2023
9
UK Attitudes towards Cooking in the Home Market Report 2023
2023-01-18T03:03:46+00:00
OX1154779
2195
159624
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Report
en_GB
“Increased at-home meal occasions due to the income squeeze hold multiple opportunities for both ingredients and prepared foods. In the short term, calling out suitability for batch-cooking and less traditional…

UK Attitudes towards Cooking in the Home Market Report 2023

£ 2,195 (Excl.Tax)

Description

The UK Attitudes Towards Cooking in the Home 2023 Market Report examines consumers’ attitudes towards home cooking, decisions consumers are making to save money when cooking at home, and opportunities for brands to position themselves to best serve consumers that are cooking in the home. This report covers consumer attitudes, consumer behaviour, industry trends, market challenges and statistics for the UK cooking in the home market.

Cooking in the Home Current Consumer Trends

The widely felt income squeeze will cause Brits to closely consider their grocery budgets in 2023. For the same reason, consumers in the UK will increase the number of at-home meals that they have. Money-saving products and solutions, such as sourcing cheaper ingredients, and batch cooking, will take increasing appeal amongst at-home cooks.

Meanwhile, supermarkets are seeking to promote less food waste with the removal of best before / use by dates from some products. One supermarket has gone as far as introducing energy saving cooking instructions for their own-label products. Consumers are notably switching to own-label products in an effort to save money, which could pressure premium brands to justify their value.

Consumer Home Cooking Attitudes and Key Trends

In the UK, over 40% of adults who prepare meals for their households use a combination of unprepared and prepared ingredients, while prepared meals (i.e. ready meals, pizza) are served much less frequently. This trend has remained similar since 2018, but in terms of age, there is more variation in home cooking behaviour. The 16-24 age range is most likely to cook with prepared meals, while the over 65s are most likely to cook from scratch.

Consumers are also leaning towards meat-free more as sustainability comes into focus for those cooking in the home. Meat substitutes could benefit from this trend, but the higher cost of meat substitutes make them less relevant as incomes are squeezed, and chickpeas or legumes can replace them as cheaper alternatives.

  • Home cooking consumer behaviour: 41% of UK adults would batch cook if they needed to save money.
  • Home cooking market trends: 51% of consumers want to see more ‘wonky’ fruit and veg options.
  • Home cooking market challenges: 35% of Brits are switching to own-label products, challenging premium brand variants.

Future Trends in the Home Cooking Market

In the next 2-3 years, as pressures on household incomes ease, competition from foodservice will return. This means that at-home cooked meals will be reduced. Despite this, many households will remain cautious in their spending and economising habits will linger.

Following on from this, Mintel predicts that from 2026-2028, the cooking from scratch trend will continue to increase in popularity. This will come as consumers focus more on health. Additionally, the meat reduction trend is expected to continue to grow as sustainability becomes more important for UK adults. Brands can position themselves as helpful to consumers in this transition to meat-free by providing, for example, plant-based recipes.

To discover more about consumer cooking habits and food purchasing trends, read our 2022 report on UK Cooking Sauces, or take a look at our extensive Food Market Research Reports.

Quickly Understand

  • Cooking habits for the evening meal, including cooking completely or partly from scratch and using prepared meals.
  • Approaches those cooking in the home would be most likely to take in order to save money, including changing cooking methods or seeking cheaper inputs.
  • Behaviours of home cooks related to choice of meals and ingredients.
  • Interest in recipe inspiration for familiar products and supermarket meal bundles.
  • Attitudes towards home cooking, such as around nutritionally balanced meals.
  • Covers leading supermarkets, including Tesco, Sainsbury’s, Asda, Morrisons, and Iceland.

Expert Analysis from a Food and Drink Specialist

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

Increased at-home meal occasions due to the income squeeze hold multiple opportunities for both ingredients and prepared foods. In the short term, calling out suitability for batch-cooking and less traditional cooking methods will tap into some of the key ways in which people are looking to save money. Further ahead, providing help on how to adapt recipes for other diets will keep brands relevant to the increasingly significant meat reduction trend.

