Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: UK retail value sales of the home baking market, 2007-17
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- Figure 2: UK retail sales of baking ingredients, by category, 2012 (est)
- Market factors
- The shifting population structure presents challenges and opportunities
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- Figure 3: Trends in the age structure of the UK population, 2007-17
- Consumers continue to treat themselves
- Growth in the number of one-person households will suppress the market
- The UK economy remains fragile
- Brands come under increasing pressure from own-label
- Dr. Oetker and General Mills dominate ad investment
- The consumer
- Britain is a nation of bakers
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- Figure 4: Frequency of baking at home, August 2012
- Women, under-35s and ABs are the most avid bakers
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- Figure 5: Consumers who bake at home, by gender, age and socio-economic group, August 2012
- Cakes are the most popular baked goods
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- Figure 6: Items baked at home in the last 12 months, August 2012
- Seven in ten bakers have bought raw baking ingredients
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- Figure 7: Ingredients bought in the last 12 months for baking at home, August 2012
- The pool of bakers has grown in the last year
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- Figure 8: Attitudes towards home baking, August 2012
- Baking for others and economising are not key motivations
- Young cooks are the most experimental and tech-savvy bakers
- Enjoyment is the main motivation, and presentation is key
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- Figure 9: Further attitudes towards home baking, August 2012
- Control over ingredients is a major allure
- Baking from scratch vs using mixes
- Bakers want to learn to be better
- What we think
Issues in the Market
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- How is the health trend affecting the home baking market?
- What impact has high-profile media coverage had on the home baking market?
- To what extent is the economic downturn fuelling the home baking trend?
- How can brands more effectively target men and over-45s?
Trend Application
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- Trend: Survival Skills
- Trend: Minimize Me
- 2015 trend: Access Anything, Anywhere
Market Drivers
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- Key points
- Six in ten are experimental cooks
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- Figure 10: Agreement with selected lifestyle statements regarding cooking and baking, by gender, 2012
- Only a small minority can’t find the time to cook
- Large numbers of adults like to treat themselves
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- Figure 11: Agreement with selected lifestyle statements regarding food and indulgent foods, 2008-12
- High visibility in the media has heightened the profile of home baking
- Growth in ABs should boost the market
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- Figure 12: Forecast change in adult population trends, by socio-economic group, 2007-12 and 2012-17
- The shifting population structure presents challenges and opportunities
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- Figure 13: Trends in the age structure of the UK population, 2007-17
- Growth in the number of one-person households
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- Figure 14: UK households, by size, 2007-17
- Rising price of commodities reflects on baking
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- Figure 15: RPI – all items and food, January 2007-August 2012
- Will a return to growth in consumer spending dent the market?
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- Figure 16: PDI, consumer expenditure and savings, at constant 2012 prices, 2007-17
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Home baking NPD peaked in 2010
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- Figure 17: Share of home baking product launches in all food and drink NPD, 2009-12
- Brands come under increasing pressure from own-label in NPD
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- Figure 18: New product activity in home baking ingredients, private label vs branded, 2009-12
- Supermarkets drive NPD in the first half of 2012
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- Figure 19: Top ten brands, by share of launches in UK home baking market, 2009-12
- Range extensions account for half of NPD
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- Figure 20: NPD in the UK home baking market, by launch type, 2009-12
- Ease of use leaps ahead in product claims
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- Figure 21: Top ten product claims in new launches in the home baking market, 2009-12
- Innovations in sugar and sweeteners
- Home baking kits aim to make baking affordable and convenient
Market Size and Forecast
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- Key points
- The home baking market is booming
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- Figure 22: UK retail value sales of the home baking market, 2007-17
- Continued value growth is set to prevail
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- Figure 23: UK retail value sales of the home baking market, 2007-17
- Factors used in the forecast
Segment Performance
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- Key points
- Eggs and sugar dominate
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- Figure 24: UK retail sales of baking ingredients, by category, 2012 (est)
- Solid annual growth in the egg market
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- Figure 25: UK retail sales of eggs, 2007-17
- Sugar is affected by high rates of inflation
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- Figure 26: UK retail sales of sugar and sweeteners, 2007-17
- The flour and yeast market continues to grow
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- Figure 27: UK retail sales of flour and bread yeast, 2007-17
- Sales of pastry and suet grind to a halt in 2012
