Goodlife Home Cooking & Eating Habits Report 2021

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cooking HOME & EATING HAB TS report 2021

A year of change, and plenty of home cooking…

The last twelve months have certainly been a year of change. More time at home and limited eating out options has meant that more meals are being made in our kitchens Goodlife’s ‘Home cooking & eating habits

report 2021’ takes a look at the nation’s home eating habits, how these have been affected during lockdown and reveals what’s important to Brits when it comes to nutrition and their daily diet The new YouGov research commissioned by Goodlife on over 2,000 GB adults gives a clear indication that veggie eating is on the rise, whilst highlighting that we’re creatures of habit when it comes to mid-week meals, with many feeling uninspired and unmotivated to cook

“For so many cooking and eating more at h ome has been a huge positive and it’s clear that eating a healthy balanced diet is key for all age groups. It’s brilliant to see that a quarter of Brits plan on eating more veggie meals in 2021, and with a growing range and new recipes, we h ope that Goodlife can help to inspire them. With all dishes cooked under 30 mins and packed with nutritious veg, there’s more time to live your best life with Goodlife. There’s no need to ch oose between ‘me time’ or rely on having the right ingredients in the h ouse to en joy a quick, easy and tasty veggie meal on the table in a hurry.” Goodlife spokesperson – Becky McCaul Marketing Manager


Cooking at home

15% of GB feel uninspired increasing to over a quarter (26%) for 25-34 years olds Only 6% of people said they bought more takeaways

Creatures of habit when it comes to mid-week meals – Nearly half (45%) stick to the same handful of mid-week meals

Takeaways (not the food variety)…

• •

We are looking for home cooking inspiration Majority of Brits cooking more at home rather than opting for takeaways

S ti c k


for mid-week meals during lockdown periods




m id w

k e e

20% of all GB adults are eating healthier

This compares to 17% who said that they were eating more unhealthy foods as a result of lockdown This increases with the younger age groups where

Impact of lockdown on our eating habits

- 29% 18-24 year olds & 23% 25-34 year olds say they are eating healthier/eating more unhealthy foods

22% of all GB adults plan more meals in advance 15% of GB adults have taken more interest in cooking - 26%

of 18-24 year olds, the biggest % of

all age groups


Barriers to cooking healthier meals

In need of inspiration 19% of all GB adults said healthier meals are more expensive to cook A quarter of both males and females


said not having the right ingredients in the house was a barrier to cooking healthier meals at home Over a third of females

(39%) struggle

for inspiration on healthy meals Highlights – The importance of convenience and cost changes in different age groups. Health is more important to 55+. Cost is more of a barrier for 25-44 year olds

Nearly 2 in 10 Brits (18%)

Consider a barrier to cooking healthier meals at home is having

to choose between ‘me time’ and cooking more healthily


What’s important in the kitchen?

Taste Maintaining overall health Convenience

51% 51%

of all GB adults said achieving the right

taste was important when cooking at home

of all GB adults said maintaining overall

health was important when cooking at home


of all GB adults said convenience of ingredients (e.g. items already in the store cupboard) was important when cooking at home

Followed by Convenient to prepare (quick and simple) 41% Cost of ingredients 42% Nutritional value 42% Over a third of Brits

(36%) put importance

on meals being suitable for the whole family


What’s important to us nutritionally?

It’s all about balance Calories not considered as important in general as part of daily diet, instead we are more focused on - a healthy balanced diet, getting 5 a day, protein, vitamins, and fibre – these featured as most importance factors for all age groups for both men and women

> Does this signal a big shift away from

calorie counting, and the focus is now more on nutritional benefits?

