Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Home Baking (Cooking and Baking from Scratch) - UK - August 2010

Despite the trend towards healthy eating, consumers have taken a greater interest in home baking, driving value sales in the home baking market up by 12.7% between 2007 and 2009. The market is expected to grow by a further 9.1% in 2010, taking sales to £576 million.Consumers have been bitten the baking bug; over two thirds of consumers (69%) have bought raw baking ingredients in the last year.

What we have found out:

  • The home baking market has experienced strong sales growth in the last five years, reaching £523 million in 2009. Value sales growth has been driven by the increased incidence of baking from scratch. However, rising commodity prices have added to raw ingredients costs like flour, culinary nuts and dried fruit.
  • Just under four million, mostly affluent consumers bake from scratch at least once a month, opting for premium, high quality and organic baking ingredients.
  • Manufacturers need to ensure that their product packaging for baking ingredients appeals to children as two fifths of parents let their children decide what is baked at home
  • Branded baking ingredients manufacturers need to provide consumers with a more compelling reason to buying them; 17m consumers feel there is no difference between own-label and branded baking ingredients/mixes.
  • With tightening budgets and relatively less disposable income, 20m consumers are baking at home as it enables them to cut down on their personal shopping bills

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Consumer research
            • Abbreviations
            • Future Opportunities

                • The heart of the matter
                  • Driving in-store sales
                    • Raising awareness
                      • Sharing tactics, sharing stories
                        • Teching the kitchen, preserving the past
                        • Market in Brief

                          • Vales sales growth in the home baking market
                            • Demand for natural products leads innovation
                              • Branded manufacturers face competition from own-label
                                • Consumers prefer to bake from scratch
                                  • Attitudes and motivations for baking
                                  • Internal Market Environment

                                    • Key points
                                      • Getting some inspiration
                                          • Figure 1: Trends in statements about food/cooking, 2005-09
                                        • Back to school
                                          • Convenience not top priority when baking
                                            • Figure 2: Trends in statements about convenience and enjoyment of cooking, 2005-09
                                          • Consumers grow in confidence in the kitchen
                                            • Child’s play – baking with children
                                            • Broader Market Environment

                                              • Key points
                                                • Rising raw material costs
                                                  • Figure 3: CPI and inflation indices, 1988-2009
                                                • Demographic changes
                                                  • Figure 4: Trends and projections in the UK population (000s), by age, 2005-15
                                                • Changes in household composition
                                                  • Figure 5: Changing UK family lifestages, 2005-10 and 2010-15
                                              • Competitive Context

                                                • Key points
                                                  • Competing baked goods
                                                    • Figure 6: UK retail sales of bread, selected snacks and desserts, 2005-10
                                                  • Home-made desserts
                                                    • Bread sales
                                                    • Strengths and Weaknesses

                                                      • Strengths
                                                        • Weaknesses
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • New baking products
                                                              • Figure 7: Index of NPD in the home baking ingredients, 2006-10*
                                                              • Figure 8: NPD in the home baking ingredients category, by launch type, 2008-10*
                                                            • Product claim
                                                              • Figure 9: Top product claims in the home baking ingredients category, 2008-10*
                                                            • Brand vs own-label baking ingredients
                                                              • Figure 10: New product activity in home baking ingredients, own-label vs branded, 2008-10*
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Revival of home baking
                                                                • Figure 11: UK retail market for home baking products, 2005-10
                                                              • Future potential in the market
                                                                • The future of the market
                                                                  • Figure 12: UK retail market for home baking products by segment, current prices 2005-10
                                                                  • Figure 13: UK retail market for home baking products by segment, constant prices 2005-10
                                                                • Factors used in the forecast
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Figure 14: UK retail value sales of home baking products, by sector, 2007-10
                                                                  • Rising wheat prices push up flour price
                                                                    • Organic flour sales struggle
                                                                      • Baking mixes
                                                                        • Culinary nuts and dried fruit
                                                                        • Market Share

                                                                          • Key points
                                                                            • Figure 15: Manufacturers' value shares in the dried fruits market, 2005-09
                                                                          • Innovation limits growth of dried fruits
                                                                            • Baking mixes hold firm their position in the baking market
                                                                              • Figure 16: Manufacturers' value shares in the baking mixes market, 2005-09
                                                                            • Popularity of bread making adds to flour sales
                                                                              • Figure 17: Manufacturers' value shares in flour market, 2005-09
                                                                          • Companies and Products

