Table of Contents
Issues in the Market
-
- Key themes
- Definition
- Consumer research
- Abbreviations
Future Opportunities
-
- The heart of the matter
- Driving in-store sales
- Raising awareness
- Sharing tactics, sharing stories
- Teching the kitchen, preserving the past
Market in Brief
-
- Vales sales growth in the home baking market
- Demand for natural products leads innovation
- Branded manufacturers face competition from own-label
- Consumers prefer to bake from scratch
- Attitudes and motivations for baking
Internal Market Environment
-
- Key points
- Getting some inspiration
-
- Figure 1: Trends in statements about food/cooking, 2005-09
- Back to school
- Convenience not top priority when baking
-
- Figure 2: Trends in statements about convenience and enjoyment of cooking, 2005-09
- Consumers grow in confidence in the kitchen
- Child’s play – baking with children
Broader Market Environment
-
- Key points
- Rising raw material costs
-
- Figure 3: CPI and inflation indices, 1988-2009
- Demographic changes
-
- Figure 4: Trends and projections in the UK population (000s), by age, 2005-15
- Changes in household composition
-
- Figure 5: Changing UK family lifestages, 2005-10 and 2010-15
Competitive Context
-
- Key points
- Competing baked goods
-
- Figure 6: UK retail sales of bread, selected snacks and desserts, 2005-10
- Home-made desserts
- Bread sales
Strengths and Weaknesses
-
- Strengths
- Weaknesses
Who’s Innovating?
-
- Key points
- New baking products
-
- Figure 7: Index of NPD in the home baking ingredients, 2006-10*
-
- Figure 8: NPD in the home baking ingredients category, by launch type, 2008-10*
- Product claim
-
- Figure 9: Top product claims in the home baking ingredients category, 2008-10*
- Brand vs own-label baking ingredients
-
- Figure 10: New product activity in home baking ingredients, own-label vs branded, 2008-10*
Market Size and Forecast
-
- Key points
- Revival of home baking
-
- Figure 11: UK retail market for home baking products, 2005-10
- Future potential in the market
- The future of the market
-
- Figure 12: UK retail market for home baking products by segment, current prices 2005-10
- Figure 13: UK retail market for home baking products by segment, constant prices 2005-10
- Factors used in the forecast
Segment Performance
-
- Key points
-
- Figure 14: UK retail value sales of home baking products, by sector, 2007-10
- Rising wheat prices push up flour price
- Organic flour sales struggle
- Baking mixes
- Culinary nuts and dried fruit
Market Share
-
- Key points
-
- Figure 15: Manufacturers' value shares in the dried fruits market, 2005-09
- Innovation limits growth of dried fruits
- Baking mixes hold firm their position in the baking market
-
- Figure 16: Manufacturers' value shares in the baking mixes market, 2005-09
- Popularity of bread making adds to flour sales
-
- Figure 17: Manufacturers' value shares in flour market, 2005-09
Companies and Products
-
- Manufacturers and brands
-
- Figure 18: Leading companies in the UK home baking market and their brands, 2010
- Major players
- Dr Oetker
-
- Figure 19: Products launched by Dr Oetker in the UK home baking market, 2008-10*
- Doves Farm Foods
-
- Figure 20: Products launched by Doves Farm Foods in the UK home baking market, 2008-10*
- General Mills
-
- Figure 21: Products launched by General Mills in the UK home baking market, 2008-10*
- Kerry Foods
-
- Figure 22: Products launched by Kerry Foods in the UK home baking market, 2008-10*
- Premier Foods
-
- Figure 23: Products launched by Premier Foods in the UK home baking market, 2008-10*
- S&B Herba
- Silver Spoon
-
- Figure 24: Products launched by Silver Spoon in the UK home baking market, 2008-10*
- Victoria Foods
-
- Figure 25: Products launched by Victoria Foods in the UK home baking market, 2008-10*
Brand Communication and Promotion
-
- Key points
- Brands limit their above-the-line support
-
- Figure 26: Man media advertising expenditure on home baking, 2007-10*
- TV dominates advertising spend
-
- Figure 27: Main monitored media advertising expenditure on home baking, by media type, 2007-10*
- General Mills and Dr Oetker dominate adspend
-
- Figure 28: Main monitored media advertising expenditure on home baking, by leading advertisers, 2007-10*
Channels to Market
-
- Key points
-
- Figure 29: Retail value sales of home baking products, by outlet type, 2005-09
- Grocery multiples dominate the market
- Convenience stores offer opportunities
The Consumer – Baking Ingredients Purchased
-
- Key points
- Home-made is best
-
- Figure 30: Frequency of baking at home, June 2010
- Nostalgic and sentimental about baking
-
- Figure 31: Profile of consumers baking at least once a week from scratch or partly from scratch, by household size, presence of children, socio-economic group and age, June 2010
-
- Figure 32: Profile of consumers baking at least once a month from scratch or partly from scratch, by household size, presence of children, socio-economic group and age, June 2010
- Most popular baking items purchased
-
- Figure 33: Ingredients bought in the last 12 months for baking at home, June 2010
- Who is buying baking ingredients?
