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Home Baking - UK - August 2006

INTRODUCTION AND ABBREVIATIONS
Definition
Consumer research
ACORN
Advertising data
 ABBREVIATIONS
PREMIER INSIGHT
Baking mixes from scratch
Home baking week
Avoiding the fear factor
EXECUTIVE SUMMARY
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
Changing times
Figure 1: Trends in population, by age 2001-11
Too busy to cook?
Figure 2: Working population by gender, 2001-11
Figure 3: UK households and one-person households, 2000-10
Importance of children to the market
Figure 4: Items eaten between meals, 2005
Have your cake and eat it
Pre-packaged rivalry
Figure 5: UK retail sales of desserts by value, by sector, 2002-05
Clear in-store placements
Back to basics
Figure 6: Agreement with selected attitudinal statements, 2001-05
The Celebrity chef factor
MARKET SIZE
Figure 7: UK retail market for home baking products, 2001-06
Kids are key to future growth
MARKET SEGMENTATION
Fruit and nuts star performers
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
 BRAND SHARES
Dried fruits
Figure 9: Manufacturers' value shares in the dried fruits market, by brand, 2001-05
Baking mixes
Figure 10: Manufacturers' value shares in the baking mixes market, by brand, 2001-05
Flour
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
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
MAJOR COMPANIES AND BRANDS
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
NPD by product type
Figure 14: New product development, by product type, 2001-06
NPD by product claims
Innovators
Gluten-free products
Health claims
DISTRIBUTION
The ever-dominant multiples
Figure 15: Sales of home-baking products, by outlet type, 2001-05
Specialists thrive as baking interest grows
Holland & Barrett
Julian Graves
THE CONSUMER
Figure 16: Frequency of baking, February 2006
The eager home baker
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
Figure 18: Baking ingredients purchased within the last three months, February 2006
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
Figure 20: Recently-baked items, February 2006
DETAILED DEMOGRAPHICS
Figure 21: Baking ingredients purchased within the last three months, February 2006
Figure 22: Frequency of baking, February 2006
Figure 23: Cross-analysis of recently-baked items and frequency of baking, February 2006
Figure 24: Recently-baked items, February 2006
THE CONSUMER – ATTITUDES AND MOTIVATIONS
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
Figure 26: Cross analysis of attitudes to baking and baking frequency, February 2006
DETAILED DEMOGRAPHICS
Figure 27: Correlation matrix of attitudes towards baking, February 2006
Figure 28: Attitudes towards baking, February 2006
Figure 29: Attitudes towards baking, February 2006
Figure 30: Repertoire of home-baked products, by ingredient type, February 2006
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
Figure 33: Repertoire of home-baked products, February 2006
Figure 34: Repertoire of home-baked products by pre-packed cakes and cake bars
Figure 35: Repertoire analysis of home-baking products, February 2006
THE BAKING CLASS
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)
DETAILED DEMOGRAPHICS
Figure 37: Cluster groups, by demographic breakdown, February 2006
Figure 38: Baking typology by ingredients purchased, February 2006
Figure 39: General baking typology, by baking frequency, February 2006
Figure 40: General baking typology, by attitudes towards baking, February 2006
Figure 41: Baking typology, by item baked at home, February 2006
THE FUTURE
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
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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