                                                                            • Manufacturers and brands
                                                                              • Figure 18: Leading companies in the UK home baking market and their brands, 2010
                                                                            • Major players
                                                                              • Dr Oetker
                                                                                  • Figure 19: Products launched by Dr Oetker in the UK home baking market, 2008-10*
                                                                                • Doves Farm Foods
                                                                                    • Figure 20: Products launched by Doves Farm Foods in the UK home baking market, 2008-10*
                                                                                  • General Mills
                                                                                      • Figure 21: Products launched by General Mills in the UK home baking market, 2008-10*
                                                                                    • Kerry Foods
                                                                                        • Figure 22: Products launched by Kerry Foods in the UK home baking market, 2008-10*
                                                                                      • Premier Foods
                                                                                          • Figure 23: Products launched by Premier Foods in the UK home baking market, 2008-10*
                                                                                        • S&B Herba
                                                                                          • Silver Spoon
                                                                                              • Figure 24: Products launched by Silver Spoon in the UK home baking market, 2008-10*
                                                                                            • Victoria Foods
                                                                                                • Figure 25: Products launched by Victoria Foods in the UK home baking market, 2008-10*
                                                                                            • Brand Communication and Promotion

                                                                                              • Key points
                                                                                                • Brands limit their above-the-line support
                                                                                                  • Figure 26: Man media advertising expenditure on home baking, 2007-10*
                                                                                                • TV dominates advertising spend
                                                                                                  • Figure 27: Main monitored media advertising expenditure on home baking, by media type, 2007-10*
                                                                                                • General Mills and Dr Oetker dominate adspend
                                                                                                  • Figure 28: Main monitored media advertising expenditure on home baking, by leading advertisers, 2007-10*
                                                                                              • Channels to Market

                                                                                                • Key points
                                                                                                  • Figure 29: Retail value sales of home baking products, by outlet type, 2005-09
                                                                                                • Grocery multiples dominate the market
                                                                                                  • Convenience stores offer opportunities
                                                                                                  • The Consumer – Baking Ingredients Purchased

                                                                                                    • Key points
                                                                                                      • Home-made is best
                                                                                                        • Figure 30: Frequency of baking at home, June 2010
                                                                                                      • Nostalgic and sentimental about baking
                                                                                                          • Figure 31: Profile of consumers baking at least once a week from scratch or partly from scratch, by household size, presence of children, socio-economic group and age, June 2010
                                                                                                          • Figure 32: Profile of consumers baking at least once a month from scratch or partly from scratch, by household size, presence of children, socio-economic group and age, June 2010
                                                                                                        • Most popular baking items purchased
                                                                                                          • Figure 33: Ingredients bought in the last 12 months for baking at home, June 2010
                                                                                                        • Who is buying baking ingredients?
                                                                                                          • Figure 34: Baking ingredients bought in the last 12 months, by demographics, June 2010
                                                                                                      • The Consumer – Home Baking Habits

                                                                                                        • Key points
                                                                                                            • Figure 35: Items baked at home in the last 12 months, June 2010
                                                                                                          • Home-baked options
                                                                                                            • Baking preferences
                                                                                                              • Figure 36: Most popular item baked, by age and socio-economic group, June 2010
                                                                                                          • The Consumer – Attitudes towards Home Baking

                                                                                                            • Key points
                                                                                                                • Figure 37: Statements on baking at home, June 2010
                                                                                                              • Control over ingredients
                                                                                                                • Baking enables cost savings
                                                                                                                  • Baking up a treat
                                                                                                                      • Figure 38: Agreement with statements about baking at home, June 2010
                                                                                                                    • Getting inspiration to bake
                                                                                                                        • Figure 39: Source of baking recipe, by socio-economic group and age, June 2010
                                                                                                                      • A focus on quality baking ingredients
                                                                                                                      • Home Baking Targeting Opportunities

                                                                                                                        • Key points
                                                                                                                            • Figure 40: Consumer clusters for home baking at home, June 2010
                                                                                                                          • Premium Bakers (32%)
                                                                                                                            • Who are they more likely to be?
                                                                                                                              • Baking habits
                                                                                                                                • Attitudes towards home baking
                                                                                                                                  • Convenience Bakers (36%)
                                                                                                                                    • Who are they more likely to be?
                                                                                                                                      • Baking habits
                                                                                                                                        • Attitudes towards home baking
                                                                                                                                          • Value-Seeking Bakers (32%)
                                                                                                                                            • Who are they more likely to be?
                                                                                                                                              • Baking habits
                                                                                                                                                • Attitudes towards home baking
                                                                                                                                                • Appendix

                                                                                                                                                  • Advertising data
                                                                                                                                                  • Appendix – Broader Market Environment

                                                                                                                                                      • Figure 41: Grocery shopping habits, Jan 2009-June 2010
                                                                                                                                                      • Figure 42: Trends in bread-making wheat prices, 2000-09
                                                                                                                                                      • Figure 43: Trends in butter, milk and egg prices, 1999-2009
                                                                                                                                                      • Figure 44: UK households, by size, 2005-15
                                                                                                                                                  • Appendix – Who’s Innovating?

