trends report Lakeland launch 2020 Trends Report
After a difficult year for retailers, Lakeland release their report for the year and looks to the future on what we might be able to expect in the housewares industry.
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akeland announced the launch of its annual ‘Lakeland Trends Report’, revealing the trends and consumer
behaviours that have shaped 2020, those expected to be big this Christmas and the products that re not to be missed in 2021. The report is based on new consumer
research which was carried out in September 2020, alongside sales data, customer feedback and industry insight from Lakeland’s team of experts. Bread-making, pizza ovens and food saving
& storage made the hottest topics of 2020 with sales up 130%, 68%, and 53% respectively. However, products for on the go, ironing boards & covers, and baking decorations all fell out of favour this year. It seems kids have been getting busy in the kitchen. According to our research, a huge number of children have embraced cooking and often lend a hand in the kitchen. Parents were asked if their children had ever undertaken certain household and kitchen tasks, with the results showing over half (56%) of children have baked a cake, 55% have baked cookies or biscuits and 30% have cooked a hot meal from scratch. The same level of enthusiasm can’t be identified when it comes to doing the washing up and other household chores. In total, 34% of adults said they had baked
bread at home in the previous six months, with young people particularly keen: 46% of those
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aged 25 to 34 said they had embraced bread making. Bakers made, on average, 2 loaves of bread a week, with some (15%) baking 4 or more loaves each week. This means that home cooks in the UK, in theory, have made up to an astonishing 936 million loaves of bread in their own kitchens during the past six months – very nearly 1 billion cobs, baguettes or farmhouse loaves.
In 1970 just 4% of UK households had a
freezer; by 1978 it had climbed to 41%. It has now hit 98%. In recent years, as more consumers recognise freezing as one of the best ways to save food waste and guarantee freshness, freezing has become fashionable once again. What’s more, those keen to help the planet can take comfort from the increasing number of reusable containers now available. Our survey discovered over 27% of people are
already using reusable freezer bags as their go-to product for freezing at home. Lakeland’s results show conclusively that people aren’t just keen to continue recycling, reusing, and reducing – they want to go further. There has been a marked increase in some eco-alternatives that had been considered a little more niche in the past, such as using reusable wax wrappers rather than cling film and using eco-friendly cleaning products. Most consumers are very keen to do their bit to help the planet and the environment but sometimes it feels hard to do so – the
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report reveals consumers biggest eco frustrations. Over half the people surveyed (51%) said they would like to receive a home-made or home-baked gift this Christmas. Of the remainder, 29% said they’d like a bought gift, while 20% would like money or a voucher. In particular, young people, aged 25-34 are keen on the personal touch, with 57% saying they’d like something made by the giver, though all ages are fairly keen on the idea, with no age group registering less than 47% interest in receiving something home- made. In recent years, reports have suggested the Christmas puddings’ days might be numbered, with sales of sponge puddings and alternative desserts threatening to shove the Christmas pudding off the festive table. However, it would seem most people are determined to keep hold of this key part of Christmas, with nearly two-thirds (64%) saying they either buy (44%) or make their own (20%). After a pretty tough 2020, people
seem determined to get to grips with the next 12 months by trying to improve their health, their finances and prepare for the year ahead by cleaning their home and batch cooking. Although most consumers won’t be denying themselves a bit of pleasure, as the report reveals only a relatively small number are taking on the challenge of Dry January or
Veganuary.Steve Knights, CEO of Lakeland comments: ‘It’s safe to say that 2020 has been very different to what any of us expected it to be.
With the challenges of Covid-19 and
lockdowns leading to most of us spending more time in our own homes, our 2020 Lakeland Trends Report explores how this affected our cooking and baking habits. Our survey polled 3,000 people to discover the impact that cooking, baking and cleaning has on their lives and, along with our own customer insight, our report provides an in- depth look at the state of the nation’s homes. We’ve explored how lockdown led to many people discovering a new love of baking, the emergence of the well-being trend, the continued rise in demand for eco-friendly products (including Christmas crackers!), and much more. It’s always fascinating to learn more about what makes us tick and our report explores the hot topics of 2020, as well as taking a peek at what trends we can expect to see in 2021.’
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twitter.com/Housewaresnews November/December 2020
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