Brits stick to classics during pandemic

A report from Co-op has shown that the biggest selling ready meals sold by the retailer during lockdown are: Co-op Chicken Tikka Masala and Pilau Rice, Co-op Cottage Pie, Co-op Macaroni Cheese, Co-op Beef Lasagne, and Co-op Chicken Korma and Pilau Rice.

In addition, the survey shows the top scratch cooking traditional meals made at home during lockdown are: sausage and mash, chicken curry, cottage pie, beef lasagna, and cods, chips and peas.

The report indicates that 76% of the nation has cooked a traditional style dish during lockdown, with sausage and mash the most popular meal. Traditional British cooking was the most popular cuisine throughout lockdown (31%), followed by Italian (24%) and Indian (8%). The report also shows that 37% of the nation have revisited dishes from their childhood during lockdown.

Brits have also turned to nostalgic, quick-fix, packet desserts while stuck at home. This resurgence saw a 738% sales increase in dried trifle and 336% increase in custard powder.

The poll also reveals that as at-home dining occasions have increased 60% throughout lockdown, with households spending more time scratch cooking, which has seen consumers purchasing six times as much fresh meat, with pork (690% sales increase) and beef (519% sales increase) being the favourites. In terms of food waste, 51% reported that they wasted less food under lockdown and 45% think this behaviour will continue post-lockdown. Sales of herbs and spices increased by over 100% over the lockdown indicating that shoppers were spending more time cooking with the guide of recipes, trying to recreate favourite dishes at home.

The research found consumers have been shopping for food to last 10 days, compared to three days prior to lockdown, which has seen customers purchasing six times as much tinned fish (638% sales increase), three times as much dried pules and grains (175% sales increase) and tins of soup (72% sales increase).

Shoppers were also making more trips to the frozen aisle, as Co-op reports that its frozen ranges saw the largest increase in volume during the lockdown. The data from the report shows that 36% of people were keeping their freezers well stocked and 23% think that they will continue to do so after lockdown.

In terms of alcohol, Co-op reported that sales of packs of 15 tins or more grew by over 1000% year-on-year.

Matt Hood, commercial director at Co-op said: “With an increase in at-home dining occasions during lockdown, customers turned to traditional recipes and pub classics to keep them comforted during the uncertain times. We’ve noticed that shoppers purchased six times as much fresh meat, with pork and beef seeing the biggest uplift, as we know households were spending more time cooking from scratch.

“Packet mixes such as instant mash potato, trifle and custard, as well as canned meats and fish and even pickled onions also sold really well, as it looks like some consumers adopted habits similar to those of the 1970s. As Brits faced an indefinite time in lockdown, long life pantry goods, tinned foods and baking products saw a huge increase in sales, as well as baking products and sharing snacks as customers were shopping to last them more days.”