Study Reveals Jamie Is Chef With Greatest Influence On How We Cook
New research shows major changes in the role of food in today's lifestyle
Eating and Today's Lifestyle, a study for the Nestlé Family Monitor conducted by MORI, reveals that Jamie Oliver tops the table of celebrity chefs who influence the way we cook.
The study also shows fascinating changes in the role of food and cooking in modern lifestyles, including a lack of confidence in the kitchen, an increasing reliance on convenience food, and a significant minority of people who are too busy for breakfast and who skip lunch at work. Some things don't change, however, with women still doing most of the work in the kitchen, most families still sitting down together for Sunday lunch, and the great majority still cooking the nation's favourite meal - the traditional Christmas lunch.
Jamie is chef with most influence on how we cook, and cook books and magazines are the most popular source for recipes
There are dozens of celebrity chefs, but who actually influences the way people cook? And where do they look for recipes?
20% of respondents to the Nestlé study said Jamie Oliver has influenced their cooking. He is particularly popular among people with children under five, with no fewer than 30% in this group naming Jamie as an influence. Jamie is equally popular in the North and the South of the country, the study reveals.
Ainsley Harriott comes second with 15% saying he has influenced their cooking - and he is the most influential of all among ethnic minorities. Delia is third in the poll, despite her years as the UK's leading TV cook, while Gary Rhodes comes fourth - but is considerably more popular in the North (11%) than in the South (4%).
However, over half (55%) of respondents say celebrity chefs have not influenced their cooking at all - with no fewer than 66% of people over 55 in this category.
The traditional cookery book remains the most popular way of getting hold of recipes with 59% of respondents obtaining their recipes in this way. Magazines are also an extremely popular source of recipes with 34% of people using them, compared to 23% who use TV cookery programmes as a source.
Decline in cookery teaching gives cause for concern
The study reveals that parents play an important role in teaching their children to cook. However, today's parents are teaching their children in less depth - which is likely to lead to a generation who are less confident and competent in the kitchen. Of respondents who have children old enough to cook, 53% say their children are taught at home, but only 13% say they are taught 'a great deal'. This compares to 28% who say they were taught 'a great deal' by their parents.
The study reveals that schools play only a small role in teaching children to cook, with just 29% saying their child's school teaches their children 'a great deal' or 'a fair amount' about cooking. However, schools in the North and the Midlands are significantly more likely to teach children about cooking than schools in the South (31% North, 41% Midlands, 12% South).
Indian Food Only Third Favourite For Eating Out
The Nestlé study also reveals that Chicken Tikka Massala may not be our national dish after all. 44% of respondents said that traditional English food is one of their favourite meals in a restaurant - with 66% of those aged over 55 in this category. Chinese food was the second most popular with 32%, with Indian in third place at 26% - with both cuisines being popular among younger respondents.
Can't cook, won't cook. Men still don't pull their weight in the kitchen
Two in five (39%) of respondents who are married or co-habiting say that the woman in the partnership does all the cooking. However, women and men don't seem to agree about this tricky subject. 50% of women say they do all the cooking compared to only 30% of men who say their wife or partner does!
There is more equality when it comes to the grocery shopping, however, with 44% saying that both partners do the shopping together. But there is still a disagreement about the true division of labour. 42% of women say they do all the grocery shopping - but only 29% of men agree with them!
Too fast to cook? New food 'types' are revealed by the study
Eight in ten people say that food plays an important part in their lives, but lifestyles are changing. Some important traditions are maintained in British households with 64% of respondents saying their family always sits down together for Sunday lunch, and 73% saying they always prepare the nation's favourite meal - traditional Christmas lunch - from scratch using raw ingredients. However, about a quarter of the population say they often do not eat lunch at work or do not have breakfast everyday. Five new food "types" are revealed by the study.
"Confident cooks" - make up about a quarter of the population. These are the people most likely to say that good food plays an important part in their lives and most enjoy cooking. They are mainly women, over 55 and married.
"Always on the go'ers" - make up about 18% of the population. Single, under 35 and working, these are people who are often too busy for breakfast or lunch - and when they do have time, they'd prefer to do something else rather than cook.
"Kitchen castaways" - make up 13% of the population. Not only do these people not enjoy cooking, but most would describe themselves as incompetent at it. Mostly single, likely to be male, they would do anything else rather than cook.
"Convenience food fans" - make up 17% of the population. Most likely to be women, under 35, balancing family and work, they rely on convenience food which offers a simple solution.
"Foodies" - make up nearly 30% of the population. Most likely to be married, working full-time with academic qualifications, these are the adventurers in the kitchen. Confident and keen to try new ideas, this group likes preparing meals for guests - often to their own recipes.
For the Nestlé Family Monitor study on Eating and Today's Lifestyle, 525 adults, aged 16 plus, were interviewed in home by MORI in 44 sampling points across Great Britain between 29 September and 10 October 2001. The Nestlé Family Monitor is part of a series of research studies into family life in Britain undertaken on behalf of Nestlé by MORI. Eating and Today's Lifestyle is issue number 13.
