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Home Baking - UK - August 2013

“Home baking brands can target older shoppers more effectively by leveraging the transparency, ‘purity’ and naturalness of baking from scratch in their marketing campaigns amid the heightened concerns held among the older generation concerning the artificial additives and ingredients in shop-bought prepared food.”

– Emma Clifford. Senior Food Analyst

Some questions answered in this report include:

  • How can brands leverage their baking expertise to curtail own-label’s growth?
  • What steps can brands fully capitalise on young consumers’ enthusiasm for baking?
  • What marketing messages can help home baking brands increase engagement among the older generation?
  • How can baking mixes continue to inspire home bakers?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK retail value sales of the home baking market, 2008-18
            • Eggs and sugar account for over three quarters of the market
              • Figure 2: UK retail sales of baking ingredients, by category, 2013 (est)
            • Market Factors
              • Rising food prices have helped to drive interest in home baking
                • Figure 3: RPI – all items, food, cereals, eggs and sugar & preserves, January 2007-July 2013
              • The shifting population structure presents challenges and opportunities
                • Shrinking household sizes will hinder the market
                  • Companies, brands and innovation
                    • Own-label has a strong presence in the home baking market
                      • Figure 4: Brand shares in retail sales of flour, baking mixes and pastry, by value and volume, 2013*
                    • Brands take the lead in NPD in 2013
                      • Adspend reaches a four-year high
                        • The consumer
                          • Britain is a nation of bakers
                            • Figure 5: Frequency of baking at home, June 2013
                          • Cakes are the item most commonly baked at home
                            • Figure 6: Items baked at home in the last 12 months, from scratch and partly from scratch, June 2013
                          • Enjoyment is the number one motivation for baking
                            • Figure 7: Reasons for baking at home, by gender, June 2013
                          • Traditional cookbooks remain the most popular source of inspiration
                            • Figure 8: Ways of getting recipe ideas, June 2013
                          • Baking is widely perceived as a useful skill
                            • Figure 9: Attitudes towards home baking, June 2013
                          • What we think
                          • Issues in the Market

                              • How can brands leverage their baking expertise to curtail own-label’s growth?
                                • What steps can brands fully capitalise on young consumers’ enthusiasm for baking?
                                  • What marketing messages can help home baking brands increase engagement among the older generation?
                                    • How can baking mixes continue to inspire home bakers?
                                    • Trend Application

                                        • Trend: Life Hacking
                                          • Trend: Make it Mine
                                            • Mintel Futures: Old Gold
                                            • Market Drivers

                                              • Key points
                                                • Rising food prices have helped to ignite interest in home baking
                                                  • Figure 10: RPI – all items, food, cereals, eggs and sugar & preserves, January 2007-July 2013
                                                • Strong growth in 25-34s to boost the market, while the ageing population presents a challenge
                                                  • Figure 11: Trends in the age structure of the UK population, 2008-13 and 2013-18
                                                • Shrinking household sizes hinder the market
                                                  • Figure 12: UK households, by size, 2008-18
                                                • Growth in C2s to benefit the market
                                                  • Figure 13: Forecast adult population trends, by socio-economic group, 2008-18
                                              • Strengths and Weaknesses

                                                • Strengths
                                                  • Weaknesses
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • Home baking NPD reaches a five-year high in the first half of 2013
                                                        • Figure 14: Home baking product launches as % share of all food and drink NPD, 2009-13
                                                      • Own-label continues to steal share of NPD from brands
                                                        • Figure 15: New product activity in home baking ingredients, own-label vs branded, 2009-13
                                                      • Sainsbury’s and Waitrose significantly expand their home baking ranges
                                                        • Figure 16: Top ten brands, by share of launches in UK home baking market, 2009-13
                                                      • A new look for Betty Crocker and Dr Oetker
                                                        • Ease of use claims become more prevalent in 2012
                                                          • Figure 17: Top ten product claims in new launches in the home baking market, 2009-13
                                                        • Sugar brands focus on the baking market
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Growth in the home baking market loses momentum
                                                              • Figure 18: UK retail value sales of the home baking market, 2008-18
                                                            • Future growth driven by inflation
                                                              • Figure 19: UK retail value sales of the home baking market, 2008-18
                                                            • Factors used in the forecast
                                                            • Segment Performance

                                                              • Key points
                                                                • Eggs and sugar account for over three quarters of the market
                                                                  • Figure 20: UK retail sales of baking ingredients, by category, 2013 (est)
                                                                • Growth in the egg market has gained momentum
                                                                  • Figure 21: UK retail sales of eggs, 2008-18
                                                                • The sugar and sweetener market has posted a volatile performance
                                                                  • Figure 22: UK retail value sales of sugar and artificial sweeteners, 2008-18
                                                                • Sales of flour and yeast are flat in 2013
                                                                  • Figure 23: UK retail value sales of flour and yeast, 2008-18
                                                                • Pastry and suet struggle
                                                                  • Figure 24: UK retail value sales of pastry and suet, 2008-18
                                                                • Strong growth in baking mixes comes to an end in 2013
                                                                  • Figure 25: UK retail value sales of baking mixes, 2008-18
                                                                • The cake coverings and decorations market is booming
                                                                  • Figure 26: UK retail value sales of cake coverings and decorations, 2008-18
                                                                • Strong growth in cooking chocolate
                                                                  • Figure 27: UK retail value sales of cooking chocolate, 2008-18
                                                                • Sales of culinary aids are rocketing
                                                                  • Figure 28: UK retail value sales of culinary aids, 2008-18
                                                              • Market Share

