More consumers get cooking ideas online than from any other source, and 28% consult their mobile phone instead of a cookbook when deciding what to prepare for a meal. According to L2’s Food Insight Report on Recipes, brands have adapted to consumer habits. Seventy-four percent of brands in the Digital IQ Index: Food feature recipes on their sites, and two-thirds prominently feature recipes on their brand’s main navigation page. However, brands are more cautious when it comes to recipe videos. Even though 54% of Food Index brands feature videos on their site, just 14% have recipe videos.

Print

Kraft Foods, parent company of Jell-O and A-1, has the broadest investments in video recipes. Sixty percent of Kraft brands feature video recipes, on par with the number of brands that feature recipes. A quarter of General Mills brands and 17% of Unilever brands also feature video recipes, while brands under the remaining parent companies have none on their site.

Recipes-Parent-site-recipe-content-and-sharing

As of now, 2/3 of consumers expressed a desire for instructional videos from food brands. All the more reason for brands to invest in video recipe content.

L2 emails keep you up to date on how brands are leveraging digital to grow their businesses.
Join Our EMail List