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- Figure 28: UK retail sales of pastry and suet, 2007-17
- Baking mixes are booming
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- Figure 29: UK retail sales of baking mixes, 2007-17
- Cake coverings and decorations
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- Figure 30: UK retail sales of cake coverings and decorations, 2007-17
- Cooking chocolate
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- Figure 31: UK retail sales of cooking chocolate, 2007-17
- Culinary aids
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- Figure 32: UK retail sales of culinary aids, 2007-17
Market Share
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- Key point
- Flour and suet
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- Figure 33: Brand shares in value sales of flour, MAT until August 2011 and MAT until August 2012
- Sweet and savoury mixes
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- Figure 34: Brand shares in value sales of sweet and savoury mixes, MAT until August 2011 and MAT until August 2012
- Bread mixes and yeast
- Pastry
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- Figure 35: Brand shares in value sales of pastry, MAT until August 2011 and MAT until August 2012
- Cake coverings, decorations and culinary aids
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- Figure 36: Brand shares in value sales of cake coverings, MAT until August 2011 and MAT until August 2012
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- Figure 37: Brand shares in value sales of cake decorations, MAT until August 2011 and MAT until August 2012
- Figure 38: Brand shares in value sales of culinary aids, MAT until August 2011 and MAT until August 2012
- Cooking chocolate
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- Figure 39: Brand shares in value sales of cooking chocolate, MAT until August 2011 and MAT until August 2012
Companies and Products
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- Dr. Oetker
- Doves Farm Foods
- General Mills
- Kerry Foods
- Premier Foods
- The Silver Spoon Company
- Victoria Foods
Brand Communication and Promotion
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- Key points
- Marked rise in adspend from 2009-11
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- Figure 40: Topline advertising expenditure in the UK home baking* market, 2008-11
- TV commands the majority of adspend
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- Figure 41: Main monitored media advertising expenditure on home baking, by media type, 2008-12
- Figure 42: Share of main monitored media advertising expenditure on home baking, by media type, 2008-12
- Dr. Oetker and General Mills are most active
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- Figure 43: Main monitored media advertising expenditure on home baking, by leading brands 2008-12*
- Figure 44: Share of main monitored media advertising expenditure on home baking, by leading brands, 2008-12*
The Consumer – Home Baking Habits
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- Key points
- Consumers prefer to cook from scratch
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- Figure 45: Frequency of baking at home, August 2012
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- Figure 46: Consumer who bake, by gender, age and socio-economic group, August 2012
The Consumer – Items Baked at Home
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- Key points
- Cakes are the most popular baked foods
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- Figure 47: Items baked at home in the last 12 months, August 2012
- Age influences baking habits
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- Figure 48: Consumers who have baked cakes, biscuits/cookies, homemade pizza, brownies and muffins, by age, August 2012
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- Figure 49: Consumers who have baked batters, sweet puddings, breads and sweet pies and tarts, by age, August 2012
- Men are more likely than women to bake bread
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- Figure 50: Items baked at home in the last 12 months, by gender, August 2012
The Consumer – Baking Ingredients Purchased
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- Key points
- Raw ingredients are the most commonly purchased items
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- Figure 51: Ingredients bought in the last 12 months for baking at home, August 2012
- Pastry is the most commonly purchased prepared item
- One in four bakers have purchased cake mixes
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- Figure 52: Consumers who have purchased children’s cake mixes in the last 12 months, by gender, socio-economic group and presence of children, August 2012
- Repertoire analysis
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- Figure 53: Repertoire of ingredients* bought in the last 12 months for baking at home, August 2012
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- Figure 54: Repertoire of ingredients bought in the last 12 months for baking at home, by gender, August 2012
The Consumer – Attitudes Towards Home Baking
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- Key points
- Over a fifth of consumers are baking more
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- Figure 55: Attitudes towards home baking, August 2012
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- Figure 56: Trends in baking habits, by age and socio-economic group, August 2012
- Consumers who bake for others are in the minority
- Over a quarter of bakers get recipes from the internet
- Young bakers are most experimental
- Cost is not the main motivation
- Time is a barrier for one in six
The Consumer – Further Attitudes Towards Home Baking
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- Key points
- Enjoyment is the main motivation
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- Figure 57: Further attitudes towards home baking, August 2012
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- Figure 58: Further attitudes towards enjoyment of home baking, by gender and age, August 2012
- Baking can be a form of art
- Do mixes match up to baking from scratch?
