Jazzing up your Meals
Do you often get home from work and then have to work out what to eat? We all like to explore new and exciting culinary options, but when confronted with the need to choose and the effort this involves, do you often revert to one of your go-to favourites? If you do, you are not alone. Research conducted by McCain1 and Opinion Poll found that over half of UK shoppers (51%), wish they felt more inspired when it comes to cooking their meals during the week. A third also admitted to being bored with their mid-week meals – not surprising when some admit to eating the same recipe up to 4 times a week. Little surprise then that, despite a cost-of-living crisis, so many are resorting to takeaways, 2 in 3 of our UK sample state they have had a takeaway (delivered or to collect) within the last month. But why this lack of creativity during the week? McCain’s1 research points to a lack of time (44%), the need for planning (39%), feeling too tired (44%) – or finding it too much effort to try out a new recipe mid-week (58%). For others, the convenience (56%), habit (38%), or because they are quick to make (41%) means they stick to the same meal multiple times a week. Of course, habits that have become ingrained, are always the most difficult to break.
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Written by Marie Screene marie@shoppercentric.com
So, how can we look to inspire UK shoppers? Firstly, let’s look at what we mean by “inspiration” Thrash and Elliot2 define inspiration as “A breathing in or infusion of some idea or purpose into the mind; the suggestion, awakening, or creation of a feeling or impulse, especially of an exalted kind.” Inspiration is all around us, it leads us to make choices about who we want to be, what we want to do and (of our particular interest) how we shop and what we consume. Retailers and manufacturers recognise the benefit of inspiring shoppers, and seek to achieve this. – Dr A.J Drenth2 states that inspiration is “among the more pleasurable and rewarding of human experiences. When inspiration hits, we feel alive and energized.” Therefore, creating positive experiences through food and meals, can be a sure way for retailers and manufacturers to excite consumers and shoppers.
Shopper Trends No.53 | StockTake 2023