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)
