Welcome to our 2023 Trends Report

Welcome to another edition of our annual Lakeland trends report. In this report you will hear from us about trends that have emerged or have gone from strength to strength in the last 12 months, especially how our spending habits have changed as a result of rising energy bills and how we all plan to continue cutting costs where possible. Our survey polled 3,000 people to discover the impact that cooking, baking and cleaning has on their lives. Along with our own customer insight, our report provides an in-depth look at the state of the nation’s homes. We’ve explored how TikTok has revolutionised how we discover hacks; how food waste can be one of the biggest household expenses; how life has changed with permanent hybrid working, and so much more. It’s always fascinating to learn more about what makes us tick, and our report explores the hot topics of the last year, as well as taking a peek at what the next year has in store for us all.

Steve Knights, CEO

The Great Thermostat Turndown

We have all tried to save energy over the last year. But what made 2023 different from 2022 was that many of us decided we would just have to get used to a colder home. Turning off lights may be easy to do, but it saves relatively little money and energy. Turning down the heating is harder to do but makes a far bigger impact.

Last year, 56% of people turned down their thermostats, this year this figure climbed to 62%. Wearing more layers rather than turning up the heating? Last year, 49% of people said they had donned an extra jumper, this year 57% said they had done this. With a few years of rising energy costs at the forefront of our minds, the message about turning down the thermostat seems to be having an effect.

How we have saved money in the kitchen

Consumers have become painfully aware of the expense of turning on their kettle, cooking vegetables on the hob or baking a cake in the oven. As a result, 61% of us have changed our cooking habits in some way. Millennials, in particular, have embraced batch cooking – with one in three making the most of the oven being on by cooking more than one dish at a time.

Which of the following have you changed about your cooking habits due to the cost of living crisis?

Batch cook: 26%
Using cheaper-to-run cooking appliances: 17%
Replacing cooking devices in order to cook cheaper cuts: 15%

What actions have you taken to save energy since January 2023?

82% Turned off my lights
62% Dried my clothes outside
62% Turned down my heating thermostat
61% Turned off my devices on standby
58% Filled the kettle with the exact amount of water
57% Washed my clothes at a lower temperature
57% Worn more layers instead of turning my heating on/up
51% Taken shorter showers/shallower baths
44% Ensured all my lightbulbs are LED
38% Avoided using my tumble dryer
35% Cooked more than one dish when using the oven
31% Used my microwave for cooking more
30% Invested in lower energy products, like an air fryer

The Cost of Living Crisis

It has been a torrid two years. First, the rapid opening up of the world economy after lockdowns, then international conflict caused supply chains to creak and prices to climb. Then the Bank of

England started to put up interest rates, followed by an unrelenting surge in food prices. No wonder we are all feeling the effect. According to our survey, 91% of people have been hit by the cost of living crisis in some way. Well over half – 57% – say they have had to make some form of sacrifice. Fascinatingly, those at the top end of the socio-economic scale say they had to make just as many small and even serious sacrifices as the population at large. It really is a crisis that has hit everyone.

Living standards

Is this the first time living standards have failed to improve with each passing generation? It used to be unquestionable that each generation’s living standards improved, when compared with the one that had gone before. Getting onto the housing ladder, taking a foreign holiday, being able to invest in the latest electrical appliance – most children were able to say they had a better standard of living than their parents had enjoyed at the same stage in life.

Is that still true? Yes, if you have already hit the age of 55. It’s a different story for those under the age of 55. According to our survey, one-fifth of the population are cancelling streaming subscription services to save money, one-third are driving less, and over half saying they are buying fewer treats for themselves.

The demise of the spiralizer, the triumph of the coffee machine & microwave

This is the fifth year that we have run the Lakeland Trends Report. In this short time there have been some big changes in which gadgets we own, and which we don’t.

Seismically, perhaps, this is the first year when more people have owned a microwave (88%) than an oven (87%). Five years ago, 88% owned an oven, and 83% owned a microwave.

Cheaper to run and easier to squeeze into a small kitchen, they have become our go-to cooking device in an era when saving money and space have become all-important.

