What you need to know

The COVID-19 outbreak has resulted in increased at-home time due to both temporary closures of restaurants and concerns about being exposed to the coronavirus. As a result, consumers have shifted their dining habits from eating out to cooking at home. Even young consumers, who used to take less cooking responsibilities and rely more on food delivery service before COVID-19, have stepped into the kitchen and cook at home. The rising cooking population and regional difference in cooking habits suggest market opportunities in customising cooking products and meal solutions to satisfy consumers’ various demands better.

At the same time, continuous attention to healthy eating would change consumers’ cooking and dining habits in the long term. Brands could upgrade their products with natural and minus claims under rising health awareness to help promote cooking in healthier ways.

Covered in this Report

This Report explores consumers’ changing habits towards cooking and baking. Cooking and baking habits in this Report include who is more likely to cook and bake at home, cooking methods of different types of foods in different regions, learning interest towards different types of cuisines and baking activities. Consumers’ attitudes towards cooking and baking are also covered.


Mintel divides consumers into three groups based on their Monthly Personal Income.

High personal income is defined as MPI above RMB10,000 in tier one cities, or above RMB9,000 in tier two cities or below;

Middle personal income is defined as MPI of RMB6,000-10,000 in tier one cities, or RMB5,000-9,000 in tier two cities or below;

Low personal income is defined as MPI below RMB6,000 in tier one cities, or below RMB5,000 in tier two cities or below.

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