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REVEALED: “HOME ENVY” RIFE AS BRITS FORGO HOLIDAYS TO ACHIEVE DREAM KITCHEN

• New research released today reveals more than 1 in 10 Brits surveyed would forgo a holiday to afford a new kitchen
• 40% worry that their kitchen is not as impressive as their friends
• ‘Come Dine With Me’ culture dominant as 50% choose to entertain at home rather than going out

New research, conducted by Beko, one of the UK’s leading large home appliance brands, reveals that “Kitchen Envy” is well and truly upon us with almost 1 in 5 26 – 30 year olds saying they are envious of their friend’s kitchens and appliances.

The research, which surveyed 2,000 UK homeowners aged between 21-50 years old, found that more than 1 in 10 Brits surveyed would forgo a holiday so that they could afford a new kitchen kitted out with the latest appliances. Kitchen Envy is a growing phenomenon for the younger generation with over 40% worrying that their kitchen is not as impressive as their friends, or worse that their friends will judge them.
The younger you are the more likely you are to worry about how impressive your kitchen is or whether your friends will judge you. Almost a quarter of 21-25 year olds are worried that their kitchen isn’t impressive compared to only 7% of those aged between 46-50.

The study shows that this new ‘Come Dine With Me’ culture seems to have fostered an element of competitiveness, with 1 in 10 men admitting they would seek the best kitchen gadgets to compete with friends – for example, having the biggest and best fridge freezer.

The research from Beko also revealed that young people are choosing to socialise at home rather than nipping to the pub or dancing the night away in a club. With recent news that half of UK nightclubs and pubs have closed down in the last 10 years, it is not surprising that over half (50%) of those surveyed said that they now entertain more often at home, therefore turning the heat up on pressures for the perfect kitchen. Commenting on the research, Harley Street psychologist Doctor Becky Spellman said; “The urge to compete is deeply rooted in our evolutionary past, and there is a good reason for it. Throughout time, those who have been able to show that they are “best” at what matters at the time (like being able to provide for a family by hunting, or being the most capable at raising children) have been the ones most likely to have their pick of potential mates, and to rise to positions of leadership.”

The survey also revealed that 52% of people enjoy having friends over for drinks, with 50% hosting dinner parties. Over a third (35%) of couples entertain their friends together, it doesn’t matter if you are single, married or living together, the home is now the centre of our social culture.

Doctor Spelman added, “It’s interesting that today, for both men and women, one of the most visible forms of competition between peers is seen in the home and perhaps most of all in the kitchen, which is the heart of the home for most people. It’s great that a brand like Beko recognises the changing needs of modern family life. They design stylish, energy efficient built-in appliances that enable you to overcome kitchen envy with the latest technology at an affordable price.

With this in mind, it’s hard not to see a connection with our hunter-gather past; where those who brought in the finest meat and had the best tools would be admired. Today we jealously ooh and ah at the grandest kitchen extensions, the fanciest ovens, and the shiniest, sharpest kitchen utensils.”

Are you keeping up with the Joneses?

-Ends-

Media enquiries: Beko team at Mercieca
E: beko@mercieca.co.uk T: +44 207 485 0100

Customer Services Telephone Number: 0845 600 4904
Trade enquiry number: 01923 818 121
Website: www.beko.co.uk

About Doctor Becky Spelman:

Psychologist, Cognitive Behavioural Psychotherapist & EMDR Practitioner.
Qualifications :
DPsych Couns Psych, PG Dip Couns Psych, PG Dip (Cog Thp), BABCP (Accred), HPC Reg, B.Psych (Hons)
Accreditation:
Health & Care Professions Council (HCPC)
Registered Practitioner Psychologist & British Association for Behavioural and Cognitive Psychotherapies (BABCP)

About Beko plc:

Established in the UK in 1990, Beko plc is a subsidiary of large multinational group - KOÇ Holdings and the Arҫelik Group. KOÇ Holdings is ranked as one of the top 350 companies in the world whilst Arçelik, the parent company of Beko, is the third largest company in the home appliances industry in Europe. The group has over 50 years’ experience manufacturing home appliances and televisions.
Beko is one of the UK’s leading large home appliance brands. Recent insight from independent consumer reviews on Reevoo , shows the popularity of the brand. Based on impartial owner feedback from May 2012 to April 2014, Beko has achieved an average of 9 out of 10 review score from over 7,000 customer reviews for its range of American style fridge freezers, built-in ovens and large capacity washing machines. Across all Beko products, it has an average review score of 8.6/10 from over 40,000 reviews.

The company continues to develop helpful, innovative and energy efficient electrical appliances, designed to make everyday life easier for families with speedy cycles and energy saving features which can assist in saving time and money. Beko delivers exceptional value and quality, securing high levels of customer satisfaction through listening and responding to householders needs. These factors make Beko the consumer’s brand of choice.

Beko has recently updated its website to highlight some of the brands award-winning products. Find out more here: http://www.beko.co.uk/Awards

This press release was distributed by ResponseSource Press Release Wire on behalf of Mercieca Ltd in the following categories: Leisure & Hobbies, Home & Garden, Food & Drink, for more information visit http://pressreleasewire.responsesource.com/about.