Almost all fathers cook, Kraft survey says
February 20, 2013 | 06:44 PM
Ninety-six percent of fathers now cook, according to a survey released by Kraft Foods that was featured in a story in the Progressive Grocer that was, in turn, posted online today by the Food Marketing Institute.
Ninety-four percent said they were confident of their cooking skills, and 83 percent use technology for cooking or meal planning, with 51 percent using a computer to print out recipe and 29 percent using smartphones or tablets to search recipes.
The survey also showed that 63 percent prefer cooking dinner, while 22 percent prefer making breakfast and 7 percent prefer lunch. The most common meals cooked by fathers are chicken, pasta, sandwiches and burgers.
As might be expected Kraft also asked about cheese preferences and found that 24 percent prefer to eat or cook cheddar cheese, followed by mozzarella (17 percent), American (10 percent) and Parmesan (10 percent).
The story did not contain details on how the poll was conducted, but Kraft did say it is undertaking a separate marketing campaign for dads by being a presenting sponsoring at this year’s Dad 2.0 Summit in Houston and teaming up with “Dadventurous” blogger Troy Pattee through a series of articles on cooking.
“We understand that moms and dads approach meal time differently,” noted Barry Calpino, vice president of “breakthrough innovation” for Kraft Foods. “Both are looking for inspiration, but not necessarily through the same channels or to the same end.”
Ninety-four percent said they were confident of their cooking skills, and 83 percent use technology for cooking or meal planning, with 51 percent using a computer to print out recipe and 29 percent using smartphones or tablets to search recipes.
The survey also showed that 63 percent prefer cooking dinner, while 22 percent prefer making breakfast and 7 percent prefer lunch. The most common meals cooked by fathers are chicken, pasta, sandwiches and burgers.
As might be expected Kraft also asked about cheese preferences and found that 24 percent prefer to eat or cook cheddar cheese, followed by mozzarella (17 percent), American (10 percent) and Parmesan (10 percent).
The story did not contain details on how the poll was conducted, but Kraft did say it is undertaking a separate marketing campaign for dads by being a presenting sponsoring at this year’s Dad 2.0 Summit in Houston and teaming up with “Dadventurous” blogger Troy Pattee through a series of articles on cooking.
“We understand that moms and dads approach meal time differently,” noted Barry Calpino, vice president of “breakthrough innovation” for Kraft Foods. “Both are looking for inspiration, but not necessarily through the same channels or to the same end.”