Only just over half the population own a corkscrew: 54%. Is this because of the rise of mindful drinking and teetotalism? Very possibly, considering a mere 29% of those under the age of 25 – the age group who are the most likely to not drink alcohol – own one. Though the rise of screw caps on wine bottles is likely to be just as big a factor. More and more of us own a coffee machine and fewer and fewer of us have a spiralizer. Remember them?

Are there any serious contenders to the air fryer’s crown?

Few appliances have gone from fad to staple in such a short space of time as the air fryer. We started selling air fryers in 2016. Since then we have gone from strength to strength, as consumers learn how versatile the gadgets are, with 16% of all owners having cooked an entire roast in them. Since the start of 2023, air fryers have outsold deep fat fryers by over 92 to one at Lakeland.

Over the last year, 30% of households said they had invested in energy-saving gadgets, such as the air fryer, nearly doubling the 16% who said they’d done this in 2022. Sales of the family-sized dual basket air fryer grew by 163% in the first 6 months of 2023, compared to the 6 months it was available in 2022. Astonishingly, 45% of UK households now own an air fryer, compared with 87% who own an oven or hob and 88% who own a microwave. Britain’s air fryer hot spots are Scotland,

Wales and Northern Ireland, all areas where more than 50% of households say they have one. In Northern Ireland it is 55%. Air fryers are also loved among those who own them. When asked which piece of cooking equipment people loved or relied upon the most, air fryers (22%) were only just pipped by ovens (26%). Among 35- to 44-year-olds, air fryers are *the* favourite cooking appliance, beating ovens and microwaves.

Those aged 35-44, what is your favourite or most relied upon cooking device:

28% Air fryers
26% Oven/hob
16% Kettle
14% Microwave
4% Slow cooker

Air fryer owners use their gadgets a lot. This is not like a fondue set, often found at the back of people’s kitchen cupboards. An amazing 80% use it twice a week, with 47% using the device at least four times a week, and 17% using it daily.

The products that shaped 2023

What’s hot?

+1175% Air Fryers

Once again, air fryers are topping the kitchen equipment charts! In previous years, their popularity could be attributed to consumers seeking healthier cooking options and fast cooking times. However, with the cost-of-living crisis continuing, air fryers have a renewed appeal as an efficient alternative to oven cooking. Plus, with more models than ever to choose from, there’s an air fryer for everyone.

+51% Heated Airers

This is our 15th year of selling Dry:Soon, and it’s a brand whose product appeal has endured. As the brand constantly evolves and improves, heated airers and dryers have become a key part of many households’ laundry routines. They’re perfect for those who don’t have a garden, are short on space, or are just trying to dry clothes during an unseasonably rainy Spring.

+250% Heated Textiles

Heating the human and not the home has been the mantra for many of us this year. As people sought out more energy-efficient and cost-effective ways of keeping warm this winter, sales of heated textiles – particularly throws – soared. With running costs from as little as 5p per hour, our product range offers consumers a budget-friendly alternative to using central heating.

What’s not?

-14% Ovenware

It appears ovenware is losing its shine in today’s kitchen. With the rising costs of living continuing to impact cooking practices, many households are moving away from oven-based meals. We can see this trend playing out with the increased interest in air fryers. Batch cooking and warming meals in the microwave are likely to remain popular over the coming winter.

-3% Slow Cookers

Slow cooking has been around for years, favoured by those looking for comforting tender dishes and smaller energy bills. This year, however we have seen a slight dip as people are investing in air fryers over most other appliances. Still a classic in our eyes though, with new innovation landing this Autumn/Winter.

-37% Bread Makers

The surge in bread making activity we saw during the pandemic continues to wane. As routines normalise and households move past lockdown hobbies, sourdough starters have been left neglected and bread makers have lost ground. Additionally, with the multifunctional air fryer going from strength to strength, customers may be using these devices to bake instead.

-24% Tablecloths

The allure of refreshing our dining spaces with new tablecloths has lost its shine. With more casual dining being the norm and as the cost-of-living crisis rolls on, consumers are prioritising their spending on essential kitchenware and home goods. Many households are finding that their existing tablecloths will do for the time being, leading to a decline in demand for new ones.

