According to a consumer poll by Leatherhead, 45% of respondents use their own knowledge as inspiration for cooking. Meanwhile, 14% claim to be inspired by online recipes and 12% get ideas from friends and/or family.
Therefore, it might be an idea for retailers and manufacturers to raise their profile and increase their interaction with customers by including more recipe ideas on their websites and on their social media platforms.
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This article first appeared in Leatherhead's July/August 2013 FoodCom newsletter.