Bite-Sized Insights: It's True! Parents Really Do Love Cooking From Scratch

For this week’s bite-sized insights question, we were interested to find out about parents’ current cooking habits. Take a quick read of this week’s bite-sized insights to find out what parents are saying about preparing meals for their families in 2022.

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[INSIGHTS REPORT] Offers Help Encourage Parents To Try New Kids Food Products

We asked our Insights panel of parents to describe their cooking habits to us. Here’s how they answered:

Have your cooking habits changed at all in the last 12 months? Comments from our panel members included:

“I try and source more local ingredients to cut back on air miles and also in a bid to support Irish producers and suppliers.”

“No, I always tried to make as much from scratch as possible as I am coeliac & lactose intolerant daughter & the gluten free/lactose free ready to cook foods are not the best.”

“I’m trying to use smaller portions of meat, less pork products and more veg.”

“Not particularly, only that I’m cooking more as my daughter is growing and so is her appetite and desire to try new things.”

“I cook in the airfryer a lot more often but have always cooked from scratch, I like to know exactly what’s in my meals!”

“I always cook from scratch when I can and the only ready meals I buy are a takeaway maybe twice a month. The kids have gotten more involved in cooking in the last 12 months.c

Parents Want Simpler Nutritional Labels and Sustainable Packaging for Their Food Purchases

Actionable Insights for Retailers

The majority of the parents we asked enjoy cooking from scratch. Creating recipe content that appeals to all members of the family will encourage parents to engage with your brand. E.g. recipe videos featuring your products.
Parents have told us that when buying ingredients, nutritional information is highly important both for themselves and when buying for their children. Focus on making the product information crystal clear, the origin fully transparent and the nutritional status/ingredients list being as ‘clean’ as possible. This will increase consumer trust.
Sometimes parents turn to ready-meals for a break from cooking but they still want local produce. Is there a way to highlight ready meals featuring local ingredients or producers?
Want to find out exactly what parents are looking out for during the weekly grocery shop? We can help! Get in touch to start your insights journey with ParentsandBrands.