credit while 25% have been declined for an apartment or house. Debt, a top financial concern for Millennials, is partly to blame: 15% said that their debt “is unmanageable.” Education could help dig them out of the hole, as 24% feel they’ve never learned how to build good credit. (Moneyish)

Baby Einstein is growing up for Millennial parents with a new mission and campaign. Their “Ignite a Curious Mind” effort goes after parents, not kids, with short spots that encourage curiosity. They’re also working on new toys, moving beyond their “sweet spot” of zero to 12 months for toddlers. Baby Einstein’s parent company, Kids II is also planning on reworking other brands, like Bright Starts and Ingenuity. (Ad Age)

Quote of the Day: “[American Eagle Outfitters’] clothes are generally what I wear and are my style. They're comfortable and affordable. They do not do a great deal of vanity sizing and offer something for guys and girls of every size.”—Female, 23, GA

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