- The implications of COVID-19 are wide ranging and long lasting. In April 2020, FMCG Gurus surveyed consumers across eighteen countries about how coronavirus was shaping their day-to-day lives. Whilst much attention has been given to health concerns arising from the virus, it is something that is also impacting the way that consumers cook, says Mike Hughes, head of research and insight at FMCG Gurus
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A total of 30% of consumers say that they have been attempting to get more creative in the kitchen throughout the pandemic. Linked to this, a total of 13% of consumers say that they have been learning how to bake, whilst the same figure (13%) say that they have been learning how to cook.
Consumers suddenly have found themselves with more time on their hands. For instance, of the people surveyed, 10% said that they are temporarily not in their job due to COVID-19. This shows the impact that the virus has had on everyday living structures. In addition to this, they have become more conscious about their overall health and wellbeing, with 59% saying this to be the case. As a result of this, one in two (46%) say that they are paying more attention to natural claims, whilst 28% are attempting to eat more fresh food. This is something that bodes well for the home baking market.
As consumers re-evaluate their lives in the wake of COVID-19, they are coming to several conclusions. Firstly, consumers recognize that they do not eat and drink as healthily as they would like to and can often be over-dependent on processed and convenient food. Secondly, consumers can feel that they are lacking when it comes to making food from scratch. As such, consumers are using the additional time they have at home as a result of the pandemic to improve their cooking skills, motivated further by the health benefits associated with this. This is especially true given that 36% of consumers say that they are now more conscious about their mental wellbeing and baking will be a way of offering comfort and helping pass the time.
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