US Baking and Mixes Market Report 2023

This report covers the US baking ingredients and baking mixes market in complete detail. Home baking is evolving, and consumer demands are changing. This report ensures that you are kept in the loop of the latest market developments, consumer trends, and opportunities in the home baking market, with independent statistics and figures to back up our expert analysis.

Below, we summarise the key issues analysed, and offer handpicked insights from the full report.

Key Issues Analysed in This Report

• Who bakes and how they do it.
• Baked goods purchased.
• Baked goods occasions.
• Interest in baking mix innovation.
• Baking inspiration.
• Attitudes toward baking and mixes.
• Attitudes toward health and indulgence.

Home Baking Market Overview

The US baking ingredients and baking mixes market is expected to see continued growth in 2023, driven by price inflation. Despite this growth, the market is projected to experience a loss in participation due to rising prices of food at home compared to food away from home and consumer fatigue with cooking. Consumers are likely willing to invest a small amount more for the convenience of professionally prepared products.

Home Baking Consumer Trends

Baking regularity declines; consumer segments have different usage

US adults are baking regularly, with more baking from scratch than using mixes, though there is a decrease from 2021. Our consumer segmentation in this report finds that “Confident Home Bakers” are more likely to be older, female, and financially healthy, while “Shortcut Bakers” are younger, convenience-focused, and prefer baking mixes with all the needed ingredients and decorations.

Bite-sized indulgence preferred as cookies win for consumers

Cookie purchase and preparation far outpaces any other baked goods measured in our survey of US adults, suggesting that consumers are limiting baked goods consumption to true indulgences. The preference towards cookies over cakes, pies, or brownies points to a desire for portion control.

Baking ingredients and baking mixes industry stats

• 47% of US adults bake regularly, with 28% doing so from scratch and 19% relying on mixes.
• 65% of consumers have prepared or purchased cookies in the past three months, notably outperforming all other baked goods.

Opportunities for Brands

As over half of bakers want baking to be as quick as possible, brands have the opportunity to communicate time savings when it comes to baking. Baking mix brands should emphasise time savings, whereas baking ingredients brands should promote quick, easy recipes and set-it-and-forget-it techniques. Recipes can be categorised by time required, to give consumers a clear picture of the range of quick-bake options.

Find a complete analysis of opportunities for brands in the home baking market in the full report. Looking for something else? Try the In-Store Bakery Market Report, or explore our extensive food market research to broaden your view.

Companies and Products Covered in this Report

Leading companies and brands in the home baking market are covered in this report, with segments analysed including market sizes of each segment. Companies discussed are including but not limited to Nestlé, Heinz, McCormick & Company, Hershey, Lindt & Sprüngli AG, General Mills, King Arthur Baking Company, Continental Mills Inc, and Brynwood Partners.. Brands analysed include Maseca, Nestlé Toll House, Gold Medal, Betty Crocker, Krusteaz, Pillsbury, Duncan Hines, Arm & Hammer, Sprouts Farmers Market, Ghirardelli, and many more.

This report defines baking mixes as cake and pastry mixes, bread and cookie mixes, pancake/waffle/french toast mixes, pie crust and fillings, and other baking mixes. Baking ingredients are defined as baking supplies (from yeast to syrup), and frosting (including ready-to-use).

Expert Analysis from a Food Specialist

This report, written by Jenni Nelson, a leading food analyst, delivers in-depth commentary and analysis to highlight current trends in the home baking market and add expert context to the numbers.

Despite inflation keeping many consumers turning to their own kitchens for meal solutions, the regularity of home baking is on the decline. Tired consumers are seeking convenience options, including the use of mixes and prepared offerings. Value messaging will continue to resonate but must stretch beyond low price to include the value of ease.

 

Michele Scott
Associate Director