The most important factors considered for our daily diet are… The importance of protein increases for Brits that eat a vegetarian meal every day – over half considered important (56%) compared to of all GB adults on average


Gut health is a more important factor as we get older Females - from 22% for 18-24s to 38% for 55+ age group Males - from 18% for 18-24s to 27% for 55+ age group












Fibre focus

Confused about fibre? Nearly a third

28% of all GB adults

disagree that they always make sure they get enough fibre from the foods they eat

25% rry of Brits wo tting ge about not ibre enough f

A quarter

25% of all GB adults

worry about how much fibre they eat/ not getting the right amount

35% of all GB adults are not really sure how much fibre they should be eating and how to get it


Veggies on the rise

In need of inspiration Of the GB adults surveyed…

10% eat a vegetarian meal every day 22% eat a vegetarian meal once a week 37% eat a vegetarian meal twice a week or more 24% of Brits plan to eat more vegetarian meals in 2021, North West and South West slightly higher than national average, both at 28%

Top veggie eaters regionally*


eat more Brits plan to eals on a m vegetarian is in 2021 s a b ly week


Every day - North East, London, Wales 4 to 6 days a week - London & Scotland, South West 2 to 3 days a week - London & South West, Scotland Once a week - East of England, South East, South West *The regions with the highest % compared to other regions

Veggie focus *Brits surveyed that eat a vegetarian meal everyday

In need of mid-week meal inspiration Of those that eat vegetarian meals every day, nearly a quarter (22%) said they feel uninspired and unmotivated to cook mid-week meals from scratch, compared to just 15% of all


adults on average. Could this be the reason over half (51%) of those who eat a vegetarian meal every day usually stick to the same handful of mid-week meals for ease? Nearly a quarter (24%) who eat vegetarian meals everyday consider a barrier to cooking healthier meals at home is having to choose between ‘me time’ and cooking more healthily (compared to GB average 18%)

Important factors when cooking at home… 57% said achieving

The more vegetarian meals that Brits eat per month, the more inclined they are to eat even more meat-free dishes -

the right taste

Health conscious - Of those who eat veggie meals 2 to 3 days a week 58% consider maintaining overall health to be an important factor, this goes up to 63% for

Of those eating veggie meals… 4 to 6 days a week, 42% plan to eat more in 2021 2 to 3 days a week, 38% plan to eat more in 2021 Once a week, a third (33%) plan to eat more in 2021 Once a month, over a quarter (26%) plan to eat more in 2021

those that eat veggie 4 to 6 days a week


Female focus

49% females usually stick to the same handful of mid-week meals for ease – this is highest ranking answer across all age groups apart from 55+

33% of 25 -34 females feel uninspired and unmotivated to cook mid-week meals from scratch vs. 15% nationally

40% of women aged 55+ try to find new and different meals to cook each week – much more than their younger counterparts vs. 29% 18-24,

26% 25-34, 22% 35-44

25% females are planning more meals in advance Nearly a third (31%) of 25-34 years olds said a

barrier was having to choose between ‘me time’ and cooking more healthily (compared to 18% all Brits)

Effects of COVID-19 pandemic on daily eating/ cooking habits… Females aged 25-34 30% eating more unhealthy foods/ 27% plan more meals in advance Females aged 35-44 27% planning more meals in advance/ 28% eating more unhealthy foods/ 23% more aware of what I’m eating Females aged 45-54 30% eating more unhealthy foods/ 25% plan more meals in advance

Fibre intake…

Females of all age groups worry about how much fibre they eat and not getting the right amount


Top 3 most important factors for cooking at home…


of females said maintaining overall health


of females said convenient ingredients


of females said achieving the right taste

Important factors when cooking at home for females…

25-34 - Taste (51%), convenience of ingredients (57%) and cost (56%)

35-44 - Cost (55%), convenience of

ingredients (52%) and maintaining overall health increases in importance with age (47%)

45-54 - Convenience of ingredients (54%), maintaining overall health increases in importance with age (50%), achieving the right taste (48%) - this is also joint with cost of ingredients (48%)

55+ - maintaining overall health increases

in importance with age (62%), achieving the right taste (57%), nutritional value (50%)


Veggies & protein – your questions answered Leading nutritionist, Lily Soutter, shares smart strategies on how to be veggie and still get lots of protein

