In US, Cooking Passion, Knowledge Top Global Averages

Just-released data captures cooking habits, attitudes in 22 countries

March 30, 2015; New York, NY: The US registered high scores in a recent GfK study of cooking behaviors and attitudes around the world. Researchers took an in-depth look at passion and knowledge about food and cooking, surveying over 27,000 respondents from ages 15 to 60+ in 22 countries.

In cooking know-how and experience, the US ranks among the top  countries in the GfK study, with 35% of respondents saying they possess great knowledge about food and cooking (versus the global average of 29%). A breakdown by age shows lesser feelings of kitchen prowess among the youngest respondents, with a score of just 22% for those 15 to 19; but all other US age groups ranked above the global average, with the 30-to-39 age range posting a remarkable 47%. 

To view the full resolution infographic, please click here.​.

Passion for the kitchen

The US also scored well on cooking and food passion. In total, over a third of Americans (37%) consider themselves really passionate about cooking and food, beating the international average of 32%. Half (49%) of 30-to-39-year-olds in the US identify as kitchen-passionate – among the highest scores of any age group globally. The study also offered some interesting knowledge/passion comparisons; while 22% of 15-to-19-year-olds scored as knowledgeable, 31% regard themselves as passionate. On the other hand, the 60+ group scored 32% for knowledge but a low 23% for cooking passion.

Time: On a global par

When analyzing time spent cooking each week, the US is on par with the rest of the globe. Americans spend 5.9 hours per week in the kitchen, slightly under the global average of 6.4 hours. As a comparison, India tops the list with a whopping 13.2 hours per week. Gender differences were significant in this category. Of the US respondents, men spend 5.2 hours per week, close to the global average  for both sexes (5 hours), while women logged a substantially higher 6.4 hours.

About the study

For the survey, GfK interviewed over 27,000 people aged 15 or older in 22 countries, either online or face-to-face, in Summer 2014. The countries included are Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Mexico, Poland, Russia, South Africa, South Korea, Spain, Sweden, Turkey, UK, Ukraine and USA.

Through its retail panel, GfK also collects sales data for washing machines, tumble driers, dishwashers, refrigerators, freezers, cookers and ovens, hobs and ranges, extractor hoods and microwaves in more than 90 countries worldwide.

About GfK
GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.

For more information, please visit www.gfk.com/en-us/. Follow GfK on Twitter

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