Australia’s Kitchen Revolution - Food TV shows stirring a gender shift in the kitchen

2015-03-11

SYDNEY, Australia, March 11 2015: The rising popularity of television food shows may be blurring traditional gender roles in the kitchen. Australia’s Kitchen Revolution, a new report commissioned by Mitsubishi Electric, offers new insight into Australia’s changing home cooking trends. The survey* canvassed 2,000 household grocery buyers across Australia to understand how cooking shows have impacted home cooking and eating habits.

The survey revealed that not only do men watch cooking shows nearly as frequently as women (50% of men versus 52% of women), but that this may be part of a broader shift in kitchen gender roles, with men reporting:

  • Cooking at home more frequently in the last two years (42%)
  • Preparing lunches at home more frequently (28%)
  • Buying ready-made convenience meals less often (32%)

The survey also revealed that men are equally likely to entertain at home as women but are more likely to cook for social dinner parties (35% of men versus 32% of women). Women, on the other hand, are more likely to cook for family gatherings and special celebrations.

Having been a part of Aussie kitchens for more than 30 years, we know that the preferences and needs of Australian families are constantly evolving. While the kitchen was historically seen as the woman’s domain, the modern man seems to take pride in preparing meals and entertaining friends in the home. This suggests that cooking skills may be a new type of status symbol for men,” said Jessica Millard, Marketing and Communications Manager, Mitsubishi Electric Australia.

Generation Y leading the home cooking revolution

The survey also found members of Generation Y to be the most frequent watchers of cooking shows as well as the country’s most regular entertainers, with 54% cooking meals for guests at least once a month.

The results also suggest that Gen Y’s preference for cooking shows may be part of a broader movement toward greater innovation in the kitchen with:

  • 79% of Gen Ys having recently cooked with new recipes
  • 61% indicating that their cooking and eating behaviours have changed in the last two years, and that they now cook at home more and eat out slightly less

 

Growing desire for healthier meals with family 

The research also indicated a movement toward healthier Australian households. Half of grocery buyers (51%) reported cooking at home more frequently and eating out at restaurants less often, with health organisations cited as being the most influential in the decision to do so. Relatedly, grocery buyers are prioritising fresh food, superceding the value placed on both discount and price.

 

Of those surveyed:

  • 97% of main grocery buyers stated that buying “fresh” is important
  • Two-thirds (69%) described it as extremely important

Grocery buyers are also spending more time reading labels and ingredient/additives lists with the report finding they are 5.7x more likely to have increased the time they spend reading labels in the last two years.

 

To download Australia’s Kitchen Revolution visit:
http://www.mitsubishielectric.com.au/australias-kitchen-revolution.html

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For more information contact:

Wendy Ko, Text100

Email: wendy.ko@text100.com.au 

Phone: (02) 9956 5733

About Mitsubishi Electric Australia

With more than 30 years of experience in providing reliable, high-quality products to both corporate clients and general consumers, Mitsubishi Electric Australia is a recognised leader in the marketing and sales of electrical and electronic equipment used in information processing and communications, space development and satellite communications, consumer electronics, industrial technology, energy and transportation.

 

* The survey was conducted by McCrindle Research, an independent third party research firm. The responses were collated from 21 August to 27 August 2014, with 2,027 completed responses received nationwide from Australia’s main household grocery buyers.