Eating at home.

Male/female hopes re eating at home Hope to buy, use, or Home-cooked Shopping at shop more at: foods supermarkets Males -- Total 40% 16% Males 18-34 35% 12% Males 35-44 46% 17% Males 45-54 47% 17% Males 55+ 37% 21% Females -- Total 48% 23% Females 18-34 50% 16% Females 35-44 43% 17% Females 45-54 48% 29% Females 55+ 49% 35% Females are more focused on food shopping, preparing, eating well, and eating less. More older women are hoping to do more supermarket shopping, possibly because they are more worried about the economy and see giving up some of their restaurant visits as the best way to cut back their spending. After the age of 55, more men give up on home-cooked meals while more females continue to think they are worth trying for. Eating-at-home hopes by region Hope to buy, use, or shop more at: Home-cooked foods Shopping at supermarkets Northeast 42% 19% Midwest 40% 17% South 49% 23% West 41% 18% More consumers in the South hope to increase their home-cooked foods and their supermarket shopping. One of our panelists reminded us that "telling dinner guests that we eat home-cooked foods like this every night has become a favorite joke."

The greater appeal of Southern food than Northeastern, Midwestern, or Western food may be attributable to the fact that the Southwest isn't broken out as a separate region. One of our consumers believes that Northwest has the best food but that the Southwest has the best cooking. Perhaps Southern home- cooking is so alluring that to know it is to want more of it. Home-cooked food in the South may mean Southern Fried Chicken! Hopes for eating at home and kids at home Hope to buy, use, or shop more at: Home-cooked foods Shopping at supermarkets Kids under 6 49% 17% Kids 6-12 52% 17% Kids 13-17 44% 16% No kids at home 43% 21% Home-cooked foods sound like a partial answer to the obesity problem, especially for those with kids 6-12 who have been heavy users of fast foods.

The relatively high hopes of those with no kids at home for more supermarket shopping is a push-back on empty-nest lifestyles and the greater availability of easy-to-fix foods that make supermarkets almost as convenient as takeout and restaurants. Marital status and hopes re eating at home Hope to buy, use, or shop more at: Home-cooked foods Shopping at supermarkets Married 44% 19% Single/Never married 44% 20% Divorced, separated, 43% 25%

widowed Supermarkets seem to have more to offer the formerly married, who got used to them, than they have to offer never-married singles. Note that singles express just as much interest in home-cooked foods as married people, and as much or slightly more interest in doing more of their provisioning at supermarkets.