For some Americans, going out to dinner is a treat, planned and budgeted for. For others, it's just another Tuesday night. And Wednesday. And Thursday.
And that second group of people is becoming the majority. The number of Americans who enjoy cooking is declining, while the prevalence of food delivery startups, meal kit subscriptions and culinary-centric television shows grows.
In the Harvard Business Review, researcher Eddie Yoon shares data he's gathered over two decades working as a consultant for consumer packaged goods companies. Early in Yoon's career, he conducted a survey that determined that Americans fell into one of three groups:
- 15 percent said they love to cook
- 50 percent said they hate to cook
- 35 percent are ambivalent about cooking
When Yoon conducted the same survey 15 years later, the percentages had changed. Only 10 percent of consumers professed a love of cooking, while 45 percent said they outright hated it and 45 percent were on the fence.