In the fast-paced rhythm of modern life, the need for efficient and time-saving culinary solutions has given rise to a burgeoning trend – the multicooker. As technology continues to weave its way into the fabric of our daily routines, the kitchen is no exception. Multicookers, hailed as versatile kitchen companions, have become the focal point of a culinary revolution, transforming the way Americans approach home-cooked meals.
The pulse of these evolving kitchen trends can be deciphered through the lens of search listening, a multitude of queries and inquiries that reflect the collective curiosity of a nation. Delving into the multifaceted landscape of multicooker searches in the United States unveils a captivating narrative of changing preferences, innovative recipes, and a growing appetite for culinary convenience.
In this exploration, we embark on a journey through the data-driven corridors of online search behavior, deciphering the nuances that shape the multicooker landscape. From the surge in queries about specific multicooker brands to the emergence of novel cooking techniques, the evolving tastes and preferences of American households are etched into the digital footprints left behind by millions of searches.
Navigating Trends in Multicooking with Search Listening
Nowadays, the purchase journey often starts with an online search for information and comparison. Google searches have become the compass to guide consumers through the labyrinth of available brands & products.
In our constantly evolving modern society, the needs and wants of consumers change quickly. Then, it is a genuine challenge for brands to navigate through the ocean of possibilities and be able to stand out from the competition but also for consumers to make informed decisions.
Search listening is a powerful tool that tells us about consumer behavior and user expectations at large scale. This method involves the systematic collection of search engine queries, providing invaluable insights into the ever-evolving marketplace.
With Trajaan, our dedicated search listening platform, your brand gains access to an extensive reservoir of insights to navigate the dynamic landscape of multicooking trends with precision and confidence. Welcome to the new era of informed decision-making!
Black Friday & Christmas: a Popular and Useful Gift!
As the world had to face the challenges posed by the COVID-19 pandemic, multicookers emerged as unsung heroes in kitchens across the globe. The lockdowns and stay-at-home orders prompted a significant shift in culinary habits, with individuals seeking versatile and time-efficient solutions for home-cooked meals.
Multicookers became a go-to appliance, offering a single device capable of performing various cooking functions, from pressure cooking to slow cooking and beyond. With more people working from home and juggling various responsibilities, the convenience and efficiency of multi cookers struck a chord, simplifying meal preparation and minimizing the need for multiple kitchen gadgets.
Moreover, the uncertain times fostered a renewed focus on home-cooked comfort food, and multi cookers proved instrumental in facilitating the exploration of diverse recipes. The desire for nourishing, homemade meals coupled with the adaptability of multi cookers led to a surge in their popularity, transforming them from convenient kitchen tools to indispensable companions during the unique challenges presented by the pandemic.
Since that spike in the multicooker market, the rise of demands became cyclical around the end of the year. Those remarkable kitchen tools got more and more discovered by the population and won the approval of most of the consumers in the market.
However, this product stays quite expensive, so Christmas presents itself as a great opportunity to offer or ask for this kind of gift.
Additionally, we can notice an increase during the month of November, which could be explained by the Black Friday considering that you can get pretty attractive offers on kitchen appliances.
Searches mentioning multi cookers over the last 2 years in the US
Ninja, Cuisinart & Crock Pot: 3 Strong Contenders in the Multicooker Market
Three strong contenders stand out from the rest of the brands which are Ninja Kitchen, Cuisinart and Crock Pot. Cuisinart and Crock Pot keep a strong place thanks to their expertise and time being on the market. While those 2 brands were created in the 1970s, Ninja Kitchen only joined the competition in 2018.
Even though other options are still going on strong like the historical brand KitchenAid created in 1919 which was able to transform its outdated image into neo-vintage vibes and became an iconic brand. One possible explanation of their lack of popularity in the multi-cooker area could be altered by their expensive prices in this range of product.
Crock Pot
Crock-Pot has earned its popularity in the realm of multicookers due to a combination of heritage and functionality. With a legacy dating back decades, the brand is synonymous with reliability and trust. Little bonus with its very classic and timeless style which reminds us of grandma’s cuisine. Crock Pot is also user-friendly, time-tested performance, and has a diverse range of models catering to different cooking needs. Consumers are drawn to the brand’s reputation for producing dependable and durable multicookers.
However Cuisinart, has carved a niche for itself as a popular choice in online searches for multicookers due to its longstanding commitment to culinary innovation and quality. Known for producing a wide range of kitchen appliances, Cuisinart brings a legacy of reliability and performance to its multicooker offerings. Cuisinart is known for its durability and versatility in kitchen gadgets. The brand’s emphasis on user-friendly features, modern design, and a diverse array of cooking functionalities positions.
