October Recipe Wrap-Up
Welcome back to Chicory’s Monthly Recipe Wrap-Up! We tap into our network of 5,200+ food publishers to understand how consumers are engaging with and viewing recipe content week-by-week - arming CPG brands and agencies with the right insights to tap into audience mindsets, reach inspired consumers, and plan their next contextual commerce media campaign.
Let’s uncover key patterns, trending ingredients, and popular recipes from October, and see how we can become your trusted partner in building a contextual commerce strategy.
Insight #1: Pumpkin Spice and Everything Nice
As autumn rolls in, consumers are flocking to cozy, pumpkin-based recipes. Classics like Pumpkin Bread and Pumpkin Puree were some of the most popular recipes last month, while unique takes like Pumpkin Snickerdoodle Bars and even Pumpkin Cheese Balls saw high usage.
Takeaway
October, and the fall-time in general, is the ideal time for brands to align with seasonal shifts toward hearty, warming, pumpkin-based recipes. CPG brands can contextually target around classic recipes like Perfect Pumpkin Bread to meet high-intent audiences in autumn.
Recipe usage for “easy” and “best” recipes continues to trend this month, with recipes like Easy Pumpkin Bread and Best Pumpkin Pie showing that readers want simple, easy-to-make recipes that still deliver on classic fall flavors. Brands that can deliver on these needs by homing in on these keywords can target high-intent audiences easter to find the perfect fall recipes.
Insight #2: Zero-Waste October
Building on constant themes of consumers searching for easy and convenient recipes, we dug deeper into recipe usage for simple, one-pan recipes that require minimal prep and cleanup.
This month, consumers are flocking to easy-to-make comfort foods, from Easy Chicken Pot Pie to Slow Cooker Pot Roast, giving them classic meals with minimal hassle. Other popular options this last month included Easy Ground Beef Stroganoff and Slow Cooker Beef Stew.
Takeaway
The demand for easy-to-make, one-pan, and slow-cooker meals is clear this October. CPG brands that offer ready-to-use ingredients can benefit from positioning their products alongside trending, convenient recipes like Instant Pot Roast.=
Furthermore, many of these popular, convenient recipes seem to feature affordable, budget-friendly ingredients like potatoes, pasta, and canned soups. Recent reports show that 61.5% of consumers are cooking more at home in response to economic concerns, making it critical for CPG brands to provide budget-friendly ingredients that appeal to price-conscious consumers.
Insight #3: Fall Desserts
If there’s any category where classics see the highest recipe usage, it’s desserts. Last October consumers started turning to warm, comforting desserts that showcase the best of fall flavors.
Familiar favorites like pies, crisps, and cobblers are taking center stage, with a noticeable uptick in recipes featuring seasonal ingredients like apples, pumpkins, and cinnamon.
Recipes such as Homemade Apple Pie and Healthy Apple Crisp lead the list in usage, while other cozy choices, like Pumpkin Dump Cake and Cinnamon Roll-Ups, point to an increasing interest in desserts that are easy to prepare and full of autumnal flavor.
Takeaway
This surge in fall dessert recipe usage is a prime opportunity for CPG brands to highlight seasonal baking essentials. Positioning ingredients and products in contextually relevant environments like fall recipes can connect brands with high-intent consumers seeking to create seasonal treats.
Thinking beyond October itself, we’re also moving into the holiday season. Brands should keep this changing seasonality in mind as we move from Thanksgiving to the holidays, potentially capturing the attention of bakers and dessert lovers looking to get an early start on holiday prep.