2021
0
Ireland Attitudes towards Cooking and Baking Market Report 2021
2021-11-12T03:11:13+00:00
OX1043565
1495
145170
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Report
en_GB
“COVID-19 left Irish consumers with more spare time, and many used this time to take up cooking and baking – or indeed to improve their confidence in doing so. While…

Ireland Attitudes towards Cooking and Baking Market Report 2021

£ 1,495 (Excl.Tax)

Report Summary

“COVID-19 left Irish consumers with more spare time, and many used this time to take up cooking and baking – or indeed to improve their confidence in doing so. While a strong contingent expects to continue to cook and bake more often post-COVID-19, this will likely depend on how much free time consumers can dedicate to it – and may present opportunities for prepared cooking and baking items.”
– Brian O’Connor, Senior Consumer Analyst

Key issues covered in this Report

  • The impact of COVID-19 on frequency of cooking and baking.
  • How confident are Irish consumers cooking and baking, and how will this impact demand for ingredient products?
  • How will issues relating to health impact how consumers cook/bake?
  • Do consumers typically cook/bake from scratch or do they use prepared products?

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Areas covered in the Report
          • Baking
            • Cooking
              • COVID-19: market context
              • Executive Summary

                  • The market
                    • Figure 1: Expected impact of COVID-19 on cooking and baking, short, medium and long term, 2021
                  • COVID-19 concern encourages more in-home baking and cooking
                    • Food prices and Brexit a looming threat to consumer finances
                      • Sugar a primary concern for consumers
                        • Innovations
                          • The consumer
                            • Baking from scratch is more popular than baking using prepared ingredients
                              • Figure 2: Types of goods consumers have baked in the last 12 months, NI and RoI, 2021
                            • A third bake once a week or more often
                              • Figure 3: Frequency of baking – from scratch and using ready prepared ingredients, NI and RoI, 2021
                            • Time poverty a key baking preventer
                              • Figure 4: Reasons why consumers do not bake at home/bake at home more often, NI and RoI, 2021
                            • Strong contingent plan to continue baking post-COVID-19
                              • Figure 5: Agreement with statements relating to baking, NI and RoI, 2021
                            • Women most likely to handle majority of cooking tasks
                              • Figure 6: Responsibility for household cooking/ meal preparation, NI and RoI, 2021
                            • RoI consumers more likely to cook from scratch
                              • Figure 7: Methods of meal preparation mostly used, NI and RoI, 2021
                            • Health much more important to RoI cooks
                              • Figure 8: Important factors when cooking/preparing meals, NI and RoI, 2021
                            • COVID-19 drove more cooking from scratch
                              • Figure 9: How COVID-19 has influenced cooking behaviour, NI and RoI, 2021
                            • Three quarters confident in their cooking abilities
                              • Figure 10: Attitudes towards cooking, NI and RoI, 2021
                          • The Market – What You Need to Know

                            • COVID-19 concern encourages more in-home baking and cooking
                              • Consumers report healthier finances, but food prices creeping up
                                • Sugar a primary concern for consumers
                                  • Bake Off and other TV shows a strong influencer
                                  • Market Drivers

                                    • Short-, medium- and long-term impact on the industry
                                      • Figure 11: Expected impact of COVID-19 on cooking and baking, short, medium and long term, 2021
                                    • COVID-19 concerns creeping up again – and will encourage more in-home cooking/baking
                                      • Figure 12: How worried consumers are about the risk of being exposed to COVID-19, IoI, 2020-21
                                    • Consumers expect stricter COVID-19 rules in winter 2021
                                      • Figure 13: Agreement with statements relating to COVID-19 restrictions, IoI, 2021
                                    • Consumer financial health improving …
                                      • Figure 14: How consumers rate their current personal financial situation, NI and RoI, 2018-21
                                    • … but food prices are increasing
                                      • Figure 15: Consumer price index for food and non-alcoholic drinks, RoI, January 2017 to September 2021
                                      • Figure 16: Consumer price index for food and non-alcoholic drinks, UK (including NI), January 2017 to September 2021
                                      • Figure 17: Agreement with the statement ‘I worry Brexit will cause the price of bread to increase’, NI and RoI, January 2020
                                    • Sugar a primary concern for consumers
                                      • Figure 18: Top five ingredients in food and drink consumers worry about, NI and RoI, November 2019
                                      • Figure 19: Agreement with the statement ‘Replacing sugar with sugar alternatives in home baking recipes appeals to me’, NI and RoI, June 2021
                                      • Figure 20: New releases of bakery mixes that are sugar free, UK and Ireland, 2021
                                    • Cooking and baking shows have a strong influence on Irish consumers
                                      • Figure 21: Agreement with the statement ‘TV baking shows have encouraged me to bake at home (eg Great British Bake Off)’, NI and RoI, June 2021
                                  • Innovations – What You Need To Know

                                    • Prepared meals with vegan ingredients experience boost
                                      • Post COVID-19 support for local businesses
                                        • Cooking courses support consumers’ improved cooking skills
                                          • Consumers express healthy attitudes towards baking
                                          • Who’s Innovating?

