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2022-03-31

Survey reveals South Africa is a nation of foodies

With competitive cooking show MasterChef SA currently on South African screens, retailer Pick n Pay - who is this year’s title sponsor of the popular TV series - conducted a survey to determine how much people actually enjoy being in the kitchen and experimenting with recipes.


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Lockdown motivated more South Africans to get creative in the kitchen

An independent survey of 1,000 respondents found that there was indeed a keen interest in donning an apron and turning up the heat – especially since lockdown.
 
93% of those interviewed enjoy experimenting with new recipes and most said that TV shows such as MasterChef influenced their cooking habits. 90% said they were cooking more home-cooked meals since the beginning of lockdown two years ago.
 
“The start of lockdown sparked a passion in trying new recipes as people had to stay home and were unable to visit their favourite restaurants. We initially went through the baking craze but noticed an appetite among customers experimenting with different fresh foods,” says Andrew Mills, Group Executive: Marketing at Pick n Pay.

The general pattern is to try new recipes weekly (30%) or whenever inspiration hits (30%), followed by once or twice a month (24%). Nearly one in ten of the survey’s respondents said they experiment with new recipes daily.

The survey revealed that the most common motivation for experimenting with new recipes is the desire to improve one’s cooking skills (32%). The next most popular reason is wanting to try new dishes or food (26%). Another popular reason is the desire to make delicious food for friends and family (18%). The remaining 11% just want to escape the humdrum of repeatedly cooking the same thing.

“While visiting a restaurant is always a treat, it seems South Africans do agree that nothing beats a delicious home-cooked meal, especially when shared with family and friends,” says Mills.

Similar to MasterChef SA contestants using the modern on-set Pick n Pay pantry to create awe-inspiring dishes, Mills says they are seeing more foodies come in stores to get fresh ingredients on their journey from being a home cook to a master chef.”

He concludes, “This year’s MasterChef SA season has been really exciting because it included many locally inspired recipes and twists so South Africans had the opportunity to ‘learn new tricks’ to turn simple dishes into an exciting food experience.”


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