Frontier life food is the #NewNormal

Why bread-making, pickling and home growing are surging

It’s 2020, we’re locked in, and many of us have a lot of time on our hands.

Seems like the perfect time to dust off those gourmet cookbooks and finally make some fancy food, right? 

Wrong. Turns out, most people are turning to one of the oldest, simplest recipes in the world. 

As we navigate uncharted pandemic territories in times of uncertainty, we seek for ways to regain control over our life. So we turn to…

…making bread. 

 

Interest in bread, yeast and flour has seen explosive growth over the past month, along with mentions of bread recipes and of bread-making (smaller volumes, but faster overall growth).

Bread-making-recipes-new-normal-covid19-corona

 

Bread ingredients like yeast and flour are in such high demand that shortages are starting to emerge

Other ‘frontier’ food preparation techniques are also resurgent: audience interest in growing vegetables more than doubled over the past month, while mentions of pickling and fermenting have gone from around 1k/day in late Feb to peaks of 3k over the past week.  

Pickling-Home-Growing-new-normal-covid-corona

 

 

 

Where next?

Communities

The audience talking about leftover food is heating up

How people use (and post about) what they don't eat
Behavior

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