Survey by AO.com reveals majority ‘losing confidence in preparing even the simplest of British dishes’
Data reveals Gen Z are most in the dark about cooking British classics, with just 26% able to cook shepherd’s pie less than one in two knowing how to make a full English
The UK’s leading electrical retailer, AO.com has launched a new campaign to get Brits back into the kitchen – sharing tips, advice and recipe hacks to help the nation rediscover their love for cooking
New figures have revealed that almost half of Brits cannot cook simple British recipes such as a roast dinner or fish and chips.
The country’s ‘concerning’ cooking decline has been uncovered in a major study by AO.com, the UK’s leading electrical retailer.
It found that just one in two (56%) respondents would be able to make a roast dinner could tackle fish and chips (54%), and whip up a classic shepherd’s pie (51%).
Classic desserts are clearly a struggle for Brits too – with just 19% saying they’d feel confident cooking a Christmas pudding, sticky toffee pudding or jam roly poly.
The data found Gen Z – people between the age of 16 and 27 – to be least confident when it comes to baking great British classics, with just a quarter (26%) saying they would feel confident cooking a shepherd’s pie, and under half (43%) knowing how to make a full English.
AO.com’s survey results have been revealed as the national retailer launches a new campaign to get Brits back into the kitchen – sharing tips, advice and recipe hacks to help the nation rediscover their love for cooking.
Commenting on the results, Katy Roberts, cooking expert at AO.com, said: “Kitchens should be a place of creativity and joy, but our data shows that a lot of people are losing confidence in preparing even the simplest of British dishes.
“It’s not just about tradition, cooking can bring people together and create lasting memories. We want to reignite that passion and show people that with the right tools and some easy tips, anyone can cook their favourite meals from scratch.”
The survey showed Gen Z’s Millennial counterparts (aged between 28 and 43) only fare slightly better at making British classics, with most respondents not sure how to make bangers and mash (just 45% said they can), a roast dinner (46%), shepherd’s pie (39%) or Christmas pudding (15%).
It also revealed how culinary confidence increases with age – with Baby Boomers (aged 60-78) far more adept at cooking British classics. The vast majority of this age group said they would have no problem making a full English breakfast (81%), bangers and mash (78%) or shepherd’s pie (71%).
Katy Roberts said: “Based on our findings, many younger people may be opting for convenience foods or takeaways due to their busy schedules and the perception that cooking from scratch is time-consuming or difficult.
“But with simple guidance and the right tools, we believe everyone can rediscover the joy and simplicity of homemade meals.”
It comes after it was revealed that one in five Brits admit they never bake at home, with the majority of respondents (15%) saying they only bake around once a week due to the cost of ingredients being too high.
Katy Roberts added: “It’s clear that rising ingredient costs and busy lifestyles are making it harder for people to bake at home, but cooking doesn’t have to be expensive or time-consuming.
“With our new campaign, we’re aiming to prove that baking and cooking can be accessible, fun, and affordable for everyone.”
In light of the findings, electronics retailer AO.com has released a recipe hub to get more Brits back into baking.
For more information visit AO.com.
ENDS