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Attitudes towards Cooking in the Home: Inc Impact of COVID-19 - UK - December 2020

OVERVIEW
Key issues covered in this Report
COVID-19: Market context
Impact of the January lockdown and the vaccination rollout
Economic and other assumptions
Topics covered in this Report
EXECUTIVE SUMMARY
Impact of COVID-19 on cooking in the home
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
Figure 2: Type of evening meal prepared most often in households, April 2018 and September 2020
Consumers step up trying new recipes
Figure 3: Changes to cooking behaviour compared to before COVID-19, September 2020
Convenience is top priority for everyday meals
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’
Figure 5: Behaviours related to cooking in the home, September 2020
Evenings in have become more of an occasion
Figure 6: Attitudes towards cooking in the home, September 2020
ISSUES AND INSIGHTS
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
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
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
Figure 7: Cooking responsibilities of those living in their parents’/relatives’ home, September 2020
Ageing population is good news for scratch cooking
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
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
Meat alternatives expand possibilities for plant-based meals
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
Figure 11: Examples of own-label plant-based products, 2019-20
Premium launches regaining share in sauces, seasonings and meal components
Figure 12: Share of launches in sauces/seasonings and processed fish, meat & egg products with a premium claim, 2016-20
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…
Figure 15: Examples of processed meat launches with a premium claim, 2020
…but also explore healthier variants
Figure 16: Share of launches of processed fish, meat & egg products with selected better-for-you claims, 2016-20
Figure 17: Examples of processed meat and meat substitutes launches with a better-for-you claim, 2020
Sauces and seasonings continue to push provenance
Figure 18: Examples of sauces and seasonings products with a premium claim, 2020
Ease of use claims regain share in sauces and seasonings launches
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
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
Figure 22: Share of meals & meal centres launches, by sub-category, 2016-20
Prepared meals launches highlight lower saturated fat
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
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
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
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
COVID-19 lockdown drives up at-home meal occasions
Many consumers are uncomfortable visiting restaurants
Figure 27: Feeling comfortable about going to restaurants/bars indoors, 25 June-19 November 2020
Consumers are reluctant to spend time in stores
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
Two in five people cook mostly from scratch for evening meals
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
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
Consumers step up trying new recipes
Figure 31: Changes to cooking behaviour compared to before COVID-19, September 2020
Appetite for ideas prompts action
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
Convenience is top priority for everyday meals
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
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
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
Meal preparation varies by confidence, two in five have improved their skills
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
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
Figure 39: Examples of retail food products from restaurant brands, 2020
Tesco and Birds Eye offer ‘fakeaway’ inspiration
Figure 40: Examples of products offering takeaway-style foods at home, 2020
ATTITUDES TOWARDS COOKING IN THE HOME
Evenings in have become more of an occasion
Figure 41: Attitudes towards cooking in the home, September 2020
Meal kits can capitalise on evenings in
Restaurant brands explore retail
Figure 42: Examples of meal kits launched by restaurant brands, 2019-20
Indulgence justifies spending more
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Consumer research methodology

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