Tuesday, November 24, 2015

A Thanksgiving....Did you know?



More people look for recipes at Thanksgiving than at any other time of year.

Who put out the best cookbook ever? All of us!
Anyone who has ever posted a recipe or cooking tip
online has contributed to it. The web has become the
definitive guide for would-be chefs, whether they're looking
to master the art of French cooking or learn how to cook
everything. On Google, interest in food has consistently risen over time, and searches related to cooking are growing too.
What people search for changes based on the season,
though, and forward-thinking brands remix their marketing
based on the trends.

Most recipe searches happen around holidays,
especially Thanksgiving. "Any time you'll bring the
family together for a shared meal, you'll see a spike,"
says Jennifer LaFrance, director, digital communications
at McCormick & Company. November is when Google
searches for recipes hit an annual high. While turkeys
trend, it's sides and desserts that get the most interest.
"No one wants to risk the turkey," notes LaFrance.
"Where we see people taking chances and exploring more
recipes is on side dishes and desserts." Interest goes strong
as the holiday season hits full swing. Right after Thanksgiving is when
"cookies go crazy," as LaFrance puts it. Post-Thanksgiving,
people are also wondering what to do with all those leftovers.
McCormick took note of this trend and now creates and promotes
recipes such as Leftover Turkey Chowder and the Ultimate
In the past three years, searches for "leftover recipes" hit an annual
high three days after Thanksgiving (Google Trends).

·         25% of all cookie recipe searches happen in December (Google Trends)
·         Year over year, searches for dessert recipes are growing 3x faster than searches for turkey recipes in November (Google Trends)




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