|
Research
for Cooking & Eating Habits, a new Market Assessment Report from
market intelligence provider Key Note, reveals that 69.8% of those
responding to the February 2009 survey agreed that they had been, or
would be, influenced by a greater awareness of dietary requirements
and effects on health. As in similar surveys conducted for previous
editions of the report, this was the most commonly cited factor
regarding influences on cooking and eating habits, and was slightly
higher than the 66.5% penetration rate recorded in the 2006 survey.
This suggests that being better informed does indeed persuade
consumers to change their cooking and eating habits, presumably for
the better.
However, the proportion of
respondents who said that they were influenced by concern about the
environment and/or free-trade production shot up from 59.4% in 2006
to 67% in 2009. As was the case with diet- and health-related
influences, women were more likely to agree than men. The youngest
respondents recorded the highest penetration by far, whereas the
oldest respondents showed the lowest penetration. This indicates a
positive trend for the future, with younger generations having an
increased awareness of the need to consider environmental and ethical
issues when making lifestyle choices.
It is clear that modern living is
not a recipe for good cooking and eating habits. Fewer women are
assuming the traditional role as a homemaker, cookery is no longer
part of the National Curriculum and few children routinely learn
cooking skills at their mother's side. (However, in an
acknowledgement that traditional skills have been lost, schools are
now obliged to provide cookery instruction should it be wanted.) With
growing demands on leisure time, fewer families regularly sit down to
eat meals together. Overall, 44.5% of respondents to Key Note's
survey agreed that their cooking and eating habits had changed, or
might be changed, as a result of having more or less leisure time.
Unsurprisingly, 68.9% of
respondents considered a change in disposable income to be an
influence on cooking and eating habits, with this factor being of
greatest concern to the over-65s. Unpredictably, perhaps, those in
the A social grade showed the highest level of agreement with the
statement, but this may because these consumers have the greatest
leeway to change, whereas those with lower disposable incomes are
already on tighter budgets, with little room to manoeuvre.
Those who were least likely to be
influenced by any of the suggestions (and who were, therefore, the
most set in their ways) included the over-65s, those in social grade
E and widowed respondents. With the UK in the throes of recession,
household budgets are being stretched, savings are earning virtually
no interest and job insecurity is rife. The discount supermarkets are
winning market share from mainstream retailers and price cuts are
ever more common. It appears that economic circumstances might yet
compel the UK population to change its eating habits for the better.
Trends such as cooking from
scratch, using cheaper but nutritious ingredients, avoiding waste by
using up leftovers, resisting the temptation of luxury but
unnecessary food, shunning fast food and convenience food, and
shopping locally for cheaper seasonal food will help to improve the
nation's housekeeping skills and some health benefits will ensue.
top |
