Strategy Briefing

The Global Rise of the Can’t Cook Gourmet

39 pages, Feb 2016

US$1,325

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About This Report

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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.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

The way we eat is undergoing significant change

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.

Food expectations are on the increase

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 leading this change

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.

The frequency of cooking is on the decline

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.

The Japanese are the most reluctant cooks

Consumers in Japan are the least keen on cooking, despite relative confidence in the kitchen. US consumers also frequently turn to time saving options.

The Can’t Cook Gourmet is most evident in developed markets

These two trends clash head on in the US, where consumers want great food with little work; while the UK, Japan, France and Brazil are also experiencing the conflict of wanting the best quality food, while not having the time, skills or inclination to create it.

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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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Megatrends

Strategy Briefing

The Global Rise of the Can’t Cook Gourmet

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

The way we eat is undergoing significant change

Food expectations are on the increase

The UK and the US are leading this change

The frequency of cooking is on the decline

The Japanese are the most reluctant cooks

The Can’t Cook Gourmet is most evident in developed markets

Want to find out more about this report?

Table of Contents

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

Why buy this report?

Want to find out more about this report?

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