BEGINNING IN NOVEMBER, we monitor our seasonal traffic as it climbs every day. Home cooks seek holiday cooking inspiration, and searches soar the day before Thanksgiving—almost off the charts! Tradition, costs, social media, and the desire to create “homemade” meals to celebrate the season all affect consumers’ shopping, cooking and eating behaviors. As the #1 online food destination with more than one billion annual visits, Allrecipes.com is perfectly positioned to check the pulse of American home cooks—their attitudes, behaviors and interests, which all influence what’s in their shopping carts and on their forks, year-round and for the holidays. With an enthusiastic community spanning the country, ages and experience levels, we’re pleased to present these insights about holiday cooking and eating. Data is derived from Allrecipes' 2012 Holiday Attitudes and Behavior Survey.*

1. The
Measuring Cup
What American Families
are Eating and Cooking
Holiday 2012 trends
BEGINNING IN NOVEMBER, we monitor our
seasonal traffic as it climbs every day. Home cooks
seek holiday cooking inspiration, and searches soar
the day before Thanksgiving—almost off the charts!
Tradition, costs, social media, and the desire to
create “homemade” meals to celebrate the season
all affect consumers’ shopping, cooking and eating
behaviors. As the #1 online food destination with
more than one billion annual visits, Allrecipes.com is
perfectly positioned to check the pulse of American
home cooks—their attitudes, behaviors and
interests, which all influence what’s in their shopping
carts and on their forks, year-round and for the
holidays. With an enthusiastic community spanning
the country, ages and experience levels, we’re
pleased to present these insights about holiday
cooking and eating. Data is derived from Allrecipes
2012 Holiday Attitudes and Behavior Survey.*
Insight #1: Best Deal on Big Birds?
Poultry prices are showing the effect of summer’s widespread drought, with turkey prices
rising 7% from a year ago. So how are smart shoppers planning to manage holiday food
costs? Half plan to shop around town—a one-third increase over 2011—stopping at several
Turkey stores to get the best deals and use coupons, and half will prepare dishes from scratch.
Prices Up
60% How do you plan to manage holiday food costs?
7% 50% Top 5 approaches for saving holiday dollars
40%
30%
20%
10%
66%
48% 47% 47%
0%
46%
will purchase will purchase will shop at several will prepare will celebrate at
items on sale items with a stores for the dishes from home instead of
coupon best deals scratch a restaurant
Allrecipes.com Measuring Cup 2012 Holiday Trends 1

2. Insight #2: Big (Holiday) Spenders
Survey results suggest 2012 holiday How much do you expect to spend this year on holiday activities?
food spending will remain relatively (Ex. gifts, parties, travel, food, cards, etc.)
consistent with 2011 levels. Those
likely to spend the most on holiday  Under $500  $500 - $1000  Over $1000
activities are cooks aged 44 to 54;
with 61% planning to spend more
than $500. Millennial cooks and
Baby Boomers plan to be more
conservative with their spending.
Millennials Generation X Baby Boomers
Insight #3: Sweet on Sweet Potatoes!
Searches for sweet potato recipes have surged 52% over the past four years.
This growing popularity is likely a result of more households seeking to add
more vegetables in their diet—and the introduction of sweet potato fries to
quick-serve restaurant menus. This year 75% of home cooks will include
sweet potatoes as part of their Thanksgiving feast.
The most popular Thanksgiving sweet potato recipes include:
1. Yummy Sweet Potato Casserole 6.
Grandaddy’s Sweet Potato
Meringue Pie
2.
Gourmet Sweet Potato Classic
7. Sweet Potato Casserole II
3.
Candied Sweet Potatoes
8.
Sweet Potato Pie
4.
Sweet Potato Pie I
9.
Baked Sweet Potatoes
5.
Sweet Potato Pie II
10. About Sweet Potatoes
All
Insight #4: Social Inspiration Sweet Potatoes
This year, nearly 85% of home cooks will look to social/
community sites for holiday inspiration. The social land-
scape is changing the way Thanksgiving is celebrated, from
Pumpkin Pie
planning and preparation, to cooking and enjoying the final
meal with loved ones. Instead of the traditional printed
recipe card swap, it’s now a virtual environment where Sugar Cookies
cooks connect with each other online to share ideas and
inspiration. Allrecipes.com and Pinterest are the top social
sources cooks trust to help them with their holiday needs.
Allrecipes.com Measuring Cup 2012 Holiday Trends 2

