Table of Contents
Executive Summary
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- Impact of COVID-19 on cooking in the home
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- 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
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- Figure 2: Type of evening meal prepared most often in households, April 2018 and September 2020
- Consumers step up trying new recipes
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- Figure 3: Changes to cooking behaviour compared to before COVID-19, September 2020
- Convenience is top priority for everyday meals
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- 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’
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- Figure 5: Behaviours related to cooking in the home, September 2020
- Evenings in have become more of an occasion
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- Figure 6: Attitudes towards cooking in the home, September 2020
Issues and Insights
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- COVID-19 prompts extensive changes to cooking habits
- Convenience is top priority for everyday meals
- Bringing restaurant experiences home appeals widely
The Market – Key Takeaways
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- 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
Market Drivers
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- 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
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- Figure 7: Cooking responsibilities of those living in their parents’/relatives’ home, September 2020
- Ageing population is good news for scratch cooking
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- 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
Companies and Brands – Key Takeaways
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- 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
Launch Activity and Innovation
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- Meat alternatives expand possibilities for plant-based meals
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- 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
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- Figure 11: Examples of own-label plant-based products, 2019-20
- Premium launches regaining share in sauces, seasonings and meal components
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- Figure 12: Share of launches in sauces/seasonings and processed fish, meat & egg products with a premium claim, 2016-20
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- 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…
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- Figure 15: Examples of processed meat launches with a premium claim, 2020
- …but also explore healthier variants
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- Figure 16: Share of launches of processed fish, meat & egg products with selected better-for-you claims, 2016-20
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- Figure 17: Examples of processed meat and meat substitutes launches with a better-for-you claim, 2020
- Sauces and seasonings continue to push provenance
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- Figure 18: Examples of sauces and seasonings products with a premium claim, 2020
- Ease of use claims regain share in sauces and seasonings launches
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- 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
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- 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
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- Figure 22: Share of meals & meal centres launches, by sub-category, 2016-20
- Prepared meals launches highlight lower saturated fat
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- 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
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- 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
Advertising and Marketing Activity
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- 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
The Consumer – Key Takeaways
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- 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
Impact of COVID-19 on Consumer Behaviour
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- COVID-19 lockdown drives up at-home meal occasions
- Many consumers are uncomfortable visiting restaurants
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- Figure 27: Feeling comfortable about going to restaurants/bars indoors, 25 June-19 November 2020
- Consumers are reluctant to spend time in stores
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- Figure 28: Selected consumer shopping behaviours since the COVID-19/coronavirus outbreak, 3 September-19 November 2020
- COVID-19 heightens consumer focus on health
Scratch Cooking and Use of Prepared Meals
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- Two in five people cook mostly from scratch for evening meals
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- 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
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- 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
Changes to Cooking Behaviours Compared to before COVID-19
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- Consumers step up trying new recipes
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- Figure 31: Changes to cooking behaviour compared to before COVID-19, September 2020
- Appetite for ideas prompts action
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- 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
Factors Most Important for Meals
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- Convenience is top priority for everyday meals
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- 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
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- 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
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- 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
Behaviours Related to Cooking in the Home
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- Meal preparation varies by confidence, two in five have improved their skills
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- 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
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- 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
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- Figure 39: Examples of retail food products from restaurant brands, 2020
- Tesco and Birds Eye offer ‘fakeaway’ inspiration
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- Figure 40: Examples of products offering takeaway-style foods at home, 2020
Attitudes towards Cooking in the Home
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- Evenings in have become more of an occasion
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- Figure 41: Attitudes towards cooking in the home, September 2020
- Meal kits can capitalise on evenings in
- Restaurant brands explore retail
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- Figure 42: Examples of meal kits launched by restaurant brands, 2019-20
- Indulgence justifies spending more
Appendix – Data Sources, Abbreviations and Supporting Information
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- Consumer research methodology
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