Says Mintel, Millennials lack skill, but believe learning to cook is one way to earn credibility with peers.
While Baby Boomers have been given credit for launching America’s cooking craze and nurturing it over the past few decades, Baby Boomers’ children, the Millennial generation (aged 17-34 in 2011), are now poised to take over and start stirring the pot.
According to a new Mintel report, younger cooks may lack skill in the kitchen, but make up for it with their enthusiasm. Only 6% of Millennials say they have advanced skill in the kitchen, compared to 15% of those aged 55+. A quarter (25%) of Millennials, however, claim to “love cooking” versus 17% of their senior counterparts.
“It appears that years of frequent cooking helps to hone skills, but the downside is they sometimes fall into a rut from fixing the same dishes over and over,” says Fiona O’Donnell, senior analyst at Mintel. “This creates an opportunity for marketers to provide seniors with options that adhere to specific health requirements, as well as add an element of fun and adventure to meal prep.”