Report Mintel's survey sees home baking thrive

08 October, 2010
Page 13 

The rising popularity of home baking shows no sign of slowing, with the market predicted to grow 10% this year, according to a new report from market research company Mintel.

The sector grew by 13% between 2007 and 2009 to reach £523m and this upward trend is set to continue, with the market predicted to be worth £576m in 2010. Some 28% of Brits now bake from scratch, using raw ingredients at least once a week.

Despite a trend towards smaller cakes, the top item consumers bake at home is a standard cake, with 42% of consumers saying they had baked this type in the past year. Cupcakes follow with 39%, batters (such as Yorkshire Puddings) with 37%, biscuits/cookies (29%) and sweet pies, tarts and puddings in joint position with 28%. Brownies come last with just 14%.

"Cupcakes are now one of the most popular items baked by consumers almost two-fifths of Brits choosing to bake these in the last year but the traditional large cake still reigns supreme," said Vivianne Ihekweazu, senior food and drink analyst.

Despite being adversely affected by rising commodity prices, the flour category has been helped by consumers' desire to bake from scratch using raw ingredients, and has seen the category grow by 19% between 2007 and 2009 to stand at £75m up from £67m in 2008.





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