Brits increasingly inspired in the kitchen by social media but losing basic skills, study reveals

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A new study commissioned by appliance brand Neff has revealed that Brits are using social channels to find inspiration and show off our cooking accomplishments – with nearly six in 10 of us (57%) saying we eat more adventurously than ever before.

However, while ‘Instagram-able’ foods such as mouth-wateringly big burgers, buddha bowls and melting chocolate domes are clogging our feeds, we’re losing basic cooking skills, with half of 16-24 year olds not knowing how to cook a steak but two thirds (67%) stating they are becoming more adventurous with the food they are eating.

The research invovling 2,010 Brits showed that a quarter of us take pictures of our dishes to put on social media when cooking for friends and family and spend six minutes perfecting that all important post. Those with Instagram accounts are flooding their feeds with feeds, with almost half of all pictures uploaded featuring food or drink.

As a result, our palates are becoming more daring with social media platforms like Instagram encouraging the nation to push their boundaries and create dishes they have never tried before, Neff suggests.

However, the study also reveals that when it comes to basic cooking skills, we’re not cutting the mustard and we are a nation of Insta-shams…

While social-worthy dishes are becoming increasingly popular, it seems we’re losing touch with traditional cooking skills. The survey showed that two in five Londoners don’t know how to cook dry pasta and nearly a quarter (22%) of women don’t know how to make pancakes. Even the simplest tasks seem to be evading us with a third (34%) of millennial 25-34 year olds admitting they can’t manage to boil an egg.

While some see posed pictures of avocado on toast as the death of kitchen creativity, social media is actually making us a nation of more adventurous cooks, Neff adds. Brits are taking more pride in their cooking – creating show stopping dishes to share with their followers. They are also using social media feeds as a source of inspiration, with a third (33%) of Brits saying that social media has inspired them to create a new dish.

Neff brand ambassador, and 2016 Neff Next Cookaholic Winner Nicky Corbishley said: “As a full-time food blogger myself I love that so many people in the UK are being inspired by social media when it comes to cooking and trying new dishes. The research shows that we’re experimenting with our taste buds more than ever before but it is important to not lose the basic cooking skills passed down to us, particularly when images of eggs, pasta and steak dishes feature so much in our Instagram feeds!”

The research was commissioned to celebrate Nicky and Neff’s bid to find the Next Cookaholic to join last year’s winner Nicky and the Cookaholics panel and win a kitchen full of Neff kitchen appliances.

Neff group marketing manager Jo Eyers added: “With two thirds of the nation saying they are becoming more adventurous with the dishes they are eating and cooking – the digitalisation of food and variety of cultural dishes readily available to us now is having a positive effect on our palates. At Neff we are all about getting creative in the kitchen, making dishes special by making them our own and sharing those dishes with loved ones – be that in the kitchen or via our social channels!

“We want all the imaginative cooks out there to enter our Next Cookaholics competition by submitting their own creative recipe and be in with a chance of following in Nicky’s footsteps.”

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