- Baking puts consumers in the driving seat
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- Figure 59: Further attitudes towards home baking – controlling and concern about ingredients, by gender and age, August 2012
- Almost half of consumers adapt recipes to make them healthier
- Cookery shows spark inspiration for baking
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- Figure 60: Consumers agreeing with the statement ‘Watching cookery shows inspires me to bake at home’, by age, socio-economic group and presence of children, August 2012
- A desire to bake better
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- Figure 61: Consumers who would like to learn how to be better at baking, by age and presence of children, August 2012
- Own-label is gaining trust
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- Figure 62: Agreement with the statement ‘I trust branded baking ingredients more than own-label’, August 2012
The Consumer – Target Groups
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- Key points
- Three target groups
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- Figure 63: Target groups based on attitudes towards home baking, June 2011
- Eager to Learn (29%)
- Premium Bakers (41%)
- Health-conscious (30%)
Appendix – Market Drivers
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- Figure 64: Agreement with selected lifestyle statements, 2008-12
- Figure 65: Agreement with selected lifestyle statements, by demographics, 2012
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Appendix – The Consumer – Home Baking Habits
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- Figure 66: Frequency of any baking at home, by demographics, August 2012
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- Figure 67: Frequency of baking totally from scratch (using individual raw ingredients) at home, by demographics, August 2012
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- Figure 68: Frequency of baking partly from scratch (using ready-prepared pastry, cake mix or bread mix) at home, by demographics, August 2012
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Appendix – The Consumer – Items Baked at Home
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- Figure 69: Most popular items baked at home in the last 12 months, by demographics, August 2012
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- Figure 70: Next most popular items baked at home in the last 12 months, by demographics, August 2012
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Appendix – The Consumer – Baking Ingredients Purchased
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- Figure 71: Most popular ingredients bought in the last 12 months for baking at home, by demographics, August 2012
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- Figure 72: Next most popular ingredients bought in the last 12 months for baking at home, by demographics, August 2012
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- Figure 73: Other ingredients bought in the last 12 months for baking at home, by demographics, August 2012
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- Figure 74: Repertoire of ingredients bought in the last 12 months for baking at home, by demographics, August 2012
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Appendix – The Consumer – Attitudes Towards Home Baking
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- Figure 75: Most popular attitudes towards home baking, by demographics, August 2012
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- Figure 76: Next most popular attitudes towards home baking, by demographics, August 2012
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Appendix – Further Attitudes Towards Home Baking
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- Figure 77: Agreement with the statements ‘I enjoy baking at home’ and ‘How cakes look when they are finished is an important part of the enjoyment of baking’, by demographics, August 2012
- Figure 78: Agreement with the statements ‘I like to bake at home so I can control the ingredients’ and ‘Using mixes is not as rewarding as baking from scratch’, by demographics, August 2012
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- Figure 79: Agreement with the statements ‘I'd like to learn how to be better at baking’ and ‘I worry about some of the ingredients and additives that are in shop-bought food’, by demographics, August 2012
- Figure 80: Agreement with the statements ‘I like to adapt recipes when baking to make them healthier’ and ‘Watching cookery shows inspires me to bake at home’, by demographics, August 2012
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- Figure 81: Agreement with the statements ‘Baking at home is more expensive than buying the food from the shops’ and ‘I trust branded baking ingredients more than own-label’, by demographics, August 2012
- Figure 82: Agreement with the statements ‘You can't tell the difference between food which is made from scratch or from mixes’ and ‘I buy organic ingredients where possible’, by demographics, August 2012
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Appendix – Target Groups
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- Figure 83: Target groups, by demographics, August 2012
- Figure 84: Attitudes towards home baking, by target groups, August 2012
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- Figure 85: Frequency of baking at home, by target groups, August 2012
- Figure 86: Items baked at home in the last 12 months, by target groups, August 2012
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- Figure 87: Ingredients bought in the last 12 months for baking at home, by target groups, August 2012
- Figure 88: Attitudes towards home baking, by target groups, August 2012
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- Figure 89: Grocery shopping habits, by target groups, August 2012
- Figure 90: Attitude towards health and healthy lifestyles, by target groups, August 2012
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- Figure 91: Cooking and eating habits, by target groups, August 2012
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