Analysis: UK summer eating and cooking habits
Despite a lack of restrictions, not all habits have settled back to pre-pandemic tendencies.
The in-home consumption moments this summer remained at a steady ‘new normal’, still below the record peaks we saw during the pandemic but 7% higher than pre-pandemic levels (Kantar, 12 w/e 7 Aug 22 vs. pre-pandemic average). Despite living without restrictions, we continue to work differently than before, which keeps people in the home more and cuts back on out-of-home occasions.
This is reflected in a 4.5% increase in daytime occasions vs. 2019 led by snacking, teatime, and lunch (Kantar, 16 w/e 7 Aug 2022 vs. 16 w/e 11 Aug 2019). Although the evening meal remains the heartland for MFP, lunch occasions rose to 29.7% this summer – up from 27.5% in 2019.
How we prepare food drives our diet choices over summer, with most consumers favouring assembled dishes which are quick and easy to prepare. Practicality has grown in importance as has speed and ease, driving MFP (Meat, Fish and Poultry) consumption.
Red meat has many synergies with quick and easy main meals and is well suited to match consumer’s needs, particularly pig meat, which has remained a main meal protein favourite over summer. Therefore, opportunities exist for ready-to-cook/ready meals and food which require shorter preparation times.
Over the summer, chicken and pig meat remained firm favourites, both seeing slight growth on pre-pandemic volume levels. However, from a total retail perspective, no protein has managed any volume growth versus last summer. Whilst MFP saw a 1.5% growth in value sales, volumes declined 6.6% (Kantar, 20 w/e September 2022).
Over summer, 62% of pork servings were made with practicality in mind which is a record high. Versatility and price made pork a popular protein with sliced cooked meats, bacon and sausages making up over 50% of share. Mince and burgers and grills saw strong volume growth versus last year, both up 10.8% (Kantar, 20 w/e 04 Sept 22).
Beef volumes saw a year-on-year decline of 9.1% with all cuts contributing to its negative performance. However, roasting, stewing and steaks were the worst performing cuts in the summer.
Beef burgers and grills are still a staple for summer, contributing 14.7% of beef volumes, the second most important cut after mince (23.7%). Both these cuts are essential in holding up overall beef performance, with 6.1 million kg of burgers and grills purchased during the average 4-week summer period compared to 3.7 million kg the rest of the year. Premium tier and branded burgers and grills saw significant year-on-year declines, with standard ranges holding steady, suggesting consumers are trading down towards more cost-effective options.
Mince made up 32.8% of beef occasions – an all-time high for summer – demonstrating mince’s ongoing importance as a budget friendly option.
Lamb has seen a 19.2% volume reduction versus last summer with almost every cut, apart from burgers and grills, down year-on-year. Burgers and grills saw a 0.5% volume increase versus last year, with some consumers switching from beef to lamb burgers (Kantar, 20 w/e 04 Sept 22).
The evening meal made up 79.5% of lamb occasions, which is above pre-Covid levels (Kantar, 16 w/e 07 Aug 22). The year-on-year growth of lamb meals labelled as a treat suggests consumers are searching for some form of indulgence as the cost-of-living pressure intensifies. This puts lamb in a good place to demonstrate itself as a suitable treat alternative from those out-of-home restaurant occasions.
This summer we saw BBQs outperform the wider market as total in-home and carried out food and drink occasions fell by 3.3% year-on-year.
Brits barbecued 86 million times this summer – down 1.9% on 2021 levels but higher than 2019 levels by 2.7% (Kantar, 20 w/e 04 Sep 22). The latter part of summer saw a rise in temperatures which was matched by a spike in BBQ occasions in August, however the same did not happen for the record temperatures in July.
From an MFP perspective, pigmeat recovered from a dip in performance in 2021 (41%) to remain the largest protein present at BBQs (43.8%), whilst all others saw share declines.
Burgers remained a firm favourite, making up 34.9% of occasions. However, compared to the last few years, burgers saw a decline in share overall. Sausages increased slightly to 34.3%, likely due to price, and steaks saw growth after a slump in 2021, up 3.8%pts to 11.6% for the 16 w/e 7 Aug 22 (Kantar).
It is also worth noting, meat free remains a small part of our BBQ’s, only 2.7%, and saw reduced importance versus 2021 and 2019.
Whilst BBQs were worth £146 million for retailers this summer, spend was down on 2020 and 2021 levels – averaging £2.31 per total BBQ occasion, as consumers tried to manage costs. This decline could be due to BBQs containing a smaller protein repertoire. BBQs with one protein present gained share by 7% year-on-year, and 24% when compared to 2019 (Kantar, 20 w/e 22 Sep 22 vs the same period in 2021/2019). BBQs are still an important staple summer occasion and lend themselves to treat occasions. When red meat is present, the BBQ occasion is 25% more valuable than the average total BBQ occasion (Kantar, 16 w/e 07 Aug 22). Therefore, it is vital red meat is encouraged at these extra occasions to grow category sales.
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