Are Young Consumers Getting Tired of At-Home Cooking?

Nov 10 2020

Has so-called “kitchen fatigue” begun to set in among young people prepping more meals than ever at home? We have the real stats on their feelings about food and cooking…

 

Over half of Gen Z and Millennials say they are cooking more often in 2020 than they did last year.

There’s no doubt that quarantines have pushed young people to spend more time at the stove, with 51% saying that they’re cooking more than they did last year, and 26% saying they’re cooking a lot more. Millennials are slightly more likely than Gen Z to say they’re cooking more this year—likely because they’re in charge of their own households. But the majority of both generations are cooking at home, with 65% of Gen Z and 81% of Millennials saying they do. And of course baking is big too: 50% of Gen Z and 59% of Millennials say they bake at home. That leaves just 22% of Gen Z and 8% of Millennials who say they never cook or bake at home. With restaurant visits down and budgets tights for many, it’s easy to assume that all of this cooking has become a chore—especially among Millennials, who are more likely to be feeding families. But our research shows that instead, they’re still finding a lot of joy in the kitchen…

 

The majority of those cooking more aren’t tired of it, but say they’re more passionate about cooking than ever since COVID.

We asked young consumers who are cooking more this year to tell us which statement best describes them: “I am getting tired of cooking so often during COVID” or “I feel more passionate than ever about cooking since COVID” A full 71% of respondents said they feel more passionate about cooking than ever, versus 29% who said they’re getting tired of cooking so often. The majority of young consumers who are cooking more also disagree that cooking is a chore. Instead, their time at home has intensified their existing passion for food. We also found that young consumers are far more likely to plan to keep cooking more meals at home than to stop cooking at home as much when COVID is over. Cooking is not just a grind for these generations—in fact, we found it’s been a key part of maintaining happiness for many…

 

Over half of all young consumers say that cooking makes them feel happy.

When we ask all 13-39-year-olds how cooking makes them feel, the top responses is “happy” (51%), followed by “accomplished” (47%), and relaxed (46%). Overall, young people are far more likely to have positive feeling about cooking than negative ones like “anxious,” or “stressed.” But cooking isn’t just a happy place—during COVID, it’s been a stress reliever and mental wellness tool: 78% of Gen Z and Millennials who are cooking more this year say it has been good for their mental health during COVID. It’s no wonder they’re not getting tired of their time in the kitchen. During a terrible time, cooking is providing numerous benefits and bright spots, reinforcing young peoples’ love of being at-home chefs.

 

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