Making baked goods at home, whether from scratch or using a mix, remains an accessible route to fresh baked goods, particularly as consumers’ budgets tighten.
Consumers are increasingly engaging with baking, however, in different ways. While confident home bakers who prefer from scratch baking, those who enjoy shortcut baking are growing in numbers. Therefore, the home baking and mixes market is facing a bigger variety of needs that must be met.
As consumer confidence is declining and uncertainty is on the rise, the intersection of indulgence and comfort moves into the spotlight. What exactly comfort and enjoyment means to consumers who bake, however, is nuanced with regards to the baking process.
Brands in the home baking market have to provide options and different avenues to make baking enjoyable, by both innovating and offering solutions that enhance experiences. For example, by including seasonal specials in everyday snacking occasions. Moreover, customization and personalization in the home baking market will become more important.
Key Topics Analysed in this Report
This report is written by Kelsey Olsen, Food & Drink Analyst. Kelsey joined Mintel in 2022 as a US Food and Drink Analyst. She uses her expertise to identify changing consumer behaviors, industry trends, and innovation across packaged food and drink categories. Kelsey has a B.A. in Nutrition with a focus on food studies and business from the College of St. Benedict in Minnesota.
At-home baking continues to gain momentum, yet it’s not a one size fits all baking experience that consumers find enjoyment in.
Kelsey Olsen
Analyst – Food & Drink
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