2020
9
UK Attitudes towards Cooking in the Home Market Report 2020
2021-01-23T03:01:58+00:00
OX988896
2195
132969
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Report
en_GB
“The COVID-19/coronavirus outbreak has meant people have found themselves cooking at home more, some out of necessity and some thanks to having more time in their day. Many have developed…

UK Attitudes towards Cooking in the Home Market Report 2020

£ 2,195 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the UK Attitudes Towards Cooking in the Home market including the behaviours, preferences and habits of the consumer.

The changes to consumer behaviour brought about by COVID-19 are clearly evident in the fact that 33% of those who cook/prepare meals say they have been cooking from scratch more often since the outbreak. Some 80% of these say they intend to continue with this over the next 12 months, signalling the lasting impact of these shifts. The COVID-19/coronavirus outbreak has seen more meal occasions take place at home, due to the lockdowns and restrictions imposed across the UK since March 2020. The latest wave of infections and the national lockdowns from January 2021 will see the same continue well into 2021.

The calls for people to stay or work at home and limitations on and hesitance towards visiting foodservice have all played a role in more meals at home. This shift has fuelled rapid growth in food sales through retail. With people expected to continue to work from home in the future more than before, this will give a lasting uplift to at-home meal occasions beyond the outbreak. Scratch cooking in the household rises sharply among over-55s, lesser time pressures a key factor here.

The projected growth of over-55s thus spells good news for products catering to scratch cooking and puts pressure on prepared products. Meanwhile, however, the ‘boomerang’ trend of young adults living with their parents stands to have the opposite effect, curbing this group’s involvement in cooking and hence their skillset, potentially driving the demand for prepared products in the long term.

Quickly Understand

  • The impact of COVID-19 on people’s cooking habits.
  • Types of meals cooked most often in households.
  • Factors most important for meals by everyday and leisure occasions.
  • Consumer attitudes towards cooking at home.

Covered in this report

Topics discussed: This Report looks at consumers’ behaviours and attitudes related to cooking in the home. It explores households’ typical meal preparation, the behaviour of home cooks, the factors most important in determining choice of meals for everyday and leisure occasions and attitudes towards cooking.

Expert analysis from a specialist in the field

Written by Angharad Goode, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The COVID-19/coronavirus outbreak has meant people have found themselves cooking at home more, some out of necessity and some thanks to having more time in their day. Many have developed new skills and there’s marked appetite among many consumers for retaining these habits. Despite this, ease and speed of cooking are the top factors sought in an everyday evening meal. The income squeeze in 2021 will continue to fuel home meals, the keen interest in replicating restaurant meals a key opportunity. The predicted lasting uplift in homeworking will create a permanent increase in at-home meal occasions.

Angharad Goode
Food & Drink Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: Market context
    • Impact of the January lockdown and the vaccination rollout
    • Economic and other assumptions
    • Topics covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on cooking in the home
      • Figure 1: Short, medium and long-term impact of COVID-19 on cooking in the home, 13 January 2021
    • The market
    • Increased focus on health puts HFSS foods under scrutiny
    • Early 2021 lockdowns and income squeeze will benefit cooking
    • Ageing population is good news for scratch cooking
    • Brexit free trade deal will limit upward pressure on food prices
    • Companies and brands
    • Meat alternatives gain share in launches in 2019
    • Premium launches regain share in sauces, seasonings and meal components launches
    • Less activity in meal kits, Morrisons and M&S enter the recipe box space
    • Ad campaigns focus on speed, the virtues of cooking and COVID-19
    • The consumer
    • Two in five people cook mostly from scratch for evening meals
      • Figure 2: Type of evening meal prepared most often in households, April 2018 and September 2020
    • Consumers step up trying new recipes
      • Figure 3: Changes to cooking behaviour compared to before COVID-19, September 2020
    • Convenience is top priority for everyday meals
      • Figure 4: Factors most important when cooking/preparing a meal for an everyday occasion, April 2018 and September 2020
    • Two in five have improved their cooking skills, three in five are drawn to ‘fakeaways’
      • Figure 5: Behaviours related to cooking in the home, September 2020
    • Evenings in have become more of an occasion
      • Figure 6: Attitudes towards cooking in the home, September 2020
  3. Issues and Insights

