Nostalgic consumers are driving a revival in the home baking sector, according to a new report from market research company Mintel.
Sales of home baking products, including flour, dried fruit, cake decorations and dough, have risen by 25% over the last five years to £429m this year, and are expected to reach almost £550m by 2011, it says.
Mintel reports that nearly half of shoppers are baking from scratch, with cakes proving to be the most popular option. Easy-to-use home baking products such as cake and flour mixes and ready-made pastry are also proving increasingly popular. Sales of mixes grew by 34% between 2001 and 2006, compared with 8% growth in the shop-bought cakes market.
Consumers also want indulgent products and suppliers are responding with more premium products. "As consumers are tending to bake for special occasions, they are less concerned about watching calories, but opt for the best quality ingredients available," said a Mintel analyst.