‘Britons fell back in love with their homes this year,’ acknowledges John Lewis on the release of its annual Shop Live Look report (published yesterday, December 21). Meanwhile, Waitrose’s annual Food and Drink report (also published this month), highlights that: ‘Cooking is the new commute, with 74% of those now working at home saying cooking provides a break between their ‘work time’ and ‘home time.’’
John Lewis notes that morning commuting time has been replaced by longer, more substantial breakfasts. The retailer sold out of eggcups in June and its sales of Le Creuset butter dishes were up 107%. Demand rose for honey drizzlers and toast tongs while sales of cereal bowls went up 36%. John Lewis’ espresso makerssales were up 12%, while coffee machines overall went up 22%.
However, working from home meant that lunchbox sales were down 20%, and ironing board sales fell by 26% in March.
Acknowledging the shift in shopping habits, online now accounts for 60-70% of John Lewis sales. Before the pandemic it was only 40%. Customers are now shopping during the working day (11am-4pm) rather than their evenings (7pm-10pm).
2021 will see more entertaining in the garden; pizza oven saleswere up 348% at John Lewis in 2020 as socialising moved outside. The trend for winter barbecues is also highlighted in Waitrose’s Food and Drink Report.
Preserving and fermenting is a continuing ‘mega trend,’ says Waitrose, with searches for ‘pickling’ on Waitrose.com up 222%. UK social media mentions of pickling and fermenting are up by 28%.
According to Waitrose: ‘Three quarters of young professionals say the ritual of food preparation has become more important for them.’ Meanwhile, some 77% of those sitting down for meals with housemates or family in 2020 intend to carry on.
Home working has ‘super-charged the trend for slow-cooked meat, with searches 46% up on Waitrose.com.’ Meanwhile, the ‘old fashioned’ practice of meal planning is back and traditional recipes are popular again, according to Marytn Lee, Waitrose’ executive chef.
Recognising demand from a new nation of home cooks, Waitrose launched its virtual Cookery School in June, with 200 interactive classes and free webinars. Favourite classes are curries and fresh pasta making.
Top: Illustrations from John Lewis’ new report include Christmas baking.
