The Not-So-Lost Art of Using Recipes

May 2023

In a day and age when many consumers are on the go and looking for a quick meal in the midst of their day-to-day routine, taking time to prepare a meal at home may feel intimidating.

A recent nationally representative study, conducted by NCBA on behalf of The Beef Checkoff, among consumers ages 18-64 found 74% of respondents are preparing dinner at home. Perhaps surprising, the study also found 14% of respondents noted using a recipe in their meal prep on a daily basis, with as many as 52% of respondents using recipes weekly. Only 10% of those responding noted they never use recipes.

Figure 1 created by National Cattlemen’s Beef Association, on behalf of The Beef Checkoff.

When asking consumers their source for recipes, more than 55% noted Google as an important source followed by cooking websites and apps at 53%. In the digital age, perhaps most surprising was that printed/written recipes from friends and family were also noted as important among 53% of respondents, followed by printed cookbooks at 45%. Both TikTok and Instagram were considered an important recipe source by only 26% of respondents.

Figure 2 created by National Cattlemen’s Beef Association, on behalf of The Beef Checkoff.

Looking at the generational trends in what consumers found important in online recipe traits, visuals of both the final product as well as the steps in the cooking process rose to the top among all generations. Nutritional value is also a key recipe driver among generations. The traits noted as less important included new flavors and ingredients, cooking trends on social media, and connection to an app to download for future access.

Figure 3 created by National Cattlemen’s Beef Association, on behalf of The Beef Checkoff.

When considering the information that’s relevant for cooking beef, 45% of respondents noted they are looking for new recipe ideas, and 44% are interested in how to best prepare and cook different cuts of beef. As it relates to cooking beef, respondents were less interested in what to look for when choosing beef and the distinction between different cuts and grades of beef.

Figure 4 created by National Cattlemen’s Beef Association, on behalf of The Beef Checkoff.

As consumers are reflecting on the current marketplace, budget friendly considerations are top of mind for many consumers. On-the-go consumers are not only considering the time to prepare a family friendly meal but also the protein content and nutritional value rise to the top. On the lower end of new recipe considerations, low sugar, low calories, indulgent and containing fruit rank towards the bottom of the list.

Figure 5 created by National Cattlemen’s Beef Association, on behalf of The Beef Checkoff.

Recipe use can be traced back generations, while the how and why recipes are accessed has changed with today’s technology. Consumers young and old use Google as their “go-to” for recipe sourcing, while the tried and true printed and written recipes continue as a top choice among all consumers. Beautiful color imagery of the cooking process and final result have taken the place of black and white photos and hand drawings. Nutritional information, once considered an afterthought, is now a key consideration for consumers when choosing a recipe.