GlobalData survey of 2,000 consumers conducted in August 2017. Consumers were asked how they rated their cooking skills and which retailers they regularly use for their food and grocery shopping.

A GlobalData survey in August this year shows that one third of consumers are cooking more than they did 12 months ago. As more consumers are gaining experience in the kitchen, supermarkets which are favoured by inexpert cooks may struggle as these shoppers turn to retailers which better cater for home cooking.

Consumers who consider themselves highly experienced cooks shop at more premium supermarkets, with 13% of these consumers shopping at Sainsbury’s and Waitrose compared to only 6% of Iceland and Tesco shoppers. Sainsbury’s and Waitrose’s broad assortment of specialist, high quality ingredients is a key contribution to this, allowing shoppers to experiment with more complex recipes. This puts both retailers in a good position to grow sales as more consumers cook from scratch.

In contrast, frozen food specialist Iceland is favoured for consumers who perceive themselves as highly inexperienced cooks, with 13% of these consumers shopping at Iceland. Iceland’s extensive collection of frozen ready meals will appeal to shoppers who struggle in the kitchen or who do not have the time to cook from scratch. Furthermore, one in ten Co-op shoppers rates their cooking skills as highly inexperienced. The retailer’s store estate comprises mainly of small convenient shops, with a focus on speedy pick-up purchases rather than a wide range of ingredients that would attract more experienced cooks. Over the next five years these retailers may start to lose out to supermarkets which are favoured by experienced cooks as consumers continue to spend more time in the kitchen.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.