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Over half (58%) of Brits report feeling the pressures of the “mealtime mental load” as they navigate weekly meal planning, grocery shopping and cooking
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Brits admit to finding mealtime planning more stressful than managing finances with nine in ten claiming they aren’t getting support from their households when it comes to mealtime planning
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Recipe box Gousto, who lightens the nation’s mealtime mental load, is launching a humorous limited edition line of plates, inspired by the nation’s mealtime gripes, in collaboration with acclaimed artist Margo in Margate
London 29 October 2024: As Brits grapple with the fast pace of modern life, over half of the population cites the “mealtime mental load” as their top source of stress. Tackling this head-on, recipe box Gousto is calling Brits up and down the nation to get their mealtime mental load off their plate and onto a limited edition, relatably funny plate collection crafted by coveted artist Margo in Margate.
A recent survey by the recipe box revealed that 58% of Brits find mealtime planning more stressful than managing finances (31%), health (26%) or social engagements (21%). In fact almost half (45%) of the nation experiences mental burnout from mealtime planning. Among millennials, 20% feel frustrated, and 25% of Gen Z find it overwhelming.
More than a third (36%) admit meal planning, organisation and associated chores take the joy out of cooking, and 30% love cooking but feel too busy or stressed to do it. The stress is heightened for the three in five (59%) households that rely on just one person for this task—89% of whom get little to no help.
Gousto takes a bite out of Brits’ overflowing to-do list by sharing the mealtime mental load, making planning, cooking and eating dinner as effortless (and delicious) as can be. Now the recipe box is taking it one step further by encouraging the nation to start talking about mealtime mental overwhelm.
The “Off My Plate” decorative plate range celebrates the nation’s shared struggles when it comes to plating up consistently new and inspiring dishes day after day. Each plate is adorned with tongue-in-cheek, relatable catchphrases inspired by the nation’s mealtime gripes such as “No more forks to give”, “Smash avocados, not plates”, “99 problems but dinner ain’t one”, “Make linguine, not lists”, “Winner, winner sorted dinner”.
Cracking the code on mealtime planning, the Off My Plate collection addresses frustrations for the 42% who find it hard to keep mealtimes exciting, 29% who see it as a chore, and 63% of parents with kids under 18 struggling to make meals enjoyable.
Gousto ambassador and comedian Katherine Ryan commented: “I’m not here to schlep through the supermarket aisles like some sort of grocery gladiator. Honestly, planning meals for a family—especially when there are five of us—is stressful! I’m living it, and let’s face it, so many people are facing the same challenge so I’m thrilled to jump in with the rest of you and show how Gousto’s got it covered, making delicious meals easy, stress-free, and actually manageable!”
With Brits currently spending an average of 2.5 hours a week planning meals https://foodfuture.org.uk/food-and-drink/pub-manager-reveals-the-last-day-you-can-book-your-christmas-dinner-this-yearand over a third (36%) struggling to come up with new dishes, Gousto is the antidote for those who have too much on their plate. With unrivalled recipe choice, AI-recommended meal suggestions, doorstep delivery and endless dinnertime inspiration that the whole household will love, Gousto takes everything off Brits’ plate so they can focus on the most fun part – the cooking. From “prepped in 5 minutes, easy speedy 10-minute meals” for busy days to flavourful recipes inspired by global cuisine, home cooks can wave goodbye to meal prep headaches and send the supermarket packing.
Whilst 33% of Brits find trying new recipes daunting, half the nation is keen to try new recipes if ease of preparation is prioritised. 29% say they’d cook special meals more often if prep was easier. Similarly, they would cook special occasion meals with friends and family such as roasts, lasagna, and casseroles more often if the prep time and effort were reduced.
Margo in Margate commented: “Cooking really is a passion of mine; but after a long day in the studio my creativity for the kitchen is literally exhausted! Being able to take the feeling of the nation and bring it into my art has been a phenomenal experience and I hope this range encourages people to start sharing the load.”
Whether it’s being tired of dinner prep, being at cooking capacity or despising the washing up, Brits can head to gousto.co.uk/offmyplate to share their top mealtime gripes for a chance to get their hands on a free limited-edition plate by Margo in Margate, inspired by their own mealtime woes. All submissions are required by 12th November.
All the plates are sustainably sourced and made from recycled ceramic materials.