    • COVID-19 prompts extensive changes to cooking habits
    • Convenience is top priority for everyday meals
    • Bringing restaurant experiences home appeals widely
  4. The Market – Key Takeaways

    • Increased focus on health due to COVID-19 puts HFSS foods under scrutiny
    • Early 2021 lockdowns and income squeeze will benefit cooking
    • Ageing population is good news for scratch cooking
  5. Market Drivers

    • Impact of the January 2021 lockdowns
    • Increased focus on health targets HFSS foods
    • Income squeeze will benefit cooking
    • Financial uncertainty forcing more young adults back to parents’ homes
      • Figure 7: Cooking responsibilities of those living in their parents’/relatives’ home, September 2020
    • Ageing population is good news for scratch cooking
      • Figure 8: Trends in the age structure of the UK population, 2015-20 and 2020-25
      • Figure 9: Consumer cooking behaviours, by age, September 2020
    • Brexit trade deal will limit upward pressure on food prices
  6. Companies and Brands – Key Takeaways

    • Meat alternatives gain share in launches in 2019
    • Premium launches regain share in sauces, seasonings and meal components launches
    • Less activity in meal kits, Morrisons and M&S enter the recipe box space
    • Ad campaigns focus on speed, the virtues of cooking and COVID-19
  7. Launch Activity and Innovation

    • Meat alternatives expand possibilities for plant-based meals
      • Figure 10: Share of launches in processed fish, meat and egg products with vegan/no animal ingredients claims and in the meat substitutes sub-category, 2016-20
      • Figure 11: Examples of own-label plant-based products, 2019-20
    • Premium launches regaining share in sauces, seasonings and meal components
      • Figure 12: Share of launches in sauces/seasonings and processed fish, meat & egg products with a premium claim, 2016-20
      • Figure 13: Examples of Sainsbury’s premium products, 2020
      • Figure 14: Examples of Asda’s revamped premium products, 2020
    • Processed meat products offer trade-up options for at-home Brits…
      • Figure 15: Examples of processed meat launches with a premium claim, 2020
    • …but also explore healthier variants
      • Figure 16: Share of launches of processed fish, meat & egg products with selected better-for-you claims, 2016-20
      • Figure 17: Examples of processed meat and meat substitutes launches with a better-for-you claim, 2020
    • Sauces and seasonings continue to push provenance
      • Figure 18: Examples of sauces and seasonings products with a premium claim, 2020
    • Ease of use claims regain share in sauces and seasonings launches
      • Figure 19: Share of launches of sauces and seasonings products with ease of use and time/speed claims, 2016-20
    • Fewer processed meat launches call out speed or convenience
      • Figure 20: Share of launches of processed fish, meat & egg products with ease of use and time/speed claims, 2016-20
      • Figure 21: Examples of processed meat and meat substitutes launches with speed and ease of use claims, 2019-20
    • Less activity in meal kits, Morrisons and M&S enter the recipe box market
      • Figure 22: Share of meals & meal centres launches, by sub-category, 2016-20
    • Prepared meals launches highlight lower saturated fat
      • Figure 23: Share of prepared meal and pizza launches, by selected minus claims, 2016-20
      • Figure 24: Examples of plant-based prepared meals with a low/no/reduced saturated fat claim, 2019-20
    • Ease of use claims ebb in prepared meal and pizza launches
      • Figure 25: Share of prepared meal and pizza launches, by ease of use and time/speed claims, 2016-20
      • Figure 26: Examples of ease of use claims in prepared meals and pizza, 2019-20
  8. Advertising and Marketing Activity

