Allrecipes’ audience has expanded across both print and digital. Its website traffic hit an all-time monthly high of 60.3 million unique visitors to the site, an 8.5% increase year-over-year, while its print magazine reported 9.7 million readers.
The February/March 2020 print issue reported a 26% increase in ad revenue compared to the same issue a year ago.
Following this growth, Allrecipes is looking to increase diversity in its coverage and content across digital platforms.
Video series “Recipe for Romance” and “Chunks” focus on cooking from a humorous and pop-culture viewpoint, while a new podcast hosted by author-cook Martie Duncan celebrates fellow cooks through conversations with home cooks, celebrities, pros and Allrecipes Allstars.
Through a research report titled “Allrecipes 2020: Trends in Home Cooking,” Allrecipes learned that many of its female home cooks are focused on connections around food, resulting in a commitment to adventure and cultural heritage when preparing meals.
The report revealed other interesting trends, too.
Among the respondents, 74% said they are using more new recipes compared to two years ago, while 47% reported they regularly look for new flavors to their foods or new foods to try.
The polls showed an appetite among Allrecipes home cooks to increase convenience when cooking and shopping.
According to Allrecipes, 2 million readers used Instacart to grocery shop on its site in June 2019. That number marked a 14% increase from the same period in 2018. Also, 23% of Allrecipes’ women readers are interested in pre-ordering groceries online for pick-up or delivery from their local store.
“The breadth of our audience and the depth of its engagement with the Allrecipes brand gives us powerful insight into what’s really going on in kitchens across the country,” Catherine Levene, president of Meredith Digital, stated. The publication can "uncover trends as they emerging to create recipes, stories, videos, products, social posts and more that provide the solutions and inspiration home cooks want right now.”
Separately, Taste of Home continues to experience success across its website.
In December 2019, the brand received record traffic, counting 31.7 million unique visitors, a 26.6% increase year-over-year. The record is a continuation of its 28 consecutive months of audience growth.
Tasteofhome.com’s average monthly unique visitors increased year-over-year by 23%, while the site recorded its highest page views ever in December, with 267 million views. Visitors spent an average of six-and-a-half minutes per session.
The brand credits a commitment to engaging content, along with an emphasis on SEO and videos appearing alongside top-performing recipes with delivering its record digital performance in 2019.