Tuesday, March 3rd, 2015

For the 9,861,000 Aussies aged 14+ (or 50% of the population) who often receive compliments on their cooking, the fact that 4,085,000 Australians (21%) say they’d rather clean than cook any day may be a little hard to swallow. But does a person’s talent (or lack thereof) in the kitchen have any bearing on the kind of food they tend to enjoy eating? Roy Morgan Research investigates.

Compared to the population average, Australians who agree with the statement ‘People often compliment me on my cooking’ are 19% more likely to enjoy eating vegetarian food, 18% more likely to enjoy eating bagels and 16% more likely to enjoy health food.

In fact, this group tends to be more likely than the average Aussie to enjoy eating most kinds of food: from salads and seafood to hamburgers and hot chips.

Different attitudes to cooking, different taste in food!


Source: Roy Morgan Single Source (Australia), January 2014 – December 2014 (n=15,944). Base: Australians 14+

Folks from the ‘I would rather cook than clean any day’ camp don’t share this enthusiasm. For starters, they are 12% lesslikely than the average Aussie to enjoy vegetarian cuisine, 17% less likely to like bagels, and 9% less likely to enjoy Health Food.

They are also less likely to enjoy sushi, seafood, salads and soups than the average Australian. So which foods are they mostlikely to enjoy compared to the average Australian? Chicken nuggets (10% more likely) and hot dogs (10% more likely).

Angela Smith, Group Account Director, Roy Morgan Research, says:

“The latest findings from Roy Morgan Research reveal that a person’s cooking skills appear to be linked to their enjoyment of food in general. People who often receive compliments on their cooking are more likely than the average Aussie to enjoy eating 20 of the 21 food types we measure, spanning healthy, international, and fast-food options. (They are bang on average for their enjoyment of the one remaining food type, Chiko Rolls!)


“In contrast, people who’d rather clean than cook simply don’t share this same wide-ranging enthusiasm for food, being less likely than the average Aussie to enjoy most of the food types we measure.


“These people tend to be young couples living together or members of older households. In general, they dine out less than the average Australian except for when it comes to eating at fast-food restaurants (they are slightly above average in this respect).


“In this food-obsessed day and age, it’s important for food marketers and retailers to remember that not everyone worships at the altar of celebrity chefs and aspires to culinary greatness. However, these people do need to eat – so it’s a matter of finding a way to communicate with them that resonates…” 

View this release in full on our website.

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Roy Morgan Research

Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Samantha Wilson
P: (03) 9224 5268
W: www.roymorgan.com


food, cooking, celebrity chefs




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