More Britons choose to dine in

Meat producers may be able to capitalise on an increasing trend of Britons deciding to dine in rather than eat out, by targeting the cost efficient, health conscious and adventurous. 

A study, conducted by Chinese sauce brand Lee Kum Kee, revealed that over three-quarters (78%) of Britons cook at home daily and more than two-thirds are eating at home more regularly than they were 12 months ago.
Research indicates that consumers saving money, looking for healthier options, and the desire to experiment and be more adventurous in the kitchen are catalysts for this trend.

A total of 1,789 Brits aged 18 and over from across the nation were asked how often they prepared a home-cooked meal in 2015, with the average answer being weekly. This jumped to 78% saying they cooked daily in 2016.

Of the people polled, 54% said they were ambitious when it came to cooking, 36% said they weren’t and 10% claimed to be unsure where they stood regarding culinary techniques.

“This coincides with the increasingly popular trend nowadays of cooking from scratch,” said Maria Chong, managing director at Lee Kum Kee.

Seventy-eight per cent of the participants in the survey said they had a takeaway on a weekly basis in 2015. In 2016, 69% said they had a takeaway just once every few months.

When asked which takeaway they would most likely order, 25% named Chinese as their first choice. At 21%, chip shop food came in second, with pizza coming in at 19%. Meanwhile, burgers were the fourth most popular, with 14% naming them as their takeout of choice, and 10% favoured Indian.  

“As more of us explore the world, experiencing different food cultures has become easier than ever,” added Chong. “This has meant that consumers now demand extra choice, preferring authentic flavours over westernised versions.

“A lot of people associate Chinese food with tangy taste, such as sweet and sour pork, deep frying such as prawn crackers, the authentic Chinese food is actually versatile, and is about the perfect harmony of vegetables, protein and carbohydrates.”

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