Finding inspiration for your next meal isn’t hard to come by these days. Sumptuous photos of perfectly plated dishes fill our social media feeds, tempting us to try it out for ourselves. And, what’s more, our favourite chefs, supermarkets and brands are now giving us all we need to know to recreate the magic at home with ingredients lists, step-by-step methods and even video tutorials.
It’s not surprising, therefore, that the way we shop is changing to meet this new way of cooking. Instead of simply seeing what’s on offer or in season, we’re buying to fit the recipe. Research commissioned by Ubamarket into the nation’s shopping habits reflects this growing consumer trend towards recipe shopping.
According to the report, more than 22% of the British home cooks base their weekly shop on the recipes they want to try rather than buying the same ingredients every week. Additionally, 12% are now more likely to shop on a daily basis, taking inspiration from recently seen recipes, rather than doing a weekly shop.
While some find their inspiration from traditional recipe books, YouTube channels and Instagram are becoming more widely used. In fact, 13% of the nation feel that social media has revolutionised the way they cook and makes them more creative chefs.
Down to earth personalities like Jamie Oliver and Marry Berry are still firm favourites, but rising social media stars, such as Joe Wicks and Deliciously Ella, have also garnered a following as eating a healthy, natural diet becomes more popular.
Sourcing more unusual ingredients can present a bit of a challenge, though, with 12% of shoppers finding it difficult to locate more diverse items on the supermarket shelves. If this is a problem you often face, however, you’re in luck. Ubamarket’s in-store navigator and grocery list builder is designed to help you find any product that a new recipe throws at you.
Check out the below infographic to see which other meals and chefs made the cut.