    • Sainsbury’s brings magic to autumn cooking
    • Tesco launches Let’s Cook campaign…
    • …and dedicates home cooking to loved ones
    • McCain continues to emphasise the importance of family
    • Birds Eye supports its Green Cuisine range…
    • …and launches Eat In Full Colour campaign
    • Knorr calls on consumers to cheat on meat
    • Heck unveils first TV ad
    • Lurpak champions cooks
    • Recipe kit brands look to capitalise on shift in shopping habits
  9. The Consumer – Key Takeaways

    • COVID-19 lockdowns drive up at-home meal occasions
    • Two in five people cook mostly from scratch for evening meals
    • Consumers step up trying new recipes
    • Convenience is top priority for everyday meals
    • Two in five have improved their cooking skills, three in five are drawn to ‘fakeaways’
    • Evenings in have become more of an occasion
  10. Impact of COVID-19 on Consumer Behaviour

    • COVID-19 lockdown drives up at-home meal occasions
    • Many consumers are uncomfortable visiting restaurants
      • Figure 27: Feeling comfortable about going to restaurants/bars indoors, 25 June-19 November 2020
    • Consumers are reluctant to spend time in stores
      • Figure 28: Selected consumer shopping behaviours since the COVID-19/coronavirus outbreak, 3 September-19 November 2020
    • COVID-19 heightens consumer focus on health
  11. Scratch Cooking and Use of Prepared Meals

    • Two in five people cook mostly from scratch for evening meals
      • Figure 29: Type of evening meal prepared most often in households, April 2018 and September 2020
    • Over-55s report cooking from scratch most, under-35s using prepared meals
      • Figure 30: Type of evening meal prepared most often in households, by age, September 2020
    • Opportunity for brands to help young adults to learn cooking skills
  12. Changes to Cooking Behaviours Compared to before COVID-19

    • Consumers step up trying new recipes
      • Figure 31: Changes to cooking behaviour compared to before COVID-19, September 2020
    • Appetite for ideas prompts action
      • Figure 32: Examples of Asda’s revamped premium products, 2019-20
    • Social media has established itself for recipe inspiration
    • Scope for food and drink brands to drive engagement by creating online communities
    • Leisure occasions present the biggest opportunities for new dishes
  13. Factors Most Important for Meals

    • Convenience is top priority for everyday meals
      • Figure 33: Factors most important when cooking/preparing a meal for an everyday occasion, April 2018 and September 2020
    • Opportunities for shortcuts to win favour
      • Figure 34: Examples of UK food launches with convenience claims on-pack, 2020
    • Health is a top priority for only two in five
    • Health focus goes hand in hand with scratch cooking
    • Prepared meals are well placed to support calorie counting
      • Figure 35: Examples of prepared meal and pizza launches with calorie content displayed prominently on-pack, 2020
      • Figure 36: Factors most important when cooking/preparing a meal for a leisure occasion, April 2018 and September 2020
  14. Behaviours Related to Cooking in the Home

    • Meal preparation varies by confidence, two in five have improved their skills
      • Figure 37: Behaviours related to cooking in the home, September 2020
    • Homemade ‘fakeaways’ could be on the menu
    • Takeaway usage, health and economising drive interest
      • Figure 38: Interest in learning how to cook homemade versions of takeaway favourites, by type of meal cooked/prepared most often in household, September 2020
    • Takeaway-style positioning remains rare
    • Restaurant brands expand retail offering
      • Figure 39: Examples of retail food products from restaurant brands, 2020
    • Tesco and Birds Eye offer ‘fakeaway’ inspiration
      • Figure 40: Examples of products offering takeaway-style foods at home, 2020
  15. Attitudes towards Cooking in the Home

    • Evenings in have become more of an occasion
      • Figure 41: Attitudes towards cooking in the home, September 2020
    • Meal kits can capitalise on evenings in
    • Restaurant brands explore retail
      • Figure 42: Examples of meal kits launched by restaurant brands, 2019-20
    • Indulgence justifies spending more
  16. Appendix – Data Sources, Abbreviations and Supporting Information

    • Consumer research methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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