Morrisons calls on the nation to awaken its taste buds after research revealed Brits stuck in repeat meal rut

Posted on 7, October 2013 by | This entry was posted in Food & Beverage, Marketing, Retail, United Kingdom and tagged , , , , , , , , , , , , , , , , . Bookmark the permalink.
  • 49 per cent of Brits consume the same meals two or more times a week
  • 55 per cent are consuming the exact same meals they were 10 years ago
  • Spag Bol is the most popular recurring dish

Bradford, West Yorkshire, UK, 07-10-2013 — /EuropaWire/ — Morrisons is calling on the nation to awaken its taste buds after research revealed that millions of Brits are sitting down to the same meals week in week out and admit to sticking to an average of only five meal recipes on rotation.

Of the 1,000 people polled almost half (49 per cent) admitted to being stuck in a severe repeat meal rut consuming the same meals week after week. Over half (55 per cent) said they still consume the exact same meals that they were 10 years ago.

Demanding lifestyles are the main barrier to expanding our palates and culinary skills with 46 per cent citing a lack of time as the main restriction to cooking. A third of Brits admit they are only able to spend 20 minutes or less each day on meal preparation, meaning these unadventurous eaters are sticking with what they know.

Despite producing some of the world’s greatest chefs, most Brits believe they are terrible in the kitchen. Half of respondents describe their cooking skills as ‘average’ or ‘below average’ and 19 per cent site this as the main reason they are stuck in a rut.

The research undertaken to coincide with the launch of Morrisons new range of M Kitchen meals found that almost a quarter (22 per cent) are unlikely to ever attempt to cook a new type of cuisine as they prefer to stick to traditional British meals such as roast beef, bangers and mash and shepherd’s pie.

Britain’s favourite meals:

1. Spaghetti bolognaise59%
2. Roast beef/lamb/chicken47%
3. Bangers and mash45%
4. Shepherd’s pie40%
5. Chicken stir fry39%
6. Casserole37.5%
7. Chilli Con Carne37%
8. Lasagne34%
9. Steak and chips29%
10. Pie and veg27%

A total of 50 per cent cited ease of preparation, taste (44 per cent) and availability (35 per cent) as the main drivers. Of those that are escaping the rut, 29 per cent will only try new recipes ‘once every three months’ or more.

Neil Nugent, Morrisons executive chef of product development said “We’re often creatures of habit and it’s understandable that many of us stick to what we know, particularly as working hours and family commitments increase.

“There have been some really exciting culinary developments over the past ten years and we’re pleased to offer our customers a new and improved M Kitchen range of everyday favourites and new cuisines that we believe delivers on taste, quality and price. “Having a real life, working kitchen at the heart of the Morrisons business means myself and my team of expert chefs are lovingly creating every dish to ensure it is prepared just the way you like it. Our chefs see the food through from the spark of an idea to the finished product and nothing reaches the shop floor without a final taste by me, meaning you receive chef prepared meals direct to your home”

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