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

“As a graphic designer, without the arts being available to me in school I would have been lost as a child and where to take my career path. The fact that schools are cutting art programs is heartbreaking.”—Female, 24, NJ

Applebee’s is putting down the sriracha and giving up on trying to appeal to Millennials. The brand has decided their newer menu items—like a “triple pork bonanza” sandwich—and attempt at a “modern bar and grill” reinvention has “alienate[d]” Boomers and Gen Xers. They’re shutting down more than 130 restaurants and bringing back initiatives from before their attempted “pendulum swing towards millennials,” all-you-can-eat specials and 2-for-$20 deals. Other brands are creating new spin off chains to appeal to fast-casual lovingMillennials, that “[lack] the associated baggage of the old.” (Inc, NPR)

Adults-only ball pits, bouncy houses, and giant slides are sweeping the U.K. Millennials seeking a break from adulthood are flocking to places like Wacky World’s “massive bouncy-castle obstacle course,” which started out as a children’s event. The founder received so many requests that now every event has an 18-and-over slot, and has expanded to 19 cities. This “trend for arrested development activities” is caused by nostalgia, but the influx of marketing and branding leveraging the emotion could be popularizing these playgrounds for adults. (The Guardian)

Facebook is responding to the trend of asking for birthday charitable donations by integrating it right into the platform. Users in the U.S. can now trade in all the “HBD”s they get on Facebook for donations to the cause of their choice: well-wishers will be notified of the birthday along with the selected non-profit, and get the chance to donate. Facebook will ask users which charity they wish to dedicate their day to two weeks in advance, allowing them to choose from 750,000 organizations. (TNW)

Appear Here is the Airbnb of pop-up shops, giving brands their perfect temporary store for the new era of retail. The company finds short term retail space, and has worked with big-name brands like Nike and Net-a-Porter to open “experimental activations” or “test new products.” As brick-and-mortar continues to suffer and long-term stores close, Appear Here says physical retail is still needed, but to “tell a story.” The pop-up industry was valued at $50 billion in 2015, and provides a more low-risk, flexible option to avoid the retail wasteland. (Glossy)

Millennials & Gen Z are turning a profit online and on mobile by re-selling their retail. Thredup, Poshmark, and Depop are just a few of the most popular brands cashing in on the resale economy’s $18 billion market, and some shoppers say they are making $300 a week on the platforms. Some are also using social to sell, often in conjunction with apps or sites, including Snapchat, Facebook Groups, and Instagram. College students on a budget are reportedly especially drawn to resale, thanks to convenience, value, and access to luxury at a lower price. (FN)

“Adult means being entirely independent. I pay my own bills, make all decisions in my life, and feel very in control.”—Male, 20, NY

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