The kitchen is always evolving, and so are our cooking habits. To explore these changes, we surveyed 3,000 people in the UK to uncover new trends that have emerged, grown stronger, or taken a backseat over the last 12 months, from September 2023 to September 2024.
From timeless comfort foods that never go out of style to the latest must-have kitchen gadgets and hosting habits, there’s a lot to unpack!
Steve Knights, CEO at Lakeland, says: “It’s always fascinating to learn more about what makes us tick as we explore the hot topics of the last 12 months, and we look forward to sharing what next year has to come.”
Here’s a round-up of the top 2024 food and cooking trends:
- Almost 3 in 4 (75%) of 25-34-year-olds have hosted a dinner party or meal in their home in the past year
- When hosting a meal, less than half of people cook everything from scratch (47%)
- A quarter of people (25%) spend two hours or more cooking their evening meal
- Less than 40% of us are cooking from scratch up to five days a week compared to more than 50% in 2022.
- Over one-third (35%) got their cooking inspiration from online searches in the past year
- Nearly one-third (32%) get their cooking inspiration from their mum
- Pasta is Britain’s favourite comfort food to cook at home (44%), beating the traditional roast dinner (41%)
- Nearly 1 in 4 (23%) say chocolate cake is their favourite cake to bake, making it the UK’s top choice
- Bread-making product sales are up 191% from the previous year
- The air fryer is the UK’s top method of cooking, with over a quarter (27%) choosing it as their favourite appliance
- Well over half (58%) of UK households have an air fryer
- Lakeland kitchen gadget purchases rose by 26% in the past year
OUR FINDINGS
Are dinner parties a thing of the past?
There’s an assumption that Covid killed the dinner party. Hosting friends for dinner was already in decline long before we were forced into lockdowns, but surely now – with informality the order of the day and the cost of living crisis – very few people are inviting people over for a home-cooked meal? Not quite. In fact, 6 in 10 of us do some form of hosting, with 9% of people saying they are doing more of it now than in the previous 12 months.
Young consumers are the most keen to socialise by inviting guests to their own homes, with almost 3 in 4 (75%) of 25-34-year-olds saying they host in some way. Most young people said they did so because they loved cooking and sharing their skills or because it was more cost-effective than going out to eat in a restaurant.
In contrast, hosting is less common among older generations, with nearly half (51%) of those aged 65 and over opting out. The main reason for those hosting over the age of 55 was that entertaining at home was more relaxing than going out.
Less than half cook from scratch when hosting (47%)
We found that less than half of hosts cook everything from scratch (47%) – most people cheat a little, and many are happy to admit they’ve resorted to some shop-bought food.
Younger hosts are the most relaxed about relying on the supermarket or deli rather than slaving over a stove. In fact, only 65% of those aged 18-24 cook everything from scratch, with 19% of this age group either ordering in a takeaway or buying everything and presenting it as their own creation.
There is also a clear gender split, with only 44% of men cooking from scratch compared to 51% of women. It’s clear that men are lazier hosts and happier to cheat – or to admit to it.
Is cooking from scratch a thing of the past?
Cooking more or less every day appears to be falling from favour, with less than 40% of us cooking a meal from scratch up to five days a week compared to more than 50% in 2022. Has the rise in takeaway delivery options meant some of us have lost our skills? Or is it just that many of us have returned to full-time commuting and office life and no longer have the time?
That being said, cooking for our families and ourselves is far from disappearing. The proportion of people who cook their evening meal from scratch three to four days a week is 26% – exactly the same percentage as back in 2019.
Those who do cook a weekday evening meal from scratch are investing lots of time in preparing the dish. Two-thirds (66%) of us spend an hour or more cooking an evening meal. While more than 9 in 10 (92%) spend at least 30 minutes.
Astonishingly, a quarter of us (25%) claim to spend two hours or more. They’re clearly cooking something more sophisticated than scrambled eggs or spaghetti carbonara!
Where are we getting our cooking inspiration from?
In 1998, Google was just being dreamt up in a garage in California, supermarket recipe cards were a common sight in stores, Delia Smith ruled the TV screens, and a new cookery writer published her first book called How to Cook. Her name was Nigella Lawson.
Back then, the majority of people got their inspiration from traditional hard-back cookbooks (51%), followed by their parents (36%) and, strange as it may seem now, recipe cards (20%).
So, what has changed since we first asked this question? Unsurprisingly, perhaps, online searches for recipes – something almost unheard of a quarter of a century ago – have now become the most popular source of cooking inspiration. In the past year, 35% of people turned to the internet for ideas!
