The Global Rise of the Can’t Cook Gourmet

introduction

Scope

The development of the Can’t Cook Gourmet matrix

Building the indicators

Key Findings

Executive summary

The Can’t Cook Gourmet: Where are they located?

The rise of the gourmet

The Gourmet Indicator

The Gourmet Indicator explained

The many faces of the Gourmet

The Gourmet: The Hobby Cook

The Gourmet: Dream Kitchen

The Gourmet: High-end Host

The Gourmet: Provenance and Grow Your Own

The Gourmet: High-end Ingredients

The Gourmet: Food Adventurer

The Gourmet: Restaurant Lover

…and the decline of cooking skills

The Can’t Cook, Won’t Cook Indicator

The Can’t Cook, Won’t Cook Indicator explained

Need for convenience drags down cooking skills

Can’t Cook, Won’t Cook: Lack of cooking confidence

Can’t Cook, Won’t Cook: Convenience Freak

Can’t Cook, Won’t Cook: Don’t Cook

Conclusion and recommendations

Key target markets

UK: High aspirations clash with weak cooking skills

US: Exciting flavours with minimal effort

France: Loves traditional high quality food, but n o t ime to prepare

Japan: Convenience food please, but m ake it interesting

Brazil: Push towards eating at home as hobby cooking rises

Methodology and definitions

Methodology

Methodology: The Gourmet Indicator

Methodology: Can’t Cook, Won’t Cook Indicator

Data parameters

Internet vs Store-based Shopping

Further Insight

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