The study by frozen food brand Birds Eye found that a third of Brits (33%) admit to eating the same dinner at least twice a week. Furthermore, almost half of Brits (49%) reveal that they only have a handful of ‘go to’ meals that they reuse week after week.
Despite this, the findings revealed that over a third of Brits (36%) now consider themselves a ‘foodie’, with over half (54%) stating that they actively seek out foods with big flavours and interesting twists when they do their grocery shop.
The average Brit owns more than nine recipe books and watches a whopping 121 hours of food programmes on TV every year. However, the research shows that 40% of Brits are too tired to think about cooking a proper meal at the end of the day, with 45% wishing they had more time to recreate meals they’ve seen on TV.
According to the findings, the average Brit has a repertoire of six midweek meals (dishes they prepare and serve in less than 30 minutes), with one in five (20%) relying on just three different meals to get them through the week.
Over a third of Brits (37%) cited long working hours, while half (51%) said they couldn’t face clearing up the mess made by cooking from scratch. Other reasons included never having the right ingredients to hand (36%) and food going off by the time they wanted to eat it (20%).
Helen Martin, general marketing manager at Birds Eye, said: “Foodie programmes and celebrity cook books are a national obsession, but many of us simply don’t have the time to try our hand at recreating delicious meals for ourselves at the end of a long working day. As our lives are becoming increasingly busy and time is such a precious commodity, it’s clear to see from the research that we’re reaching for products we can trust to create great-tasting, enjoyable, nutritious meals quickly and easily.”
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