talking trends What’s cooking in the heart of the home?

Lakeland ceo Catherine Nunnshares some of the key findings from the housewares chain’s first ever Kitchen Report

delves into what makes the nation tick when it comes to their kitchens, from most-loved cooking gadgets to which cuisine is currently in favour. It also gives us an insight into how our cooking has evolved over the last 20 years, for better or worse. “Lakeland has been a family business for over 50

years, so it was a delight to see how we have evolved to be the leader in creative kitchenware - whether it be introducing silicone bakeware or championing the slow cooker. This report takes a look into the past as well as looking ahead to what the future holds for our kitchens.”

Baking Britain ‘We are a nation that just loves to bake for the thrill of it - and we reckon we’re pretty good at it,’ the report says. ‘A decade ago you wouldn’t have dreamed of saying “soggy bottom” in polite society, while Kugelhopf, Kouign-amann and Bedfordshire Clangers sounded like torture instruments. ‘But then ‘The Great British Bake Off’ (GBBO) came


e’re a nation of passionate bakers, cooks and cleaners, according to the first Lakeland Kitchen Report.

Released last month, the survey is an in-depth

look into the latest kitchen trends. The results are based on the responses of 2,000 UK adults in a poll carried out by YouGov, and customer and industry insights provided by the retailer. Lakeland ceo Catherine Nunn says: “Our research

along. Brits, who were already rediscovering the joys of jam-making and allotments, fell back in love with baking. In 2016, the final of GBBO was the most popular television programme of the year.’ Lakeland buying and merchandising director Samm Swain adds: “The popularity of cupcakes, in particular, encouraged younger people to start baking.” American-style cupcakes with extravagant frostings grabbed our attention in 2004. Now, nearly half of us (46%) bake at least once every three

months, one in three (29%) bakes at least once a a fortnight, and one in 15 (6.5%) bakes daily. Only one in eight claims never to bake. People in the south- west are the keenest bakers, with a quarter baking either daily or weekly – more than double the rate of Londoners. Christmas is the single biggest occasion that

prompts us to bake, with 42% saying the festive season spurs them into getting out the mixer. But most of us (61%) bake for the simple pleasure of ‘turning some flour, eggs and sugar into something special’. “Baking is emotional,” says Samm. “No one has to

bake. You do it because it brings joy, it’s something you can share with family, and it can create a ‘wow’ moment as you impress your friends.” Lakeland customer ambassador Wendy Miranda points out that one of the biggest baking trends of the last year has been large traybakes, with the 9in x 13in size proving particularly popular. “A lot of people are taking these traybakes into work to share,” she notes. Most of those polled are pretty confident when it comes to baking, with more than two-thirds (68%) saying they are either fairly or very good at it. Those aged over 55 are particularly confident, with 72% saying they are good bakers.

Fashionable flavours When it comes to eating out, French food is now the least popular cuisine among British consumers, according to the survey. ‘We’d much rather go out for a burrito, a balti or a bolognese than a boeuf bourguignon’, it says, with only 16% choosing French, compared with Greek and Spanish (both 17%), Thai (22%), Mexican (23%), Chinese (44%), Indian (48%) and Italian (54%).The most popular of all? It’s British with 62%. When cooking at home, British fare tops the poll again with 62% of votes, followed by Italian (45%), Indian (32%), Chinese (23%), Mexican (21%), Spanish (11%), Thai (11%), French (9%) and Greek (7%).

The Lakeland Cake Map of Britain reveals the cakes baked the most in each region December 2018 •

Seasonal trends In the last 12 months, the temperature greatly affected what flew off Lakeland’s shelves. As the warmth of summer 2017 gave way to chillier autumn months, people retreated indoors to make jam. Lakeland sold double the amount of jam pot covers in September than October. It was also when ‘The Great British Bake Off’ launched on Channel 4, and piping bags sold in twice the quantities during October to December 2017 compared with January to March 2018. Last winter was the coldest since 2010, and ended with the Beast from the East arriving in February and lingering until early March, with widespread snow across the country. Sales of slow cookers and soup mugs spiked, along with heated | 37

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