Quarantine cooking in Sri Lanka

Thursday, 23 April 2020 00:00 - - {{hitsCtrl.values.hits}}

Items like bread which were once bought from outside stores are now being made from scratch at home

How food brands (and brands in general) can respond to changing behaviour

By Sarah Hassanally

Weeks into quarantine living, our homes are now the epicentre of life and our kitchens are undoubtedly the epicentre of our homes.

According to Social Blade, in the past 30 days alone, popular cooking channel Apé Amma’s YouTube subscriptions have increased by over 150% and its new views have more than doubled.

With more people at home, more meals being prepared and limited ingredients at hand, cooking has become an act of creativity in addition to a means of providing sustenance.

Here are three ways in which cooking habits are evolving in Sri Lankan kitchens:

1. Making more with less

Leftovers from one meal become a base for the next, with people looking to minimise wastage and maximise value in every dish. In these times of limited availability of produce, people are also turning to their garden-grown fruits and vegetables with coconut, mango, banana and karapincha among others being used in versatile ways in snacks and meals.

2. Making from scratch

Items like bread which were once bought from outside stores are now being made from scratch at home. Over the past few weeks, Google search trends for Sri Lanka also show a notable spike in recipe searches for items like bread and fish buns.

3. Making something different

While many cook for sustenance, others see it as an opportunity to try something different. Dalgona Coffee, for example, is a beverage trend which originated in Korea and has gained considerable popularity in Sri Lankan homes.

How brands can help make the cooking process easier for people

1. Make it simple

Ella’s Kitchen, a company that produces a range of baby and toddler food is inspiring parents with easy recipes and ways of making meals more fun for kids. Celebrity chef Nigella Lawson’s Instagram feed now features her #RecipeOfTheDay; comfort food ideas using ingredients available in most kitchens.

2. Make it useful

Dairy company Lala Mexico provides practical advice on creating balanced meals as well as tips on versatile ingredients and their many uses. Celebrity chef Jamie Oliver has launched his ‘Keep Calm and Cook’ TV show filmed by his wife in their home, with useful recipes for essentials such as pasta and bread which people are finding hard to come by.

3. Make it interesting

In light of the 21-day lockdown initiated across India, Kellogg’s India has partnered with a popular family blogger and developed a collection of 21 breakfast recipes for 21 days, to help families reduce the stress of planning and keep meals interesting.

(The writer is part of the Brand Planning team at Publicis Groupe Sri Lanka with over five years of experience in helping solve business and marketing challenges faced by clients.)