You may not associate ‘cooking for pleasure’ with Europe’s senior executives: you might imagine them too busy at the office or on the golf course. But you would be wrong - almost half of Europe’s C-suite* and 56% of the Influential Opinion Leaders** enjoy cooking themselves.
However, it’s the Affluent Millennial*** that stick out. 59% of the youngest Affluents enjoy cooking for pleasure and 55% of them are the main decision makers when it comes to grocery shopping. The Millennials are not only bon-viveurs but also food influencers.
When it comes to drinking wine, Millennials are just as likely to be ‘gourmet tasters’ as the older generations. 28% like to go wine tasting in their free time.
The bon-viveurs come from all corners of the continent
The Irish are not necessarily associated with haute cuisine. However, the Affluent Irish are Europe’s most keen home cooks (63%), closely followed by the French and the British (57%). Unlike France, Italy – another country well-known for its food and taste – doesn’t even make it to the top 10 (50%). Perhaps they still enjoy their mother’s pizza and pasta more than they like their own cooked food!
The Affluent database represents 52.2 million Affluent Europeans. The universe accounts for the Top 13% of all adults, within the 18+ age group. The European top 13% are defined as main income earners within the top 20% households in each of the 21 survey countries, measured by household income.
*The chairman, CEO, CFO or other director or board member and number of employees worldwide 50/+ when paid employed, number of employees worldwide 50/+ when self-employed.
** People who have taken part in four or more of the following activities in the past 12 months: Been interviewed on TV, radio or by the press, Had an article, paper or book published, Addressed a conference or public meeting, Formulated a strategic business plan, Sat on an industrial/professional committee, Set up new company, Worked on international business strategies, Lobbied or advised members of national/local government, Taken executive decisions which affect own ops in other countries, Meetings abroad with executives from other countries, Studied for an MBA qualification, Raised capital or invested funds for my company, Been invited to be a keynote speaker at conference / seminar, Made policies, in local, regional or national level of government bodies, Have a professional blog – one that is industry related, Involved with environmental/conservation group.
***Millennials: age 21-34
