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Attitudes to Cooking/Meal Preparation - Ireland - June 2018

“Consumers struggle to find time to prepare meals every day and eat a healthy diet, nonetheless cooking from scratch continues to be enjoyed by Irish consumers despite the ongoing popularity of convenience snacking, ready meals and eating out. Scratch cooking is driven mainly by health benefits, better taste of self-prepared meals, ingredient control and affordability. While actions need to be taken to help consumers, in particular Millennials, to develop their culinary skills and cooking confidence, digital media content, social networking sites and food TV continue to be a source of."

- Joanna Kempiak, Research Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this Report
        • Definition
        • Executive Summary

            • Market factors
              • Irish consumers struggle to find time to cook
                • Convenience in high demand
                  • Increasing number of grab and go food products influencing eating behaviour
                    • Flexible and microwavable packaging driving consumers’ interest
                      • Cooking skills gap amongst younger generations needs to be addressed
                        • Consumers in need of culinary skills improvement
                          • Cooking from scratch facilitates portion and ingredient control
                            • Digital media a source of culinary inspiration
                              • Innovations
                                • The consumer
                                  • Most Irish consumers report to be responsible for preparing meals
                                    • Figure 1: Responsibility for cooking/preparing meals in the household, NI and RoI, March 2018
                                  • Most Irish consumers cook from scratch
                                    • Figure 2: Frequency of meal preparation, by type of meal, NI and RoI, March 2018
                                  • Irish consumers recognise healthy benefits of cooking from scratch
                                    • Figure 3: Reasons for cooking from scratch, NI and RoI, March 2018
                                  • Irish consumers report high cooking confidence levels
                                    • Figure 4: Agreement with statements related to cooking behaviours, NI and RoI, March 2018
                                  • Consumers value the importance of cooking skills
                                    • Figure 5: Agreement with statements related to attitudes towards cooking, NI and RoI, March 2018
                                • The Market – What You Need to Know

                                  • Shortage of time affects consumers eating and cooking habits
                                    • Time-poor consumers with busy lifestyles search for convenience
                                      • Snacking and consumers’ eating habits
                                        • The effect of ready meals, takeaways and meal delivery services on scratch cooking
                                          • Convenient packaging appealing to consumers
                                            • Teaching younger consumers cooking skills essential to their physical and mental wellbeing
                                              • Consumers lack culinary skills and cooking confidence
                                                • Scratch cooking helps consumes to control portion sizes and ingredients
                                                  • Social media and networks helping consumers to improve their cooking skills
                                                  • Market Drivers

                                                      • Lack of time affecting consumers’ cooking behaviour
                                                        • Figure 6: Agreement with a statement ‘It is hard to find the time to cook from scratch every night’, by age, NI and RoI, March 2018
                                                      • Consumers seeking convenience
                                                        • Figure 7: Agreement with statements ‘Preparing raw ingredients is a hassle’, ‘Cooking from scratch means having to do more washing up’ and ‘I use pre-prepared products when cooking’, NI and RoI, March 2018
                                                      • Snacks and on-the-go products influencing eating habits
                                                        • Figure 8: New products launched in the snack category, UK and Ireland, January 2013-May 2018
                                                        • Figure 9: How often consumers snack between meals in a typical day, NI and RoI, November 2015
                                                      • Ready meals, takeaways and meal delivery services reducing the need for cooking skills
                                                        • Figure 10: Top ready meal launches, by sub-category, UK (including NI) and Ireland, 2013-18
                                                        • Figure 11: The frequency with which consumers have bought ready meals in the last three months, by type, NI and RoI, August 2016
                                                      • Technology influencing ready meal/takeaway usage
                                                        • Consumers demand convenient food packaging
                                                          • Figure 12: New product launches in the (UK including NI) and Ireland food market, by packaging type, January 2013-May 2018
                                                          • Figure 13: New product launches in the (UK including NI) and Ireland food market, by claims related to convenience, January 2013-May 2018
                                                        • Parents advised to cook with children
                                                          • Concerns about cooking from scratch emphasise the need to address the skill gap
                                                            • Figure 14: Agreement with statements ‘It is hard to know whether meat is cooked through to a safe temperature’ and ‘It’s best to avoid recipes with ingredients you are not familiar with’, NI and RoI, March 2018
                                                          • Cooking from scratch helps consumers to control diets and improve their health and wellbeing
                                                            • Figure 15: Consumers who cook from scratch to have control over portion size, by age, NI and RoI, March 2018
                                                          • Millennials cook from scratch to meet special dietary needs
                                                            • Figure 16: Consumers who cook from scratch to meet special dietary needs, by age, NI and RoI, March 2018
                                                          • Digital media and their influence on meal preparation and cooking behaviour
                                                            • The impact of celebrity chefs and cooking programmes on consumers’ attitude towards cooking
                                                            • Innovations – What You Need to Know