Cookbooks have fallen substantially in popularity. But, the most trusty of all methods is making a comeback…Mum! Close behind online searches, 32% of people say they turn to their mothers for cooking inspiration.
Pasta is the UK’s favourite comfort food to cook at home
Comfort food is on the rise. While consumers may increasingly want healthy, nutritious meals, we also want filling, hearty, simple dishes when it comes to home cooking.
This trend has been partly driven by one of the wettest springs and early summers on record in 2024. Rather than lighter, summery meals, the rainy weather has clearly made us crave warmth and comfort. Coupled with the cost-of-living crisis, many are turning to the nostalgic foods of their childhood for a sense of familiarity in uncertain times.
But what is Britain’s favourite comfort food to cook at home? Pasta.
44% of people chose it as their go-to, but it wasn’t that long ago that pasta was considered a strange, foreign food. Back in 1957 Panorama broadcast an April Fool’s claiming spaghetti grew on trees – confident that enough Brits would be taken in by the origins of this exotic ingredient. Now, pasta is not just a key part of our national diet and is considered a greater ‘comfort food’ than pies (19%), stews (34%) and even the traditional British roast (41%)!
For those looking to take their love of pasta to the next level, read our guide on how to make pasta from scratch.
Chocolate cake is the UK’s favourite bake to make
We’ve been surveying the British public for the last seven years, asking which cake is their favourite to bake.
Every year, the top answer comes back: the Victoria Sponge. It’s a classic for a reason – simple ingredients, easy to make and completely delicious. But this year, for the first time, the chocolate cake has stolen Victoria’s crown, with 23% of people naming it their favourite to bake, compared to 20% for the sponge. Could it be that Britain’s sweet tooth has gotten even sweeter?
Chocolate’s rise has been driven by young bakers, with 39% of 18-24-year-olds saying the cocoa-based cake is their favourite, compared with a mere 7% of those over 65.
Social media, as always, has played a part, with the ‘Matilda’ cake going viral. This is the huge, multi-tiered chocolate cake inspired by the bake eaten by Bruce Bogtrotter in Roald Dahl’s book Matilda. Multiple Matilda cake recipes have racked up over 10 million views each on TikTok!
The trend has also been driven by those living in the capital, with 34% of Londoners preferring chocolate, more than double those liking a Vicky sponge (15%).
This growing love for chocolate cake has been reflected in shopping habits too. At Lakeland, we also saw an 18% increase in cooking chocolate sales in the past year.
Bread-making product sales have increased by 191%
Bread makers are back! At Lakeland, we found that sales of our bread-making products were up by 191% from September 2023 to September 2024 compared to the previous period (September 2022 to September 2023).
In recent years, their popularity could be attributed to the pandemic, with people looking for new hobbies to fill their spare time during lockdown.
However, with the growing awareness around processed foods, more and more people are looking to find new ways to cook and bake their food from scratch so they can control exactly what goes into it. And where better to start than with a trusty bread maker?
To learn more, read our guide on how to make bread.
The air fryer is our favourite method of cooking
Sometimes, a kitchen gadget comes along, and it proves hugely popular for a couple of years before quietly disappearing from view – found only at the back of a kitchen cupboard or in a charity shop. Spiralizers spring to mind, and so do food dehydrators.
But the air fryer has proved it’s not a fad. When asked to name their favourite cooking appliance, the air fryer came out on top, with over a quarter (27%) of people choosing it – beating the oven (23%) and the microwave (19%). This marks the first time the air fryer has taken the lead. Last year, the trusty oven still held the top spot, but the smaller, cheaper, and more energy-efficient air fryer has now claimed the crown.
Well over half (58%) of UK households now have one of these devices, a significant increase from the 45% who had one last year. This equates to 16.4 million air fryers in service! Plus, people who have one tend to use it very regularly, with 41% using it at least four days a week, with 1 in 5 using it every day.
More homes now have an air fryer than a slow cooker (47%) or even a toastie maker (41%) – a gadget that once held pride of place in most kitchens.
Those aged 25 to 34, are the keenest on air fryers. In this age category, 81% have an oven, but only slightly fewer have an air fryer (69%). Could there come a time when some young people ditch the large, expensive oven completely in favour of the air fryer?
What is the UK’s favourite food to cook in an air fryer?
Chips and potatoes remain the most popular items cooked in air fryers, with 79% of those surveyed saying it’s their go-to, followed by chicken (70%), sausages (69%), fish (48%), and breaded favourites, like goujons (45%).
It’s a real lifesaver for whipping up quick meals, especially when it comes to feeding the kids. However, some air fryer owners are getting more adventurous – 10% have tried cooking eggs, and 2% have even attempted baking a birthday cake!
