The perceptual map below shows the various ways people engage with cooking, ranging from amateur to enthusiast as far as their level of expertise, and from passive to active, which pertains to the level of conscious effort put towards growing their skill sets. The information was pulled from a study done by Mintel, which included 1815 internet users aged 18+ who enjoy cooking and consider themselves ‘cooking enthusiasts’.
Cooking Enthusiasts like or love cooking, have at least basic cooking skills, and typically cook because they want to rather than because they have to. More than nine in 10 adults cook and Cooking Enthusiasts are the largest of all the segments, which points to an immense market for cooking tools, ingredients, and appliances.
These figures alone help to justify a place in the market for Chef X to launch their platform in the near future.
Source for data: 1,816 internet users aged 18+ who like to cook, Lightspeed GMI/Mintel
Icon Sources: (thenounproject.com) Website Homepage by Creative Stall from the Noun Project, cooking by Creative Stall from the Noun Project, Monitor by NOPIXEL from the Noun Project, movie find by arjuazka from the Noun Project, Comment Friend by Paperclip from the Noun Project, cooking by Creative Stall from the Noun Project, campaign by PJ Souders from the Noun Project