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November 2021 - Food

Annual food and drink survey finds 41% of people are more adventurous when cooking as a result of Covid-19 lockdowns: An annual food and drink survey conducted by Waitrose has revealed that around two-fifths of UK consumers feel that they are now more adventurous in the kitchen as a result of staying home during the pandemic. 

The research polled 2,000 consumers on a range of topics to try to understand more about their shopping habits. 

Six in 10 people said they have re-assessed their outlook on life as a result of Covid-19, according to the poll, with half saying they are now more intune with their mental physical wellbeing.

The survey also found that more than half the participants enjoy spending time at home more than they used to (53%), whilst half said they plan to go out less in the evenings in a post Covid world. Perhaps surprisingly, the age category most likely to want to stay home was 18-34 year-olds, highlighting that it is not just older consumers who are boosting the 'homebody economy'.

When asked if they had an increased desire to go out more and party post pandemic, just a fifth of respondents overall (20%) said they did. 

During the pandemic, our love of cooking has increased found the research, with almost 60% of respondents saying they now take more pride in their cooking, while 41% revealed that they believe food is more important to them now, than it was pre-Covid.

The report also analysed search data at Waitrose.com and sales data finding that sales herbs and spices rose by 41% this year, with specialty salts being the most popular with consumers. Sushi also saw a significant hike in popularity with sales of pre-made trays up by 54%, while sushi mats had increased by 57% and nori sales were up by 56%. Canned fish has also increased in popularity, with mackerel and anchovy sales rising in August by 17%. 

Looking at internet searches, the report found that searches for Waitrose's 'barbecued watermelon recipe' rose by 65%, with traffic to the grilled and bbq fruit page increasing by 40%.

At a time when we have been working at home more, it's perhaps no surprise that the sale of tights fell by 31% in 2021 when compared to sales between February and October 2019 before the pandemic. Ironing aids such as starch and ironing water have also fallen by one fifth, according to the report, which again points to a change in habits as the nation embraced working from home. Pre-made sandwiches also saw a slump in sales - falling by almost half, while ready-made sauces declined by 37% compared to last year during the period of panic buying.

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