Recipes: What do consumers look for when choosing recipes?

The need for quick meals

As work schedules increasingly demand more, personal time is precious and consumers are spending less time preparing their evening meals, from 34 minutes in 2021 to 31 minutes in 2024 (Kantar Usage, 52 w/e 12 May 2024 vs May 2021). Our latest recipe research by Two Ears One Mouth also highlighted that 39% of consumers wish they had more time to cook.

Quick cooking does not have to mean compromising on flavour or quality though. With the range of cooking appliances like air fryers and slow cookers available today, consumers can cook simple meals while still achieving delicious results. Simple, no-fuss meals like stir-fries, one-pot dishes and pasta are trending as they can be made quickly.

Easy recipes, minimal ingredients

Consumers are gravitating toward recipes that are straightforward and require minimal steps or specialised equipment. The “less is more” philosophy is becoming increasingly popular, with 74% of respondents stating that up to five ingredients were ideal for a midweek meal (Source: AHDB Recipe research, Two Ears One Mouth August 2024).

While fewer ingredients not only make cooking easier, this is also an effective way to reduce food waste, resulting in a more sustainable choice for the environment.

A recent trend is the use of store cupboard essentials – beans, pulses, spices and frozen vegetables – which can quickly be incorporated into nourishing meals. For example, a stir fry beef noodle meal with a flavourful sauce can be an incredibly satisfying, nutrient-packed meal that takes just a few minutes to prepare.

Figure 1. Availability of store cupboard ingredients

Source: AHDB Recipe research, Two Ears One Mouth August 2024, Total sample 1,001

Nutritious meals that don’t compromise on taste

More than ever, people are mindful of what they put into their bodies. There is an increasing demand for recipes that focus on natural ingredients over processed foods.

Consumers are prioritising balanced meals that feature a variety of food groups: healthy fats, lean proteins and plenty of fruits and vegetables.

When choosing a recipe, our research highlights that health is a higher priority for families at 42%, compared with households without children at 31%. Families are willing to sacrifice the simplicity of preparing a meal if there are significant health benefits.

Wellness trends are also steering people toward cooking with functional ingredients such as beans and pulses. These add nutritional benefits like fibre, protein and flavour to dishes, as well as making them more interesting meals to enjoy.  

Figure 2. Priorities when choosing a recipe and meal with or without children

Source: AHDB Recipe research, Two Ears One Mouth August 2024, Total sample 1,001, Those with children 332

Budget-friendly, nourishing dishes

In today's economic climate, affordability plays a key role in recipe selection. Many consumers are looking for ways to eat healthily within a limited budget, this has led to an increase in low-cost recipe options. Our current pork marketing campaign – This is British pork. But not as you know it – showcases healthy and budget-friendly recipes, all costing less than £1.50 per portion.

Using store cupboard essentials, buying in bulk, buying on promotion and choosing seasonal produce can dramatically cut grocery costs while still allowing for a variety of delicious meals.

One popular approach is batch cooking. Preparing larger portions and then freezing leftovers for future meals helps save both time and money. Simple meals such as soups, stews and casseroles are becoming go-to options for families and individuals alike.

Our latest research shows that consumers choose to cook different cuisines throughout the week; the more traditional British and Italian dishes are the preferred option on weekday’s while spicier Chinese and Indian dishes are more likely to be cooked at the weekend.

Many consumers are also turning to more cost-effective cuts of meat such as mince, to make these dishes more affordable while preparing nutrient rich meals for the whole family to enjoy.

The future of home cooking

It is no coincidence that the most popular cooking trends in 2024 focussed on simple, easy, quick, nutritious budget-friendly recipes. This is proof that healthy eating does not have to be complicated, expensive, or time-consuming.

With the right ingredients and a little creativity, anyone can prepare a meal that is quick, easy and, most importantly, good for the body and soul.

Visit the Let’s Eat Balanced website for further recipe inspiration on healthy and nutritious meals.

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