2021
9
UK Attitudes towards Cooking In The Home Market Report 2021
2022-01-14T03:11:05+00:00
OX1048611
2195
146810
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Report
en_GB
“COVID-19 has resulted in more meals being eaten at home, and driven an increase in scratch cooking, a trend that was already being seen before the pandemic. Home cooks still…

UK Attitudes towards Cooking In The Home Market Report 2021

£ 2,195 (Excl.Tax)

Description

The UK Attitudes Towards Cooking In The Home report identifies consumer interest towards home-cooking, cooking meals from scratch, recipes, cooking ideas and improving cooking skills in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the Cooking In The Home market in the UK. 

Click here to view our German market research about Attitudes Towards Home Cooking 2022 (DE version).

Current Market Landscape

COVID-19 lockdowns and restrictions keeping the nation at home during long stretches of 2020 and into 2021 meant more meals were eaten at home and an increase in cooking from scratch, a trend already being seen before the pandemic.

  • 73% of home cooks would like to have a wider range of meals they know how to cook.
  • 44% of home cooks are interested in improving their cooking skills.
  • 50% of home cooks expect to be cooking from scratch more after the pandemic subsides than they did before the outbreak.

Home cooks’ keen interest in learning more offers a rich touchpoint for brand engagement. A range of different recipe types offer opportunities for brands in cooking ingredients, with slow cooker recipes garnering the most interest.

Future Market Trends in Cooking In The Home 

To make meals healthier is a reason for 57% of those who cook from scratch or partly from scratch. The COVID-19 pandemic has increased people’s focus on health, with 33% stating that eating healthily has become a higher priority since the outbreak. This makes it vital for prepared meals and sauces to polish and spotlight their health credentials.

The high demand for shortcuts when cooking, 56% of those with cooking responsibilities looking for these, echoes the finding that being easy and quick to prepare are home cooks’ priorities in meal choice. Cooking sauces and pastes, as well as meal kits, already cater to this demand, but the strength of demand for simple and quick to prepare meals shows more NPD in this area is warranted.

Read on to discover more details or take a look at all of our UK Food and Foodservice market research.

Quickly understand

  • The impact of COVID-19 on cooking in the home
  • Cooking habits for the evening meal, including cooking completely or partly from scratch, and using prepared meals.
  • Reasons for cooking meals from scratch.
  • Behaviours of home cooks related to choice of meals and ingredients.
  • Interest in different types of recipes, cooking ideas and improving cooking skills.
  • Attitudes towards cooking.

Covered in this report

Sectors: Water and sewerage, electricity transmission and distribution, gas transmission and distribution.

Brands: Anglian, Dwr Cymru, Northumbrian, Severn Trent, South West, Southern, Thames, United Utilities, Wessex, Yorkshire, Balfour Beatty, Costain Group, J Murphy & Sons, Kier Group, Laing O’Rourke, Morrison Water Services, Morrison Energy Services.

Expert analysis from a specialist in the field

This report, written by Richard Caines, a leading analyst in the Food & Drink sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

COVID-19 has resulted in more meals being eaten at home, and driven an increase in scratch cooking, a trend that was already being seen before the pandemic. Home cooks still place a high value on convenience and shortcuts to cooking though, offering good news for brands in prepared ingredients. Home cooks’ keen interest in learning more offers a rich touch point for brands to engage them, with a range of different recipe types offering opportunities, including recipes for slow cookers, from emerging cuisines and tailored to health goals.
Richard Caines
Senior Food & Drink Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • 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, 2021
    • The market
    • Cooking from scratch increases during COVID-19
    • Longer-term uplift in cooking predicted
    • Health becomes higher priority for a third
    • Pandemic stokes environmental awareness
    • Companies and brands
    • Meat reduction trend a big influence on NPD
    • Plant-based meal ranges continue to gain space
    • Healthier claims rare in cooking and pasta sauces
    • New flavours offering more variety and excitement for meals
    • Foodservice brands expanding their footprint in retail space
    • More products launched under tie-ups with celebrity chefs
    • The consumer
    • More than four in 10 mostly prepare evening meals completely from scratch
      • Figure 2: Type of evening meal prepared most often in households, 2018, 2020 and 2021
    • Quest to make meals healthier and save money drive scratch cooking
      • Figure 3: Reasons for cooking evening meals completely/partly from scratch, 2021
    • Most people plan meals ahead
    • Most home cooks want short ingredients lists and shortcuts
      • Figure 4: Behaviours related to choice of meals and ingredients, 2021
    • Interest in a range of different recipe types
      • Figure 5: Interest in concepts related to cooking, 2021
    • Frozen ingredients seen as good way to reduce food waste
      • Figure 6: Attitudes towards cooking, 2021
  3. Issues and Insights

