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The Great British Cooking Paradox

Brits spend more time consuming food media thank cooking. 

A new study reveals Britons are consuming more food culture and content, but cooking less than ever. As the nation’s obsession with social media, high profile chefs, cookery books and foodie TV shows continues, Brits are spending more time consuming food culture than actually cooking. More than half admit they would much rather watch a dish being cooked on TV, or spend time looking at food online, than try their hand at making something themselves.

Lurpak’s NEW ‘Game On, Cooks’ campaign aims to tackle the problem by challenging Brits to turn their screens off and ovens on.

More than half admit they would much rather watch a dish being cooked on TV, or spend time looking at photos online, because they are too busy or think it’s too complicated try to try their hand at making something themselves. To uncover this Great British ‘cooking paradox,’ media psychologist, Emma Kenny analysed over 400 hours of food culture spanning TV, radio, internet and social media conversations and consumer research from Lurpak.

• 30 million watch cooking shows every week

• 7 out of 10 enjoy watching cooking shows, but only half were inspired to cook.

• In comparison, the average adult will spend just 36 minutes a day preparing and cooking food.

• 56% saying they wished they cooked the recipes they saw online more often.

There is appetite for change however with A new Lurpak campaign ‘Game On, Cooks’ aims to tackle the cooking paradox by demonstrating that consuming food culture is a poor substitute for the visceral experience of cooking.

Louise Goodyear, Senior Brand Manager, Lurpak, comments:“It seems that while the nation loves to watch, read, browse and tag food every week, few are likely to actually have a go themselves.

“Consuming all this food on screen doesn’t compare to the sights, sounds and tastes of a real kitchen – we’re becoming a nation of sofa chefs! That’s why Lurpak is calling on Britain to stop spectating and start cooking because you’re not a cook until you cook. – Game On, Cooks.”

Media psychologist, Emma Kenny, comments: “Cooking programmes have been a part of our television viewing pleasure since the 1950s. Fast-forward to 2016 and there are over 18 days worth of cookery shows available on our screens each week plus social media offering so much delicious content, it seems that, as a nation, we are fixated with any activity related to food culture.

“Championed by engaging personalities such as Gordon Ramsey and Jamie Oliver, it’s no surprise there’s such a huge appetite for cookery content.

“And yet these latest findings show us that the amount of time we spend watching food-based shows is not translating back to our kitchen-based behaviour.

It seems four in ten people are put off cooking by TV shows, saying it all looks too complicated to try at home, while 34 per cent claim to be too busy. Others say it’s too expensive or that they just like looking at the food.

Emma Kenny continues: “It would be great if we could transfer our love of onscreen cookery into our real life kitchens.

“We’re being brainwashed into thinking that cooking is too difficult, takes too long and costs too much and it’s turning us to convenience food.

We need a revolution – let’s get the nation to reconnect with food, and experience the thrill of cooking! In short, we need to get off the sofa and into the kitchen.” 

Do you watch a lot of cooking programmes? How often do you actually cook?

Let us know what you think and share your experiences with us and others. Just follow us on FacebookTwitterGoogle+, Instagram and YouTube

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