More Younger Homemakers Rate Their Cooking Skills as Very Good Than Do Older Age Groups, Reports NPD

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When assessing their own cooking skills from fair to excellent, age and years of cooking experience don’t necessarily translate into a higher skill level in the minds of U.S. homemakers, according to The NPD Group, a leading market research firm.

NPD Kitchen Audit 2011 - Cooking Skills Self-Assessment

“Food and appliance manufacturers use Kitchen Audit primarily for product development and recipe development,” said Dori Hickey, director, product management, whose team conducts the Kitchen Audit.

When assessing their own cooking skills from fair to excellent, age and years of cooking experience don’t necessarily translate into a higher skill level in the minds of U.S. homemakers, according to The NPD Group, a leading market research firm. NPD’s Kitchen Audit 2011 study finds that 60 percent of homemakers, ages 25-34, and 57 percent of homemakers, ages 35-44, rated their cooking skills as very good compared to 50 percent of homemakers, ages 45-54, and ages 65 and over, who also rated their skills at that level.

NPD’s Kitchen Audit, a survey conducted every three years by NPD to determine what food ingredients U.S. households have on hand and what appliances, cookware, and utensils they own, and to assess usage and sources of recipes, reports that only a small percentage of homemakers, across all age groups, rated their cooking skills as excellent. The highest percentage of homemakers, 16 percent, rating their skills as excellent was in the 55-64 age group, and the lowest percentage, 10 percent, was in the 25-34 age group.

“Food and appliance manufacturers use Kitchen Audit primarily for product development and recipe development,” said Dori Hickey, director, product management, whose team conducts the Kitchen Audit. “They will consider the homemaker’s cooking skills self-assessment when developing recipes and future product and marketing strategies.”

Other findings from The NPD Group’s Kitchen Audit 2011 study include:

  •     Four in ten homemakers/respondents use a recipe once a week or more to make any kind of dish.
  •     A cookbook owned for more than two years is the top recipe source. One percent of respondents use a recipe from a mobile phone app once every two to six months.
  •     Twenty percent of households own a pressure cooker.
  •     Fifty-five percent of households have cheddar cheese “on hand now.”

Kitchen Audit 2011 Methodology:
NPD conducted the first detailed audit of the American kitchen in 1993 as a means for manufacturers to identify foods and ingredients that homemakers keep on hand as well as the appliances, cookware, and utensils available to them. The 2011 Kitchen Audit study is the 7th edition, previous Kitchen Audits were fielded in 1993, 1996, 1999, 2002, 2005, and 2008. Kitchen Audit is based on reporting by a nationally representative sample of approximately 2700 U.S. households.

About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,800 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, entertainment, fashion, food, home and office, sports, technology, toys, video games, and wireless. For more information, contact us, visit http://www.npd.com/, or follow us Twitter at https://twitter.com/npdgroup.

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Kim McLynn
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