Table of Contents
Executive Summary
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- The market
- Scratch cooking trend continues
- Aging population bodes well for scratch cooking
- Ingredient control a key driver for cooking
- Companies and brands
- Protein category sees a rise in ease-of-use claims
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- Figure 1: New product launches in the processed fish, meat & egg products markets with an ‘ease-of-use’ claim, 2012-16*
- Products look to leverage interest in scratch cooking
- Recipe boxes lend a helping hand to time-poor cooks
- Retailers partner with celebrity chefs
- Brands tap the emotional side of home cooked meals
- The consumer
- Most adults take some responsibility for preparing meals
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- Figure 2: Responsibility for cooking/preparing meals in the household, December 2013 and February 2016
- Most people scratch cook in a typical week
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- Figure 3: Frequency of cooking in the home, by type of meal, February 2016
- 50% cook because they enjoy cooking
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- Figure 4: Reasons for cooking at home, February 2016
- Friends and family are the no. 1 source of recipe and meal ideas
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- Figure 5: Sources of new recipes and meal ideas, February 2016
- Young adults are less confident cooks
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- Figure 6: Behaviours relating to cooking in the Home, February 2016
- People like experimenting with new cooking trends and ingredients
- Over half of mums feel guilty not cooking from scratch
- Scope to focus on cooking as a family activity
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- Figure 7: Attitudes towards cooking in the home, February 2016
- Consumers want advice for leftovers
- What we think
Issues and Insights
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- Wanting control of ingredients drives 49% to cook
- The facts
- The implications
- Young adults are less confident cooks
- The facts
- The implications
- The emotional dimension of cooking suggests strong grounds for marketing messages
- The facts
- The implications
The Market – What You Need to Know
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- Scratch cooking trend continues
- Aging population bodes well for scratch cooking
- Ingredient control a key driver for cooking
Market Drivers
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- Scratch cooking trend continues
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- Figure 8: Household disposable income, consumer price index, consumer price index for food and consumer price index for catering, Q1 2010-Q4 2015
- Dining-in under threat
- Aging population bodes well for scratch cooking
- Three in ten households have one member
- Ingredient control a key driver for cooking
Key Players – What You Need to Know
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- Protein categories see a rise in ease-of-use claims
- Products look to leverage interest in scratch cooking
- Recipe boxes lend a helping hand to time-poor cooks
- Retailers partner with celebrity chefs
- Brands tap the emotional side of home cooked meals
Launch Activity and Innovation
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- Protein categories see a rise in ease-of-use claims
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- Figure 9: New product launches in the processed fish, meat & egg products markets with an ‘ease-of-use’ claim, 2012-16*
- Cooking pastes and bases look to leverage interest in scratch cooking
- Birds Eye blurs the boundaries with Stir Your Senses
- Recipe boxes lend a helping hand to time-poor cooks
- Retailers expand ingredient offerings
Advertising and Marketing Activity
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- Asda signs up TV chef James Martin
- Sainsbury’s encourages experimentation with Little Twists
- Brands tap the emotional side of home cooked meals
- AHDB launches red meat campaigns
The Consumer – What You Need to Know
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- Most adults take some responsibility for preparing meals
- Most people scratch cook in a typical week
- 50% cook because they enjoy cooking
- Friends and family are the no. 1 source of recipe and meal ideas
- Young adults are less confident cooks
- People like experimenting with new cooking trends and ingredients
- Over half of mums feel guilty not cooking from scratch
- Scope to focus on cooking as a family activity
- Consumers want advice for leftovers
Cooking Responsibilities
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- Nine in 10 adults take some responsibility for preparing meals
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- Figure 10: Responsibility for cooking/preparing meals in the household, December 2013 and February 2016
- Traditional patterns prevail for cooking responsibilities
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- Figure 11: Responsibility for cooking/preparing meals in the household, by gender and age, February 2016
Frequency of Cooking Different Types of Meals
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- Most people scratch cook in a typical week
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- Figure 12: Frequency of cooking in the home, by type of meal, February 2016
- Use of prepared products skewed toward Millennials
- Prepared meals’ usage frequency is low
Reasons for Cooking
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- 50% cook because they enjoy cooking…
- … but an equal share cook for other reasons
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- Figure 13: Reasons for cooking at home, February 2016
- Wanting control of ingredients drives 49% to cook
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- Figure 14: Top three reasons for cooking at home, by frequency of cooking from scratch in the household, February 2016
- Focus remains on ingredient quality
- Demand for personalisation drives many to cook
- Many cook to save money
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- Figure 15: “To save money” as reason for cooking at home, by financial situation, February 2016
Sources for Recipe and Meal Ideas
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- Friends and family are the no. 1 source of recipe and meal ideas
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- Figure 16: Sources of new recipes and meal ideas, February 2016
- Two in five use cookbooks
- Over half of 16-34s get recipes and meal ideas online
- Cooking websites are the most common online source
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- Figure 17: Online sources of new recipes and meal ideas, February 2016
- YouTube and social media can reach under-35s
Behaviours Relating to Cooking
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- Young adults are less confident cooks
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- Figure 18: Behaviours relating to cooking in the home, February 2016
- People like experimenting with new cooking trends and ingredients
- Cooking with seasonal ingredients holds wide appeal
- Over half of mums feel guilty not cooking from scratch
Attitudes towards Cooking in the Home
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- Scope to focus on cooking as a family activity
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- Figure 19: Attitudes towards cooking in the home, February 2016
- Consumers want advice for leftovers
- Cooking temperature for meat is a concern for a quarter
CHAID Analysis
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- Methodology
- Young parents are key demographic for pre-prepared ingredients
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- Figure 20: Target groups based on attitudes towards cooking – CHAID – Tree output, February 2016
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- Figure 21: Target groups based on attitudes towards cooking – CHAID – Table output, February 2016
- Figure 22: Target groups based on reasons why people cook from scratch/partly cook from scratch – CHAID – Table output, February 2016
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- Figure 23: Target groups based behaviours relating to cooking – CHAID – Table output, February 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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