Consumer Attitudes Towards Cooking in the Home - UK - February 2014
“Men are markedly less likely than women to have responsibility for cooking and/or preparing foods in British households, and also cook meals from scratch far less frequently, showing that traditional stereotypes still ring true. So it is interesting to note that men (31%) are more likely than women (26%) to feel pride from cooking a meal, and are also more likely to feel adventurous. Food marketers could harness this through messages urging men to be bold and ‘have a go’, portraying the meal preparation as a man’s audacious mission to feed his loved ones.”
– Alex Beckett, Senior Food Analyst
Some questions answered in this report include:
- What do food marketers need to know about men’s attitudes towards cooking?
- How do 16-24s see cooking?
- To what extent do TV shows inspire people to cook?
- Which marketing themes could be more widely explored by food brands?
Encouragingly, consumers are more likely to associate cooking in the home with feeling confident, valued and relaxed, as opposed to more negative feelings like stressful, boring and annoying, highlighting the pleasure which people generally gain from cooking meals at home.
And illustrating an enthusiasm among consumers for scratch cooking, one in three adults who have/share responsibility for cooking in the home eat meals cooked completely from scratch five times a week or more.
This report also uncovers some illuminating consumer attitudes and behaviours towards cooking in the home. For example, 16-24s are less likely than older groups to have a confident perception of cooking, and are more likely to find it stressful, while the presence of vegetables in meals declines in importance among lower socio-economic groups and lower earners.
Meanwhile, men are more likely than women to feel pride and adventurousness from cooking, potentially influencing the messaging for the marketing activity of food companies and retailers.
This report looks at consumers’ behaviours and attitudes related to cooking in the home. Its aim is to explore the existing patterns of cooking in terms of how households cook, their use of convenience products and the key drivers in their choice of meal.
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