Attitudes towards Cooking in the Home - UK - May 2016

OVERVIEW
What you need to know
Topics covered in this Report
EXECUTIVE SUMMARY
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
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
Figure 2: Responsibility for cooking/preparing meals in the household, December 2013 and February 2016
Most people scratch cook in a typical week
Figure 3: Frequency of cooking in the home, by type of meal, February 2016
50% cook because they enjoy cooking
Figure 4: Reasons for cooking at home, February 2016
Friends and family are the no. 1 source of recipe and meal ideas
Figure 5: Sources of new recipes and meal ideas, February 2016
Young adults are less confident cooks
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
Figure 7: Attitudes towards cooking in the home, February 2016
Consumers want advice for leftovers
What we think
ISSUES AND INSIGHTS
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
Scratch cooking trend continues
Aging population bodes well for scratch cooking
Ingredient control a key driver for cooking
MARKET DRIVERS
Scratch cooking trend continues
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
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
Protein categories see a rise in ease-of-use claims
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
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
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
Nine in 10 adults take some responsibility for preparing meals
Figure 10: Responsibility for cooking/preparing meals in the household, December 2013 and February 2016
Traditional patterns prevail for cooking responsibilities
Figure 11: Responsibility for cooking/preparing meals in the household, by gender and age, February 2016
FREQUENCY OF COOKING DIFFERENT TYPES OF MEALS
Most people scratch cook in a typical week
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
50% cook because they enjoy cooking…
… but an equal share cook for other reasons
Figure 13: Reasons for cooking at home, February 2016
Wanting control of ingredients drives 49% to cook
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
Figure 15: “To save money” as reason for cooking at home, by financial situation, February 2016
SOURCES FOR RECIPE AND MEAL IDEAS
Friends and family are the no. 1 source of recipe and meal ideas
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
Figure 17: Online sources of new recipes and meal ideas, February 2016
YouTube and social media can reach under-35s
BEHAVIOURS RELATING TO COOKING
Young adults are less confident cooks
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
Scope to focus on cooking as a family activity
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
Methodology
Young parents are key demographic for pre-prepared ingredients
Figure 20: Target groups based on attitudes towards cooking – CHAID – Tree output, February 2016
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
Figure 23: Target groups based behaviours relating to cooking – CHAID – Table output, February 2016
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology