Research reveals midweek dinners the universal challenge, characterised by tension, limited variety, fear of failure, and lack of motivation

Ingham’s commissioned Bread and Butter Research to undertake five in-depth two-hour focus groups with Sydney shoppers across a mix of age groups to discuss how they plan and prepare meals.  

Weekday dinners emerged as the number one challenge facing all participants. The research revealed:

• Most households have 6-11 midweek dinner go-to’s.

Most people stick to a limited repertoire of meals (6-11) that they can do with their eyes shut and know everyone will eat. 

• Chicken and mince top midweek staples.

Chicken and mince topped the list of dominant proteins midweek, both voiced as being affordable, versatile, quick to cook, relatively healthy and everyone likes them.

• Boredom prevails, but motivation for new is not always present when shopping.

Most participants said they felt bored with their midweek menus and would like to try something different, but lack the motivation or brain power when grocery shopping to plan. 

• Fear of failure biggest deterrent to serving new midweek meals

The risk of trying something new and failing was voiced as the biggest deterrent to serving new midweek meals by all participants.

• Midweek dinner is eating to live, rather than living to eat.

When it comes to midweek dinners, the attitude among Aussies is focused on completing the task in the fastest and easiest way possible and moving on, rather than enjoying cooking and eating the meal.

Ingham’sSeb Brandt, Chief Marketing Officer said: “This research was undertaken to better understand the mindset of Australians when approaching meal planning and preparation. Weekday dinner planning emerged as the number one universal problem facing all of us - every day we must think about what's for dinner, and to work it out involves a complex series of questions: Who likes what? What ingredients do I have? Do I need to defrost or pick up anything? Who is home when? How much time will I have when I get home? Can I have leftovers for lunches the next day?”

“At Ingham’s we are focussed on producing fresh and frozen poultry that satisfies the needs and tastes of Australians, and this research will help inform our future activities.”

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Ingham’s is the largest integrated poultry producer across Australia and New Zealand, employing 8,000 people. It supplies locally-farmed chicken, turkey and plant-based protein products to major retailers, quick-service restaurant (QSR) operators, food service distributors, wholesalers and to export channels. Ingham’s was incorporated in March 2016 and is listed on the ASX as Inghams Group Limited.

Ingham’s is proud to participate in the RSPCA Approved Farming Scheme as a Producer in Australia, with animal welfare and sustainability two of the company’s top priorities. For more information, visit inghams.com.au