                                              • Vegan ready meals become more popular
                                                • Figure 22: Claims for new releases of prepared meals, IoI, 2017-21*
                                                • Figure 23: Consumers behaviours in the last 12 months, IoI, 2021
                                                • Figure 24: New releases of prepared meals with vegan/no animal ingredients claim, IoI, 2021
                                              • Consumers show support for local businesses
                                                • Increased interest in cooking courses
                                                  • Figure 25: Consumer behaviours towards cooking at home, IoI, 2021
                                                • Higher demand for healthier baking mixes
                                                  • Figure 26: Consumer health-conscious attitudes towards baking at home, IoI, 2021
                                                  • Figure 27: New product releases of baking mixes with functional and healthy claims, IoI, 2021
                                                • Consumers show interest in functional baking ingredients
                                                  • Figure 28: new product releases of baking ingredients with high/added fibre/protein claims, IoI, 2021
                                              • The Consumer – What You Need to Know

                                                • Baking from scratch is more popular than baking using prepared ingredients
                                                  • A third bake once a week or more often
                                                    • Time poverty a key baking preventer
                                                      • Strong contingent plan to continue baking post-COVID-19
                                                        • Women most likely to handle majority of cooking tasks
                                                          • RoI consumers more likely to cook from scratch
                                                            • Health much more important to RoI cooks
                                                              • COVID-19 drove more cooking from scratch
                                                                • Three quarters confident in their cooking abilities
                                                                • Types of Baked Goods

                                                                    • Baking from scratch is more popular than baking using prepared ingredients
                                                                      • Figure 29: Types of goods consumers have baked in the last 12 months, NI and RoI, 2021
                                                                    • Small cakes are the most popular baked good to make
                                                                      • Consumers are more likely to bake sweet goods than savoury
                                                                        • Figure 30: New releases of sweet and savoury baked goods, IoI, 2017-21*
                                                                      • Women are more likely to bake from scratch
                                                                        • Figure 31: Types of goods made from scratch, by gender, NI and RoI, 2021
                                                                        • Figure 32: Consumer wellness priorities, by gender, NI and RoI, 2021
                                                                      • Baking from scratch is more popular amongst younger consumers
                                                                        • Figure 33: Types of goods made from scratch, by age, NI and RoI, 2021
                                                                      • Consumers who work full-time or part-time are more likely to bake from scratch
                                                                        • Figure 34: Types of goods baked from scratch, by working situation, NI and RoI, 2021
                                                                    • Frequency of In-home Baking

                                                                        • A quarter of consumers bake one per week
                                                                          • Figure 35: Frequency of baking – from scratch and using ready prepared ingredients, NI and RoI, 2021
                                                                        • Younger consumers more likely to bake once per week
                                                                          • Figure 36: Consumers who bake from scratch once per week, by age group, NI and RoI, 2021
                                                                      • Barriers to Baking

                                                                          • Lack of time is the most popular reason
                                                                            • Figure 37: Reasons why consumers do not bake at home/bake at home more often, NI and RoI, 2021
                                                                          • Younger consumers and consumers with a higher income level have less time to bake from home
                                                                            • Figure 38: Consumers who reported a lack of time as a reason why they do not bake at home, by income level and age, NI and RoI, 2021
                                                                          • Men lack baking skills more than women
                                                                            • Figure 39: Consumers with a lack of baking skills and no interest, by gender, NI and RoI, 2021
                                                                          • Older consumers report having too few people to share baked goods with
                                                                            • Figure 40: Consumers who reported too few people to eat the baked goods as a reason why they do not bake at home, by age, NI and RoI, 2021
                                                                          • More RoI consumers feel baked goods are unhealthy than NI consumers
                                                                            • Figure 41: Top health priorities, NI and RoI, 2021
                                                                            • Figure 42: New releases of baking ingredients with health and functional benefits, UK and RoI, 2021
                                                                        • Baking Behaviours

