Report Summary
“Home baking remains popular in the UK, linked to the main reasons for home baking being enduring, but growth in sales is being held back by most people not baking very frequently. Products offering easy shortcuts continue to be an opportunity for brands, given that lack of time and skills are barriers to baking, while tapping into the importance home bakers attach to a professional finish will help to add value to the market.”
– Richard Caines, Senior Food & Drink Analyst
This report will look at the following areas:
- Lack of time and skills need addressing in NPD and marketing
- Professional-looking finishes for cakes an added-value opportunity
- Home baking brands and retailers need to inspire and guide in-store
Table of Contents
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Overview
- What you need to know
- Products covered in this Report
- Excluded
-
Executive Summary
- The market
- Home baking sales stage a small recovery
- Figure 1: Forecast of UK retail value sales of home baking ingredients*, 2014-24
- NPD boosts cake mixes and decorating
- Figure 2: UK retail sales of home baking ingredients, by segment, 2018 and 2019
- Sugar and saturated fat are top health foes
- Projected decline in younger groups and more smaller households
- Companies and brands
- Silver Spoon top brand in sugar
- Own-label makes gains in flour and baking mixes
- Figure 3: Leading brands’ value shares in the UK retail flour, yeast, suet, bread mixes, cake and savoury mixes, and pastry market, 2018/19*
- Dr Oetker the biggest brand in cake covering/decorating
- Brand extensions from Premier Foods
- Dr Oetker further expands ranges
- Free-from products are a significant feature of NPD
- Home baking kits target kids and seasonal celebrations
- The consumer
- Two thirds of Brits bake at home
- Figure 4: Items baked at home in the last 12 months, November 2019
- Most home bakers bake less than once a week
- Lack of time the biggest barrier to home baking, need to boost relevance for smaller households
- Figure 5: Reasons for not baking at home or not baking at home more often, November 2019
- Demand for more home baking recipe ideas in-store
- Looks matter a lot in home baking
- Figure 6: Behaviours related to home baking, November 2019
- Appealing as a treat or for celebrations creates opportunities
- Figure 7: Reasons for baking at home in the last 12 months, November 2019
- Taste trumps healthiness for most in home baking
- Room to add value in home baking ingredients
- Figure 8: Attitudes towards home baking, November 2019
- What we think
-
Issues and Insights
- Lack of time and skills need addressing in NPD and marketing
- The facts
- The implications
- Professional-looking finishes for cakes an added-value opportunity
- The facts
- The implications
- Home baking brands and retailers need to inspire and guide in-store
- The facts
- The implications
-
The Market – What You Need to Know
- Home baking sales stage a small recovery
- Scope for added value in the market helped by enduring reasons to bake
- Specialist products see gains in flour and sugar
- NPD boosts cake mixes and decorating
- Sugar and saturated fat are top health foes
- Accepted role of treats in a balanced diet will support baking
- Projected decline in younger groups poses a threat to baking
- Growth of smaller households will dampen home baking
- Media exerts a big influence on home baking
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Market Size and Forecast
- Home baking sales stage a small recovery
- Figure 9: UK retail value sales of home baking ingredients*, 2014-24
- Further growth ahead for the market
- Reasons to bake endure, media visibility poses an unknown
- Scope for added value, threat from health concerns
- Figure 10: Forecast of UK retail value sales of home baking ingredients*, 2014-24
- Forecast methodology
- Home baking sales stage a small recovery
-
Market Segmentation
- Premium products support sales in key categories
- Specialist products see gains in flour and sugar
- NPD boosts cake mixes and decorating
- Figure 11: UK retail sales of home baking ingredients, by segment, 2017-19
-
Market Drivers
- Most people strive for healthy eating, with sugar in the spotlight
- Sugar and saturated fat are top health foes
- Figure 12: Concerns about selected ingredients in food and non-alcoholic drinks, June 2019
- Accepted role of treats in a balanced diet supports home baking
- Baking should benefit if incomes are squeezed
- Projected decline in younger groups poses a challenge to home baking
- Figure 13: Trends in the age structure of the UK population, 2014-24
- Growth of smaller households will dampen home baking
- Figure 14: UK households, by size, 2014 and 2019
- Media exerts a big influence on home baking
-
Companies and Brands – What You Need to Know
- Silver Spoon takes top spot in sugar
- Own-label makes gains in flour and baking mixes
- Dr Oetker the biggest brand in cake covering/decorating
- Brand extensions from Premier Foods
- Dr Oetker further expands ranges
- Free-from products are a significant feature of NPD
- More mug-style products offer time-saving, single-serve bakes
- Home baking kits target kids and seasonal celebrations
- Alcoholic drink flavours among new flavour additions
- Dr Oetker is the biggest advertiser
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Market Share
- Silver Spoon takes top spot in sugar and sweeteners
- Figure 15: Leading brands’ value sales and shares in the UK retail sugar and artificial sweeteners market, 2018/19 and 2019/20
- Own-label makes gains in flour and baking mixes
- Figure 16: Leading brands’ value sales and shares in the UK retail flour, yeast, suet, bread mixes, cake and savoury mixes, and pastry market, 2017/18 and 2018/19
- Dr Oetker the biggest brand in cake covering/decorating
- Figure 17: Leading brands’ value sales and shares in the UK retail cake coverings, cake decorating, cooking chocolate and culinary aids* market, 2017/18 and 2018/19
- Silver Spoon takes top spot in sugar and sweeteners
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Launch Activity and Innovation
- Flavoured sugars add differentiation in category with limited NPD
- Figure 18: Examples of new launches of flavoured sugars, 2019
- Few sugar alternatives target home baking
