Rather than cooking for the enjoyment of it, a fifth of adults admit to regularly making a nice looking meal with the sole purpose of posting it on sites such as Instagram, Facebook or Pinterest.
Lurpak (the butter people) have started a movement to get people to turn their screens off and their ovens on. You can see their recipes here: 'Lurpak You're Not a Cook Until you Cook'. Naturally, all their recipes feature butter.
One in five Brits admit they whip up a dish in the kitchen – just so they can show it off on social media. Apparently the average adult shares at least one picture of food every week and ‘like’(s) or comments on another two.
More than one in twenty even admit to posting more than six food pictures each week – a total of 312 a year.
More than five hours a week is spent watching cookery programmes, browsing posts and videos on social media and tweeting about food, but just four hours making any meals.
Media psychologist, Emma Kenny, also analysed over 400 hours of food culture spanning TV, radio, internet and social media conversations as part of the Lurpak study.
“With so much delicious food content online, there’s pressure to compete on social media channels. Research by Lurpak shows however that less of us are actually cooking. We’re faking it – taking pictures of food prepared by other people and missing out on the thrill and creativity of cooking!
“We need to reassess our relationship with food. Cooking is honest and real and authenticity is good for the soul. Masterpieces can be messy just as much as picture perfect – so let’s take the pressure off and put the enjoyment back in. See how your life improves.
“That’s what Lurpak’s ‘Game On, Cooks” initiative is all about – encouraging people off the sofa and into the kitchen. Stop scrolling and hash-tagging and start cooking because you’re not a cook until you cook.The study of 2,000 adults found the average Brit spends:
- 97 minutes a week watching cooking and food-related TV shows, with The Great British Bake-off, Masterchef and Come Dine with Me the most popular;
- 58 minutes reading articles on food websites and blogs
- 44 minutes a week engaging with food via Facebook;
- 34 minutes watching YouTube cooking videos;
- 20 minutes tweeting about it;
- 19 minutes browsing Instagram and Pinterest;
- 15 minutes snapchatting about food; and
- 9 minutes scouring recipe books each week.
In comparison, the average adult will spend just 36 minutes a day preparing and cooking food.
And while seven in ten enjoy watching TV cooking shows, only half have been inspired enough to try making something they have seen on screen.
Another one in ten say it has been at least a year since they had a go at making a dish they spotted online or on TV.
More than half admit they would much rather watch a dish being cooked on TV, or spend time looking at photos online, because they are too busy or think it’s too complicated to try their hand at making something themselves.
Others say it’s too expensive or that they just like looking at the food.
But 56 per cent admit they wished they cooked the recipes they saw online more often.
Louise Goodyear, Senior Brand Manager at Lurpak, comments:
“Consuming food culture is a poor substitute for the visceral experience of cooking. It seems that while the nation loves to watch, read, browse and tag food every week, few are likely to actually have a go themselves.
“Consuming all this food on screen doesn’t compare to the sights, sounds and tastes of a real kitchen – we’re becoming a nation of sofa chefs! That’s why we are calling on Britain to stop spectating and start cooking because you’re not a cook until you cook. Game On, Cooks.”
Top Foodies / Chefs on Instagram
- Jamie Oliver – 4.9m
- Gordon Ramsey – 1.8m
- Joe Wicks – 1.5m
- Ella Woodward – 953k
- Nigella Lawson – 809k
- Symmetry Breakfast – 637k
- Madeleine Shaw – 252k
- Top With Cinnamon – 213k
- Clerkenwell Boy – 147k
- Gizzi Erskine – 124k
Here are some Lurpak butter nutrition facts per 100g:
Lurpak Slightly Salted Butter:
739 calories, 82g fat, 52g saturated fat, 1.2g salt.
Butter (Milk), Lactic Culture (Milk), Salt.
Lurpak Slightly Salted Spreadable:
706 calories, 78g fat, 35g saturated fat, 0.90g salt.
Butter (64%) (Milk), Rapeseed Oil, Water, Lactic Culture (Milk), Salt.
Lurpak Unsalted Butter:
747 calories, 82g fat, 53g saturated fat, <0.1g salt.
Butter (milk), Lactic culture (milk).
Lurpak Spreadable with Olive Oil:
543 calories, 60g fat, 22g saturated fat, 0.90g salt.
Butter (37%) (Milk), Water, Olive Oil (15%), Rapeseed Oil, Lactic Culture (Milk), Salt, Colour: Beta Carotene
Lurpak Lighter Spreadable:
516 calories, 57g fat, 22g saturated fat, 0.90g salt
Butter (40%) (Milk), Water, Rapeseed Oil, Lactic Culture (Milk), Salt, Colour: Beta Carotene.
Lurpak Lighter Unsalted Spreadable:
516 calories, 57g fat, 22g saturated fat, <0.01g salt.
Butter (40%) (Milk), Water, Rapeseed Oil, Lactic Culture (Milk), Colour: Beta Carotene.
Lurpak Lightest Spreadable:
377 calories, 40g fat, 15g saturated fat, 1.1g salt.
Water, Butter (26%) (Milk), Rapeseed Oil, Lactic Culture (Milk), Milk Protein, Salt, Colour: Beta Carotene, Preservative: Potassium Sorbate.
© Diets and Calories