Almost half of shoppers plan to cook more from scratch

Cookshops could be poised for a significant sales boost, as new research shows that shoppers are planning to cook more from scratch.

According to the latest IGD ShopperTrack research, the coming months will also see householders grow more of their own fruit and vegetables.

More than four in 10 – 42% – of shoppers said they would be doing more cooking from scratch over the next six months – more than double the level of 2008, when the figure stood at just 19%.

Twenty-nine per cent are aiming to make more packed lunches, while 28% said they would grow their own fruit and vegetables.

The research shows that it is younger people and those with children who are the most likely to do more home growing and cooking.

Thirty-eight per cent of 25 to 34-year-olds said they would do more growing, as against just 22% of those aged 65 and over. Similarly, 38% of ABC1 shoppers with children plan to grow their own.

When it came to doing more cooking from scratch, 56% of shoppers aged between 18 and 34 said they would, versus only 26% of those 65 and over. Fifty-three per cent of C2DE shoppers with children would also be cooking more, as against 36% of C2DEs with no children.

Overall, 50% of respondents with children would cook more from scratch, as against 38% without.

The highest numbers of those planning to make more packed lunches were 18 to 34-year-olds (53%) and C2DE shoppers with children (46%).

Commenting on the research, IGD chief executive Joanne Denney-Finch said: “Shoppers are dealing with a number of pressures on their spending power, such as higher fuel prices and taxes.

“They’re being very pragmatic about the situation and are not taking it lying down. Shoppers are prepared to trade time for cash in order to maintain their quality of food. Some of the popular ways they’re doing this include more cooking from scratch and growing their own fruit and vegetables.

“The demand for allotments has increased significantly, with the number of people on waiting lists for plots soaring seven-fold since 1996. Shoppers also intend to do more planning ahead – with half of them saying they want to look out for promotions before they go out shopping.

“Food manufacturers and retailers are playing their part in helping shoppers economise,” she went on. “They’re giving away free recipe cards to help with meal planning, offering various meal deals, a higher number of promotions and introducing or extending budget ranges to help people manage their finances.”