Australianos aumentam significativamente o tempo em sites de culinária e alimentação

• 71% increase in time spent on online food and cooking websites⁴
• Australians aged 13-24 increased their time spent online with food and cooking content by 144%²
• Sunday 29 March recorded the highest daily time spent consuming food and cooking content in 2020³

7 APRIL, 2020 SYDNEY: As Australians are being asked to stay home in an effort to flatten the curve of coronavirus (COVID-19), they are spending significantly more time with online food and cooking content. And it’s younger audiences that are driving the increases in time.

Nielsen’s daily Digital Content Ratings data showed a 70%¹ increase in time spent on Sunday 29 March versus Sunday 1 March and Sunday 29 March recorded the highest Daily Time in 2020, with a combined total of 63,555 hours spent on food and cooking websites.

Nielsen Digital Content Ratings reported a shift in online audience behaviour at the time when the Government announced stage 1 restrictions on Sunday 22 March, announcing the closure of clubs, pubs, restaurants and cafes and recommending families to stay at home. Nielsen data also showed that on the last weekend of March, Australians spent 71% more time consuming food and cooking content online when compared to the last weekend of February⁴.

Nielsen’s Managing Director of Media and Sports, Monique Perry said “We are adjusting to our new reality of more time at home cooking and have leaned more heavily than ever on Australia’s content-rich food and cooking websites. Media agencies, advertisers and brands have significantly more opportunity to engage with consumers through this category through these difficult times. It’s a real opportunity to talk to Australian’s while they are planning and preparing meals for their families and this could support both tactical and long term brand building campaigns.”

As classificações de conteúdo digital da Nielsen registraram um aumento em todos os dados demográficos dos sites de culinária. O maior crescimento foi registrado entre os australianos de 13 a 24 anos.

Analisando o último fim de semana de março, o maior aumento no tempo gasto com conteúdo on-line sobre comida e culinária em comparação com o mês anterior foi relatado por cada faixa etária, conforme abaixo.

• Pessoas de 13 a 24 anos +144% na sexta-feira, 27 de março
• Pessoas de 25 a 39 anos +94% no sábado, 28 de março
• Pessoas de 40 a 54 anos +64% no sábado, 28 de março
• Pessoas com mais de 55 anos +66% no domingo, 29 de março

Gai Le Roy, CEO of IAB Australia, commented: “It looks like Australians have finally admitted to themselves that they are going to be eating at home a lot in the coming weeks and have started to look for recipe inspiration to add a bit of variety to their normal repertoire of meals. When our time at home is increased and with many of us struggling to remember what day it is at times, it is interesting to see the habitual pattern of Sunday being the key meal planning and recipe hunting day being retained.”

And, to coincide with the growing interest in cooking at home, Nielsen Homescan data for the four weeks ending March 22 revealed that Australians are buying more key cooking ingredients, such as authentic Asian and Indian grocery items, up 128% and 185% respectively in terms of value sales.

A panificação também está no topo da agenda das famílias anfitriãs, com um aumento nos principais ingredientes, como açúcar (64% do volume) e farinha (156% do volume). De fato, nas últimas quatro semanas, os australianos estocaram farinha suficiente para durar aproximadamente 65 dias, enquanto a mistura para pão vendeu mais do que o dobro do volume esperado e teve um crescimento de 202% em dólares.

Fontes:

• ¹ Source: Nielsen Digital Content Ratings, Daily Tagged, 29/03/20, vs 01/03/20, Digital (C/M), People 2+, Total Time Spent, Text, Food and Cooking sub-category.
• ² Source: Source: Nielsen Digital Content Ratings, Daily Tagged, 27/03/20 vs 28/02/20, Digital (C/M), Persons 13-24, Total Time Spent, Text, Food and Cooking sub-category.
• ³ Source: Nielsen Digital Content Ratings, Daily Tagged 01/01/2020 – 31/03/20, Digital (C/M), Persons 2+, Total Time Spent, Text, Food and Cooking sub-category.
• ⁴ Source: Digital Content Ratings, Daily Tagged, 29/02/20 – 01/03/20, 28/03/20 – 29/03/20, Food and Cooking sub-category, Digital (C/M), People 2+, Total Time Spent, Text.