Why Brits love poké bowls but rarely make them at home

Poké bowls are gaining popularity across the UK, yet most consumers still prefer eating them out rather than making them at home. The dish offers a healthy, high-protein meal that is both tasty and easy to prepare. Despite its growing appeal, only a small number of people regularly cook poké in their own kitchens.

Salmon remains the top choice for home-cooked poké, with 63% of people using it as their main ingredient. Prawns follow as the third most popular option at 26%, while other seafood like cooked tuna and cod are also becoming more common. The dish's flexibility and simple assembly add to its appeal, allowing cooks to customize flavors and ingredients easily.

When dining out, 42% of UK consumers pick poké, drawn in by its taste and health benefits. Yet at home, only 30% prepare it monthly, and just 15% do so weekly. This gap suggests an opportunity for retailers to encourage more home cooking.

Supermarkets are already a key source for poké ingredients, with 67% of shoppers buying components from grocery stores. However, no major UK retailer currently offers pre-prepared poké meal kits or ingredient packs. Regional differences also stand out—77% of people in Scotland rarely make poké at home, with similar untapped potential in other areas, ranging from 67% to 90%.

Taste is the biggest driver, with 60% of diners choosing poké for its flavor. The dish's convenience and nutritional value further boost its popularity, making it a strong contender for home meal solutions.

Poké bowls continue to grow in demand, but most UK consumers still rely on restaurants rather than cooking them at home. With supermarkets already supplying ingredients, there is room for retailers to expand offerings and encourage more home preparation. The dish's health benefits, taste, and ease of assembly position it well for future growth in the home-cooking market.