Nearly two fifths (39%) of Irish consumers are cooking more meals at home than they did this time last year, according to the latest Consumer Intelligence survey by Empathy Research.
Of 962 survey participants, over two-thirds (69%) say that the reason for the increase in home cooking is due to cost cutting, while 55% are doing so because it allows them to choose what ingredients go into their meals.
Participants with children (43%) are cooking more at home, compared to those without children (34%). In addition, the younger the age group, the more likely they are to cook at home, with 51% of 18-24 year olds doing so. This was markedly higher than the other age groups; 25-34 (45%), 35-44 (39%) and 45+ (34%).
The term ‘home cooking’ was considered to be a meal made using raw material, as regarded by 83% of those surveyed. There is roughly equal agreement on this classification between males (83%) and females (84%). However, 15% consider home cooking to mean a meal made with meat/vegetables and a pre-made sauce or cooking kit. A quarter (26%) of 18-24 year olds were of this opinion. This is noticeably higher than all other age groups; 25-34 (16%), 35-44 (17%) and 45+ (13%).
When preparing a home cooked meal, two in five (41%) Irish consumers typically stock up on ingredients in advance of cooking a meal. Although about a third (32%) buy their ingredients as they need them. More men (36%) than women (29%) buy their ingredients as they need them, and the 18-24 year old age group were most likely to do so(40%). The 45+ age group were closely behind in this preference with 34%, while 25-34 (29%) and 35-44 (26%) were not as likely to buy goods as required. People with children were less prone to buying as needed (27%) than those without children (37%), possibly because of the need to plan ahead when feeding a family.
Over a quarter (27%) of shoppers plan their meals for the week ahead and buy the necessary ingredients ahead of when they need them. Again, those with children were more likely planners (33%) as opposed those without children (20%). Planning ahead for meals was more prevalent among 35-44 year olds (35%) compared to other age groups; 18-24 (15%), 25-34 (28%) and 45+ (25%).
Click here for more information from Empathy Research.
© 2013 - Checkout Magazine by Genna Patterson