Consumers Don't Want to Cook, But Want to Feel as If They're Cooking - HBR's The Daily Stat

June 26, 2013 Prepared-food products that require a few preparatory steps appeal to customers who want to feel as though they're actually cooking dinner, rather than just opening a package, says the Wall Street Journal. One group of women studied by Kraft Foods Group made it clear they wanted to spend at least 15 to 30 minutes peeling or chopping, "to have it count," says Risa Schwartz, the food company's associate director of consumer insights and strategy. ConAgra says the most popular day for use of some of its frozen-meal brands is Wednesday, a day of the week that the Journal describes as the "cooking-from-scratch low point for most households." SOURCE: The Art of Almost Homemade