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 previous research conducted in 2017 (19%).
This recent research conducted on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,002 adults aged 18+, sought to identify any changes in the home-baking category over the last couple of years.
Females (24%) continue to be more likely than males (15%) to be baking once a week or more frequently, with no changes amongst either gender from 2017 levels.
Those aged 18-24 (27%) are most likely to claim they bake at least once a week, with 55-64 (23%) also more likely to bake once a week or more often than the national average.
Motivations for baking remain largely consistent with 2017 findings, with just over a third (36%) of bakers claiming that baking is what they have always done.
The same proportion (36%) of home bakers, claim they bake because it is healthier to bake your own food, increasing from 2017 levels (32%). There are almost a quarter (23%) baking because they feel it is cheaper to bake products than buy them, again up marginally from results recorded in 2017 (20%).
Research in 2017 pointed to some work do for retailers to do in the home-baking category, with almost half (46%) of home bakers claiming supermarkets and grocery stores could do more to make home baking easier.
This challenge is still present in 2019 with 47% of home-bakers claiming supermarkets could do more to make home-baking easier this year. Consumers are also using baking as a means of controlling their expenditure, with two thirds (66%) of bakers believing that baking lets them control the amount of money they spend on food.
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.
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