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

Leftover Turkey Panini.

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)