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"As home cooks lack the energy for time-intensive meals, focus on shortcuts that offer flexibility and variety through multi-functionality. Leverage community to spark home cooks' enjoyment of cooking."
Hope Banks Petrikowski, Analyst – Food & Drink
Cooking fatigue is increasingly shaping home cooks’ behaviour. 42% feel too exhausted to put much effort into cooking or preparing meals most days, driving up usage of prepared meals. Scratch cooking continues to hold up, reflecting scratch cooks’ strong motivation to cook to achieve high-quality meals. In contrast, semi-scratch cooking is declining, likely as part-ready components don’t meet the quality bar consumers now expect.
At the same time, rising weight management intentions are encouraging home cooks to prioritise health in their meals, fuelling interest in smaller portion sizes and a growing emphasis on nutrient diversity. While these healthy eating intentions collide with home cooks’ low energy levels, ingredient swaps and recipe modifications are commonplace, as home cooks seek to boost the health benefits without having to sway far from their usual recipe rotation. In turn, consumer demand for nutrient-boosted and modular cooking companions is on the rise.
Meanwhile, high levels of loneliness among younger consumers offer brands the opportunity to rekindle or instil a greater joy of cooking by fostering community and connection – whether through guides to recreating viral recipes on social media, encouraging communal cooking or offering aesthetically pleasing dish toppers to elevate home cooks’ dinner parties.
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
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We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
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