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Home cooking in decline as low-income households turn to ready meals Home cooking in decline as low-income households turn to ready meals
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Britain's cookery skills and habits are in decline, with the least well-off consumers increasingly turning to a diet of calorie-laden convenience foods and fatty ready meals to beat austerity.Britain's cookery skills and habits are in decline, with the least well-off consumers increasingly turning to a diet of calorie-laden convenience foods and fatty ready meals to beat austerity.
Despite our obsession with high profile chefs, cookery books, and foodie TV shows, data compiled by retail analyst Kantar Worldpanel shows that consumers, particularly those who are short of money, time or both, are spending a bigger share of their food budgets on unhealthy frozen and chilled products.Despite our obsession with high profile chefs, cookery books, and foodie TV shows, data compiled by retail analyst Kantar Worldpanel shows that consumers, particularly those who are short of money, time or both, are spending a bigger share of their food budgets on unhealthy frozen and chilled products.
Home cooking has declined most among those whose food budgets are under the most pressure, especially families earning under £25,000 a year, as poorer consumers opt for cheap and "filling" prepared foods on offer in supermarket price promotions rather than fresh produce.Home cooking has declined most among those whose food budgets are under the most pressure, especially families earning under £25,000 a year, as poorer consumers opt for cheap and "filling" prepared foods on offer in supermarket price promotions rather than fresh produce.
Giles Quick, director of Kantar Worldpanel, which electronically tracks the shopping habits of a sample of 30,000 British households, said the data showed British consumers had effectively cut their ties to the kitchen.Giles Quick, director of Kantar Worldpanel, which electronically tracks the shopping habits of a sample of 30,000 British households, said the data showed British consumers had effectively cut their ties to the kitchen.
Quick said that recession and the pressures of modern life had changed both the way consumers shop and their relationship with food in a way that was causing many to eat unhealthily and exacerbating existing serious public health problems such as obesity.Quick said that recession and the pressures of modern life had changed both the way consumers shop and their relationship with food in a way that was causing many to eat unhealthily and exacerbating existing serious public health problems such as obesity.
He called for serious measures to be introduced to change consumer food buying habits, including reductions in VAT for the healthiest product lines, and restrictions on the ability of retailers to offer cheap "buy one get one free" promotions on food that is high in fat, sugar and salt.He called for serious measures to be introduced to change consumer food buying habits, including reductions in VAT for the healthiest product lines, and restrictions on the ability of retailers to offer cheap "buy one get one free" promotions on food that is high in fat, sugar and salt.
Although ministers prefer supermarkets to sign up to a "softly-softly" approach to changing consumer behaviour, Quick said this was not enough to change entrenched habits: "The 'nudge' approach – the principle of working with the grain of human psychology – needs a push or perhaps even a shove."Although ministers prefer supermarkets to sign up to a "softly-softly" approach to changing consumer behaviour, Quick said this was not enough to change entrenched habits: "The 'nudge' approach – the principle of working with the grain of human psychology – needs a push or perhaps even a shove."
According to Kantar Worldpanel, the average time taken to prepare the main family meal has reduced from 60 minutes two decades ago to around 32 minutes across all social groups now – a sign that many households do not have the time, resources or confidence to devote to home cookery.According to Kantar Worldpanel, the average time taken to prepare the main family meal has reduced from 60 minutes two decades ago to around 32 minutes across all social groups now – a sign that many households do not have the time, resources or confidence to devote to home cookery.
Even baking appears to be in decline, despite the popularity of TV shows such as The Great British Bake Off. Just 20 years ago homebaked cakes accounted for a half of all cakes eaten in the UK; now just 20% are homemade.Even baking appears to be in decline, despite the popularity of TV shows such as The Great British Bake Off. Just 20 years ago homebaked cakes accounted for a half of all cakes eaten in the UK; now just 20% are homemade.
In the past two years frozen food sales have grown by 11% (up 20% among skilled working class groups) and spending on chilled ready meals is up 19% (25-30% among working class groups) as hard pressed consumers seek "recession buster" value. Partly as a result, the proportion of home-made food eaten by children is decreasing, fuelling a further erosion in cookery skills.In the past two years frozen food sales have grown by 11% (up 20% among skilled working class groups) and spending on chilled ready meals is up 19% (25-30% among working class groups) as hard pressed consumers seek "recession buster" value. Partly as a result, the proportion of home-made food eaten by children is decreasing, fuelling a further erosion in cookery skills.
Low-income families with young children on tight food budgets were most likely to buy food on cheap "special offer" promotions, Kantar Worldpanel found. Yet roughly a third of all sugar and saturated fat purchased by UK consumers was sold through these offers.Low-income families with young children on tight food budgets were most likely to buy food on cheap "special offer" promotions, Kantar Worldpanel found. Yet roughly a third of all sugar and saturated fat purchased by UK consumers was sold through these offers.
Quick added: "Consumers appear unwilling, unmotivated and unable to alter their current eating habits. There is clearly confusion over how to ensure real, tangible changes are made and with whom the responsibility lies to deliver them."Quick added: "Consumers appear unwilling, unmotivated and unable to alter their current eating habits. There is clearly confusion over how to ensure real, tangible changes are made and with whom the responsibility lies to deliver them."
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