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Attitudes towards Cooking in the Home - UK - May 2016

Attitudes towards Cooking in the Home - UK - May 2016

“While the recession has been a driving factor for the scratch cooking trend, enjoyment and ingredient control are as important as saving money in prompting people to cook. This should go some way to maintain interest in scratch cooking even as incomes rise. Marketing messages centred on enjoyment provide a means to tap into the emotional aspect of cooking, while addressing concerns surrounding ingredients remains paramount for operators in prepared products.”

– Anita Winther, Research Analyst

This report discusses the following key topics:

Wanting control of ingredients drives 49% to cook
Young adults are less confident cooks 
The emotional dimension of cooking suggests strong grounds for marketing messages

TOC available on request

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