Chicory’s Bi-Weekly Recipe Trends: Week of 7/6/2020

Following the Fourth of July holiday, we dove deep into recipe trends to see how the holiday affected recipe usage and online grocery ordering behavior. However, traffic patterns within our network of 1,500 shoppable recipe sites also showed a country divided. Some shoppers were trying to figure out how to celebrate while remaining inside, at home, while others were eagerly whipping up patriotic treats for a small crowd. Regardless, shoppers throughout the country are eagerly seeking out reasons to celebrate (especially if there’s a tasty cocktail involved).

Cautious Cooks vs. Small-Scale Celebrations

Overall, recipe traffic remains high and many trends indicate that shoppers are beginning to gather, if cautiously, in small groups. Red-white-and-blue desserts and sides saw huge traffic spikes as consumers forged ahead with their Independence Day celebrations from home.

Red White and Blue 4th of July Poke Cake

Fourth of July Bean Casserole

Firecracker Red White and Blue Cake

No Bake Fireworks Oreo Cheesecake Bars

And while patriotic sides and sweets are a treat we witness finding traction every year, another trend that stood out suggested the very opposite. Other popular recipes from the past two weeks include summer favorites to be prepared indoors, suggesting that many shoppers are looking for ways to avoid crowds and whip up summer favorites while remaining in their kitchens as coronavirus cases surge nationwide.

How to Boil Corn on the Cob

Oven-Roasted Corn on the Cob

BBQ Oven-Baked Ribs

How to Bake a Sweet Potato in the Microwave

Holidays Drive Results Now More Than Ever, Regardless of How a Shopper Celebrates

While it’s clear that shoppers are definitely exploring alternatives to their usual holiday setups, the above trends tells us that shoppers are still looking for ways to celebrate at home--and food is a major part of these celebrations. We observed similar behaviors during other holidays like Easter and Cinco de Mayo. So, between cancelled firework displays and closed beaches and pools, it’s no wonder that a specialty dessert is the best way for many families to find some fun.

Summer Cocktails

While summery cocktail recipes always spike in popularity during this time, shoppers in 2020 are enjoying mixing up at home at much higher rates than in years past. Last year, one cocktail recipe trended in the top 100 recipes during this two-week period. This year there were five. 

Red wine is the constant highest performer among alcohols within our network, due to its flexibility as an ingredient or a dinner accompaniment. It continues to garner attention as temperatures climb, taking on its summer form of sangria--or wine with a summery, Spanish twist.

Sangria Slushies

Best-Ever Red Sangria

Piña Colada

Rocket Jello Shots

Strawberry Daiquiri Jell-O Shots

As we observed early on in the pandemic, shoppers are showing higher likelihood of engaging with alcohol content and adding wine, beer and spirits to their online shopping carts. This trend is echoed in sales, too, with Nielsen reporting that alcohol sales have been up by 243% since March.

Recipe Usership and Online Grocery Orders

Recipe traffic remains high overall, and while the Fourth of July provided a bump in traffic to the recipes in our network, it was only 6% higher than the previous Saturday. That said, traffic in the days leading up to the Fourth were significantly higher than in the week prior. 

This implies that shoppers are treating every weekend, nearly, as a reason to celebrate from home, as holidays drive more “planning” behavior (and therefore activity) in the days leading up to the holiday itself.

We see the same pattern when looking at online grocery orders, as July 4th drove significant orders into baskets in the days leading up to the Saturday holiday.

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