What you need to know
Despite the time-pressed lifestyles of many consumers, cooking at home remains an integral part of how Britain feeds itself. The preference for cooking over prepared meals, combined with the importance attached to everyday meals being quick and easy to prepare, fuels considerable demand for products that offer shortcuts when preparing/cooking meals, and prepared options that replicate scratch cooking when people are most pressed for time.
Britain’s home cooks are largely set in their ways in terms of having a fairly small repertoire of meals, but this is partly because many of them find it hard to think of different meals to cook. Long lists of ingredients or expensive ingredients are barriers to trying new recipes, so a focus on meals put together with a limited number of affordable ingredients will be important for brands and retailers in appealing to people looking for more meal inspiration.
Topics covered in this Report
This Report looks at consumers’ behaviours and attitudes related to cooking in the home. It explores how households cook most often, the behaviour of home cooks, the factors most important in determining choice of meals for everyday and leisure occasions and attitudes towards cooking.
