Page 55 - Baking Europe Journal - Winter 2022

FOOD FOR THOUGHT
PANDEMIC CONSUMER BEHAVIOUR 55

during this period: having the aroma behaviour, diff ered both by country FOR MORE INFORMATION →
of fresh homemade bread is, after all, and by the period of lock-down. p
supposed to be of great advantage Nevertheless, despite the various
for those wanting to sell their home. o cultural diff erences that have been
reported, it is clear that bread’s
That all being said, it is important to central place in society at large has
note that cross-cultural comparisons been emphasised by the various
have also highlighted how the public’s periods of lockdowns, no matter
response to the pandemic, where in the world they happen to Professor Charles Spence
specifi cally in relation to their food have taken place. University of Oxford, United Kingdom

References
a. Cereceda, R. (2020). Why are so many of you baking bread during the coronavirus lockdown? Euronews, April 18th ‘Home baking is
on the rise, thanks to coronavirus lockdowns’ (2020). The Economist, April 8th.
b. Bekiempis, V. (2020). ‘Could you buy a little less, please?’: Panic-buying disrupts food distribution. The Guardian, March 23rd.
Dancroft, H., Lawson, A., & Patel, B. (2020). There’s no need to panic (buy)! Eager shoppers strip supermarket shelves of toilet roll
and pasta as lockdown 2.0 looms but store bosses say: ‘Shop as normal’. Daily Mail Online, November 2nd; Hargreaves, P. (2020).
Food and drink trends during the pandemic. Speciality Food, June 1st.
c. Dickins, T. E., & Schalz, S. (2020). Food shopping under risk and uncertainty. Learning and Motivation, 72:101681.
d. Ammann, J., & Ritzel, C. (2021). The soothing eff ect of bread in the Covid-19 pandemic. Baking Europe, Autumn, 6-9.
e. The National Trust (2020). Nation turns to home-baking during lockdown as cheese scones top recipe list with 3,009% increase.
Press release, April 28th.
f. Geissler, L. (2018). Time works. The Ingredient, April, 64-67. Linford, J. (2018, pp. 147-154). The missing ingredient: The curious
role of time in food and fl avour. London, UK: Particular Books. Easterbrook-Smith, G. (2021). By bread alone: Baking as leisure,
performance, sustenance, during the COVID-19 crisis. Leisure Sciences, 43(1-2), 36-42, DOI: 10.1080/01490400.2020.1773980.
g. Steafel, E. (2020). Why bread therapy could be what you need to get through a second lockdown. The Daily Telegraph, September 28th.
h. Field, T. (2001). Touch. Cambridge, MA: MIT Press.
i. Spence, C. (2017). Comfort food: A review. International Journal of Gastronomy and Food Science, 9, 105-110.
j. Bracale, R., & Vaccaro, C. M. (2020). Changes in food choice following restrictive measures due to Covid-19. Nutrition, Metabolism
& Cardiovascular Diseases, 30(9), 1423-1426. DOI: 10.1016/j.numecd.2020.05.027. Cecchetto, C., Aiello, M., Gentili, C., Ionta, S.,
& Osimo, S. A. (2021). Increased emotional eating during COVID-19 associated with lockdown, psychological and social distress.
Appetite, 160:105122; Laguna, L., Fiszman, S., Puerta, P., Chaya, C., & Tarrega, A. (2020). The impact of COVID-19 lockdown on
food priorities. Results from a preliminary study using social media and an online survey with Spanish consumers. Food Quality &
Preference, 86:104028.
k. Pearson-Jones, B., & Poulter, S. (2020). The return of 70s dinner! Sales of trifl e, powdered custard and instant mash surge more than
700 per cent in lockdown as shoppers rush to comfort food during pandemic. Daily Mail Online, July 21st.
l. Shveda, K. (2020). How coronavirus is changing grocery shopping. BBC News, November 3rd.
m. Kraterou, A. (2020). Steak sales soar by 40% during lockdown as diners try to recreate restaurant meals in their own homes - with
demand for gourmet salt, herbs and spices all rocketing. Daily Mail Online, October 5th.
n. Spence, C., Youssef, J., & Levitan, C. A. (2021). Delivering the multisensory experience of dining-out, for those dining-in, during the
Covid pandemic Frontiers in Psychology, 12:683569. doi: 10.3389/fpsyg.2021.683569.
o. Spence, C. (2020). Sensehacking: Maintaining a balanced diet of multisensory stimulation during COVID-19 lockdown, and why
it matters. Tangible Territory Journal, 1 (Autumn). Hagan, P. (2012). How the aroma of freshly baked bread makes us kinder to
strangers. Daily Mail Online, November 1st. Though see Partos, L. (2005). Smell of fresh bread and fast food infl uences behaviour.
Bakery & Snacks, June 9th.
p. Plata, A., Motoki, K., Spence, C., & Velasco, C. (2022). Trends in alcohol consumption in relation to the COVID-19 pandemic: A
cross-country analysis. International Journal of Gastronomy & Food Science, 27:100397.

About the author
Professor Charles Spence is a world-famous experimental psychologist with a specialization in neuroscience-inspired multisensory
design. He has worked with many of the world’s largest food and drink companies across the globe since establishing the Crossmodal
Research Laboratory (CRL) at Oxford University in 1997. Prof. Spence has published more than 1,000 academic articles and edited or
authored, 15 books including the Prose prize-winning “The perfect meal” (2014, with Betina Piqueras-Fiszman), and the international
bestseller “Gastrophysics: The new science of eating” (2017; Penguin Viking) – winner of the 2019 Le Grand Prix de la Culture
Gastronomique from Académie Internationale de la Gastronomie. His latest book, Sensehacking, was published in January 2021.

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