In a survey conducted in June 2024, the UK manufacturer of pastry and dough, found that being able to cook and bake is a must-have for 45% of Brits, despite the UK being a nation of convenience eaters.
The BakeAway survey also found a slight differentiation between the sexes. A quarter of men (25%) said they have been put off during the dating stage upon discovering that their potential partners can’t cook or bake, compared to 20% of women.
Speaking with BakeAway’s head of NPD, Elliot Cantrell, on the results, he said there is a “huge disconnect” between cookery and manufacturing in the UK.
“People who I speak to about food manufacturing who aren’t in the industry believe that all foods from each retailers are made in different factories! This couldn’t be further from the truth. A lot more could be done to promote food manufacturing in the UK,” he added.
“The food manufacturing world was something I stumbled upon when looking at university degrees.”
BakeAway has just taken on its third placement student, who will now spend a year in NPD, learning the whole process from start to finish.
“Even if a student decides NPD isn’t for them, it gives them a valuable insight into different departments,” Cantrell said.
While the research revealed that many desire a talented cook in their other half, it also indicated that more than half (55%) of Gen Z Brits go to TikTok for recipe inspiration.
When asked whether influencers should play a role in helping to plug the manufacturing gap, Cantrell responded: “I think the better route would be brands promoting manufacturing and being more open with how products are made. This would give consumers a great insight to how their food is made and spark more of an interest into manufacturing.
“However, I do think that influencers have had a great impact in getting consumers to care about where their food comes from, and quality ingredients – as well as getting passionate about cooking and baking. These are great qualities to have if you want to pursue a career in manufacturing.”
In other news, we investigate whether the debate on ultra processed foods is impacting manufacturer's use of colourings.
