The advertising campaign “Pork. Be Inspired” is focused on motivating cooks to select and prepare more pork products. It appears that today’s consumers are looking for inspiration.
Baby boomers’ children, also known as the millennial generation (ages 17 to 34 in 2011), like to cook, but don’t necessarily know how — or how to do it well and easily, according to a Mintel survey.
The consumer research firm showed that only 6 percent of millennials say they have advanced skills in the kitchen, yet 25 percent say they “love cooking.” For consumers older than 55 years, 15 percent said they were skilled but just 17 percent enjoy it.
“It appears that years of frequent cooking helps to hone skills, but they sometimes fall into a rut from fixing the same dishes over and over,” says Fiona O’Donnell, Mintel senior analyst. “This creates an opportunity for marketers to provide seniors with options that adhere to specific health requirements, as well as add an element of fun and adventure to meal prep.”
Ensuring a healthier diet is a significant motivation for cooking. Roughly half of those who cook said they do so because homemade food is healthier than restaurant food or prepared foods sold at grocery stores. Other reasons for cooking include experimentation, socializing and personal enjoyment — all of which pork’s ad campaign emphasizes.
Overall, “younger cooks appear to be more interested in experimentation, with those in their 20s and 30s more likely to agree that cooking gourmet meals makes them feel sophisticated and smart, suggesting that learning to cook and cooking for friends is viewed as a way to establish credibility among their peers,” O’Donnell says.