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Hoorah! The return to 'family' life

Thursday April 14th 2011

Press Release

April 12 2011

Hoorah! The return to ‘family’ life

The rising cost of living coupled with an uncertain UK economic forecast are shifting our priorities back to the simpler things in life claims insurance provider  As the belt tightening continues, spending quality time at home with our families is more important to us than going out and socialising. 1 Weary Brits are reverting to cost cutting and finding pleasure in activities within the home in a bid to avoid more debt 2. 61% of us admit we are going out less and 69% of us say we have less disposable income.  However, 15% of us now say we prefer to stay at home and entertain 3.

After buying the basics, there’s little left to spend on going out.  With UK food inflation at 6.3% coupled with soaring fuel costs, many people have to stop visiting friends, as commuting is a priority 5. However, all is not lost, resilient Brits are fighting back!

According to helpucover, insurance provider of mortgage insurance and income protection, its research shows that the economic gloom is actually bringing people together and we are rediscovering the joys of being at home, just as our parents and grandparents enjoyed in the fifties. 

Here are just some of the activities that have seen a surge in popularity in recent months:-

  • Playing Board games – sales of Dominoes, Chess and Backgammon increased by 150% in the lead up to last Christmas 6.

  • Knitting - needle sales are up by 7% 7

  • Needlework – sewing machine sales are up a staggering 34% 8

  • Gardening and growing our own veg – sales of fruit trees were up 68% in 2009 and 26% percent of us are now growing our own vegetables with three quarters of us doing so to save money. 10

  • Watching TV - we’re watching more than ten hours a week as a family with 64% of us saying TV gives us something to talk about 11 although unlike our ancestors, we’re enjoying watching films on subscription TV12

  • Cooking from scratch and eating family meals – now 49% of us are opting to buy ingredients more often and cook ourselves13

  • The weekly roast dinner has regained its place in family life too – with half the population cooking one once a month and 38% of us cooking a roast each week 14

But are we happier? According to one expert, by enjoying family meal times at home and cooking healthier food, our children will have a reduced risk of substance abuse, eating disorders and obesity.15 And for adults? "When we have done the shopping, the cooking, finished playing dominoes with our children, dug the vegetable patch and run up a few outfits, we should at least sleep better. Unless we are one of the 1,589 people being made redundant each day" 16 says a spokesperson from


For media enquiries please call:-

Sarah Potter Communications Manager 07833 095594


1 Survey commissioned by Travelodge March 2011of 5,000 UK adults
2 8,004 new debt problems are dealt with by the Citizens Advice Bureau each day. A property is repossessed every 17 minutes. Credit Action March 2011
3 Taylor Wimpey survey Jan 201l)
4 The organisation for Economic Co-Operation and Development (OECD) 2011
5 Office for national Statistics Feb 2011
6 John Lewis Nov 2010
7 John Lewis Nov 2010
8 John Lewis Nov 2010
9 Study by St Andrew University 2009
10 ICM Survey of 1000 people in 2009
11 Warner home Video Poll of 3000 adults Feb 2011
12 Survey commissioned by Travelodge March 2011of 5,000 UK adults
13 YouGov Six sense survey Chilled and frozen Food Survey 2010)
14 UK TV Food March 2011
15 Dr Barbara Fiese University of Illinois Family Resilience Center survey Feb 2011
16 Credit Action March 2011). 

Notes to Editors

About is a trading style of Pinnacle Insurance plc - one of the UK's leading insurers. "Pinnacle Insurance plc is authorised and regulated by the Financial Services Authority".

About Cardif Pinnacle

BNP Paribas Assurance ( is the Life and Property & Casualty insurance unit of BNP Paribas. It develops and markets products and services under two commercial brands. Products distributed through the BNP Paribas retail branch network in France are branded BNP Paribas. Those distributed by other channels in France and in international markets are branded Cardif.

BNP Paribas Assurance is one of the world leader in creditor insurance and its life and non-life insurance units have received an AA rating from Standard & Poor’s. It had gross written premiums of 25.3 billion euros in 2010. With a diversified geographic footprint, BNP Paribas Assurance has strong positions in Europe, Latin America and Asia. In 2010, BNP Paribas Assurance generated 48% of its gross written premiums outside France.

It counts over 8,500 employees, 73% of them outside France.

BNP Paribas Assurance is actively committed to exemplary Corporate Social Responsibility. It has adopted a Socially Responsible Investment program, encourages diversity throughout the enterprise (earning the "Gender Equality at Work" label in France) and supports local economic development in the markets where it operates.

Formed in 1971 and currently employing circa 750 staff in the UK, Cardif Pinnacle has established itself as a leading provider of Protection solutions. Cardif Pinnacle acquired Warranty Direct and Direct Life and Pension Services in 2008, specialists in the provision of warranty and life insurance products.

With an emphasis on quality of service for clients and customers, Cardif Pinnacle is a preferred partner to more than 250 of the UK's leading Banks, Building Societies, Finance Houses and Intermediaries.