Cookware and kitchen gadgets are taking over from the traditional Father’s Day presents of ties, socks or DIY tools, according to a new report.
A survey of Debenhams customers has found the gifts dads are more likely to wish for revolve around the kitchen stove.
Men were asked what they would choose for themselves if given the option and the results showed how increasingly they want to show off their creativity though cooking as opposed to using a hammer and drill.
BBQ utensils were popular with one in three (32%), a cookbook was the pick of a surprising 18% and cookware (12%) with speciality pots such as lasagne dishes and tagines mentioned. Nearly one in ten (9%) said they would not be disappointed to receive a novelty cooks apron or ever oven gloves and mitts (5%).
The research followed a rise in sales of all kitchen and cookware at Debenhams since the start of the year, with selected Jamie Oliver lines up by 44% and other accessories up 27%, with much of the increase being credited to men’s growing interest in cooking.
Over half of men question claimed to whip up three meals a week and had a repertoire of nine dishes they could prepare from memory. Eight out of ten (82%) said they cooked more than their father did while two in three admitted they did less DIY than their father.
The popularity of the kitchen as a growing domain for men has been inspired by the ever growing number of cookery programme such as Master Chef, James Martin’s Saturday Kitchen and the Great British Bake Off with Paul Hollywood.
Debenhams Christine Morgan said: “For a long time the BBQ has been the preserve of the man of the household, but it seems that the growing influence of successful male chefs combined with accessible recipes and an interest in making meals from scratch, has prompted many men migrate to the kitchen.
“From having one signature dish that they might create once in a blue moon more men have graduated to a respectable repertoire of meals, with many making the main family meal at least once a week, or more.
“Cooking has become cool and also dads are playing a much more active role in family life and see the kitchen as a way of doing that as well as showing off their masculine skills.”
Technology has helped the growth in sales of kitchen gadgets, with new devices such as powerful whole-fruit juicers, healthy grills, low-fat fryers and speedy bread-makers, proving popular. However, traditional kitchen implements such as salt and pepper grinders, pestle and mortars, vintage scales, knife blocks and chopping boards are also up on this time last year.
Debenhams is a leading international, multi-channel brand with a proud British heritage which trades out of over 240 stores across 27 countries. Debenhams gives its customers around the world a unique, differentiated and exclusive mix of own brands, international brands and concessions.
Debenhams has been investing in design for over 20 years through its exclusive Designers at Debenhams portfolio of brands. Current designers include Abigail Ahern, Jeff Banks, Jasper Conran, Sadie Frost and Jemima French, Patrick Grant, Henry Holland, Betty Jackson, Stephen Jones, Ben de Lisi, Todd Lynn, Julien Macdonald, Jenny Packham, Ren Pearce and Andrew Fionda, Aliza Reger, John Rocha, Ashley Thomas, Justin Thornton, Thea Bregazzi, Eric Van Peterson and Matthew Williamson.
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