EASTER Food Corp - News Corp Australia
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Food Corp EASTER
NUMBER 1
FOOD NETWORK,
REACHING
6.8 MILLION
PEOPLE EACH MONTH*
Sources: emmaTM conducted by Ipsos, 12 months ending Dec 2020, Fused Nielsen Digital Panel calibrated to Digital Content Ratings, Dec 2020. All ppl 14+
what we saw in 2020
2020 EASTER SITE TRENDS 2020 EASTER SOCIAL TRENDS
● Panic buying started, as did isolation - resulted in lots of pantry dinners,
freezer-friendly meals
● Easter entertaining wasn’t as large-scale in 2020 as it has
● Scratch cooking - bread, damper, soups
been in previous years, but people still showed interest in
● Bread trend - focaccia, bread, damper
making ‘at home’ feasts for immediate family. Searches
● Baking frenzy through March and April - bigger than usual Easter baking
for roasted potatoes and lamb racks were all up, and people
craze. Classic cakes, loaves, scones, cookies, tea cakes - nostalgia
still baked the traditional hot cross buns
● Nostalgic baking, plus Nanna/Nana, old-school, retro, 80s
● Aussie food products as the hero of a dish - Caramilk
● Hot cross buns - popular last year, we expect them to be in 2021
lamingtons, lemon crisp custard slice, Anzac biscuit
● Hacks - sweet and savoury things made in appliances (eg. pie maker, air
desserts, plus more global ones (Baileys magic cake,
fryer, slow cooker) and also shortcut hack desserts (eg. espresso martini
Flake slice, golden syrup, condensed milk)
ripple cakes)
● Extension of bread trend on site, bread hacks on social: slow
● Fish casserole was #2 rising search term last Easter - will it start to replace lamb
cooker bread and pie maker bread in top performers
as the protein of choice? Potato and salmon is still a rising search term
● Retro sweets: Nana’s desserts, old-school slices gallery
● Cinnamon scrolls
● Dessert hacks: choc ripple condensed milk log cake
● Honeycomb
● Old fashioned chicken - creamy bake, French-style
● Budget - sausage mince, canned salmon, chickpeas/lentils
● Not-so-shareable nibbles (haloumi popcorn, prosciutto
● Simple yet wow slices, cakes and cheesecakes - fluffy pink soda slice, golden
wrapped halloumi)
syrup custard tart, baileys magic cake
● Aussie food products as the hero of a dish - Caramilk lamingtons, lemon
crisp custard slice, plus more global ones (Baileys magic cake, Flake slice)
● Everyone was upskilling - rising searches include making scrolls, bread
easter TRENDS 2021
ECONOMICAL EASTER BAKING FEVER CAUTIOUS ENTERTAINING
There’s still economic uncertainty ahead. Budget In 2020, Australians have shown a sense of pride in We expect gatherings will grow as covid
could therefore be a big focus still for Australians as scratch cooking. restrictions ease further. By the Easter long
they try and get more creative, without breaking We’ve seen a huge wave of people upskilling in weekend, we believe all the old crowd-pleasers
the bank. the kitchen, going back to basics, honing their will be back, but people will be much more
baking skills and digging out inherited recipes. cautious about party food. Could we see the fall of
People will certainly mark Easter 2021 with food, the cob loaf and the rise of mini/individual nibbles?
but not necessarily in an expensive way. Next Easter, we expect the trend for baking
breads as well as the usual cakes and slices to Having said that people will be more keen to host
Slow-cooked lamb doesn’t have to be fancy to be continue and we believe Australians will still love and attend gatherings, many families may have
a feast. retro and nostalgic food. enjoyed last year’s more intimate event, kick-
Desserts don’t have to be premium to be starting a new tradition of an at-home, quiet
showstoppers. We expect Easter baking, seafood and lamb in Easter feast.
particular to be big trends in 2021. ‘Easter Baking’
This Christmas, some of our top performing was the #6 rising search on taste for the whole of Kids got more involved in cooking in 2020 too,
recipes have a sense of occasion but are very 2020, which shows just how huge Easter baking due to those weeks when they were at home with
easy to make, require few ingredients or are was last year. their parents. Therefore, we might see food and
traditional/classic. Hot cross buns searches were also +59% across drinks more geared towards them (either them
the whole of 2020, highlighting just how big the helping to make them or them eating them) in 2021.
‘make at home’ trend was.
easter TRENDS 2021
CHEERS! EASTER PROMINENCE THE SEASON OF GIVING
Drinks will definitely play a part in Easter 2021. Easter 2020 started early and we saw spikes in Easter is not traditionally a time for giving gifts,
Many people have missed drinking with friends or Easter-related searches not seen see in previous but Easter 2021 will mark a whole year since
have improved their cocktail-making skills due to years. We think this is because gatherings were lockdown. Over the previous 12 months, people
being unable to visit bars, so cocktails much more intimate and people had time on have got to know their neighbours better and
could be on the Easter menu. their hands to experiment, particularly with will have missed loved ones they’ve been apart
baking. from. As a result, people will probably consider
However, others may have consumed more With the shadow of restrictions from 2020 still ‘dropping round’ home-cooked plates of
alcohol than they normally would in 2020 and lingering, Australians are cherishing their time sentimental food (hot cross buns, scones etc) or
might avoid alcohol in 2021. together more. We think it’s very likely Easter will giving food gifts to mark the occasion.
For this reason, we may see an increased interest be a prominent event, and people will once again
in mocktails. start planning earlier than in 2019, 2018 etc.
easter THOUGHT STARTERS
EASTER COLLECTIONS
EASTER CONTENT
● Easter galleries
● Easter articles
SECTION SPONSORSHIP or ZONE
RECIPE ● Baking Section
RECOMMENDATION ● Entertaining Section
MODULES ● Seafood Zone
PRINT
- Flip Book
- Advertorials
BESPOKE
EASTER MEAL
PLANNERS
EASTER THEMED VIDEOS
● How-to’s
● Assembly
EASTER CONTENT EASTER COLLECTIONS
● Easter galleries
● Easter articles
RECIPE
RECOMMENDATION
MODULES
SECTION SPONSORSHIP
● Drinks
● Entertaining
PRINT
- Flip Book
- Advertorials
EASTER THEMED VIDEOS
● How-to’s
● Easter cocktail stop motion
EASTER CONTENT EASTER COLLECTIONS
● Easter galleries
● Easter articles
RECIPE RECOMMENDATION MODULES
SECTION SPONSORSHIP
● Budget
● Entertaining
● Baking
PUBLIC PROFILE
EASTER THEMED VIDEOS
● How-to’s
● Assembly
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