Table of Contents
Issues in the Market
-
- Key themes
- Definition
- Abbreviations
Insights and Opportunities
-
- Opportunity for fresh crumble and mixes?
- Grandparents may have more time
- Raising Christmas spirits
- Maximising own-label potential
Fast Forward Trends
-
- Life Coaching
- What we have seen
- What next?
- Evolving Language
- What we have seen
- What next?
Market in Brief
-
- Market in growth
- Renewed interest in home baking
- NPD has boosted category performance
- Own-labels vs. brands
- Children prompt heavy usage
- Future trends
Internal Market Environment
-
- Key points
- Lifestyle trends favour growth
-
- Figure 1: Trends for statements about food/cooking, 2003-07
- Willing to pay more
- Try something different
- Indulgence is a key driver
-
- Figure 2: Agreement with selected lifestyle statements, 2003-07
- Baking as a shared experience
- Permission to cheat
Broader Market Environment
-
- Key points
- Cooking to be compulsory
- Demographic trends offer opportunities
-
- Figure 3: UK population trends, by age, 2003-13
- Number of families set to fall
-
- Figure 4: Changing UK family lifestages, 2003-08 and 2008-13
- Working mothers attracted by convenience
-
- Figure 5: Working population, by gender, 2003-13
- Rising prices – threat or opportunity?
Competitive Context
-
- Key points
- Home baking faces stiff competition
-
- Figure 6: UK retail sales of bread and selected desserts, 2003-08
- A conflict of time
-
- Figure 7: Time spent on main activity on weekdays and weekends, 2005
- Children’s snacking in decline
-
- Figure 8: Trends for eating between meals – 11-16-year-olds, 2003-07
-
- Figure 9: Trends for types of snacks/nibbles eaten between meals – 11-16-year-olds, 2002-06
Strengths and Weaknesses in the Market
-
- Strengths
- Weaknesses
Who’s Innovating?
-
- Key points
- Activity is increasing
-
- Figure 10: New baking ingredients launched in Europe, by country, January 2006-June 2008
- Premiumisation offers promise
- Ethical gains momentum
- Indulgence is main focus…
- …but Weight Watchers switches focus to health
- Product claims
-
- Figure 11: Top claims for baking ingredients, January 2006-June 2008
- Focus on kids
- Seasonal products
- New brands extend choice
- Other opportunities
- Future trends
Market Value and Forecast
-
- Key points
- Home baking market enjoys continuous growth
-
- Figure 12: UK retail market for home baking products, 2003-08
- Future trends
- Market will continue to see healthy growth
-
- Figure 13: Forecast of current value of the home-baking market by segment, 2008-13
- Figure 14: Forecast of real value of the home-baking market by segment, 2008-13
- Factors used in the forecast
Segment Performance
-
- Key points
- Dried fruit has driven growth
-
- Figure 15: UK retail value sales of home baking products, by sector, 2003-07
- Decline in Christmas baking hits sales
- Baking mixes shape up
- Price inflation hits flour
- Decorations are enthusiasts’ niche
- Prepared pastry ticks all the boxes
- Flavourings and baking aids continue to rise
- Cooking chocolate gets fair trade boost
- Tradition lives on
Market Share
-
- Key points
- Own-labels dominate dried fruit
-
- Figure 16: Manufacturers' value shares in the dried fruits market, by brand, 2003-07
- Green’s holds on to lead in cake mixes
-
- Figure 17: Manufacturers' value shares in the baking mixes market, by brand, 2003-07
- Smaller suppliers increase share of flour market
-
- Figure 18: Manufacturers' value shares in the flour market*, by brand, 2003-07
- Own-labels take overall lead
Companies and Products
-
- Doves Farm Foods
- General Mills
- Jus-Rol
- Betty Crocker
- Dr Oetker
- Kerry Foods
- Premier Foods
- S&B Herba
- Silver Spoon Company
- Victoria Foods
- Whitworths
- Other suppliers
- Fiddes Payne
- Wrights
Brand Communication and Promotions
-
- Key points
- Advertising support has weakened
-
- Figure 19: Main media advertising expenditure on home baking, 2004-08 (ytd)
- Press advertising dominates
-
- Figure 20: Main monitored media advertising expenditure on home baking, by media type, 2004-08
- Baking mixes enjoy renewed focus
-
- Figure 21: Main monitored media advertising expenditure on home baking, by product segment, 2004-08
- Figure 22: Main monitored media advertising expenditure on home baking, by leading advertisers, 2004-08
- Below-the-line support
- Home baking week
Channels to Market
-
- Key points
- Grocery multiples increase their share
-
- Figure 23: Sales of home baking products, by outlet type, 2003-07
- Others experience mixed fortunes
The Consumer: Baking Items Bought
-
- Key points
-
- Figure 24: Home baking ingredients bought in the last, April 2008
- Tradition of home baking holds strong among ABs
- Mixing it up
- Focus on kids
- Improving the mix
- Potential for pastry
- Mixes vs. components
-
- Figure 25: Use of shortcut home baking ingredients bought in the last six months, April 2008
- Children prompt frequent purchase
-
- Figure 26: Repertoire of home baking ingredient buyers in the past six months, April 2008
- Batter mix often first point of contact
- Pastry and children’s cake mixes have wider appeal
The Consumer: Attitudes and Motivations
-
- Key points
-
- Figure 27: Items baked at home in the last six months, April 2008
- A strong tradition
- Focusing on women
- ABs like to bake
- Pushing indulgence
- Small cakes are a popular choice
-
- Figure 28: Repertoire groups, by home baking ingredients purchased, April 2008
-
- Figure 29: Attitudes towards baking, April 2008
- Are baking skills taken for granted?
