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Home Baking (Cooking and Baking from Scratch) - UK - August 2010

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

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