The array of utensils in our kitchens is also indicative of our evolving attitude to cooking – we are more likely to view cooking as ‘Important, because eating well is important’
(up from 33% in 2003, to 52% in 2017) and less likely to view cooking as ‘a chore, something that has to be done’
(down from 43% in 2003 to 29% in 2017).
As a consequence we are preparing meals from scratch more often, with almost half of us claiming to do so ‘once/few times a day’.
Convenience is still highly valued by shoppers, judging by the array of pre-prepared vegetables widely offered by retailers. The choice is enormous, from chopped carrots, sweet potato wedges, to medley of roast veg, pack of prepared vegetable for stir-frys, to the newer innovations such as cauliflower rice and spiralized courgettes – all of which makes it easier to include fresh vegetables in their daily meal solutions.
Retailers can also leverage the opportunity for scratch cooking positioning the ingredients for a home-cooked meal together in store to inspire shoppers and make cooking from scratch less daunting.
SuperValu’s Let’s Get Ireland Cooking campaigns, which encourages families to embrace fresh produce and whole foods by cooking from scratch, with recipes, competitions and bespoke offers – are great examples of this approach.
Never underestimate the value of convenience, cheats such as ready to cook prepared vegetables, will always be of value to time pressured cooks who want to cook from scratch for themselves and their families.