Q. Why do we need protein? A. Protein is an essential dietary component as it is the building blocks of the body. It is vital for healthy muscles, organs and even hair, skin, and nails. It is also essential for our immune system, as well as manufacturing hormones and neurotransmitters such as serotonin Q. Is it possible for a veggie to get sufficient protein in a single day? A. As long as a varied and balanced diet is enjoyed and calorie intakes are being met, it shouldn’t be difficult to reach the daily recommendations for protein. In fact, all dairy products, eggs, soy products, beans, pulses, grains, nuts, and seeds contain protein! With so many delicious protein-rich plant-based foods on the market, it’s easy to reach our targets. For example, just one portion of GoodLife’s Vegetable Protein Balls with Kale and Spinach provides a huge 15.2g of veggie protein Q. How much protein do we need per day? A. In the UK, adults are advised to consume 0.75g of protein per day for each kilogram that they weigh - this equates to around 45g per day for the average female. However, those leading a more active lifestyle may need to consume up to 1g per kg body weight or as much as 1.2-1.8g for the very active Q. Should we take into account complete/incomplete protein when choosing our proteins sources? A. Each protein molecule is made up of a number of essential amino acids, and protein from animal sources contain this full range of amino acids. However, protein from most plant-based sources (excluding soybeans and soy products) either do not contain all essential amino acids or provide them in varying amounts


But fear not, if two foods which contain plant-based protein are eaten in combination, you are more likely to receive a sufficient range of amino acids to create a complete protein. For example, GoodLife’s Vegetable Protein Balls include chickpeas and pea protein, thereby providing a greater range of amino acids. All this means is that enjoying a varied range of plant-based protein sources throughout the day will ensure you receive a diverse range of amino acids for optimal wellbeing Q. What is the best time to eat protein on a veggie diet? A. Protein consumption is best spread throughout the day. Little and often is key! Per meal, our body utilises a maximum of 0.25-0.4g protein per kg of bodyweight for maintaining muscle mass. Surplus protein can be broken down by the body and used as an energy source, alternatively, unused protein is excreted or even stored as fat. This means that on average 20-40g protein per 3-hour period is optimal for muscle growth and repair. Furthermore, protein helps us to keep us full therefore including a portion of protein at each meal can help us to feel satiated and satisfied all day long Q. What’s the biggest mistake veggies make? A. Many following a vegetarian diet over-compensate with dairy to obtain sufficient protein, however, there is a vast range of amazing plant-based protein sources to enjoy. Beans are a good source of protein, and just one GoodLife Spicy VegBeanburger comes with as much as 6.3g protein and is super high in fibre


Protein packed recipe idea Created for Goodlife by nutritionist, Lily Soutter


Sundried Tomato Pesto Veggie Protein Sub (serves 4) Variety is key… A simple, speedy & delicious protein-packed recipe to liven up your lunchbreak



For the sundried tomato pesto

• 4 x wholegrain ciabatta

• 40g pine nuts • 1 x 280g jar Sundried

• 20 Good Life Vegetable

tomato in oil

• 1 garlic clove • 1 lemon, juiced

load (rectangle)

Protein Balls

• 4 handfuls rocket • 1 red onion sliced

Method Pre heat oven to 180°. Place Good Life Vegetable Protein Balls onto a non-stick baking tray at the centre of the oven for 12-13 minutes. Turn once halfway through cooking time. Place ciabatta bread in the oven to warm up, until it starts to crisp up. For the pesto: Place all ingredients in food processor and blend until smooth. Slice open ciabattas, place 5 cooked protein balls into each ciabatta. Top with sundried tomato pesto. Add in a handful of rocket and sliced onion and serve.


Summer recipes, a taste of travel at home in your kitchen Full recipes available on request

Protein balls with Greek yoghurt, herb salad and homemade wholemeal flatbreads

Vegan kebabs with avocado dip


Greek inspired rice with dill, mint, and tzatziki

Baked nut burgers with pepper and tomato sauce, with baked feta and olives served with green salad and mustard vinaigrette

Spicy bean burger tacos

Falafel tabbouleh salad with pistachio and lemon dressing


PR & media enquiries: For further:

@createagoodlife Web:

Notes to Editors: All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2121 adults. Fieldwork was undertaken between 8th - 9th February 2021. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).