3. Insight #5: Eat This Picture
When it comes to celebrating the foods we crave In the past year, 30% of
and eat, a photo is worth a thousand words (or the most-pinned desserts
calories). From selecting recipes to showcas- from Allrecipes.com have
ing cooking successes, sites such as Allrecipes, been cookie recipes.
Instagram and Pinterest have become popular
resources which home cooks rely on for everyday The Best Rolled
and holiday inspiration. In some instances, this Sugar Cookies 
heavy focus on the visual appearance of a dish
might disproportionately impact how we choose
recipes—42% of online cookie bakers say that
a cookie recipe must make a ‘very cool looking/
pretty cookie’ in order to make it on their list.
Moms Being
Insight #6: Video consumption continues to rise, and ‘how-
to’ food videos are part of the surge. In fact, 1 in
Replaced by Monitors 5 home cooks say ‘having a video demonstration
available’ is ‘important/extremely important’
when selecting dishes for holiday meals. These
cooks look to their favorite recipe websites,
including Allrecipes.com, for pointers on perfect-
ing Thanksgiving dinner favorites. Data shows
that the most viewed Thanksgiving videos on
Allrecipes.com in the week leading up to the
holiday in 2011 were:
1. How to Cook a Turkey
2. Perfect Mashed Potatoes
3. Sweet Potato Puff
4. How to Make Turkey Gravy
5. How to Make Stuffing
Holiday
Insight #7:
30%
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Cooks of all ages now rely on their mobile devices
to help them with all parts of meal planning and 30% % of home cooks who own 40%
preparation. Of those owning mobile devices, 70%
70% search for recipes 37%
are searching for recipes while on the go, 29% are
accessing savings offers, 36% make shopping lists, 25% make shopping lists 36%
and 20% are viewing cooking videos. Of the more than
200 million visits projected for Allrecipes this holiday 29% access coupons/savings offers 28%
season, 40% are expected to come from mobile
devices—nearly double what was seen last year. 38% while cooking 19%
20% watch cooking videos 6%
Allrecipes.com Measuring Cup 2012 Holiday Trends 3

4. Insight #8: Jello ‘Salad’ Revival
Since the turn of the 20th century,
jello salad has been a staple on
many American Thanksgiving tables.
This year, the wiggly salad is seeing
a resurgence. According to our holiday
survey, 1 out of 5 Thanksgiving cooks
plan to include a jello salad with their meal.
We suspect the growing popularity in jello is
being fueled by an increasing interest in 60s
culture (think Mad Men), plus all the gorgeous photos
of jello creations being shared by cooks on Pinterest.
Cooks located in the West and Midwest are significantly
more likely to serve jello salads at their Thanksgiving
feasts than cooks in the South and Northeast.
Insight #9: No Guessing Sizes
Homemade gifts from the kitchen are holiday favorites for
home cooks—because one size fits all and the price is right.
This year, 46% of home cooks plan to prepare and share
homemade food gifts. Topping the ‘most popular’ list is
Fudge, along with Holiday Peppermint Bark or Pretzel
Turtles, and Red and Green Christmas Jalapeño Jelly. Even
Buster might find homemade dog biscuits under the tree.
Insight #10: Pumpkin: The ‘Jack’ of All Trades
With searches for pumpkin recipes on the rise year-over-
year, up 23% for the food and lifestyle category, it’s hard
to go wrong with a pumpkin dish for Thanksgiving dinner.
From drinks, to desserts, to healthy options, pumpkin
continues to be the go-to versatile ingredient during the
holiday season. Be inspired with these Top 5 fastest
growing pumpkin-related searches:
1. Pumpkin Pie
2. Pumpkin Cheesecake
3. Homemade Pumpkin Pie
4. Pumpkin Bread
5. Healthy Pumpkin Recipes
Allrecipes.com Measuring Cup 2012 Holiday Trends 4

5. Bonus: Traditional Trumps Trendy
Classic Thanksgiving dishes are something
everyone looks forward to each year. In fact,
68% of online home cooks will rely on Tradition Trumps Trendy
traditional favorites to fill holiday dinner
plates. More seasoned cooks, those aged
55 and older, are the most likely to rely 68% of online home cooks will rely on
on traditional favorites (74% consider this traditional favorites to fill ho
important when selecting holiday dishes). liday dinner plates
At the other end of the spectrum, younger
cooks (aged 25 to 34) are more likely to 74% of cooks aged 55 and older cons
choose recipes based on positive ratings traditional favorites importa ider
and reviews (64%).
nt
64% of cooks aged 25-34 will likely us
and ratings to choose recip e reviews
es
Methodology About Allrecipes.com
Data provided is from an Allrecipes, the world’s largest digital food brand, receives more than 1 bil-
Allrecipes.com online survey of lion annual visits from family-focused women who connect and inspire one
1,434 U.S.-based participants another through photos, reviews, videos and blog posts. Since its launch
fielded on the site from 9/27/12 – in 1997, the Seattle-based social site has served as a dynamic, indispens-
10/1/12. No incentives were used able resource for cooks of all skill levels seeking trusted recipes, entertain-
to reward or incent participation. ing ideas, everyday and holiday meal solutions and practical cooking tips.
Allrecipes is a global, multiplatform brand providing insights into the lives
Please Contact: of women everywhere based on activity from 18 websites, 18 mobile sites, 11
mobile apps, and 14 eBooks serving 23 countries in 12 languages. Allrecipes
Stephanie Robinett is part of Meredith Corporation, the leading media and marketing company
Director, Communications serving American women. For additional information regarding Meredith,
206.708.9271 please visit www.meredith.com. For additional information regarding
stephanier@allrecipes.com Allrecipes, please visit press.allrecipes.com.
Allrecipes.com Measuring Cup 2012 Holiday Trends 5