                                                              • Irish consumers like time-saving food preparation
                                                                • High protein content a prized attribute for meal choices
                                                                  • Meat substitutes market showing compound growing, albeit from a low base
                                                                    • Consumers are still avoiding key allergens, particularly gluten
                                                                      • Food retailers working to reduce plastic used in packaging
                                                                      • Who’s Innovating?

                                                                        • Irish consumers seeking to minimise preparation time and environmental impact
                                                                          • Figure 17: Claims analysis of products launched in the Meals & Meal Centre, Side Dish, and Processed Fish, Meat & Egg Product markets, Ireland, 2014-18
                                                                        • Protein is the most valued nutrient in consumer diets
                                                                          • Consumers choosing to reduce meat consumption and seek alternate protein sources
                                                                            • Figure 18: New meat substitutes products launched, UK and Ireland, 2014-18
                                                                          • Low/no/reduced allergen products retain popularity
                                                                          • The Consumer – What You Need to Know

                                                                            • Irish consumers share cooking responsibilities
                                                                              • Cooking from scratch popular in a typical week
                                                                                • Scratch cooking perceived as a healthier option
                                                                                  • Irish consumers confident in using various available ingredients and modifying recipes
                                                                                    • Cooking knowledge important in developing healthy attitude towards food
                                                                                    • Cooking Responsibility

                                                                                        • Majority of Irish consumers do not share cooking responsibilities
                                                                                          • Figure 19: Responsibility for cooking/preparing meals in the household, NI and RoI, March 2018
                                                                                        • Irish women primary cooks for the family, while men more likely to share the cooking responsibility
                                                                                          • Figure 20: Responsibility for cooking/preparing meals in the household, by gender, NI and RoI, March 2018
                                                                                        • Older generations more likely than Millennials to be mainly responsible for meal preparation
                                                                                          • Figure 21: Consumers who are mainly responsible for cooking/preparing meals in the household, by age, NI and RoI, March 2018
                                                                                          • Figure 22: Responsibility for cooking/preparing meals in the household, by working status, NI and RoI, March 2018
                                                                                      • Frequency of Meal Preparation

                                                                                          • RoI consumers cook a dish from scratch more frequently than consumers in NI
                                                                                            • Figure 23: Frequency of meal preparation, by type of meal NI and RoI, March 2018
                                                                                          • NI ABC1s tend to cook from scratch less frequently
                                                                                            • Figure 24: Frequency of creating a dish completely by scratch, by socio-economic group, NI and RoI, March 2018
                                                                                          • Millennials more likely to create a dish from combination of prepared food and uncooked ingredients
                                                                                            • Figure 25: Frequency of creating a dish that is a combination of prepared food and uncooked ingredients 3-4 times a week, by age, NI and RoI, March 2018
                                                                                        • Reasons for Cooking from Scratch

