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

“I observe holidays and religion-based traditions but am more connected to it as a culture than as a religion.”—Female, 27, MA

Chinese youth have a “selfie obsession” that’s changing beauty standards and creating a new tier of celebrity. The Influencer Effect is full blown in China, where young consumers are beautifying their selfies via filter apps like Meitu and plastic surgery—all in the quest to look more like wang hong, their internet celebrities. One influencer, HoneyCC, argues that “Selfies are part of Chinese culture now, and so is Meitu-editing selfies.” But some say the trend is pushing the population to become more homogenous by favoring certain features, and headlines have lashed back against the whitening of skin prevalent in social apps. (The New Yorker)

Eighty-one percent of Bustle, Romper, and Elite Daily’s Millennial readers say social media is the best way for advertisers to reach them. Bustle’s latest questionnaire also found that 40% of their 18-34-year-old readers prefer Instagram for brand communications, followed by trusted websites, email, and online articles. Some other fun insights: Over half believe that a company should give back, instead of just turning a profit, and 49% think “companies should do more to protect the environment.” (Adweek)

Drug use is down among teens—except when it comes to marijuana and vaping. From the 1990s to 2017, the percentage of teens who said they’d been drunk dropped from 46% and 58%, and those reporting they’ve smoked cigarettes from 26% and 17%. However, marijuana use increased for the first time in seven years in 2017, while vaping is up as well, with at least 19% of high school seniors, 16% of sophomores, and 8% of eighth-graders saying they’ve vaped in the past year. (LATimes)

Two modern dating shows are coming to Facebook Watch. The first “unscripted dating show” from SoulPancake, Love & Longitude, is shot on iPhones and shows two potential love interests’ relationship blossoming across FaceTime, social media, and other digital interactions. The second dating show from Machinima, Co-Op Connection, plays into the esports craze. One bachelor gets to pick his partner based on their personality—and their skills at the videogame, PlayerUnknown’s Battlegrounds. (tubefiltertubefilter)

Some cities are past their “peak Millennial” populations, as the generation increasingly finds new digs in the suburbs. Boston, Chicago, and Los Angeles all reached their highest Millennial population in 2015, and New York and Washington D.C. are showing slowing Millennial growth, according to U.S. Census data. Meanwhile Chicago’s suburbs and others have seen an uptick in their young adult populations—another Millennial myth debunked. Which urban centers are still attracting the demo as they age up? “Tech hubs” like Seattle and San Francisco. (Time)

“Crochet and knitting are very relaxing, therapeutic, and have tangible results."—Female, 31, AL

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