A new generation cooks: Young women have their own ways in the kitchen

October 8th, 2007 |

This is an interesting article on how women cook in this generation versus how they used to. The more pivotal part is who sponsored the survey – General Mills Betty Crocker.

It’s interesting to note the changes in how people cook, the amount they entertain, how adventurous they are with their ingredients and what their tastes are.

Of course the question is, does this generation not have the cooking savvy of previous generations because of role models or is it simply a lack of time?

Cooking is alive and well for young women, but they’re defining their time in the kitchen differently than their mothers did.

A General Mills Betty Crocker Kitchens study, “How America Cooks II: A Generational Look at Cooking/Baking Differences, 20s vs. 40s” broke down how women in their 20s and 40s view cooking. The nationwide online survey included 1,500 women in those age groups, and an informal look at local cooks showed that they’re also increasingly interested in spending time in the kitchen.

After a day at the office working as marketing director for the Girl Scouts Maumee Valley Council, Nicole Minadeo, 27, of Toledo, often cooks dinners such as chicken parmesan or chicken and pasta. Sometimes she teams up with friends such as Kelly Sattler, 27, of Waterville, for a “Girls Night.”

“The most we ever had was four or five girls. We switch houses and try different types of food. We’ve done pasta, stir fry, and other recipes.”

“We’re not following our moms’ style of cooking,” says Ms. Minadeo. “My mom is big family-style meals with casseroles, pot roast, and potatoes.”

Steffi Farrell, 23, of Monroe, took her first cooking class recently with her mother. They attended the Franklin Park Williams-Sonoma Autumn Dinner Party taught by Marty Kokotaylo. “I like watching other people cook,” she said. “I’m going to try the acorn squash and pecan pie.”

All three of these 20somethings say their mothers taught them to cook, or they watched their mothers in the kitchen.

According to the General Mills Betty Crocker study, those born between 1976 and 1985 were brought up more often with working moms where the family ate out at least once a week. They often didn’t learn to cook as young children, and now feel that it is an option, not an obligation.

They were more likely to use the microwave – which achieved 60 percent household penetration in 1987 – eat less meat, fewer vegetables, and have fewer traditions surrounding food.

Today they are either moving out on their own, completing education, making career decisions, starting a “real” job, starting marriage, having children, and buying their first home.Meanwhile, those 40somethings born between 1956 and 1965 are approaching the empty nest or else their nest is refilling. They have career decisions, are planning or funding retirement, becoming grandparents, are downsizing, and may have aging parents and the onset of health issues themselves.

The study showed that 72 percent of the 20somethings and 70 percent of the 40somethings learned to cook from their mothers. In contrast, 22 percent of those in their 20s learned to cook from their fathers while only 10 percent of those in their 40s had dad in the kitchen.

Because 20somethings said they tend to the cook the same meals over and over and that they don’t know what to serve for dinner until an hour or two before dinner, cookbook author Pam Anderson’s cooking demonstrations at The Blade Great Taste Toledo Food & Cooking Expo on Oct. 9 and 10 are ideal for this age group.

Mrs. Anderson wants to help cooks get dinner on the table. “Most cooks don’t have time to spend on elaborate, perfect preparation,” she says.

When cooks come home after class, work, or other activities, she wants to empower them to open the refrigerator and be able to cook dinner based on what’s in the refrigerator and the pantry.

Today, 20somethings say they want to make traditional meals, but don’t have time or don’t know how. They take short cuts in meal preparation more often than their counterparts in their 40s. They may be more likely to use a sauce in a jar or a pouch or use canned or jarred gravy.

At the Great Taste food expo, Mrs. Anderson will provide techniques for making a variety of pan sauces, often interchangeable with chicken breasts, pork chops, and fish fillets. She will make and dress a five-minute salad and teaching sauteing techniques.

Here’s a surprise: According to the General Mills study, 20somethings have a preference for home-baked over store-bought compared to 40somethings.

But the older group tends to make meatloaf from scratch, cook fresh fish, roast a whole turkey, and make gravy from scratch.

Young people have more confidence with baking than cooking, according to the study. But women who love to bake are more likely to have been taught to cook by their mother or father than non-bakers were.

Another surprise: 20somethings tend to entertain more than 40somethings. But they are less likely to serve the whole meal. Their entertaining is spontaneous and less planned-ahead than 40somethings, who are more likely to serve appetizers, entree, side dish, bread, and dessert when entertaining.

While 20somethings don’t see themselves as creative, 58 percent in the study “have experimented with ingredients to create a new recipe.” Sixty percent love to learn new things, and half want to improve their cooking skills.

“I love experimenting,” says Ms. Minadeo as she prepares sauted chicken and pasta with Ms. Sattler. “We don’t measure.”

Today’s young cooks likely learned how to cook and bake at an older age. As women enter the second half of their 20s, they are more receptive to new recipes. By age 45 and older, they say recipe use wanes.

As 40somethings want to spend more time with family, friends, and grandchildren, they may be cooking less than they used to. They may be going out for lunch or dinner and taking the family with them.

It’s a new world of ethnic foods and eating out with sophisticated tastes. Meal prep times are 20 to 30 minutes or less, and yet the Slow Food Movement gains momentum locally, nationally, and internationally.

Brief cooking instructions, shortcuts, and simple recipes help when all ages choose to cook. Those home-cooked meals forge strong family meal times and bonding. They are great for get-togethers with friends and in building family traditions.

They also can be easier on the budget and healthier with less fat, calories, and carbohydrates.

There’s so much interest in cooking for so many reasons for all ages. But, cooking has become a choice, not an obligation.