Alice Pilkington

 

Alice Pilkington

Senior Food and Drink Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Topics covered in this Report
  2. Executive Summary

    • The five-year outlook for cooking in the home
      • Figure 1: Outlook for home cooking, 2023-27
    • The market
    • Income squeeze boosts at-home meals; cheaper ingredients and own-label win favour
    • Cooking from scratch gains popularity; energy costs drive changes to cooking
    • Companies and brands
    • Value ranges see renewed activity
    • Supermarkets focus on food waste and energy saving
    • The consumer
    • Balance between cooked and bought evening meals remains unchanged
      • Figure 2: Type of evening meal prepared most often in households, 2018, 2020 and 2022
    • Over-65s most likely to report scratch cooking
      • Figure 3: Type of evening meal prepared most often in households, by age, 2022
    • Batch cooking is top money-saving approach; recipes and products suitable for less traditional cooking methods will chime
      • Figure 4: Changes people would make to their food habits if needing to save money, 2022
    • Guidance on adapting recipes for plant-based cooking holds considerable appeal
      • Figure 5: Behaviours related to cooking in the home, 2022
    • Meal bundles and recipe inspiration for regular shopping appeal widely
      • Figure 6: Interest in concepts related to cooking, 2022
    • Nutritionally balanced meals matter to 73%; elevating at-home dining presents opportunities
      • Figure 7: Attitudes towards cooking, 2022
  3. Issues and Insights

    • Batch cooking guidance and recipes for less traditional cooking methods will chime during income squeeze
    • Elevating at-home dining experience presents multiple opportunities
    • Guidance on adapting recipes for plant-based cooking holds considerable appeal
    • Nutritionally balanced meals are seen as important by three quarters
  4. Market Drivers

    • Inflation is the key concern for consumers and brands…
    • …and despite Government support, energy prices are still a major concern
    • Rising interest rates mean that the pressure will move up to middle- and higher-income households
    • Consumer spending power will be curbed
    • Consumers’ financial wellbeing has fallen from the highs of 2021…
      • Figure 8: Household financial wellbeing index, 2016-22
    • …and most people are feeling the effects of price rises
    • Income squeeze will boost number of at-home meal occasions
    • Cheaper ingredients and own-label will win over consumers
    • Rise in evenings-in creates premium opportunities
    • Cooking from scratch likely to gain popularity
    • Energy costs may limit scratch cooking for some
    • Health remains a key focus for consumers
    • HFSS volume promotions ban postponed until October 2023
    • 2024 salt reduction targets still in place
    • On-pack nutrition label consultation proposed
    • Sustainability predicted to be a higher priority going forward
    • Flexitarian trend will gain greater momentum in long term…
    • …whilst helping people waste less food will also win favour
    • Younger consumers are key target group for prepared meals and ingredients…
      • Figure 9: Trends in UK population, by age, 2016-21 and 2021-26
    • …but have gained cooking confidence during COVID-19
      • Figure 10: ‘I feel more confident in my cooking abilities than I did before the COVID-19/coronavirus pandemic’, by age, 2022
  5. Launch Activity and Innovation

    • Value ranges see renewed activity
    • Asda rebrands Smart Price
      • Figure 11: Examples of products in the Just Essentials by Asda range, 2022
    • Iceland launches Value Essentials
    • Waitrose and Tesco look to in-store signage
    • Supermarkets focus on food waste and energy saving
    • ‘Best before’ dates scrapped across a range of fresh products
    • M&S team up with Tom Kerridge to offer ‘ALL taste, less waste’ meal planner
    • Tesco encourages people to reduce Christmas food waste
    • Sainsbury’s launches freezer concept store
    • Iceland adds air fryer cooking instructions
    • Charity collaborations position supermarkets as helping people who are struggling
    • Tesco launches pop-up ‘reverse supermarket’
    • Aldi and Lidl spotlight products to donate in-store
    • Supermarkets offer budget-friendly recipe ideas
    • Sainsbury’s brings back “Feed Your Family for a Fiver”
    • Aldi partners with TikTok chef for series of one-pound meal ideas
  6. Scratch Cooking and Use of Prepared Meals

