Promoting Slow Cookers Through Healthy Eating Desires

BY Rachel Cagle
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"Nutritionists advise preparing more of your meals at home, and for good reason: Doing so raises the nutritional quality of your diet, according to Consumer Reports. Studies have shown that home cooking fans may get more fruits and vegetables and less sodium and unhealthy fats than those who dine out, or do take out, frequently. And they tend to weigh less and have a lower risk of type 2 diabetes, too."

"Of course, what stops a lot of people from cooking more often is lack of time. 'It seems easier to order a pizza after you’ve been working all day, or if you only have a short window between getting home from work and having to rush off to sport or school events,' says Amy Keating, R.D., a CR nutritionist."

In fact, 32.2% of U.S. adults who identify as Healthy Eating Seekers have used a mobile device to order food for takeout or delivery within just the last six months, according to AudienceSCAN. While 59.6% of these consumers want to make purchases this year that help them feel healthy, 59.4% also want to buy things that increase their comfort. That's probably why, within the last month, 52.9% of this audience has used the internet to look up a business' phone number and, within the last six months, 11.6% have used a click-​to-​call button on their mobile devices. It's all about convenience, and that can outweigh the desire 41.3% of these consumers have to try new cooking recipes.

"But there’s another option for having a healthy dinner ready as soon as you get home: using a slow cooker.

"Slow cookers aren’t just for beef brisket, pulled pork, and heavy stews. Using one makes it easier to add healthy foods that take a while to cook, such as whole grains and lentils, to your meals."

'You can either make recipes that contain these ingredients, or just cook a big batch of them on the weekend and refrigerate them to use in meals throughout the week,' says Keating. Slow cookers are also an ideal way to cook lean cuts of meat; they’ll turn out tender and tasty. They even come in handy for breakfast; switch one on overnight to make steel-​cut oatmeal or an egg casserole."

Slow cooker retailers can promote the time-​saving and health benefits of these appliances to Healthy Eating Seekers through many forms of advertising. For starters, last year, 62.5% of these consumers took action after seeing a TV commercial last year and 59.1% reacted to ads or coupons they received via direct mail, according to AudienceSCAN. In that same amount of time, they were also driven to action by email ads (48%), both digital and print magazine ads (42.7%) and online and over-​the-​air radio ads (40.4%). They're also 24% more likely than other adults to find advertising on social networks useful to them.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.