With the increasing popularity of programmes like The Great British Bake Off, MasterChef and other culinary shows presented by home-grown celebrity chefs like Rachel Allen and Donal Skehan, the cookery show format would appear to have all the winning ingredients for food lovers according to the latest Kantar Media TGI Ireland survey which reveals that half of Irish adults really enjoy cooking.
These foodies are more likely than the average Irish adult to be very interested in newspaper topics around cooking, recipes, food and drink. They are also 26% more likely than the average internet user to watch cooking ‘How To’ videos online.
These foodies who really enjoy cooking are also interested in nutrition, as 42% of them agree “I always check the nutritional content of food”, compared to just 30% of all Irish adults. 81% of this group also agree “I like to try new recipes.”
Looking at TGI’s FMCG Shopper Archetypes segmentation, those who really enjoy cooking are 41% more likely than the average main shopper (those responsible for the bulk of grocery shopping in their household) to be ‘Conscious Connoisseurs’. These savvy and passionate shoppers get their food knowledge from magazines and word of mouth recommendations.
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