Eating out staying in?

The cost of living crisis has had a huge impact on how people socialise, with the vast majority cutting back on eating out at restaurants or pubs, including 15% who say they have completely stopped eating out.

77% – people eating out less over the last 12 months

Eating in with friends and family, however, remains relatively popular, with the cost of living crisis putting a dent – but only a dent – into people’s willingness to entertain at home.

21% – people hosting at home less often over the last 12 months

Most people who host, however, say they are hosting about the same amount as they always have done, with the biggest reason given: ‘it’s more affordable than eating out’. The second biggest reason: ‘it’s more casual’. The third: ‘it’s more personal and I can add my own touches’. People who throw dinner parties or have friends round for a meal tend not to cheat. The huge majority of people cook most of their meal from scratch, serving only, maybe, a shop-bought pudding or pre-prepared starter. Hardly anyone passes off a shop-bought dish as something they made themselves… or at least hardly anyone admits to this sleight of hand! Those under the age of 25 are hugely influenced by TikTok, with 61% of them saying they use the video platform for recipe inspiration. Perhaps unsurprisingly, a mere 2% of those over the age of 55 do so.

Working from home

Working from home, at least for some days of the week, is here to stay. Well over half – 55% – of us work from home now at least one day of the week, with 21% doing it full time. Those aged 25 to 44 are the most likely to work some of the time at home, with 61% doing it at least one day a week, those under the age of 25 are almost as likely with 59% working at least one day a week from home. Those aged between 55 and 64 are the least likely to WFH, with only 38% of this cohort doing it at least one day a week. A generation that had spent well over 30 years commuting to and working from an office perhaps found it most hard to drop the habit when lockdowns arrived. But the younger cohort are the ones least likely to have any dedicated work space in their flats or houses, while those least likely to work from home full-time (those aged 55-64) are the most likely to have a home office. Gen Z rely mostly on their own bedrooms. Just 11% of them have a dedicated home office, compared with 32% of those aged 55 to 64.

Lunch. One of the perks of working from home

What’s the point of working from home if you can’t raid the fridge or cook up a storm for a half-decent lunch? A good 85% of those who work from home take at least half an hour off for their midday meal, with 36% taking at least an hour. Of those aged under 25, 9% take over an hour.

And when it comes to nourishment, many of us choose to take advantage of our own kitchen and rustle up something more interesting – and cheaper – than a shop sarnie or salad. Yes, a sandwich is still the top option, but those in the 25-34 age category are particularly keen on using their kitchen skills with 81% saying they either cook something from scratch, prepare something in advance or eat up leftovers. Not many people rely on lunch from the likes of Uber Eats or Deliveroo, but 16% of those under the age of 25 do sometimes order something.

What do you tend to eat when working from home?

Make my own sandwich 49%
Just a quick snack 34%
Eat/use up leftovers 29%
I prepare something in advance 19%
Cook a meal from scratch 17%
A shop-bought ready meal 12%
Go out to buy a sandwich 9%
Get something delivered 8%
Eat out 5%

Working from home kit

Now that working from home some or all of the time has become the norm for over half the population, many of us have splashed out on extra kit to make our set-up more conducive to work. In total, 69% of home workers have bought something for their home office – even if that is in their kitchen, lounge or bedroom. The rise of video calling and podcasting might explain the surge in purchases of microphones and webcams. Interestingly, younger workers (under the age of 25) seem to be affected more by Britain’s hotter summers and the lack of air conditioning. A fan is their second most common purchase, while 13% of them bought an air purifier.

Has working from home killed the ironing board?

Covid lockdowns introduced many people to the comfort of working in leisurewear. And now most of us have gone back to work – if only for a few days of the week – many have decided there is no need for the formality of a crisply ironed shirt or neatly pressed pair of trousers. Is the ironing board on the way out, as a result? Err, not quite. But it’s obvious that the younger you are, the less likely you are to own an ironing board. A small, but meaningful, number of younger consumers own either a steamer or a clothes press instead. When ironing board refuseniks were asked why they did not own this item – once considered essential – people gave their main reason as: their clothes did not need ironing. The second biggest reason was that ironing was not important to them or they did not like it

How do you dry your clothes?