- Figure 19: Examples of natural sugar alternatives for baking, 2019
- Brand extensions from Premier Foods
- Mr Kipling debuts in home baking
- Baking mixes and icings for Cadbury
- Figure 20: Examples of brand extensions in home baking products, 2019
- Specialist products add value in flours and bread mixes
- Figure 21: Examples of new launches of specialist flours and bread mixes, 2019
- Free-from products are a significant feature of NPD
- Figure 22: Examples of own-label free-from launches in home baking ingredients, 2019
- Figure 23: Examples of new launches in baking mixes with healthier ingredients making free-from claims, 2019
- Protein and calorie claims appear in baking mix and kit launches
- Figure 24: Examples of new launches in home baking ingredients making high-protein claims, 2019
- Mug-style products offer time-saving, single-serve bakes
- Figure 25: Examples of home baking mixes for mugs in the microwave, 2019
- Home baking kits target kids and seasonal celebrations
- Figure 26: Examples of new launches of home baking kits, 2019
- New formats add differentiation
- Figure 27: Examples of new launches adding something different in home baking, 2019
- Alcoholic drink flavours among new flavour additions
- Figure 28: Examples of new launches in flavourings for home baking, 2019
- Dr Oetker further expands ranges
- Flavoured sugars add differentiation in category with limited NPD
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Advertising and Marketing Activity
- Less than £2 million spent on advertising home baking ingredients
- Figure 29: Total above-the-line, online display and direct mail advertising expenditure on home baking ingredients*, 2016-19
- Figure 30: Total above-the-line, online display and direct mail advertising expenditure on home baking ingredients, by category, 2016-19
- Dr Oetker is the biggest advertiser
- Figure 31: Total above-the-line, online display and direct mail advertising expenditure on home baking ingredients*, by advertiser, 2016-19
- Nielsen Ad Intel coverage
- Less than £2 million spent on advertising home baking ingredients
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The Consumer – What You Need to Know
- Two thirds of Brits bake at home
- Cakes are the most popular items baked from scratch
- Most home bakers bake less than once a week
- Lack of time the biggest barrier to home baking
- Make home baking more relevant for smaller households
- Demand for more home baking recipe ideas in-store
- Looks matter a lot in home baking
- Appealing as a treat or for celebrations creates opportunities
- Taste trumps healthiness for most in home baking
- Room to add value in home baking ingredients
-
Home Baking Habits
- Two thirds of Brits bake at home
- Figure 32: Home baking from scratch and using prepared ingredients in the last 12 months, November 2019
- Younger people and parents most likely to bake
- Cakes are the most popular items baked from scratch
- Figure 33: Items baked at home in the last 12 months, November 2019
- More items baked from scratch than baked using shortcuts
- Figure 34: Number of items baked at home in the last 12 months, by baking from scratch and baking using ready-prepared ingredients, November 2019
- Two thirds of Brits bake at home
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Frequency of Home Baking
- Most home bakers bake less than once a week
- Figure 35: Frequency of baking at home, November 2019
- Most home bakers bake less than once a week
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Barriers to Home Baking
- Lack of time the biggest barrier to home baking
- Two in five feel they lack the time to bake
- Mess puts off 15%
- Figure 36: Reasons for not baking at home or not baking at home more often, November 2019
- Lack of skills also holding back home baking
- Home bakes for smaller households and community opportunities
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Behaviours Related to Home Baking
- Demand for more home baking recipe ideas in-store to inspire and guide
- Figure 37: Behaviours related to home baking, November 2019
- Looks matter a lot in home baking
- Helping people recreate baked goods from around the world
- Demand for more home baking recipe ideas in-store to inspire and guide
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Reasons for Home Baking
- Appealing as a treat or for celebrations creates opportunities
- Figure 38: Reasons for baking at home in the last 12 months, November 2019
- Practical and enjoyment reasons also come into play
- Appealing as a treat or for celebrations creates opportunities
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Attitudes towards Home Baking
- Taste trumps healthiness for most in home baking
- Figure 39: Attitudes towards home baking, November 2019
- Room to add value in home baking ingredients
- Ready-prepared ingredients viewed favourably by large minority
- Taste trumps healthiness for most in home baking
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
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Appendix – Market Size and Forecast
- Forecast methodology
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- Figure 40: Best- and worst-case forecast of total UK retail value sales of home baking ingredients*, 2019-24
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Appendix – Market Share
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- Figure 41: Leading manufacturers’ value sales and shares in the UK retail sugar and artificial sweeteners market, 2018/19 and 2019/20
- Figure 42: Leading manufacturers’ value sales and shares in the UK retail flour, yeast, suet, bread mixes, cake and savoury mixes, and pastry market, 2017/18 and 2018/19
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- Figure 43: Leading manufacturers’ value sales and shares in the UK retail cake coverings, cake decorating, cooking chocolate and culinary aids* market, 2017/18 and 2018/19
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Appendix – Launch Activity and Innovation
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- Figure 44: Top claims in new launches in the UK retail sugar and sweeteners market, 2015-19
- Figure 45: Top claims in new launches in the UK retail baking ingredients and mixes market, 2015-19
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