- The UK is obsessed with dips, with 92% UK adults partial to a dip or two
- Food Lovers* are opinionated about dipping etiquette – over half would never double-dip
- But 4.6m UK adults commit the cardinal dipping sin of the double dip
The UK is mad about dips, with 92% of the population regularly loading up their crisps and crudités. In fact, we’re so enamoured that over a quarter of UK adults (27%) admit to eating an entire pot of dip in one go, according to a new study by Waitrose.
Houmous was crowned the nation’s favourite dip, as over three quarters (76%) of shoppers reveal they’re stocking up on the staple more often than any other dip.
Despite our love of dunking, UK adults have strong feelings about ‘dip etiquette’: over half (52%) say they would never double dip. But a whopping 4.6million people (9%) admit to committing the ultimate chip ‘n’ dip crime – double dipping – every single time. On the contrary, over half (52%) of shoppers would never dream of double dipping.
Worryingly, gastrophysicist Professor Charles Spence from the University of Oxford reveals that UK adults are dipping all wrong. In fact, it’s what we dunk into our dips that is critical to the overall experience.
A hefty three quarters of food lovers (73%) opt for the classic vegetable, such as carrot crudité to get dipping with, however Professor Spence declares we may be dipping this fan-favourite all wrong.
“For those thicker dips you need a wider dipping utensil” Professor Spence says. “The slim nature of a crudité risks houmous dropping all over your trousers, given the heavier load and smaller dipper surface area.”
Whilst crudités are the classic, the younger generation appear to be onto something, as the survey finds the majority of 28-35 year-olds opt for tortilla chips (78%) to carry the tasty topping.
Professor Spence adds, “For optimum crunch, crisps and dips need to be brought together at the moment of eating to maintain the texture contrast between the crispy, crunchy sound of the chip, and the tangy tasty dip.
“Even the shape of your dipper makes a difference, with pointy triangular chips priming a strong taste, while rounder-shaped dippers are more consistent with a sweeter, more balanced taste. At the same time, it is important not to compromise on the scoopability of your dip, something curved up at the sides, like a crisp, might be just the thing for those who like a little more of the dip with their chip.”
Crunchy crackers are the dipper of choice for those living in Yorkshire and the Humber (45% vs 35% on average). Surprisingly fruit is the favourite dipper for 9% of the nation; a mighty 16% of East Midlanders and 14% of those from the South West dip fruit.
For Londoners, pitta remains popular, with 77% opting the Mediterranean classic. Professor Spence says “Although pitta and houmous may seem like a match made in heaven, it is more perfectly partnered with tzatziki due to its soft texture and subtle flavour.”
Will Torrent, Senior Brand Development Chef at Waitrose adds; “There’s actually real technique involved in pairing crisps and dip. Many of our hero dips are very creamy, packed with flavour, rich and indulgent, so finding a ‘dunking device’ that will stand up to those flavours and textures can take some trial and error.
“Thicker dips like guacamole or houmous need a sturdier chip, like a ridged crisp or tortilla. Meanwhile, thin crisps suit light, whipped dips like taramasalata or our No.1 Creamy Pecorino and Basil Dip. You want a crisp that can support the weight of the dip, without dominating the flavour. It’s all about ratio and resistance, no one wants a snapped crisp mid-scoop!
“You need some strong flavour in the crisp itself to ensure the combination tastes great even without double-dipping. The combination should excite multiple taste sensations at once; salty, sweet, maybe a bit spicy, and even sour, depending on preference. For instance, a zesty salsa could be paired with a bold chilli and lime tortilla chip.”.
Despite the likelihood of double dipping, the research reveals dips are most often bought for social gatherings and picnics. Over a third (36%) confess to customising their ready-made dip with extra flavour – from herbs and chilli, to olive oil and seasoning.
Regional dipping habits:
- Londoners (56%) and the South West (50%) are most likely to pack dips for picnics
- The North East (31%) and North West (32%) are least likely to do so
- Londoners (68%) and East of England residents (62%) snack on dips more than average
- Those in the North West are more likely to say the dip itself is the best bit (25% vs national average of 15%)
