NEWS
December 2024/January 2025
housewareslive.net
Cooking from scratch makes a comeback
As more British consumers turn to scratch cooking amid the cost of living crisis, sales of fresh ingredients and kitchen essentials are on the rise. This shift pre- demand for tools and gadgets that support home meal preparation.
many consumers are opting for more traditional, fresh options. tools needed to prepare it.
On the indulgence side, chocolate confectionery recorded a
rise in value sales, but this was largely due to price hikes driven by soaring cocoa prices, rather than an increase in volume. Similarly, the alcoholic drinks sector has taken a hit, with sales of spirits, duty hikes. As a result, the housewares industry stands in a favourable
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shift in British consumer behaviour over the past year, with an increasing number of people embracing scratch cooking. In the past 12 months, categories such as fresh meat, fresh fruit, and fresh vegetables have seen some of the fastest growth in British supermarket baskets. This surge suggests that more consumers are turning to home-prepared meals. Rachel White, Managing Director UK & Ireland at NIQ, notes: “What we are seeing in this year’s survey is a return to scratch cooking and the preparation of fresh meals. This trend is likely a response to healthier living, with families sourcing fresh and healthy products, while also saving money by cutting back on takeaways and dining out due to the ongoing cost of living crisis.” The rise in scratch cooking appears to be driven by the cost- conscious choices of consumers. As prices continue to rise in restaurants and takeaways, cooking at home provides a more affordable alternative. This shift towards fresh, home-prepared meals is likely to drive demand for kitchen tools and utensils, offering a valuable opportunity for housewares brands. For the housewares industry, this presents a clear opportunity.
With more families turning to scratch cooking, the demand for kitchen tools, gadgets, and utensils has likely increased. The latest data even shows a notable rise in sales of dried herbs and spices, which experienced the largest volume percentage gains of any category in this year’s report. This signals that consumers are not just cooking at home more, but they’re also looking to elevate their meals with quality ingredients and specialised cooking tools. in value. While some plant-based brands are still seeing growth,
position to capitalise on these changes. With more people cooking at home, demand for kitchen tools, gadgets, and storage solutions is set to rise. Rachel White adds: “This return to scratch cooking is not only about healthier living but also about being practical in tough economic times. The housewares industry can play a pivotal role by offering products that make preparing fresh meals simpler and more enjoyable.” The increased interest in home cooking and fresh ingredients
presents a promising opportunity for the housewares sector to meet the growing demand for kitchen products that support this trend.
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