While more consumers self-identify as foodies, with a strong interest in exotic and gourmet foods, there is also a rise in the number of consumers who can’t, or won’t, cook for themselves. Drawing from a wide range of Euromonitor International survey, market and demographic data, this first report in a series of two aims to pinpoint and locate the deskilled foodie, and look at the implications of this for industries from packaged food to restaurants, kitchenware and kitchen appliances.
The convergence of two major lifestyle trends is having a significant impact on the way we approach food: the trend towards gourmet, and the trend away from cooking, through lack of skill, time and/or inclination. This has led to the emergence, in some markets, of the Can’t Cook Gourmet.
As consumers – particularly in developed markets – become more exposed to high quality and adventurous foods at affordable prices, their expectations of food increase.
The UK and the US are at the vanguard of developing foodiedom, led by an exciting and broadening range of exotic and eclectic eating out and home cooking options. France also scores highly, but is more inclined to local foods and high quality produce than to experimentalism.
However, this expectation of high quality, exciting food is happening at the same time as the frequency of cooking declines and pulls down cooking skills.
Consumers in Japan are the least keen on cooking, despite relative confidence in the kitchen. US consumers also frequently turn to time saving options.
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