Wow an entire article that follows this shift: > At the time, the sizes of the three respective groups were about 15% who love to cook, 50% who hate to cook, a

Wow an entire article that follows this shift: > At the time, the sizes of the three respective groups were about 15% who love to cook, 50% who hate to cook, and 35% who are so-so on the idea. > Nearly 15 years later I did a similar study for a different client. This time, the numbers had shifted: Only 10% of consumers now love to cook, while 45% hate it and 45% are lukewarm about it. That means that the percentage of Americans who really love to cook has dropped by about one-third in a fairly short period of time. Doesn't that also mean that there is now a decent jump in people who cook more often (mixed group of outsourcing and cooking at home) and less people who absolutely hate it? That seems like an improvement. I imagine it might be difficult to produce an non-boring article that starts with: "Only 45% now enjoy cooking some of the time"