Do we eat differently during lockdown? This week we take a look again at the UK. Within one of our previous lockdown diaries), we noticed that directly after the Government decision to lockdown in the UK, there has been a really strong shift to food related websites: food suppliers (i.e. supermarkets), food delivery services & recipe websites. We decided to further explore the changes of cooking habits during this time in the UK specifically. For this purpose, we focused on two types of recipe websites, the mainstream ones (represented here by allrecipes.com and bbcgoodfood.com) and one more rather expert (greatbritishchef.com, whose self-description is “the go-to destination for food lovers in search of recipe inspiration, expert cooking guides”).
Why was the research conducted?To show how behavior has changed during lockdown
How was the research conducted?By investigating our behavioural panel: Since 2016, a part of our UK panel has accepted to share their navigation/app usage data with us. They all have installed a software/an app which monitors their online activities.
To avoid seasonal effects (easter lamb for instance), we compared the data collected at the exact same period 23rd of March -date of the lockdown decision in the UK – to the 26th of April in 2019 and in 2020. Both samples were national representative (gender, age). In 2019 in the given time frame n=1123, in 2020 n = 1246.
What are the key findings of the research?The analysis is similar to what we witnessed in France last week. In comparison to “normal times”, recipes during lockdown are easier to cook (“easy” is over represented on the word cloud), they need less fresh ingredients (in particular, we can clearly see that there is less meat, from varying kinds on the word cloud during lockdown than usual), and they are more related to treats and bakery (chocolate & cake etc.).
If we may impart our findings into your daily decisions whilst we are in lockdown, indulge yourself, eat well and have the cake!
Contributor's Name: Martina Poggel