Survey Reveals Digital Recipes Drive New Grocery Product Trial More than Recommendations from Friends, Influencers, or Promotional Pricing
Chicory Releases Findings From First Annual Consumer Survey on Digital Recipe Usage
New York City, NY (July 24, 2020) - Today, Chicory, the leading contextual commerce provider for CPG and grocery brands, releases the results of the first annual digital recipe usage survey, quantifying the role of digital recipes in the path to purchase. The new study demonstrates that recipes represent the number one reason a shopper purchases a new product, proving that recipes are a top strategy for getting new and lapsed shoppers to consider trying a brand that they haven’t recently considered.
Recipes are 19% more likely to inspire a shopper to try a new product than a recommendation of a family member or friend, 61% more likely than the item being featured or on sale at the retailer, and 78% more likely than an influencer recommendation.
Other major findings:
81% of respondents confirmed that they use digital recipes.
In a basic demographic breakdown, men (43%) were nearly as likely to use recipes as
women (57%).
Recipe usage is quite common across the country with residents in the South Atlantic region (DE, MD, VA, WV, NC, SC, GA, FL and DC) being the most likely to use recipes (22%).
Baby boomers (18%) were least likely to use recipes. Millennials/Gen Z (48%) and Gen X (34%) were most likely to use recipes. We can attribute this to the “foodie” culture of 20- and 30-somethings and the on-the-go, family-oriented lifestyle of Gen X.
Recipe usage among middle class Americans who make $24,000-49,999 per year comprised the largest cohort (20%), mimicking general income brackets across the country.
84% of respondents answered that they use recipes to “prepare” for shopping trips--the discovery phase. Likewise, 80% responded that they use recipes to “create” their shopping lists--directly transferring products from recipes into shopping lists.
82% of Americans responded that they reference digital recipes on their mobile devices while they are physically in the store.
Most shoppers build their list weekly or more often (52%). And a significant number of shoppers responded that special occasions (16%) also drive their list-making activities.
84% of digital recipe users responded that they were the primary shopper and, therefore, final decision maker for the grocery items purchased for their household.
With 41% of Americans having children, compared to 59% of recipe users, we can surmise that having children or a larger family inspires Americans to use recipes more often.
“This survey confirmed that digital recipes play a pivotal role in the path to purchase for grocery and CPG products,” said Yuni Sameshima, Chicory’s CEO and Co-Founder. “This validates the idea that recipes drive consumer behavior. Consumers use recipes to plan ahead for shopping trips, reference recipes in store and re-reference recipes after the shop as they cook. So, a contextual commerce strategy for grocery and CPG brands should integrate commerce-enabled ads within recipes to directly connect recipe and food inspiration to retailers’ sites for purchase.”
These results are from a consumer study conducted by Chicory. Chicory surveyed 600 digital recipe users in June 2020. Please download charts here.
About Chicory
Chicory is an NYC-based tech firm and the leading digital shopper marketing platform for CPG and grocery brands. Its signature “Get Ingredients” button can be found on over 1,500 recipe websites, including Taste of Home, Delish, Betty Crocker and thousands of influencer food blogs. Leveraging its extensive recipe network, Chicory partners with leading CPG brands like General Mills and grocery retailers like Wakefern to serve hyper-relevant ads to consumers in the moments when they’re planning their grocery purchases. As the pioneer of shoppable recipes, Chicory creates the digital tools to take grocery shoppers from inspiration to checkout in a few clicks.
Learn more at www.chicory.co. Please download Chicory’s logo here.