Britain through the lockdown

  • Homemade ‘happy hour’ – people recreating bar experiences at home and trying new cocktails
  • Return of the hobby – embracing nostalgic and traditional hobbies such as sewing, crafting, knitting, gardening and baking
  • Meal planning – making the most of store cupboard ingredients and trying new cuisines. But also a rise in snacking
  • A shift in shopping habits – move to online, bigger trolley shops in stores, and browsing for toys in the evening to keep children entertained during lock down.

The report shows that 51% of people have been choosing to spend increased time with loved ones cooking and baking together. One of the more surprising highlights is a rise of 43% in sales of Kimchi.

45% of people interviewed said that they’ve eaten differently during lock down, including:

  • Half have worked harder to use store cupboard ingredients and not waste food
  • 38% have snacked more
  • 19% are sitting at the table together for more meals
  • 31% have been more organised, making lists and meal planning
  • 26% say they’ve cooked more unusual meals. Waitrose.com searches for cuisines including Japanese and Thai food have all seen big increases
  • Despite the weather many have enjoyed ‘comfort food’ at home, with Waitrose.com recipe searches up 44%
  • 27% of us have taken part in virtual social group activities, including:
    • 37% have had a ‘pub quiz’
    • 20% have had a cocktail or drinks party
    • 20% have eaten dinner ‘with’ friends or family
    • 9% have had a virtual date
  • Of those who drink alcohol, 25% are drinking more since lock down and 21% are drinking less.
  • Tequila sales have soared 175% as people look to create a party atmosphere, and liqueurs are up 78% as people try new cocktails and drinks at home.

LIFE AS LOCKDOWN EASES

According to the report experts predict long-term changes, including:

  • A move to online – shopping and experiences
  • Creating restaurant experiences at home
  • Supporting British producers
  • A shared sense of community and local responsibility.

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