feature: cooking


Fresh and tasty – the rise and rise of home cooking


Despite the ubiquity of apps such as Deliveroo and Just Eat, there seems to be a renaissance in home cooking in the UK’s kitchens. In our first feature this month, we examine this trend and ask some of the country’s top brands where the market is heading, and how retailers can make the most of this resurgence.


S


ara Bazely, Brand Manager at Indesit, sees a buoyant market, but one becoming increasingly dominated by


built-in appliances. “The built-in cooking market sees overall sales being driven by ovens, with the category accounting for a third of the whole market value. Single ovens continue to remain popular with the consumer thanks to the flexibility of being able to combine a single oven with a built-in microwave or a combination oven. By doing so, a tremendously powerful array of functionality is made available, which is not offered from a standard double oven. “The volume sales of freestanding cookers


grew by 5.8 per cent between 2012 and 2017. Despite this, between 2016 and 2017 there was a 1.8 per cent decline. Built-in appliances are leading the way in the cooking market, and so a decline in freestanding cookers is becoming increasingly apparent.” Max McCormick, product manager for


kitchens at Miele GB, agrees. “Despite the harsh economic climate, the market remains buoyant. This trend is set to continue, as


consumers look for modern, simple and minimalistic kitchen designs.” Iskender Diker, Director of Sales and


Marketing at AGA Rangemaster, makes the point that technology, as in so many other walks of life, is having an effect. “The cooking market is diversifying, with consumers looking at new ways to create delicious foods. This has largely been driven by an advancement in technologies, which now gives consumers access to products that were previously exclusive to commercial kitchens. Also, with healthy eating on the rise, consumers are seeking new, healthier ways to cook their foods.”


Healthy eating is an important factor, as


Nick Platt, business director, built-in appliances, Hoover Candy UK, explains. “The wellness trend continues to be at the forefront of the consumer agenda, with more and more customers choosing to cook healthy meals from scratch at home. “This can benefit retailers, as upselling based on this trend is a possibility. For example, discussing the benefits of steam


ovens, for example, is a great talking point. Steam cooking is one of the healthiest cooking methods as there’s usually no need for fat or oil.” There is another important factor in the


cooking market – the need to maximise space in the kitchen. Lucy Bazely explains. “With the footprint of the home diminishing, kitchens are amalgamating with living spaces, meaning that they are now a place not only for cooking, but for family gatherings, socialising and entertaining too. As a result, more and more consumers are looking to streamline their kitchen appliances, to create a seamless and stylish look across the living space.” Lucy Dunstan of Smeg UK agrees.


“Consumers are increasingly aware of the space they have available in their kitchens. Built-in appliances are the ideal solution for the majority of styles as it creates a sleek and streamlined environment, while freeing up plenty of space to enjoy family meals and entertaining. Large, open-plan kitchen diners are currently a growing trend, where built-in is the best solution.” As previously mentioned, new cooking


technologies are also playing their part, as Marco Falaschetti, Marketing Director at Whirlpool, explains. “The cooking market is also benefitting from the increased consumer adoption of induction technology, specifically induction hobs. We are living in a fast- changing world, where people are increasingly dependent on technology to make tasks easier and life more convenient. Induction hobs are perfect to do just that, especially as they are almost twice as fast and efficient, compared to ceramic or gas equivalents. Speed is paramount in many different aspects of everyday life and induction cooking, a key trend for 2019, is an improved method to allow for quicker cooking, saving more time and energy and contributing to the reduction of household energy bills.” Sara Bazely is of similar mind. “Induction


technology is having an extremely positive effect on the cooking market. The consumer is finally beginning to understand the many


May / June 2019 www.innovativeelectricalretailing.co.uk | 19


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