                                                                                            • Irish consumers perceive cooking from scratch as healthier
                                                                                              • Figure 26: Reasons for cooking from scratch, NI and RoI, March 2018
                                                                                            • Older consumers see cooking from scratch as healthier
                                                                                              • Figure 27: Consumers who cook from scratch because it is healthier, by age, NI and RoI, March 2018
                                                                                              • Figure 28: Consumers who cook from scratch because it tastes better than prepared meals, by age, NI and RoI, March 2018
                                                                                            • Women and C2DEFs cook from scratch to save money
                                                                                              • Figure 29: Consumers who cook from scratch to save money, by gender and socio-economic group, NI and RoI, March 2018
                                                                                            • Consumers who enjoy cooking spend more time online
                                                                                              • Figure 30: Consumers who cook from scratch because they enjoy cooking, by daily internet usage, NI and RoI, March 2018
                                                                                            • Irish 25-34-year-olds most likely to cook to try out new recipes
                                                                                              • Figure 31: Consumers who cook from scratch because they want to experiment/try out new recipes, by age, NI and RoI, March 2018
                                                                                              • Figure 32: Consumers who cook from scratch because they want to experiment/try out new recipes, by daily internet usage, NI and RoI, March 2018
                                                                                          • Cooking Behaviours

                                                                                              • Irish consumers confident in using a variety of ingredients
                                                                                                • Figure 33: Agreement with statements related to cooking behaviours, NI and RoI, March 2018
                                                                                              • Irish Millennials less confident when it comes to modifying recipes
                                                                                                • Figure 34: Agreement with statements ‘I often cook with whatever ingredients I have at home’ and ‘I feel confident modifying recipes’, by age, NI and RoI, March 2018
                                                                                              • Irish men and older generations more willing to handle raw meat
                                                                                                • Figure 35: Agreement with the statement ‘I am happy to handle raw meat when cooking’, by gender and age, NI and RoI, March 2018
                                                                                              • Traditional cooking methods favourited by older consumers
                                                                                                • Figure 36: Agreement with the statement ‘I prefer to use traditional cooking methods where possible’, by age, NI and RoI, March 2018
                                                                                              • Younger consumers less likely to seek locally produced and seasonal ingredients
                                                                                                • Figure 37: Agreement with statements ‘I seek out locally produced ingredients to cook with’ and ‘I seek out seasonal ingredients to cook with’, by age, NI and RoI, March 2018
                                                                                              • NI women feeling guilty about using ready meals and constrained in terms of meal choices
                                                                                                • Figure 38: Agreement with statements ‘I feel guilty using ready meals to feed my family/friends’ and ‘My meal choices are constrained by what my family/the people I live with want’, by gender, NI and RoI, March 2018
                                                                                              • Social media and online food shopping appealing to Irish Millennials
                                                                                                • Figure 39: Agreement with statements ‘I enjoy sharing photos of food I have prepared on social media’ and ‘I prefer to shop for food ingredients online than shop in stores’, by gender and age, NI and RoI, March 2018
                                                                                            • Attitudes Towards Cooking

                                                                                                • Improving cooking skills essential in developing healthy attitude towards food
                                                                                                  • Figure 40: Agreement with statements related to attitudes towards cooking, NI and RoI, March 2018
                                                                                                • Women and Baby Boomers more likely to believe in the importance of developing cooking skills
                                                                                                  • Figure 41: Agreement with the statement ‘Learning how to cook is important for developing a healthy attitude towards food’, by gender and age, NI and RoI, March 2018
                                                                                                • Millennials and women feel judged by others for their food choices
                                                                                                  • Figure 42: Agreement with the statement ‘People judge you by the kinds of food that you eat’, by gender and age, NI and RoI, March 2018
                                                                                                • NI’s C2DEFs concerned about the costs of eating a healthy diet
                                                                                                  • Figure 43: Agreement with the statement ‘It is more expensive to eat a healthy diet’, by socio-economic group, NI and RoI, March 2018
                                                                                                • Irish consumers seek out advice and tips
                                                                                                  • Figure 44: Agreement with the statement ‘There should be more information on how to use leftovers’, by daily internet usage, NI and RoI, March 2018
                                                                                                • Irish women concerned about environment and animal welfare
                                                                                                  • Figure 45: Agreement with statements ‘The way in which food companies treat animals is a big concern’ and ‘Cooking from scratch is more environmentally friendly than using prepared meals’, by gender, NI and RoI, March 2018
                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                • Consumer research
                                                                                                  • Data sources
                                                                                                    • Generational cohort definitions
                                                                                                      • Abbreviations

                                                                                                      Attitudes to Cooking/Meal Preparation - Ireland - June 2018

                                                                                                      £1,095.00 (Excl.Tax)