    • Big appetite for learning new cooking skills and recipes
    • More than four in 10 would like to improve their cooking skills
    • More than a third interested in slow cooker recipes
    • Emerging cuisine recipes appeal to three in 10
    • Quest to make meals healthier drives scratch cooking
    • Growing importance attached to eating healthily
    • Even pre-prepared components’ healthiness raises doubts
    • Prepared products at risk from consumer health focus
    • Shop-bought cooking sauces need to improve health credentials
    • Recipes tailored to health goals another opportunity
    • More opportunities for simple and quick to prepare meals
    • Most home cooks want short ingredients lists
    • More time-saving NPD warranted
    • Home delivery kits tried by three in 10 home cooks
    • A place both for taking more time and speeding things up
  4. Market Drivers

    • Cooking from scratch increases during COVID-19
      • Figure 7: Cooking meals from scratch, 2016-21
    • Longer-term uplift in cooking predicted
    • Health becomes higher priority for a third
    • HFSS restrictions coming in 2022
    • Long-term focus on sustainability predicted
    • Pandemic stokes environmental awareness
    • Spotlight on sustainability drives meat reduction
    • Focus on food waste
    • Younger population most interested in cooking help and shortcuts
      • Figure 8: Trends in the age structure of the UK population, 2015-25
    • Rising inflation putting pressure on household finances
  5. Launch Activity and Innovation

    • Meat reduction trend a big influence on NPD
      • Figure 9: Examples of new launches from major food companies in meat substitutes, 2021
    • Offering in chicken and fish alternatives increases
      • Figure 10: Examples of new launches in chicken and fish alternatives, 2021
    • Plant-based meal ranges continue to gain space
      • Figure 11: New launches in prepared meals making vegan/no animal ingredients or plant-based claims, 2017-21
      • Figure 12: Examples of new launches in prepared meals under plant based ranges, 2021
      • Figure 13: Examples of new launches in cooking and pasta sauces making vegan claims, 2021
    • Healthier claims rare in cooking and pasta sauces
      • Figure 14: New launches in cooking and pasta sauces making selected better-for-you claims, 2017-21
      • Figure 15: Examples of better-for-you claims in cooking sauces, pasta sauces and seasonings, 2021
    • Positive nutrition claims have small role in prepared meals
      • Figure 16: New launches in prepared meals making low/no/reduced fat and high/added protein or fibre claims, 2017-21
      • Figure 17: Examples of low/no/reduced fat and high/added protein claims in prepared meals, 2021
    • New flavours offering more variety and excitement for meals
    • Waitrose & Partners launches major Middle Eastern cuisine range
      • Figure 18: Examples of Middle Eastern flavours in new launch activity in prepared meals, side dishes and ingredients, 2021
    • Seasonal ranges and new side dishes add more flavour excitement
      • Figure 19: Examples of seasonal product launches and new flavours in seasonings, marinades and side dishes, 2021
    • Foodservice brands expanding their footprint in retail space
      • Figure 20: Examples of new launches under foodservice brands in UK food retail, 2021
    • More products launched under tie-ups with celebrity chefs
      • Figure 21: Examples of 123 Traybakes products under Tesco & Jamie Oliver range, 2021
      • Figure 22: Examples of products under the Gino D’Acampo range for Asda, 2021
    • Slower-cooked meals still a popular theme
      • Figure 23: Examples of slow-cooked products and sauces for slow cooking, 2021
  6. Advertising and Marketing Activity