                                                                            • Majority expect to continue baking post COVID-19
                                                                              • Figure 43: Agreement with statements relating to baking, NI and RoI, 2021
                                                                            • Part-time workers most likely to continue baking at home post-COVID-19
                                                                              • Figure 44: Agreement with the statement ‘I plan to continue baking post COVID-19/coronavirus’, by work status, NI and RoI, 2021
                                                                              • Figure 45: Length of time consumers spend travelling to work before and during COVID-19, Ni and RoI, 2020
                                                                            • Consumers look to minimize food waste with baking
                                                                              • Figure 46: Agreement with the statement ‘Home baking recipe ideas for reducing food waste appeal to me (eg using ripe bananas)’, by gender, NI and RoI, 2021
                                                                            • Women seek healthier baking
                                                                              • Figure 47: Agreement with the statement ‘Healthier recipe ideas would encourage me to bake at home more often’, by gender, NI and RoI, 2021
                                                                              • Figure 48: What consumers are worried about when buying food and drink products, NI and RoI, 2021
                                                                          • Cooking Responsibilities

                                                                              • Six in 10 claim to be mainly responsible for cooking
                                                                                • Figure 49: Responsibility for household cooking/ meal preparation, NI and RoI, 2021
                                                                                • Figure 50: Consumers who are mainly responsible for cooking/ meal preparation, by gender, NI and RoI, 2021
                                                                              • Younger consumers less likely to be responsible for cooking
                                                                                • Figure 51: Consumers who are mainly responsible for cooking/ meal preparation, by age group, NI and RoI, 2021
                                                                                • Figure 52: Consumers who are mainly responsible for cooking/ meal preparation, by household composition, NI and RoI, 2021
                                                                            • Methods of Meal Preparation

                                                                                • RoI consumers cook from scratch … NI mix and match
                                                                                  • Figure 53: Methods of meal preparation mostly used, NI and RoI, 2021
                                                                                • Scratch cookers tend to be older
                                                                                  • Figure 54: Consumer who mostly prepare meals from scratch, by age group, NI and RoI, 2021
                                                                                • Men more likely to use prepared meals
                                                                                  • Figure 55: Consumer who mostly use prepared meals, by gender, NI and RoI, 2021
                                                                              • Important Factors When Cooking/ Preparing Meals

                                                                                  • Health much more important to RoI cooks
                                                                                    • Figure 56: Important factors when cooking/ preparing meals, NI and RoI, 2021
                                                                                  • Healthy meals matter more as consumers age
                                                                                    • Figure 57: Consumers who consider health an Important factors when cooking/ preparing meals, by age group NI and RoI, 2021
                                                                                  • Convenience and ease important
                                                                                    • Figure 58: Consumers who consider convenience factors when cooking/ preparing meals, by gender, NI and RoI, 2021
                                                                                • COVID-19 Impact on Cooking

                                                                                    • COVID-19 drove more cooking from scratch
                                                                                      • Figure 59: How COVID-19 has influenced cooking behaviour, NI and RoI, 2021
                                                                                    • Young consumers embrace scratch cooking due to COVID-19
                                                                                      • Figure 60: Consumers who are cooking from scratch more due to COVID-19, by age group, NI and RoI, 2021
                                                                                    • Recipes more likely to be sourced from websites than social media
                                                                                      • Figure 61: How COVID-19 has influenced recipe searching behaviour, NI and RoI, 2021
                                                                                    • Shelf stable ingredients benefit from COVID-19
                                                                                    • Attitudes Towards Cooking

                                                                                        • Three quarters confident in their cooking abilities
                                                                                          • Figure 62: Attitudes towards cooking, NI and RoI, 2021
                                                                                        • Three quarters prefer to cook with locally sourced ingredients
                                                                                          • Figure 63: Agreement with the statement ‘I like to cook with locally sourced ingredients’, by age group, NI and RoI, 2021
                                                                                        • Sustainability a key driver
                                                                                          • Figure 64: Ethical causes consumers consider before buying food and drink, NI and RoI, August 2020
                                                                                        • Half of consumers pledge to eat out of home less, and cook more
                                                                                          • Figure 65: Activities consumers are most looking forward to after social distancing measures are relaxed, IoI, 2021
                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                        • Data sources
                                                                                          • Generational cohort definitions
                                                                                            • Abbreviations

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