                                                                                                                                                      • Figure 45: Top product claims in the UK food category, 2008-10*
                                                                                                                                                  • Appendix – The Consumer – Baking Ingredients Purchased

                                                                                                                                                      • Figure 46: Baking ingredients bought in the last 12 months for baking at home, by demographics, June 2010
                                                                                                                                                      • Figure 47: Ingredients bought in the last 12 months for baking at home, by demographics, June 2010
                                                                                                                                                      • Figure 48: Ingredients bought in the last 12 months for baking at home, by demographics, June 2010
                                                                                                                                                      • Figure 49: Frequency of baking, bake totally from scratch (using individual raw ingredients), by demographics, June 2010
                                                                                                                                                      • Figure 50: Frequency of baking, bake partly from scratch (using ready-prepared pastry, cake mix or bread mix), by demographics, June 2010
                                                                                                                                                  • Appendix – The Consumer – Home Baking Habits

                                                                                                                                                      • Figure 51: Items baked at home in the last 12 months, by demographics, June 2010
                                                                                                                                                      • Figure 52: Items baked at home in the last 12 months, by demographics, June 2010
                                                                                                                                                      • Figure 53: Items baked at home in the last 12 months, by demographics, June 2010
                                                                                                                                                  • Appendix – The Consumer – Attitudes towards Home Baking

                                                                                                                                                      • Figure 54: Agreement with statements on baking at home (any agree), by demographics, June 2010
                                                                                                                                                      • Figure 55: Agreement with statements on baking at home (any agree), by demographics, June 2010
                                                                                                                                                      • Figure 56: Disagreement with statements about baking at home (any disagree), by demographics, June 2010
                                                                                                                                                      • Figure 57: Disagreement with statements about baking at home (any disagree), by demographics, June 2010
                                                                                                                                                      • Figure 58: Agreement with statements on baking at home (any agree), by demographics, June 2010
                                                                                                                                                      • Figure 59: Agreement with statements on baking at home (any agree), by demographics, June 2010
                                                                                                                                                      • Figure 60: Disagreement with statements on baking at home (any disagree), by demographics, June 2010
                                                                                                                                                      • Figure 61: Disagreement with statements on baking at home (any disagree), by demographics, June 2010
                                                                                                                                                      • Figure 62: Disagreement with statements on baking at home (any disagree), by demographics, June 2010
                                                                                                                                                  • Appendix – Home Baking Targeting Opportunities

                                                                                                                                                      • Figure 63: Statements on baking at home, by target groups, June 2010
                                                                                                                                                      • Figure 64: Items baked at home in the last 12 months, by statements on baking at home, June 2010
                                                                                                                                                      • Figure 65: Ingredients bought in the last 12 months for baking at home, by target groups, June 2010
                                                                                                                                                      • Figure 66: Frequency of baking, by target groups, June 2010
                                                                                                                                                      • Figure 67: Statements on baking at home, by target groups, June 2010
                                                                                                                                                      • Figure 68: Target groups, by demographics, June 2010

                                                                                                                                                  Companies Covered

                                                                                                                                                  • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                  • Allied Bakeries Ltd
                                                                                                                                                  • Asda Group Ltd
                                                                                                                                                  • British Bakeries Ltd
                                                                                                                                                  • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                  • Carbon Trust
                                                                                                                                                  • Co-operative Group
                                                                                                                                                  • Council of Mortgage Lenders
                                                                                                                                                  • Dr Oetker
                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                  • Fédération Internationale de Football Association
                                                                                                                                                  • Flickr
                                                                                                                                                  • Food Standards Agency
                                                                                                                                                  • Forest Stewardship Council
                                                                                                                                                  • Government Actuary's Department (GAD)
                                                                                                                                                  • J. Sainsbury
                                                                                                                                                  • Kantar Media
                                                                                                                                                  • Kerry Foods
                                                                                                                                                  • Kraft Foods UK
                                                                                                                                                  • Lidl (UK)
                                                                                                                                                  • Marks & Spencer
                                                                                                                                                  • Nestlé UK Ltd
                                                                                                                                                  • Nintendo Co Ltd
                                                                                                                                                  • Outdoor Advertising Association of Great Britain
                                                                                                                                                  • Premier Foods plc
                                                                                                                                                  • Signature Brands LLC
                                                                                                                                                  • Tesco Plc
                                                                                                                                                  • Victoria Foods
                                                                                                                                                  • Virgin Media Ltd
                                                                                                                                                  • Virgin Mobile
                                                                                                                                                  • Vodafone Group Plc (UK)
                                                                                                                                                  • Waitrose
                                                                                                                                                  • Weight Watchers Ltd. (UK)
                                                                                                                                                  • Wm Morrison Supermarkets

                                                                                                                                                  Home Baking (Cooking and Baking from Scratch) - UK - August 2010

                                                                                                                                                  £1,995.00 (Excl.Tax)