New Generation of Home Cooks Motivated by the Recession

AVERY ISLAND, La., Oct. 20 /PRNewswire/ -- "It's the economy, stupid!" Never have those words rang truer than now. The instability of the economic climate has affected Americans in countless ways, including in the kitchen. Early on in the economic downturn, it became apparent that Americans were headed back into the kitchen, cooking more meals at home to cut spending. But as the economy stabilizes, how will Americans' cooking habits re-adjust? Despite early indications that the recession may be easing, a recent national survey* by McIlhenny Company, maker of Tabasco® sauce, reveals that Americans are remaining in the kitchen.

When asked how their eating habits have changed since the recession began, more than half of Americans (56%) say the recession has motivated them to cook more of their meals at home. During a typical week, the majority of Americans (83%) report cooking dinner at home four to seven times a week.

It seems as though cooking at home is less of a trend, and becoming more of a lifestyle change, as 90% of Americans say that they will still cook at home as frequently as they do now once the economy bounces back.

And it's not just baby boomers cooking at home. More so than any other generation, 18-24 year- old Americans have been motivated by the recession to cook more at home. Nearly three quarters of 18-24 year-olds (67%) feel this way, compared to roughly half (54%) of Americans ages 25 and older.

And these young home-cooks, in particular, are keeping the food flavorful with hot sauce, like Tabasco sauce, at the top of their ingredient list. Two in five (37%) 18-24 year-olds consider hot sauce one of the top three essential ingredients when it comes to home cooking.

Cooking at home has also motivated Americans to experiment with new flavors and cuisines, breaking up the monotony and making cooking at home more exciting. Not surprisingly, young cooks are most likely to experiment in the kitchen. Almost three quarters (62%) of Americans 18-24 years old say that they've been more willing to experiment with new cuisines and unfamiliar tastes this year than last year. The top three cuisines these young cooks have experimented with are Mexican (36%), Chinese (28%) and Cajun/Creole (24%).

Throughout the course of American history, economic recessions and depressions have come and gone, and with them, a general increase in comfort food consumption. In fact, in 2009, over a quarter of Americans (26%) attest to eating more pasta, 12% attest to eating more casseroles, and 22% of Americans have used their Crockpot more frequently.

For over 140 years, Tabasco has been enhancing the flavor of all foods, from Bloody Marys, oysters and chili, to soups, casseroles and grilled meats. The iconic brand, and unmatched flavor enhancer, will be there for Americans through this troubling economic time as a comfort food confidant.

For more information about McIlhenny Company, Tabasco sauce and its history, visit www.TABASCO.com.

*The national survey was conducted by Wakefield Research between August 12 and 18, 2009 and included 1,003 participants with a 3.1% margin of error.

The TABASCO® marks, bottle and label designs are registered trademarks and servicemarks exclusively of McIlhenny Company, Avery Island, Louisiana 70513.

http://www.TABASCO.com

TABASCO® Country Store 1-800-634-9599

SOURCE McIlhenny Company

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