Oh, you silly Brits. Whatever are you going to do next?
A new study by Lurpak that surveyed 2,000 people in Britain shows that even though Britons are totally obsessed with consuming food media -- that is, watching cooking shows, reading cook books, keeping up with celebrity chefs and the like -- they don’t spend nearly as much time actually cooking in the kitchen as they do looking up food news on social media.
According to The Telegraph, the study shows that the average adult surveyed spends approximately one hour and 37 minutes per week watching food-related shows, and let’s be real: I don’t blame them. I have definitely consumed my fair share of Gordon Ramsay TV.
However, those surveyed in Britain also spend a total of three and a half hours per week digesting even more food content across various platforms: 20 minutes on Twitter, 19 minutes on Instagram and Pinterest, 34 minutes on YouTube and the all-time high: 44 minutes on Facebook.
Tack that onto the 58 minutes of food-website and blog browsing Britons do per week, plus the 15 minutes spent snap chatting about food (and the nine minutes of recipe-book reading), and a trend clearly reveals itself: Britons love ingesting food culture.
So why is it that while seven in 10 of them enjoy watching cooking programs, only half have been inspired to try and cook something that they saw on the television screen? Additionally, The Telegraph reports that one in ten says that it’s been at least a year since they’ve tried their hands at executing a dish they’ve seen online or on TV.
Michelin-starred chef, Mark Sergeant, said: "This is really interesting and I hope it's not actually true. We need to get stuck in to cooking -- as opposed to eating ready meals on the sofa.
"Let’s transfer this love of onscreen cookery into our real-life kitchens.”
Adds media psychologist, Emma Kenny: “Cooking programs have been a part of our television viewing pleasure since the 1950s. Fast-forward to 2016 and there are over 18 days worth of cookery shows available on our screens each week plus social media offering so much delicious content. It seems that, as a nation, we are fixated with any activity related to food culture.
“We’re being brainwashed into thinking that cooking is too difficult, takes too long and costs too much and it’s turning us to convenience food.”