But the ultimate contender stays Ninja Food. It has risen to prominence in online searches for multicookers, benefiting from the brand’s widespread recognition cultivated through its success in diverse product categories, notably with Ninja Shark in hair care, vacuums or even air purifiers. The brand’s multifaceted appeal extends beyond the kitchen, leveraging a positive consumer perception developed through other popular product lines. Ninja Food stands out for its innovative features, versatile functions, and a reputation for delivering high-performance kitchen appliances. The brand’s ability to seamlessly transition from one consumer sector to another contributes to its popularity, as consumers seek reliability and innovation. Finally, Ninja Kitchen is the only brand in this top 3 that decided to partner with influencers as a marketing strategy which contributed to the popularity of the brand.
Air Frying: a Long-lasting Trend Since 2021
On a side note, while multicookers keep rising in their reputation, a subcategory got its moment of fame : The Air Fryer.
It got pretty popular in 2021, mostly thanks to influencers and spiked the interest every Christmas since it is a similar item as a multicooker and promoted as a healthy alternative to cook with less grease.
Although, the slight decrease could be explained that in addition to requiring longer cooking times, air-frying foods tends to produce a slightly different taste and a less crispy consistency than deep-frying even though they offer a healthier cooking method.
Searching for the Best Recipe for the Perfect Occasion
Chicken and rice are the most popular ingredients research in recipes for multicookers, with a spike every january. This rise could be explained by the fact that every new year, most people have resolutions and want to get back in shape. Indeed, the most simple food glorified by gym enthusiasts are usually chicken and rice for its important concentration of protein, the greatest way to get muscles.
Moreover, we are stating the obvious by showing the seasonality of Thanksgiving and the spike of popularity of Turkey recipes each november. But funnily enough, we can notice an increase of interest around beef every March. This could be explained by St Patrick’s day, where they cook a very well known dish : An instant pot with corned beef and cabbage. Then, a multi cooker comes in pretty handy.
Instant Pot recipes with beef and cabbage, an American Irish specialty to enjoy on St-Patrick’s Day
The United States Marked by its Cultural Heritage
Without any doubt chicken and rice are the most researched ingredients to cook recipes in all the United States. But if we take a closer look at the other types of recipes we can notice how the country is touched by trends or cultural traditions:
- Potatoes in the South East :
- The historical agricultural practices in the Southeast, including the cultivation of potatoes, have left a lasting impact on the local food culture. The availability and incorporation of potatoes into Southern recipes have become ingrained in the culinary traditions of the region. That is why they are pretty popular in the Southeast. Starch is also versatile, affordable, and well-suited to the culinary tradition. Potatoes have been a staple in Southern cuisine for generations. Moreover climate and soil conditions in the region, the agricultural adaptability and economical accessibility made the potatoes the easiest option to grow in this part of the US.
- Meatballs in the East Coast :
- Italian-American Influence: The East Coast, including cities like Boston and Washington, has a significant Italian-American population. Italian immigrants brought their rich culinary heritage to the region, and meatballs are a classic component of Italian cuisine. The popularity of Italian-American dishes, such as spaghetti and meatballs, has permeated the local food culture.
- Diverse Culinary Scene : Cities on the East Coast are known for their diverse culinary scenes. The availability of various cuisines and the fusion of culinary traditions contribute to the popularity of dishes like meatballs. Meatballs are versatile and can be incorporated into different types of cuisine, making them a beloved option in the diverse food landscape of cities like Boston and Washington.
- Beef in North Inlands :
- The popularity of beef in the region from Illinois to Montana in the United States can be attributed to several factors, including agricultural traditions, historical practices, and the geography of the area.
- This region has a strong tradition of cattle ranching, with vast expanses of land suitable for grazing. States like Montana have a long history of cattle ranching, and beef has been a staple part of the local economy.
- The availability of open spaces and nutritious grasses has made the region conducive to raising cattle for beef production.
- The cattle industry has played a crucial role in the livelihoods of many communities, shaping both the local economy and culinary preferences
- In summary, the popularity of beef in the region from Illinois to Montana is deeply rooted in the historical and economic significance of cattle ranching, the culinary traditions of the area, and the availability of vast grasslands conducive to cattle grazing.
In such a big country the cultural culinary habits are pretty eclectic but they still all meet around the important time of year such as Thanksgiving or other holiday that means a lot to the American society.
