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The Great British Chefs Foodie White Paper 2018

The Great British Foodie White Paper 2018

by Great British Chefs 06 February 2018

We asked the British public about their cooking, eating and shopping habits and discovered a food-obsessed nation that’s growing year after year. Find out more and take a look at our white paper in full.

January 2018 marks the second time we’ve questioned the nation in a bid to figure out just how much the average person loves food. Last year’s results uncovered some very interesting statistics, so this time around we’ve made it bigger and better. We surveyed a nationally representative group of 3,000 people from across the UK, then asked 5,000 Great British Chefs users to see how the two groups compared.

The most obvious thing that stood out was that the British food revolution is clearly continuing to gather momentum. While there are those that describe their food as homely and simple, it’s the growing number of people who describe their food as adventurous and international that is interesting to see. An ever-increasing range of cuisines are being cooked and unusual ingredients are finding their way into shopping baskets more often.

We’re hosting more dinner parties, too. Kitchens continue to be renovated leading to an increase in homes now having modern features such as induction hobs. And we’re heading to the butcher, fishmonger and delicatessen to track down the finest ingredients to prepare in our kitchens when hosting friends and family.

As food continues to become a more important part of our national identity, so does what we choose to avoid eating. While the vegan movement remains relatively small (5%) it is on the rise, and a large number of people are trying to eat less meat and follow more of a plant-based diet. Over 70% of people still claim to eat everything, but 45% also eat protein substitutes like Quorn alongside meat and fish – an interesting development.

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Download our in-depth report into understanding Britain's love affair with food in 2018. Find out about the similarities, differences and best ways for brands to communicate with the three consumer segments: Committed Foodie, Weekend Foodie and Home Cook.

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Vegetable boxes and meal kits are still the reserve of a small percentage of foodies, but delivered meals and takeaways are on the rise. Takeaways seem to have been redefined as something to enjoy rather than a speedy meal solution, something which can be seen in the number of foodies who are regularly ordering them.

There is also an increasing rejection of processed food and concerns over food safety. Over 70% of Brits believe that the government should be doing more to make food safe, a percentage that increases to 88% amongst the key foodie segment. There is also a growing concern, particularly amongst foodies, around the impact of Brexit on food prices.

For more information on any of the topics discussed above (plus plenty of others), download our full white paper by filling out the form above.

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