By Guy Smith, Director at Bryter
The UK might not be globally renowned for its culinary prowess, despite producing a parade of celebrity chefs and boasting more Michelin-starred restaurants in London than almost any other city. With the rise of Deliveroo, Uber Eats, and meal kits, you’d be forgiven for wondering whether anyone is still cooking at home. At Bryter, we surveyed 2,000 UK households to find out.
The results reveal fascinating trends about who’s cooking, what they’re making, and how domestic appliances fit into the picture. Spoiler: the stereotype of young people living off takeaways isn’t entirely accurate.
Contrary to popular belief, younger Brits aren’t entirely reliant on takeaways. In fact, 37% of 25–34-year-olds cook most or every day, more than any other age group. Cooking frequency declines with age, with just 22% of 55–65-year-olds cooking daily. This challenges the assumption that younger generations have abandoned home cooking in favour of convenience.
Income also plays a significant role. Only 13% of households earning £70k or more cook daily, compared to 26% of those earning under £29k. This suggests that as people earn more, they’re more likely to outsource cooking; whether through restaurants, meal kits, or other convenience options. For the small appliances market, this presents an interesting dynamic. Younger, budget-conscious cooks may be a prime audience for affordable, multifunctional gadgets, while high-income households might prioritise premium smart appliances that save time without compromising on quality.
When asked which cuisines they’d like to explore at home, Brits ranked Italian (60%), British (55%), and Chinese (49%) as their top choices. But dig deeper, and preferences vary dramatically by age. Older generations favour established cuisines like Chinese, Indian, and Mediterranean, reflecting the UK’s long-standing restaurant scene. Younger cooks, however, are more adventurous, showing greater interest in Japanese and Korean food cuisines that have gained popularity in recent years.
This has big implications for kitchen design and appliance manufacturers. A 25-year-old experimenting with kimchi or ramen may need specialised tools like fermentation kits or high-performance rice cookers, while a 50-year-old perfecting a Sunday roast might prioritise a reliable slow cooker or multi-function oven. Brands that tailor appliance features; such as pre-set programmes for specific cuisines, to different age groups could tap into these evolving preferences.
The top motivator for trying new recipes is health. A striking 44% of respondents said exploring healthier options inspired them to experiment, with women (50%) far more likely than men (37%) to cite this as a driving factor. Other key motivations include a desire to eat more diverse food (41%), improve cooking skills (40%), and save money (35%).
Yet barriers remain. Many home cooks find new recipes daunting; 37% say dishes are too complicated or time-consuming, 36% find them expensive to prepare, and 34% struggle to source the right ingredients. This is where smart kitchen research shows promise. Appliances with step-by-step guidance (wanted by 54% of respondents) or smart recipe suggestions (37%) could ease these pain points. Samsung’s Family Hub fridge, for example, suggests meals based on what’s inside; a concept that could be expanded to other appliances, helping users make the most of what they already have.
Our survey revealed strong demand for tech-enhanced cooking aids. A majority (57%) want appliances that inspire them to cook more, while half prefer specialised features, such as air fryer presets or bread-making modes. Nearly half (47%) crave personalisation, like the ability to save recipe settings for quick access.
Frequent cooks are also discerning about aesthetics. They’re more likely to pay extra for stylish appliances and insist on designs that don’t clutter the worktop. This presents a challenge for brands: functionality is critical, but so is form. A vacuum cleaner research project might prioritise suction power, but in the kitchen, design matters just as much as performance. Consumers want appliances that look as good as they work, blending seamlessly into modern kitchen design.
Three key trends are shaping the domestic appliance path to purchase:
First, smart kitchen integration is no longer a luxury; it’s an expectation. From fridges that suggest recipes to ovens controlled via a web browser, connectivity is becoming standard. Our smart kitchen study shows a 30% growth in demand for IoT-enabled devices since 2023, signalling a shift toward seamless, tech-driven cooking experiences.
Second, sustainability is moving up the agenda. Eco-conscious shoppers are actively seeking sustainable appliances, whether that’s energy-efficient induction hobs, compost-friendly food processors, or devices made from recycled materials. Brands that prioritise green innovation will likely resonate with this growing segment.
Finally, ease of use remains paramount, especially for infrequent cooks. Brands that offer intuitive interfaces, like one-touch slow cookers or voice-controlled smart assistants, can lower the barrier to entry and encourage more people to experiment in the kitchen.
The data paints a clear picture of modern cooking habits and appliance needs. Brands should target health-conscious cooks, particularly women, with appliances that promote nutritious meals. Leveraging global cuisine trends by tailoring features to different age groups can also unlock new opportunities. Smart, guided cooking tech, like in-app recipe tutorials or ingredient-based meal suggestions, can reduce complexity and inspire more home cooking.
Above all, the industry must remember that design matters. The most engaged cooks want appliances that perform flawlessly and look good doing it.
For more insights, explore our full Cooking Trends in the UK reports at bryter-global.com/cooking-habits-report
Want to know more (a lot more) about domestic appliances - check out this article.
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