Marketers Predict Growth in Bake-​at-​Home Industry

One side effect of the recession has been a renewed consumer interest in cooking and baking at home. A new report from Wilton Industries reveals the baking habits of consumers and the demographic characteristics of households most likely to bake from scratch. As this market grows, consumers are turning to a variety of sources for information, giving advertisers fresh opportunities to promote their products.

Baking is associated with younger consumers as the following age demographics show:

  • Ages 21–34 31%
  • Ages 35–44 24%
  • Ages 34–54 27%
  • Ages 55+ 18%

Moms with kids have the highest rate of baking. Over 1/​3rd (36%) of mom with kids age 17 and under bake once a week or more. However, it’s women without children who are more likely to bake from scratch, perhaps because they have more time.

Consumers also have clear favorites when it comes to baking:

  • Cookies 82%
  • Cakes 74%
  • Brownies 73%
  • Cupcakes 52%

To perfect their baking creations, women are turning to more sophisticated products like fondant, decorating sets,  and pastry bags. In addition, they are actively seeking out new ideas and report using the following sources for ideas and information:

  • Magazines 63%
  • Online/​Websites 50%
  • Books 41%
  • TV 34%
  • Newspapers 8%

Look for more baked goods supply manufacturers to increase marketing this year. In addition, culinary schools and craft/​hobby stores are likely to be promoting classes on how to bake and decorate this year.

[Source: The Celebration Report. Wilton. 2011. Web. 3 Feb. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.