    • Balance between cooked and bought evening meals remains unchanged
      • Figure 12: Type of evening meal prepared most often in households, 2018, 2020 and 2022
    • Over-65s most likely to scratch cook
      • Figure 13: Type of evening meal prepared most often in households, by age, 2022
  7. Money Saving Approaches

    • Batch cooking is most popular money-saving approach
      • Figure 14: Changes people would make to their food habits if needing to save money, 2022
    • Batch-cook recipes remain firmly warranted…
    • …whilst calling out suitability and offering greater guidance for how to freeze and serve meals later will also chime
    • In-store displays and online meal bundles can drive batch-cook visibility
    • Batch-cook recipes with multiple ways of serving can overcome boredom barrier
    • Prominent on-pack cooking times will remain relevant during energy cost crisis
      • Figure 15: Recent examples of meal kits, ready meals and side dishes with prominent short cooking time messaging, 2021-22
    • …as well as recipes and products suitable for other cooking methods
    • Slow cooking can benefit cheaper ingredients
    • Recipes for meals made in microwaves are also pertinent…
    • …whilst the time is right for raising awareness of a microwave’s full capabilities to re-frame it in consumers’ eyes
  8. Behaviours Related to Cooking in the Home

    • Family meal occasions will gain renewed significance during income squeeze
      • Figure 16: Behaviours related to cooking in the home, 2022
    • World cuisine brands can appeal by helping to recreate the holiday experience
    • Guidance on adapting recipes for plant-based cooking holds considerable appeal
      • Figure 17: Selected behaviours related to cooking in the home, by parents and non-parents, 2022
    • ‘Stretchy’ recipes can help people cater for everyone
    • Ready-to-eat meat products and meat-free substitutes can leverage a positioning as a convenient way to cook for multiple diets
      • Figure 18: Ready-to-eat meat, meat substitute and pulse pouches suitable to incorporate into ‘stretchy’ recipes, 2019-22
    • Help on making plant-based versions of traditional meat-containing meals will be relevant in both short and long term
      • Figure 19: Al’Fez calling out ability to use with chickpeas instead of chicken, 2022
    • Tesco and Sainsbury’s offer cues for highlighting plant-based substitutions…
    • …whilst Loyd Grossman provides an example of accompaniments to proteins to tap into the same
      • Figure 20: Loyd Grossman sauce outlining how to make plant-based versions of a lasagne, 2021
  9. Interest in Concepts Related to Cooking

    • Parents show higher interest in meal bundles
      • Figure 21: Interest in concepts related to cooking, 2022
    • Scratch cook meal bundles remain under-explored
    • More ‘wonky’ fruit and veg chime widely
    • More recipe inspiration for their usual shopping interests 38% of home cooks
    • Loyalty schemes provide an easy way for retailers to offer recipe ideas
  10. Attitudes towards Cooking

    • Nutritionally balanced meals are seen as important by three quarters
      • Figure 22: Attitudes towards cooking, 2022
    • Expanding stir-fry meal deal concept holds potential…
    • …whilst ready meals can continue to tap into interest in nutritional balance
      • Figure 23: Recent examples of ready meals with nutritional balance as their central proposition, 2021-22
    • ‘Nutritionally complete’ messaging also chimes
      • Figure 24: BOL Power Pot calls out that it is a ‘nutritionally complete meal’ and details its ‘complete proteins’, 2021
      • Figure 25: Huel detailing everything that the user gets ‘in one bottle’, 2022
    • Elevating the at-home dining experience presents multiple opportunities
    • World cuisine products offer newness…
    • …and spotlighting particular cuisines in-store/online can highlight novelty
    • Appeal of adding extra touches to meals mirrors ‘lipstick effect’
      • Figure 26: Recent examples of premium snacks and condiments, 2022
    • Restaurant-branded products elevate the dine-in experience
      • Figure 27: Recent examples of restaurant-branded sides and sauces, 2022
    • Cooking a meal using premium products seen to equal restaurant experience by 50%
      • Figure 28: Recent examples of premium ingredients and pasta, 2022
  11. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • 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.

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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