    • Sainsbury’s moves to Helping Everyone Eat Better message
    • Morrisons runs advert for Make Good Things Happen campaign
    • New Tesco campaign puts spotlight on slashing food waste
    • Tesco continues community cooks programme
    • Co-op bins having Christmas TV advert
    • Marcus Rashford and Tom Kerridge launch cooking campaign
    • Leading ready meals advertisers target older people
    • Sharwood’s showcases Indian range in new advert
    • Bisto targets new generation of gravy users
    • Blue Dragon runs ‘Find Your Dragon’ adverts
    • Patak’s extends ‘Start a New Family Tradition’ advert series
    • Nielsen Ad Intel coverage
  7. Scratch Cooking and Use of Prepared Meals

    • More than four in 10 mostly prepare evening meals completely from scratch
      • Figure 27: Type of evening meal prepared most often in households, 2018, 2020 and 2021
    • Highest incidence of scratch cooking seen among over-55s
      • Figure 28: Type of evening meal prepared most often in households, by age, September 2021
  8. Reasons for Cooking from Scratch

    • Quest to make meals healthier drives scratch cooking
    • Growing importance attached to eating healthily
      • Figure 26: Reasons for cooking evening meals completely/partly from scratch, 2021
    • Even pre-prepared components’ healthiness raises doubts
    • Prepared products at risk from consumer health focus
      • Figure 27: Birds Eye Steamfresh and Bol Veg Pot, 2021
    • Shop-bought cooking sauces need to improve health credentials
    • Half cook from scratch because they enjoy cooking
    • Scratch cooking appeals as way of saving money
    • A need for processed products to prove their value
    • Opportunities to encourage trading up
      • Figure 28: Cooking meals from scratch/partly from scratch to save money, by financial situation, 2021
    • Personalisation and control other key reasons for scratch cooking
    • Quality reassurance is needed to win over users to processed products
      • Figure 29: M&S Food Select Farms British Beef & Pepper Sausage with traceability callout, 2020
    • Helping people to tailor processed products will support buy-in
      • Figure 30: McCain Flavour Maker Chips, Patak’s Curry Kit and Napolina Tomato & Basil Pasta Sauce, 2021
  9. Behaviours Related to Choice of Meals and Ingredients

    • Large amount of planning of meals undertaken
    • Most people shop for specific meals
      • Figure 31: Behaviours related to choice of meals and ingredients, 2021
    • Aligning with larger batch cooking holds potential for boosting volumes
    • More opportunities for simple and quick to prepare meals
    • Most home cooks want short ingredients lists and shortcuts
    • Home delivery kits tried by three in 10 home cooks
    • Strong interest in cooking with seasonal ingredients
  10. Interest in Concepts Related to Cooking

    • More than four in 10 would like to improve their cooking skills
      • Figure 32: Interest in concepts related to cooking, 2021
    • Interest in a range of different recipe types
    • More than a third interested in slow cooker recipes
    • Emerging cuisine recipes appeal to three in 10
    • Recipes tailored to health goals another opportunity
    • Brands can tap interest in online cooking content
  11. Attitudes towards Cooking

    • Frozen ingredients seen as good way to reduce food waste
      • Figure 33: Attitudes towards cooking, 2021
    • A place both for taking more time and speeding things up
    • Adding own touch to prepared meals/prepared ingredients appeals
  12. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  13. Appendix – Launch Activity and Innovation

      • Figure 34: Share of new launches in cooking and pasta sauces, by top claims, 2017-21
      • Figure 35: Share of new launches in prepared meals, by top claims, 2017-21

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.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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