Currently, consumers up and down the country are trying to find ways of saving money around the home. That includes cutting down on laundry costs, with 38% of people saying they tried to cut down on using their tumble dryer since the cost of living crisis began. In Northern Ireland, that figure was 48% and in Wales it was 46%. It is surprising, therefore, that these two nations have yet to discover the money-saving joy of a heated airer. The running costs of heated airers – a clothes drying rack that you plug in to heat up the rails – are about one-eighth those of tumble dryers, according to some estimates. Heated air dryers are most popular in London, more than twice as popular as they are in the South East or Yorkshire. This is probably because Londoners tend to have far less outside space compared with other parts of the country. Young consumers, in particular, have embraced this money-saving gadget with 30% of those under the age of 25 owning one, compared with a nationwide figure of 17%.

Scotland – Sheila Maid
North East – Radiators
North West – Tumble dryer
Yorkshire & Humber – Radiators
East Midlands – Outside
East of England – Hanging up
London – Heated airer
South East – Hanging up
West of England – Heated airer
South West – Outside
Wales – Radiators
Northern Ireland – Outside

Rise of the TikTok Cleanfluencer

Ever since Marie Kondo published The Life-Changing Magic of Tidying Up more than a decade ago, there have been clean and tidy influencers – with their books, blogs and Instagram posts.

But TikTok has given the phenomenon a whole new sparkle – with the video site awash with top tips and simple (and sometimes bizarre) hacks to make your toilet shine and your saucepans sing. Many of the hacks rely on old fashioned methods and ingredients: bicarbonate of soda, white vinegar, salt, lemons. #CleanTok has racked up an astonishing 84.7 billion views on TikTok. That’s more than 10 views for every man, woman and child on the planet and it beats #FoodTok and #BeautyTok as a trend.

So which hacks have people tried in their own homes?

What’s fascinating to see is how those aged 65 or older – the generation who will have childhood memories of bicarb and vinegar being used as cleaning products – are now the least likely to rely on some of these old-school tips that have been given a new lease of life by TikTok.

Household chores that cause the most arguments:

Cleaning the toilet
Cleaning the bath/shower
Doing the laundry

Scrapping over scraps? Does it cause rows?

Each year 6.4 million tonnes of perfectly edible food gets thrown away, with the great majority of that being ditched not by supermarkets nor by food manufacturers and farmers but by ordinary families. Households are responsible for 4.5 million tonnes of waste. This means the average home throws away over 160kg of food every year. It is a contentious issue for some families, especially now food costs are at an all-time high. Should you throw a brown banana onto the compost or freeze it to make into banana bread? Can you still eat that yoghurt five days beyond its use by date or should it be binned? Most people, within their own households, see eye to eye on food waste. Only 18% of people said there were sometimes disagreements. Though, revealingly, men and women answered this question quite differently! Just 14% of men, who lived with someone else, said they disagreed on the best way to deal with food waste but when women were asked 21% said there were disagreements. Who is telling the truth?

Would scrapping use by labels help?

Food dates in the UK are not straightforward. Dairy, meat, fish and ready meals nearly always require, by law, to have a ‘use by’ date – if you eat it after this date, there is a risk to your health. But most other food only needs a ‘best before’ date. This means it is completely safe to eat, but the quality may not be as good after that time. Lots of supermarkets have started to remove ‘best before’ dates from fruit and vegetables in an effort to encourage consumers from binning products, which may be perfectly good to eat but happens to have gone past its best before. A couple of shops have also changed their labelling for milk, moving from a use by to a best before.

We asked people which food they would – in theory – be happy to see all dates removed from. Instead, they would have to rely just on their own judgement. A surprisingly large number of people were relaxed on the topic, with a significant minority willing to see dates axed from even meat and fish. Those over the age of 65, who grew up in an era before the invention of food-date labelling, were far keener to see dates axed, with 37% wanting them gone from cheese and 19% from red meat.

