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Cooking up a storm: how can brands drive differentiation in a heavily cluttered foods market, by Ipsos’s Chirag Buch

By Chirag Buch, director, Ipsos.

One of the biggest coups that one experienced during the 2-year-old pandemic is the entry of men in the kitchen. Fathers, brothers & sons across many Gulf countries started their tryst with cooking, baking & kitchen chore that historically has been a forte of women in the region. However, as countries opened borders and restrictions on movement got lifted, lot of old habits got re-instated. Whether men will continue to cook and bake is anybody’s guess! Whether women are happier with the change, or they prefer the earlier status quo can be a topic of intense debate as well (with all the ‘after-work’ that most novice men end up creating in the kitchen!)
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