                                                                • Key points
                                                                  • Tate & Lyle gains ground on Silver Spoon in the sugar market
                                                                    • Figure 29: Brand shares in retail sales of sugar, by value and volume, 2012 and 2013
                                                                  • Canderel extends its lead in artificial sweeteners
                                                                    • Figure 30: Brand shares in retail sales of artificial sweetener, by value and volume, 2012 and 2013
                                                                  • Own-label dominates sales of flour, mixes and pastry
                                                                    • Figure 31: Brand shares in retail sales of flour, baking mixes and pastry, by value and volume, 2012 and 2013
                                                                  • Dr Oetker is the main rival to own-label in cake coverings, decorations and culinary aids
                                                                    • Figure 32: Brand shares in retail sales of cake coverings, decorations and culinary aids, by value and volume, 2012 and 2013
                                                                • Companies and Products

                                                                    • Dr Oetker
                                                                      • Doves Farm Foods
                                                                        • General Mills
                                                                          • Kerry Foods
                                                                            • Premier Foods
                                                                              • S&B Herba
                                                                                • The Silver Spoon Company
                                                                                  • Silver Spoon
                                                                                    • Billington’s and Allinson
                                                                                      • Symington’s
                                                                                      • Brand Communication and Promotion

                                                                                        • Key points
                                                                                          • Adspend at a five-year high in 2012
                                                                                            • Figure 33: Topline advertising expenditure in the UK home baking* market, 2009-13
                                                                                          • Dr Oetker ramps up adspend in 2012
                                                                                            • Figure 34: Main monitored media advertising expenditure on home baking*, by leading brands, 2009-13
                                                                                            • Figure 35: Share of main monitored media advertising expenditure on home baking*, by leading brands, 2009-13
                                                                                          • Sugar and artificial sweetener brands up their investment in advertising
                                                                                            • TV continues to dominate adspend
                                                                                              • Figure 36: Main monitored media advertising expenditure on home baking*, by media type, 2008-13
                                                                                          • The Consumer – Home Baking Habits

                                                                                            • Key points
                                                                                              • Britons prefer to bake from scratch
                                                                                                  • Figure 37: Frequency of baking at home, June 2013
                                                                                                  • Figure 38: Frequency of baking at home, either totally or partly from scratch, by gender, June 2013
                                                                                                • Baking enjoys family appeal
                                                                                                  • Figure 39: Consumers who bake at home, either totally or partly from scratch, by age, June 2013
                                                                                                  • Figure 40: Consumers who bake at home, either totally or partly from scratch, by size of household, June 2013
                                                                                                • Baking is most prevalent among ABs and C2s
                                                                                                  • Figure 41: Consumers who bake at home, either totally or partly from scratch, by socio-economic group, June 2013
                                                                                              • The Consumer – Items Baked at Home

                                                                                                • Key points
                                                                                                  • Cakes are most commonly baked at home
                                                                                                      • Figure 42: Items baked at home in the last 12 months, from scratch and partly from scratch, June 2013
                                                                                                    • Savoury baking attracts men
                                                                                                      • Figure 43: Items baked at home in the last 12 months, by gender, June 2013
                                                                                                    • Under-25s are enthusiastic bakers
                                                                                                      • Figure 44: Items baked at home in the last 12 months, by age, June 2013
                                                                                                    • Most bakers have large baking repertoires
                                                                                                      • Figure 45: Repertoire for items baked at home in the last 12 months, either totally or partly from scratch, June 2013
                                                                                                  • The Consumer – Reasons for Baking at Home

                                                                                                    • Key points
                                                                                                      • Enjoyment is the number one motivation
                                                                                                          • Figure 46: Reasons for baking at home, by gender, June 2013
                                                                                                        • Under-25s are eager bakers
                                                                                                          • Figure 47: Consumers who bake at home for special occasions, to treat friends and to improve their baking skills, by age, June 2013
                                                                                                        • E consumers and those in large households bake to save money
                                                                                                          • Over-55s are driven by health incentives
                                                                                                            • Figure 48: Consumers who bake at home so they know what ingredients have gone into it and so they can alter the ingredients to make it healthier, by age, June 2013
                                                                                                        • The Consumer – Sources of Recipes

