Crazy for custard: Two thirds of Brits admit love of nostalgic flavours reminiscent of childhood

• • Rhubarb and custard has topped a vote to find the nation’s favourite nostalgic sweet treat – with over a third (37%) saying it reminds them the most of their childhood
    • In the lead up to World Baking Day this weekend, 60% of Brits say they want to experiment more with traditional flavours, whilst over a third (38%) said they enjoy filling their homes with nostalgic scents

• • • • The research was commissioned by cleaning brand, method, to celebrate the launch of its limited-edition cream custard all purpose spray, which can be paired with method’s best-selling wild rhubarb anti-bac spray to create the ultimate partners in grime

New research has uncovered the nation’s love affair with nostalgic flavours and fragrances – as a staggering 70% of Brits claim they love the taste and smell of things that take them back to their childhood. 

With almost two thirds of the nation (60%) claiming they would like to experiment more with nostalgic flavours in the lead up to World Baking Day, our top 10 favourite old-school puddings were revealed as:

1. Rhubarb crumble with custard (25%)
2. Bread and butter pudding (19%)
3. Rice pudding (18%)
4. Sticky toffee pudding (17%)
5. Sherry trifle (14%)
6. Treacle sponge (11%)
7. Swiss roll (11%)
8. Jam roly poly (10%)
9. Bakewell tart (9%)
10. Pineapple upside down cake (8%)

The data also revealed that half (51%) of Brits are more likely to buy a fragrance for their home if it reminds them of fond memories. This was especially true for younger generations, with over two thirds (68%) of 18-35 year olds saying they reach for nostalgic scents to fill their living spaces.

The research was commissioned by cleaning brand, method, to celebrate the launch of its limited-edition cream custard all purpose spray, which features a 75% bio-based formula, made with biodegradable cleaners derived from corn + coconut.

Designed to turn worktops into wonderlands, method’s cream custard all purpose spray can be paired with method’s wild rhubarb anti-bac spray to create the ultimate rhubarb and custard cream team. But method addicts will need to be quick to get their mitts on cream custard, as it is only on shelves for a limited time.

Of those surveyed, over half (53%) revealed the taste and smell of flavours from childhood makes them nostalgic, whilst over a third (38%) said it made them feel content – and nearly half said filling their homes with nostalgic scents made them feel comforted (44%). The sense of smell (44%) and taste (20%) were revealed to be the strongest nostalgia triggers of all, with over six in ten (66%) claiming they strongly evoke memories of the past.

Psychologist, Jo Hemmings, said: “Taste and smell are often considered our biggest nostalgic triggers because they have direct connections to the parts of our brain responsible for memory and emotion, particularly the limbic system and the hippocampus. When you taste or smell something familiar, it evokes strong emotions and vivid memories associated with past experiences and it releases the feel good hormone, dopamine, making us feel happy and content.

“Both smell and taste can trigger nostalgia in surprising and unpredictable ways. Without consciously thinking about it, a scent can transport us back to our childhoods in a moment. This is particularly true about baking smells, as they stimulate anticipation of the ultimate taste as well as the warmth and comfort associated with the treat of something sweet and delicious, often first enjoyed in our early childhood. This is known as ‘contextual memory’ – automatically triggering the sense of comfort, reassurance and pleasure that eating those home-baked sweet treats once brought us.

“This connection of taste and smell to positive emotions is the reason why we might choose scents that reinforce the seasons or  special occasions, or use beautifully fragranced cleaning products in our homes that deliberately bring back those happy memories through the sense of smell.”

The research has also settled the cream vs custard debate once and for all – withnearly half of Brits (43%) admitting they would choose custard over cream or ice cream as their choice of dessert topping.  And, when it comes to crumble, the nation unequivocally agrees it HAS to be custard – with 54% of Brits claiming it to be their favourite sauce to enjoy with the sweet treat versus cream (10%) or ice cream (16%).

Love for the sauce was strongest amongst those aged over 55, as a whopping67% of the age group voted for custard as their favourite to enjoy with dessert. But when it comes to crowning the biggest fans of custard, the North of England reigns supreme, with Yorkshire and the Humber (54%), the North East (52%) and the North West (50%) revealed as the greatest custard-loving regions.

method cream custard spray is available now from Sainsbury’s, Amazon and Waitrose, in-store and online.