Not sure where to begin with this handy device? Check out our guide on how to use your air fryer or our five best air fryer recipes for beginners to get you started.
What kitchen gadgets have stood the test of time?
With over 60 years of experience in kitchen innovations, at Lakeland, we take pride in creating those little gems you didn’t know you needed but now can’t live without. In fact, our kitchen gadget purchases have risen by 26% from September 2023 to September 2024 compared to the previous period, proving just how indispensable these tools have become.
From banana guards and toast tongs to ergonomic garlic rockers, we’ve sourced or designed countless clever gadgets over the years.
But which ones have truly stood the test of time? Here are some of the Lakeland products that have become iconic and that continue to make the brand so well-loved today.
Banana guard
£5,99
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“The banana guard is a really popular gadget, especially for kids’ packed lunches,” says Kathryn Farrell, Cookware Buyer at Lakeland. “It might seem like a novelty at first, but once you’ve got one, you’ll use it all the time. It’s brilliant for stopping your bananas from getting squashed in your bag and keeps them fresh for longer.”
Avocado slicers
£9.99
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“Avocado slicers are a real game changer, especially for anyone who loves avo toast but hates the hassle,” says Kathryn. “Our customers love them because they make prep so much easier and safer – you can halve, pit, and slice your avocado all in one go.”
Doilies
£4.99
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Kathryn says: “Doilies are a real classic in British households. Some may feel they’re a bit old-fashioned, but so many people still love using them to add a touch of charm to their homemade bakes. Whether it’s cakes, biscuits, or afternoon tea treats, these little cut-out designs are perfect for adding a bit of elegance.”
Toast tongs
£2.99
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“Toast tongs are one of those simple gadgets that just make sense,” explains Kathryn. “They solve a common problem – no more burning your fingers trying to grab hot toast! Once you have a pair, you’ll wonder how you ever managed without them.”
Tube squeezer keys
£3.99
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“Customers love these little keys because they’re so simple yet so effective,” says Kathryn Farrell. “They help reduce waste by squeezing every last drop out of tubes, from toothpaste to sauces.“
Are we still using corkscrews?
What truly divides the young and the old? It’s not their taste in music or fashion. It’s whether they own a corkscrew or not.
Our data shows that 81% of those aged 65 and over own a corkscrew, compared to just 27% of 18 to 24-year-olds.
Why is this? In part, young people are just not drinking as much alcohol as they once did. Back in 2011, 18% of people aged 16-24 had not had a drink in the last 12 months, according to NHS data. A decade later, this figure has shot up to 28%.
More and more young consumers are steering clear of alcohol. Plus, with screw-top bottles and wine in cans becoming the norm, many young people don’t see the need to learn how to use a corkscrew – so why bother owning one?
Clingfilm. Brilliant invention? Or environmental menace?
Clingfilm is a classic environmental dilemma. On the one hand, it’s a crucial and ultra-cheap material in the battle against food waste – keeping leftovers fresher for longer and stopping meat, cheese and fish from spoiling in the fridge. However, it’s also a single-use plastic that is almost impossible to recycle, as most clingfilm contains polyvinyl chloride (PVC).
Consumers are fairly divided on whether to use clingfilm – 31% never or rarely use it, while 30% use it always or often. The rest use it sometimes (39%). Those who never use it, however, shun it for a variety of reasons. The main one being that it’s fiddly to use.
There are various alternatives, such as beeswax-infused cloths, but these tend to be expensive, and their opaque nature means you can’t see the food they cover.
A more practical solution is the silicone stretch lid, which is not only reusable and washable but also transparent, allowing you to easily see what’s inside. And, of course, traditional food storage containers are another option to consider.
To learn more, read our guide on how to keep food fresher for longer.
Level up your kitchen skills with Lakeland
“2024 has been a year of celebration at Lakeland, as it marks our 60th year as a business. Trends have come and gone since 1964, but some things never change – like our commitment to putting the customer first to deliver outstanding service and exciting innovations,” says Steve.
This year, we’ve seen some incredible trends emerge in the kitchen, from the rise of air fryers to a renewed love for classic comfort foods. At Lakeland, we’ve got everything you need to make cooking and baking a breeze, from quality pots and pans to clever food storage solutions and kitchen electricals like blenders and air fryers.
Looking for inspiration, tips, or advice? Head over to our blog for plenty of fresh ideas to help you get the most out of your kitchen. Or, take a look at our 2024 Home and Cleaning Trends Report to see what’s shaping how we live.
