Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- Baking mixes from scratch
- Home baking week
- Avoiding the fear factor
Executive Summary
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- Home baking renewed appeal
- Meeting consumers’ need for convenience
- Multi-functional dried fruit
- Own-label facing renewed competition
- NPD key to maintaining interest
- Indulgence vs. health
- Future prospects
Market Drivers
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- Changing times
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- Figure 1: Trends in population, by age 2001-11
- Too busy to cook?
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- Figure 2: Working population by gender, 2001-11
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- Figure 3: UK households and one-person households, 2000-10
- Importance of children to the market
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- Figure 4: Items eaten between meals, 2005
- Have your cake and eat it
- Pre-packaged rivalry
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- Figure 5: UK retail sales of desserts by value, by sector, 2002-05
- Clear in-store placements
- Back to basics
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- Figure 6: Agreement with selected attitudinal statements, 2001-05
- The Celebrity chef factor
Market Size
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- Figure 7: UK retail market for home baking products, 2001-06
- Kids are key to future growth
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Market Segmentation
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- Fruit and nuts star performers
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- Figure 8: UK retail value sales of home-baking products, by sector, 2001-05
- Dried fruit sales continue to surge ahead
- Sales of bread sliced
- Nutty about nuts
- The time-pressed, health-conscious baker
- Fluctuations in cooking chocolate
The Supply Structure
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- Brand shares
- Dried fruits
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- Figure 9: Manufacturers' value shares in the dried fruits market, by brand, 2001-05
- Baking mixes
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- Figure 10: Manufacturers' value shares in the baking mixes market, by brand, 2001-05
- Flour
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- Figure 11: Manufacturers' value shares in the flour market, by brand, 2001-05
- Other sectors
- Frozen/chilled dough/pastry
- Culinary nuts
- Cake decorations
- Cooking chocolate
- Glacé fruits
- Flavourings, additives and baking spices
- Suet
Advertising and Promotion
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- Figure 12: Main media advertising expenditure on home baking, 2002-06
- Figure 13: Main monitored media advertising expenditure on home baking, by product segment, 2002-06
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Major Companies and Brands
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- General Mills
- Kerry Foods
- Jane Asher – Victoria Foods
- Rank Hovis McDougall (RHM)
- Hero UK LLP/Supercook
- Saxby Bros. Ltd.
- Whitworths
- Other companies
- Stevens & Brotherton/S&B Herba Foods Ltd.
- GR Wright & Sons
- Tryton Foods
- Community Foods
- Humdinger Ltd
- Fiddes Payne
- Carr’s
- Doves Farm
- Westmill Foods/Allinson’s
- Kestrel Foods
New Product Trends
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- NPD by product type
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- Figure 14: New product development, by product type, 2001-06
- NPD by product claims
- Innovators
- Gluten-free products
- Health claims
Distribution
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- The ever-dominant multiples
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- Figure 15: Sales of home-baking products, by outlet type, 2001-05
- Specialists thrive as baking interest grows
- Holland & Barrett
- Julian Graves
The Consumer
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- Figure 16: Frequency of baking, February 2006
- The eager home baker
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- Figure 17: Correlation matrix of baking frequency, February 2006
- Who is baking from scratch ?
- Need to capture the imagination of young cooks
- Can’t bake, won’t bake
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- Figure 18: Baking ingredients purchased within the last three months, February 2006
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- Figure 19: Cross-analysis of baking ingredients purchased and frequency of baking within the last three months, February 2006
- Consumer profile
- Most popular items baked
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- Figure 20: Recently-baked items, February 2006
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Detailed Demographics
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- Figure 21: Baking ingredients purchased within the last three months, February 2006
- Figure 22: Frequency of baking, February 2006
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- Figure 23: Cross-analysis of recently-baked items and frequency of baking, February 2006
- Figure 24: Recently-baked items, February 2006
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The Consumer – Attitudes and Motivations
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- Figure 25: Attitudes towards baking, February 2006
- Home cooking is best
- Education the key for next generation
- Time to target the hobby cook
- The baking enthusiasts
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- Figure 26: Cross analysis of attitudes to baking and baking frequency, February 2006
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Detailed Demographics
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- Figure 27: Correlation matrix of attitudes towards baking, February 2006
- Figure 28: Attitudes towards baking, February 2006
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- Figure 29: Attitudes towards baking, February 2006
- Figure 30: Repertoire of home-baked products, by ingredient type, February 2006
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- Figure 31: Repertoire of home-baked products by baking frequency, February 2006
- Figure 32: Repertoire of home-baked products, by attitudes towards home baking, February 2006
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- Figure 33: Repertoire of home-baked products, February 2006
- Figure 34: Repertoire of home-baked products by pre-packed cakes and cake bars
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- Figure 35: Repertoire analysis of home-baking products, February 2006
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The Baking Class
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- Figure 36: Consumer typology for home baking, February 2006
- “Not Worth The Effort” (11% of sample)
- Home-Baking Healthies (12% of sample)
- The Unbaked (43% of sample)
- Occasional Treaters (20% of sample)
- Rolling Pin Queens (15% of sample)
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Detailed Demographics
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- Figure 37: Cluster groups, by demographic breakdown, February 2006
- Figure 38: Baking typology by ingredients purchased, February 2006
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- Figure 39: General baking typology, by baking frequency, February 2006
- Figure 40: General baking typology, by attitudes towards baking, February 2006
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- Figure 41: Baking typology, by item baked at home, February 2006
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The Future
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- Need to sustain momentum
- Demographic trends will be a challenge
- Indulgence versus health issues
- Healthy eating set to sustain dried fruit
- Education also key to fuel future demand
Forecast
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- Figure 42: Forecast value sales of home baking products, 2006-11
- Dried fruits and culinary nuts drive growth
- Consumers demand convenience
- Factors used in the forecast
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