September 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 September, and see how we can become your trusted partner in building a contextual commerce strategy.
Insight #1: Labor Day Favorites
September kicked off with Labor Day, which saw a spike in recipe usage across our network. Looking at the top 15 recipes from Labor Day, we can see consumers flocked to hearty, crowd-pleasing recipes perfect for outdoor gatherings, as well as some more indulgent desserts.
Savory dishes like Greek Chicken and barbecue classics like Home Run Dogs were some of the most popular recipes on Labor Day, but comfort food staples like Chocolate Éclair Cake and Blackberry Cobbler also found high usage as must-have desserts for the holiday.
Takeaway
Labor Day is a prime opportunity for CPG brands to position themselves alongside recipes tied to holiday gatherings. Contextual targeting around classic backyard dishes like Home Run Dogs or sides like Baked Beans can be an actionable way to meet high-intent audiences on Labor Day.
One constant insight when looking at top recipes is the popularity behind “best” or “easy” recipes. In this case, The Best Baked Beans Ever and Easy Olive Garden Zuppa Toscana Soup show that consumers are looking for easy and delicious options to round out their holiday menus. Brands that can deliver on these needs by focusing on these keywords can target high-intent audiences eager to find the perfect recipe for their holiday festivities.
Insight #2: Game Day Recipes
Now that the NFL season is here, football fans are leaning on online recipes to make their favorite game-day meals. Let’s take a look at what recipes surged during Week 1 of the season:
Takeaway
Game day gatherings go hand-in-hand with comfort and party food. Brands - especially those that specialize in dairy, eats, or condiments can leverage this by positioning themselves alongside classic recipes like Buffalo Chicken Dip and Jalapeño Poppers. The popularity of dips, paired with bites like French Pigs or Jalepeño Poppers, open doors for condiments and seasonings to shine this season.
Ultimately, Week 1 of the NFL shows high demand for traditional, comforting, and easy-to-make recipes, making it essential for brands to tap into high-intent audiences rooting for their favorite team this year.
Insight #3: September’s Sweet Tooth
Now that fall is in full swing, consumers have turned to comforting desserts like cakes, cobblers, and pies. These familiar favorites were the most popular dessert categories in September, with Cake leading the charge by a wide margin. Pies and cobblers rounded out the list, pointing to a potential upcoming shift toward holiday baking.
Takeaway
The dominance of Cake in September is a prime opportunity for CPG brands and retailers to highlight their baking essentials. Whether it be cake mixes and frostings to sugars and flours. Cobblers can be paired with seasonal fruit bases, offering an opportunity for brands looking to showcase produce or frozen fruit.
Regardless, these homey baked goods point to consumers prepping for the upcoming holiday season. In that vein, our 2024 Holiday Playbook is a great resource for CPG brands and retailers looking to plan their contextual commerce strategy this holiday season.