IKEA Shares Insights on Global Food Habits in Second Life at Home Report

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May 13, 2015, 09:30 ET


CONSHOHOCKEN, Pa. (PRWEB) May 13, 2015 -- CONSHOHOCKEN, Pa. (May 13, 2015) – IKEA is launching today its second global Life at Home Report, aimed to improve life at home through a better understanding of people’s everyday routines and views on food, including how they grow, store, cook, eat and socialize over it. This year’s findings, which focus on moments in and around the kitchen, are based on existing IKEA research and a new consumer study of more than 8,000 respondents from around the world.

The survey was conducted in eight major cities: Berlin, London, Moscow, Mumbai, New York, Paris, Shanghai and Stockholm. The results reveal some surprising global similarities and differences in how people interact with food. For example:

  • The Anytime, Anywhere Dinner: The kitchen has become a place for any and every home activity. Meals have broken free from their traditional domain and migrated to other places, like the sofa, bed, floor or desk. In fact, 36% of all surveyed never eat in kitchen or dining room during weekdays, with Berlin residents topping the survey at 54%.
  • Inner Child Influence: Our food preferences from childhood seem to stay with us. A third of those who remember themselves as being picky admit to dismissing foods they never actually tried. And yet as many as six in ten of these very same people wished they would try more new types of foods.
  • The Language of Sharing: 52% think it’s annoying when people use their mobile devices when eating together. One third of people would actually prefer it if no one was allowed to use social media when eating together. On the other hand, one in four young people (18-29) living alone think that social media makes it less lonely to eat alone.
  • What You See is What You Eat: People around the world are more concerned about how their kitchen looks than about the contents of their cupboards and fridges. Shanghaians (62%) are the most relaxed about how their kitchens appear to others, whereas one in five Parisians feel uncomfortable or even ashamed of having friends in their kitchen.

“It’s in the everyday moments at home and even in the everyday frustrations that we find our inspiration; it’s the base of our innovation and product development,” says Mikael Ydholm, Research Manager, IKEA of Sweden. “Through this report we get an understanding of how people live at home – what views, emotions and actions are connected to food and activities around it and we are curious of what expressions this takes in life at home and in the society.”

For the second year, IKEA has developed an interactive part of the Life at Home Report called the “Data Mixing Board”, designed to help users mix and compare data and break down the results in different cities and different segments. As the U.S. city included in the survey, the results showed some interesting insights specifically about New Yorkers:

Top Chefs

  • New Yorkers are naturals when it comes to cooking. 81% of New Yorkers say they enjoy cooking and feel confident in the kitchen, and 46% say they cook at home every day.
  • Despite their culinary skills, 37% of New Yorkers say they buy take out more than once a week, which is the highest of the eight cities surveyed.

Getting Greener

  • Overall, New Yorkers are conscious of the environment, with 65% claiming that they recycle regularly.
  • While New Yorkers are going green, their thumbs have stayed decidedly brown: only 27% of New Yorkers own or grow plants, the lowest of any city surveyed.
  • To avoid doubling up on supplies, urbanites should check their cupboards before making last-minute runs to the grocery store: 27% of New Yorkers feel bad about the amount of food they throw away each week due to excessive food purchases.

Eating Social

  • Food selfie, anyone? 24% of New Yorkers say they’ve posted pictures of food on their social media accounts.
  • 41% of New Yorkers (60% for young New Yorkers ages 18-29) use their phones when they’re eating alone. But phones can get in the way of truly connecting when you’re in a group: 76% of New Yorkers have called or texted when eating with others.

To further explore the IKEA Life at Home Report and the data mixing board, go to http://lifeathome.ikea.com/food. For a video about the report with key findings and interviews, please see http://youtu.be/6uhYoKxuKsc.

Methodology
The data included in the report consists of existing IKEA consumer research, other published studies, interviews with various specialists and experts, as well as a new survey conducted in eight major cities around the world. The survey was collected through online panels in Berlin, London, Moscow, Mumbai, New York, Paris, Shanghai and Stockholm. All in all, 8,527 answers were collected among people from 18 to 60 years of age. The survey was carried out in cooperation with Swedish business intelligence agency United Minds, and has been complemented with reputable published studies and findings from external research sources.

ABOUT IKEA
Since its 1943 founding in Sweden, IKEA has offered home furnishings of good design and function at low prices so the majority of people can afford them. here are currently more than 360 IKEA stores in 47 countries, including 40 in the U.S. IKEA incorporates sustainability into day-to-day business and supports initiatives that benefit children and the environment. For more information see IKEA-USA.com, @IKEAUSANews, @IKEAUSA or IKEAUSA on Facebook, YouTube, Instagram and Pinterest.

Kathy Boerner, +1 646-935-3914, [email protected]