Home baking continues to be popular amongst adults with 1 in 5 (20%) claiming to bake at least once a week, although there hasn’t been any increase in the proportion who are baking once a week or more when compared to research conducted in 2016 (19%).
Recent research on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,000 adults aged 18+, sought to identify any changes in the home-baking category over the last year.
Females (25%) continue to be more likely than males (15%) to be baking once a week or more frequently. Although the proportion of males baking once a week or more often has risen from 12% to 15% year-on-year.
Motivations for baking are found in several areas and remain largely consistent with 2016 findings, A third of bakers claim baking is what they have always done, although this figure has reduced year-on-year from 38%. A third (32%) of home bakers claim they do so because it is healthier to bake your own food, unchanged from 2016 levels (33%). There are 1 in 5 (20%) baking because they feel it is cheaper to bake than buy, again consistent with results recorded last year (20%).
Research last year pointed to work to do for retailers in the home-baking category, with just over half (51%) of home bakers claiming supermarkets and grocery stores could do more to make home baking easier. This challenge is still present with 46% of home-bakers claiming supermarkets could do more to make home-baking easier. This presents an opportunity for supermarkets to engage with bakers in the upcoming months as just over 7 in 10 (72%) home bakers claim they will be baking more over the winter months than compared to the summer months.
For more information and analysis relating to this piece of research, including stores used most frequently for baking products, purchase of ready mix baking options and other attitudes to home baking, please contact Robbie Clarke at Empathy Research.
© 2017 - Checkout Magazine