- Home baking as a treat…
- …and for special occasions
- Home baking is healthier…but not necessarily organic
- Looking for convenience
- Baking as a hobby
- Price is not a deterrent
- Brands in strong position
The Consumer: Baking Groups
-
- Key points
-
- Figure 30: Attitudinal groups for home baking, April 2008
- Baking Purists (19%)
- What do they bake?
- Marketing message
- Bonus Bakers (18%)
- Who are they?
- What do they bake?
- Marketing message
- Little Chefs (10%)
- Who are they?
- What do they bake?
- Marketing message
- Too Busy To Bake (15%)
- Who are they?
- What do they bake?
- Marketing message
- Don’t Make Me Bake (38%)
- Who are they?
- Marketing message
Appendix
-
- Advertising data
Appendix – Internal Market Environment
-
-
- Figure 31: Food/cooking statements, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage and household size, 2007
-
Appendix – Broader Market Environment
-
-
- Figure 32: Working women, by age of own children, 1998-2006
- Figure 33: Changes in UK household size, 2003-13
-
Appendix: Competitive Context
-
-
- Figure 34: Demographics of 11-16-year-olds who eat between meals, by gender, age and socio-economic group, 2007
- Figure 35: Trends for types of snacks/nibbles eaten between meals – 11-16-year-olds, 2002-06
-
Appendix – The Consumer: Baking Items Bought
-
-
- Figure 36: Home baking ingredients bought in the last six months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, April 2008
-
- Figure 37: Home baking ingredients bought in the last six months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, April 2008
-
- Figure 38: Home baking ingredients bought in the last six months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, April 2008
-
- Figure 39: Use of shortcut home baking ingredients bought in the last six months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, April 2008
-
- Figure 40: Repertoire groups, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usageand supermarket usage, April 2008
-
Appendix: Attitudes and Motivations
-
-
- Figure 41: Items baked at home in the last six months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, April 2008
- Figure 42: Items baked at home in the last six months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, April 2008
-
- Figure 43: Items baked at home in the last six months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, April 2008
- Figure 44: Attitudes towards baking, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, April 2008
-
- Figure 45: Attitudes towards baking, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, April 2008
- Figure 46: Attitudes towards baking, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, April 2008
-
- Figure 47: Attitudes towards baking, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, April 2008
- Figure 48: Home baking ingredients bought in the last six months, by attitudes towards baking, April 2008
-
- Figure 49: Home baking ingredients bought in the last six months, by attitudes towards baking, April 2008
- Figure 50: Home baking ingredients bought in the last six months, by items baked at home, April 2008
-
- Figure 51: Items baked at home in the last six months, by attitudes towards baking, April 2008
-
Appendix: Baking Groups
-
-
- Figure 52: Cluster groups and agreement with attitudinal statements, April 2008
- Figure 53: Agreement with attitudinal statement ‘I tend to bake as a treat for myself, family/friends’, by cluster groups, April 2008
-
- Figure 54: Agreement with attitudinal statement ‘I buy baking mixes mainly for my children’, by cluster groups, April 2008
- Figure 55: Agreement with attitudinal statement ‘I would bake more if I had the time’, by cluster groups, April 2008
-
- Figure 56: Attitudinal groups, by home baking statements, April 2008
- Figure 57: Attitudinal groups, by what they have baked at home in the past six months, April 2008
-
- Figure 58: Attitudinal groups, by repertoire of baking ingredients bought in the past six months, April 2008
- Figure 59: Attitudinal groups, by whether they have bought raw baking ingredients in the past six months, April 2008
-
- Figure 60: Repertoire of dishes baked at home in the past six months, April 2008
- Figure 61: Attitudinal groups and likelihood of baking, April 2008
-
- Figure 62: Repertoire of dishes baked at home in the past six months, by cluster groups, April 2008
- Figure 63: Attitudinal groups, by home baking statements, April 2008
-
- Figure 64: Attitudinal groups, by whether they have bought home baking ingredients in the past six months, April 2008
- Figure 65: Attitudinal groups, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usageand supermarket usage, April 2008
-
Back to top