                                                                                                          • Key points
                                                                                                            • Traditional cookbooks remain the most popular, but digital sources are catching up
                                                                                                                • Figure 49: Ways of getting recipe ideas, June 2013
                                                                                                                • Figure 50: Usage of recipes from cookery/baking books and from magazines/newspapers, by gender and age, June 2013
                                                                                                              • Under-25s are most likely to use online sources
                                                                                                                • Figure 51: Usage of cookery sites and forums, specific brand websites and apps to get recipe ideas, by age, June 2013
                                                                                                              • Baking shows inspire three in ten
                                                                                                                • One in ten use social media for recipe ideas
                                                                                                                • The Consumer – Attitudes Towards Home Baking

                                                                                                                  • Key points
                                                                                                                    • Baking perceived as a useful skill (among bakers)
                                                                                                                        • Figure 52: Attitudes towards home baking, June 2013
                                                                                                                      • Lack of time is an issue for four in ten bakers
                                                                                                                        • Notable interest in stevia baking products among women
                                                                                                                          • Figure 53: Agreement with the statements ‘Baking with natural sweeteners (eg stevia) is a good way to reduce the calories in baked goods’ and ‘I would be interested in buying natural sweeteners (eg stevia) to use for baking’, by gender and age, June 2013
                                                                                                                        • Most interest in chilled mixes from large households
                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                            • Figure 54: Best- and worst-case forecasts for UK retail value sales within the home baking market, by value, 2013-18
                                                                                                                        • Appendix – The Consumer – Home Baking Habits

                                                                                                                            • Figure 55: Frequency of baking at home totally from scratch (using individual raw ingredients) , by demographics, June 2013
                                                                                                                            • Figure 56: Frequency of baking at home partly from scratch (eg using ready-prepared pastry, bread mix or cake mix) , by demographics, June 2013
                                                                                                                        • Appendix – The Consumer – Items Baked at Home

                                                                                                                            • Figure 57: Items baked at home in the last 12 months – baked from scratch, June 2013
                                                                                                                            • Figure 58: Items baked at home in the last 12 months – baked partly from scratch (eg using ready-prepared mix), June 2013
                                                                                                                            • Figure 59: Items baked at home in the last 12 months – baked either totally or partly from scratch, June 2013
                                                                                                                            • Figure 60: Most popular items baked at home in the last 12 months – baked from scratch, by demographics, June 2013
                                                                                                                            • Figure 61: Next most popular items baked at home in the last 12 months – baked from scratch, by demographics, June 2013
                                                                                                                            • Figure 62: Most popular items baked at home in the last 12 months – baked partly from scratch (eg using ready-prepared mix), by demographics, June 2013
                                                                                                                            • Figure 63: Next most popular items baked at home in the last 12 months – baked partly from scratch (eg using ready-prepared mix), by demographics, June 2013
                                                                                                                            • Figure 64: Most popular items baked at home in the last 12 months – baked either totally or partly from scratch – any bake, by demographics, June 2013
                                                                                                                            • Figure 65: Next most popular items baked at home in the last 12 months – baked either totally or partly from scratch – any bake, by demographics, June 2013
                                                                                                                          • Repertoire
                                                                                                                            • Figure 66: Repertoire for items baked at home in the last 12 months – baked either totally or partly from scratch, by demographics, June 2013
                                                                                                                        • Appendix – The Consumer – Reasons for Baking at Home

                                                                                                                            • Figure 67: Reasons for baking at home, June 2013
                                                                                                                            • Figure 68: Most popular reasons for baking at home, by demographics, June 2013
                                                                                                                            • Figure 69: Next most popular reasons for baking at home, by demographics, June 2013
                                                                                                                            • Figure 70: Other reasons for baking at home, by demographics, June 2013
                                                                                                                        • Appendix – The Consumer – Sources of Recipes

                                                                                                                            • Figure 71: Ways of getting recipe ideas, June 2013
                                                                                                                            • Figure 72: Most popular ways of getting recipe ideas, by demographics, June 2013
                                                                                                                            • Figure 73: Next most popular ways of getting recipe ideas, by demographics, June 2013
                                                                                                                        • Appendix – The Consumer – Attitudes towards Home Baking

                                                                                                                            • Figure 74: Most popular attitudes towards home baking, by demographics, June 2013
                                                                                                                            • Figure 75: Next most popular attitudes towards home baking, by demographics, June 2013
                                                                                                                            • Figure 76: Other attitudes towards home baking, by demographics, June 2013

                                                                                                                        Companies Covered

                                                                                                                        • Associated British Foods Plc
                                                                                                                        • Aunt Bessie's
                                                                                                                        • Bestway
                                                                                                                        • Doves Farm Foods Ltd
                                                                                                                        • Dr Oetker
                                                                                                                        • General Mills Inc
                                                                                                                        • Hillsdown Holdings Ltd
                                                                                                                        • Kerry Foods
                                                                                                                        • Kerry Group plc
                                                                                                                        • Nestlé UK Ltd
                                                                                                                        • Premier Foods plc
                                                                                                                        • S&B Herba Foods
                                                                                                                        • Stevens & Brotherton
                                                                                                                        • Symington's
                                                                                                                        • The Silver Spoon Company
                                                                                                                        • Victoria Foods

                                                                                                                        Home Baking - UK - August 2013

                                                                                                                        £1,995.00 (Excl.Tax)