Why Brits Love Poké Bowls but Rarely Make Them at Home

Poké bowls continue to be a popular choice among UK diners, with taste and health driving demand. While many enjoy the dish when eating out, fewer prepare it at home—leaving room for supermarkets to step in. Salmon remains the top choice for home cooks, but other seafood options are also gaining ground.

Salmon dominates as the go-to ingredient for homemade poké, used by 63% of cooks. Prawns follow as the third most popular pick at 26%, while tuna, cod, and cold-water prawns are slowly becoming more common. Despite the dish's appeal, only 30% of UK consumers make poké monthly, and just 15% do so weekly.

Supermarkets play a key role in the trend, with 67% of shoppers buying poké ingredients from grocery stores. Yet none currently offer meal kits or pre-packaged sets for Norwegian salmon poké bowls. The gap is even wider in Scotland, where 77% rarely prepare the dish at home, with untapped potential reaching 67% to 90% in other regions.

When dining out, 42% of consumers choose poké for its taste and health benefits. The dish's convenience, customisation, and high-protein content add to its popularity. With 60% of diners drawn by flavour, retailers could encourage more home cooking by simplifying ingredient access.

Poké's mix of taste, nutrition, and ease keeps it in demand, but home preparation remains low. Supermarkets have an opening to boost sales by offering convenient ingredient bundles or meal kits. If more consumers cook poké at home, the trend could grow beyond restaurant menus.