Fewer social commitments, working from home and no more group hobbies – the COVID-19 crisis hasn’t just led to a change in consumer behaviour, but to people becoming better acquainted with their kitchen and discovering new recipes, too. That is according to the latest study conducted by p4p trends between 30 April and 6 May, and is likely to be of great interest to advertisers in the food industry in particular.

As a result, since the Corona crisis, almost a third more people have been on the stove than before. Overall, the vast majority of those surveyed (86 per cent) said that they cook for themselves daily or several times a week, especially those who live with children in the same household (44 per cent). The main reason for this was the extra time people had as a result of the crisis. This clearly shows that those who have more free time due to the crisis cook complete meals more often (48 per cent) than those who have less free time.

69 per cent of those surveyed also say that they enjoy cooking and 67 per cent say that they actually enjoy cooking at home more often. This means that cooking and baking is a good opportunity for people to distract themselves. By way of comparison, just 21 per cent have bought more ready meals since the COVID-19 restrictions were put in place.

Heads up, media producers and advertisers: at 49 per cent, almost half of all those surveyed use websites to find recipe ideas and inspiration for their next baking project. 41 per cent rely on recommendations from their friends, while 39 per cent flick through their tried and tested cookbook. The study also reveals another connection: those who go shopping more often than they did before COVID-19 also look at cooking, baking and other magazines more often than average (38%) to find culinary inspiration.

And what about social media channels? Posting cooking and baking content on Facebook and Instagram allows creators to address a mainly younger target group of 16 to 29-year-olds and generate a third major source of inspiration after thematically relevant websites and suggestions from friends.

Purchasing behaviour has now returned to a somewhat normal state following the initial surge of panic buying in March. 32 per cent of those surveyed say that they have increased or built up the amount of supplies they have in their cupboards as a result of the crisis. The majority (36%) don’t believe in stockpiling. The fact that there could be supply bottlenecks for certain foodstuffs is also a concern for (now) only 22% of those surveyed. Almost half of the survey participants (48%) go shopping once a week. This purchasing behaviour has not changed for the majority (64%) despite COVID-19.

Since the COVID-19 outbreak, delivery and collection services from local restaurants have been used far more frequently than before it. 16 per cent have used this kind of service for the first time since the restrictions were put in place. Four per cent also tried out regional vegetable box schemes, meal kit delivery services and supermarket delivery services for the first time. 70 per cent also pay attention to having a balanced and healthy diet.

You can find more consumer trends, effective advertising strategies and trend studies at b4ptrends.media.