The pandemic lockdown has rekindled the nation’s love of cooking and baking, according to a report by the John Lewis Partnership. Its research reveals that 51% of people have been choosing to spend increased time with loved ones cooking and baking together.
The report also says that 26% of respondents have cooked more unusual meals (from a OnePoll of 2000 UK adults during April, supported by sales data from JL and Waitrose). Waitrose.com searches for diverse cuisines including Japanese and Thai food have seen big increases.
“Looking ahead, with many of us eating all three meals at home most days, people want ways to get variation into their cooking,” notes Natalie Mitchelle, Waitrose’ head of innovation and product development.
Some 19% are sitting at the table together for more meals, while 20% have taken part in a virtual cocktail or drinks party – endeavouring to recreate the pub or bar experience at home.
Consumers have also been re-creating café style coffee at home: Waitrose saw a surge in sales of coffee beans in the first few weeks of lockdown.
Alison Oakeree, Waitrose food editor comments on the centrality of food for pleasure and bonding (not merely survival) for consumers during lockdown, stating: “With everyone at home together, the kitchen has become the new centre of our world.”
She observes: “Deciding what to eat, whether it be baking recipes to keep the kids busy, restaurant-inspired dinners complete with homemade menu cards and wine matching or Instagram-led banana bread and sourdough recipes, we’ve all taken a little more time over what we’re cooking.”
Meanwhile, home organisation has been booming – with a 74% increase in sales of home storage solutions at John Lewis as people de-clutter while at home.
As lockdown eases, experts predict that a lasting change will be the shift to online for both retail sales and experiences. John Lewis says it looks forward to hosting virtual wine tasting and cookery classes following the success of other digital services introduced during lockdown.
The desire to create restaurant experiences at home is also here to stay, according to the report.
* Online sales at Art of Living and The Riedal Shop add to the picture of life in lockdown Britain, with strong sales of Le Creuset products, Riedel glasses, Tala bakeware and Silverwood bakeware – suggesting a rise in casserole making, baking, and wine appreciation.
Top: John Lewis has been studying behaviour during the past weeks of lockdown due to the coronavirus pandemic.
