More than half of people in Scotland dining out less often as we navigate the cost-of-living crisis

21/04/2023
MOWI Bistro Bakes full product range

RESEARCH from MOWI Bistro Bakes has revealed that more Brits are following recipes from cookery books or online sources, as 50% of us dine out less often than before the cost-of-living crisis. However, the majority are left disappointed by their efforts in the kitchen.

People from Scotland are even less likely to dine out now, with 52% saying they eat out less often than before.

The launch of a new range of chilled ready to cook meals coincides with the research by MOWI, showing that 71% of Brits (73% in Scotland) follow recipes in a bid to cook the perfect meal but 70% are disappointed with their efforts (also 70% in Scotland).

When looking to create a meal at home for a special night in, either for an occasion like an anniversary or to entertain friends and family, nearly half of Brits (46%) are happy to spend up to 90 minutes (an hour and a half).

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When it comes to how much they are willing to pay for a restaurant quality main course meal for two to cook at home, over a quarter are happy to pay up to £15.

Speaking about the research, Robin Brown, Head of Development at Mowi Consumer Products UK, said: “Our research shows that the cost-of-living crisis is continuing to hit households. With half of us unable to dine out as often as before, and nearly three quarters of us feeling disappointed by our efforts following new recipes, I think there is an opportunity to make fine dining at home a little easier for people wanting a special meal.

“That’s why we’re launching MOWI Bistro Bakes; a range of oven-ready chilled meals showcasing the best of Scottish salmon, that can be cooked to perfection by anyone in less than half an hour. Nobody wants to spend ages in the kitchen only to be left disappointed so we’re making it simple. We are making the sauces by hand, we are preparing the puff pastry, salmon, toppings and ingredients so it is literally oven-ready with the perfect balance of seasoning and flavours. It’s a restaurant inspired meal created by MOWI chefs but without the restaurant price tag. With an entry point from just £4.50, I can’t wait to bring smiles to dining tables across the country.”

The MOWI Bistro Bakes range consists of four chilled ready to cook meals including Salmon Pastries, Salmon & Cheese Melts, Salmon & Spicy Tomato Bake and a Zesty Salmon Roasting Joint. The products start from RRSP of £4.50. MOWI Bistro Bakes products are available to buy in various retailers including Sainsbury’s and Asda stores from 20th April.

Regional differences across the UK:

  • More people living in London (80%) or the North East (79%) are reaching for recipe books or online recipes compared to 45% in Wales and 44% in the North West.
  • Our most competent cooks, who are rarely or never disappointed with the end result, can be found in the West Midlands (39%), the North West (38%) and Northern Ireland (38%).

Confidence comes with age:

More young people are following recipes (83% of 25 to 29-year-olds), but they are overwhelmingly disappointed with their efforts (80%). This contrasts to 40% of 60 to 64-year-olds and 33% of 55 to 59-year-olds, who are rarely disappointed with their culinary efforts.

Cost-of-living crisis:

  • The cost-of-living crisis continues to affect all ages and all regions across the country with 50% of us dining out less often.
  • Even more people living in Northern Ireland (64%) are dining out less often than before, closely followed by the East Midlands (57%) and Wales (55%). More people in the 55 to 59-year-old bracket are dining out less often (57%).

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