The changing face of Christmas dinner

Are sprouts and turkey, the two most famous dishes on the Christmas dinner table, under threat? The statistics suggest it is possible. A substantial 75% of Brits intend to serve Brussels sprouts this year, but that does not mean that three-quarters of the population actually enjoy the vegetable…

Just 65% of people say they like eating sprouts, which means 10% of people – out of tradition or to keep other family members happy – serve the baby brassicas but have no intention of enjoying them themselves. Dig into the figures a bit more and you can see there is a big split according to age. Those over the age of 65 are huge fans of sprouts, with 76% saying they like them. Those under the age of 25? That’s a different story. Just 45% say they like them – the same percentage that dislike them. As this generation gets older will they decide sprouts should be axed from Christmas?

Turkey’s place looks a bit more secure, but again young people are not nearly as keen on the meat, with a mere 39% saying they intend to have it as their main dish this year, compared with 66% of those aged 55 to 64. Chicken gets 16% of young people’s nod, while a veggie or vegan dish in some form is 11% of young people’s favoured main dish. Goose – the traditional centrepiece of a Victorian Christmas table – has fallen almost completely out of favour, with just 1% of all Brits saying they will serve it.

Trends to look out for going into 2024

Our 60th Birthday

In 2024, Lakeland will hit a remarkable milestone – 60 years in the business of enhancing homes. For over half a century, we’ve been the go-to destination for quality and innovation in everything from cooking to laundry. As a family-owned business and national brand, our focus on quality and customer confidence has never wavered. Thanks to this dedication and our 3-year range wide guarantee, trust in us has held both in-store and online. We’ll be celebrating 60 years with anniversary specials and offers throughout the next year, so keep an eye out for the festivities!

Food Waste

Shoppers will be continuing to look at ways to significantly reduce food in 2024, as a desire to be more sustainable and thriftier, show no signs of slowing down. As a result, Lakeland expects to see a massive increase in sales of freezer bags, vacuum pouches, soup and sauce bags, as people freeze leftovers to eat later on – turning them into soups, stocks or new meals entirely.

We’ll also see meticulous #mealprep continuing and a surge in people falling in love with age-old techniques like preserving and fermenting.

Energy Cost Combaters

As energy prices remain high, the appeal of energy-efficient kitchen solutions like Air Fryers, Heated Airers, and Heated Textiles continues to grow. The world of air frying will see diversification; varied capacities, glass fronted models, slimline designs, and larger air fryer ovens will catch consumer attention. Additionally, watch out for innovative electrical cooking appliances that prioritise efficiency and remove dependencies on oven use. Embracing these solutions will lead to more economical and sustainable lifestyles in homes across the UK.

Pet-Care Electricals

With 31% of homes having a dog and 26% a cat, Lakeland expects to see a huge surge in sales of pet vacuum cleaners, shampoos and sprays next year. The Shark HandVac Pet Cordless Vacuum Cleaner has achieved multiple 5-star reviews on the Lakeland website and has been praised for its ability to remove cat and dog hair from carpets and cars. Searches for pet-related products are already up an impressive 270% versus last year and searches for pet hair busting products, up 168%. On the back of this, Lakeland expects a bumper year of sales, with the nation’s love affair with animals, here to stay.

The Utility Room

Gone are the days when the laundry room was, at best, merely a functional space – and at worst, a dumping ground. Today’s homeowner wants it to be as pleasant and well cared for as any other room. This shift calls for premium, functional products that address challenges like clothes storage and organising cleaning equipment. Our Laundry Department is tuned in to this trend, with a particular spotlight on our trusted Dry:Soon range. And here’s a little teaser for the coming year: a ground breaking Dry:Soon innovation is on the horizon. Ready your laundry space for a boost of style and sophistication!

*Exact cost per hour dependent on domestic electricity prices at time of use.

Survey carried out by Dynata, July 2023

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Trends Report

By The Lakeland team | 20 September 2023