Two in five Indonesians are passionate about food and cooking; highest amongst APAC countries surveyed
Singapore – The average Indian consumer who cooks spends an average of over 13.2 hours a week on cooking, making them the country which spends the most time on this activity across all 22 countries surveyed. However, when it comes down to actual love and passion for the activity, it is actually the Indonesians who ranked top across the five Asia Pacific markets surveyed and fourth internationally.
GfK asked more than 27,000 people aged 15 or older across 22 countries about how knowledgeable, experienced and passionate they are about food and cooking – and how many hours per week they spend cooking. Countries in Asia Pacific included in this survey were Indonesia, Australia, South Korea, China and India. Findings exclude those who do not cook at all.
“It is interesting to highlight that people who cook in India spend twice as much time as the amount of time spent by consumers on an international level—which averaged at just under six and a half hours a week,” observed Michael Mueller, APAC COO for GfK Consumer Experiences . “The country at the opposite end of the global scale who spend the least time on cooking is South Korea—at 3.7 hours only.”
Around 40 percent of Indonesians in the survey claimed to be passionate about food and cooking—the highest in the region. They are closely trailed behind by consumers in India (39%), China (32%), and Australia (24%), with South Korea once again at the lowest end internationally, at 13 percent.
The survey also uncovered some other interesting gender related findings. In the region, the male consumers who spend the most number of hours—nearly six hours a week—cooking in the kitchen hail from India. Australian males are next at five hours, followed by Chinese and Indonesians (4.8 hours). Meanwhile, their counterparts in India, Indonesia and Australia spend an average of 14.2, 9 and 7 hours respectively cooking.
“This study delivers valuable insight for businesses offering food and cooking products or services, especially when combined with our sales trends for electric kitchen appliances worldwide,” said Mueller. “This combination of attitudinal insight and actual sales trends is unbeatable in revealing the market and consumer segment opportunities for appliances manufacturers.”
Looking at genders, an average 37 percent of women and 27 percent of men across all 22 countries agree that they are really passionate about food and cooking.