-
- Figure 34: Baking ingredients bought in the last 12 months, by demographics, June 2010
The Consumer – Home Baking Habits
-
- Key points
-
- Figure 35: Items baked at home in the last 12 months, June 2010
- Home-baked options
- Baking preferences
-
- Figure 36: Most popular item baked, by age and socio-economic group, June 2010
The Consumer – Attitudes towards Home Baking
-
- Key points
-
- Figure 37: Statements on baking at home, June 2010
- Control over ingredients
- Baking enables cost savings
- Baking up a treat
-
- Figure 38: Agreement with statements about baking at home, June 2010
- Getting inspiration to bake
-
- Figure 39: Source of baking recipe, by socio-economic group and age, June 2010
- A focus on quality baking ingredients
Home Baking Targeting Opportunities
-
- Key points
-
- Figure 40: Consumer clusters for home baking at home, June 2010
- Premium Bakers (32%)
- Who are they more likely to be?
- Baking habits
- Attitudes towards home baking
- Convenience Bakers (36%)
- Who are they more likely to be?
- Baking habits
- Attitudes towards home baking
- Value-Seeking Bakers (32%)
- Who are they more likely to be?
- Baking habits
- Attitudes towards home baking
Appendix
-
- Advertising data
Appendix – Broader Market Environment
-
-
- Figure 41: Grocery shopping habits, Jan 2009-June 2010
- Figure 42: Trends in bread-making wheat prices, 2000-09
- Figure 43: Trends in butter, milk and egg prices, 1999-2009
-
- Figure 44: UK households, by size, 2005-15
-
Appendix – Who’s Innovating?
-
-
- Figure 45: Top product claims in the UK food category, 2008-10*
-
Appendix – The Consumer – Baking Ingredients Purchased
-
-
- Figure 46: Baking ingredients bought in the last 12 months for baking at home, by demographics, June 2010
-
- Figure 47: Ingredients bought in the last 12 months for baking at home, by demographics, June 2010
-
- Figure 48: Ingredients bought in the last 12 months for baking at home, by demographics, June 2010
-
- Figure 49: Frequency of baking, bake totally from scratch (using individual raw ingredients), by demographics, June 2010
-
- Figure 50: Frequency of baking, bake partly from scratch (using ready-prepared pastry, cake mix or bread mix), by demographics, June 2010
-
Appendix – The Consumer – Home Baking Habits
-
-
- Figure 51: Items baked at home in the last 12 months, by demographics, June 2010
-
- Figure 52: Items baked at home in the last 12 months, by demographics, June 2010
-
- Figure 53: Items baked at home in the last 12 months, by demographics, June 2010
-
Appendix – The Consumer – Attitudes towards Home Baking
-
-
- Figure 54: Agreement with statements on baking at home (any agree), by demographics, June 2010
-
- Figure 55: Agreement with statements on baking at home (any agree), by demographics, June 2010
-
- Figure 56: Disagreement with statements about baking at home (any disagree), by demographics, June 2010
-
- Figure 57: Disagreement with statements about baking at home (any disagree), by demographics, June 2010
-
- Figure 58: Agreement with statements on baking at home (any agree), by demographics, June 2010
-
- Figure 59: Agreement with statements on baking at home (any agree), by demographics, June 2010
-
- Figure 60: Disagreement with statements on baking at home (any disagree), by demographics, June 2010
-
- Figure 61: Disagreement with statements on baking at home (any disagree), by demographics, June 2010
-
- Figure 62: Disagreement with statements on baking at home (any disagree), by demographics, June 2010
-
Appendix – Home Baking Targeting Opportunities
-
-
- Figure 63: Statements on baking at home, by target groups, June 2010
- Figure 64: Items baked at home in the last 12 months, by statements on baking at home, June 2010
-
- Figure 65: Ingredients bought in the last 12 months for baking at home, by target groups, June 2010
- Figure 66: Frequency of baking, by target groups, June 2010
-
- Figure 67: Statements on baking at home, by target groups, June 2010
- Figure 68: Target groups, by demographics, June 2010
-
Back to top