As consumers have been staying at home more and looking to find new hobbies, many have taken up baking for personal enjoyment or simply as a more productive way to spend their time. Parents and families have also turned to baking as a way to occupy children and to maintain family bonds during the pandemic. With a focus on “what’s next” and current consumer trends, Home Baking: U.S. Market Trends & Opportunities is packed with insights about consumer trends, behavior, and motivations to help food and beverage producers, producers of baking products and baked goods, retailers, packaging companies, employers, and investors gauge consumer perspectives and find areas for growth in a competitive market. Home Baking: U.S. Market Trends & Opportunities delivers actionable predictions and recommendations designed to guide producers, retailers, and investors in making business decisions by providing data and insights about what consumers think about baking at home, who currently bakes, how frequently consumers bake, and what baking products consumers are buying/using.
Scope
Home Baking: U.S. Market Trends & Opportunities is the go-to source for a complete understanding of U.S. consumer trends in home baking. This report combines Packaged Facts’ extensive monitoring of the food and beverage market with proprietary surveys, and evaluates current trends and future directions for marketing and retailing, along with consumer patterns during the pandemic and across the broader food and beverage market.
Historical and forecast data are available for retail sales of packaged baking mixes and kits, pre-made refrigerated and frozen dough and crusts, frozen pizzas, frozen pies, and baking staples (baking chips, chocolate, and cocoa; baking nuts; baking powder and baking soda; coconut; cooking starches and rennet; corn, crystal, and white baking syrup; cornmeal and baking oat bran; disposable baking cups; dry and refrigerated yeast; edible cake decorations; flour; frosting and frosting mixes; maraschino cherries; marshmallow cream; molasses; pie/pastry filling; pizza sauce; and sugar and sugar substitutes).
Retail sales values of these items are provided for 2016-2020 and projected for 2021, 2022, and 2025. Home Baking: U.S. Market Trends & Opportunities examines product marketing; surveys retail channel trends; and analyzes consumer trends and motivations. This report contains dozens of numerical tables and charts, as well as numerous product photographs.
Executive Summary
Reasons for Baking at Home
Home Baking Trends
Key Demographics
Scope
COVID-19 Effects on Consumers
Highlights
One-Fourth of Home Bakers Are Baking More Than Usual Due to the Coronavirus Pandemic
Table Baking Preferences and Changes in Activity Due to the Coronavirus, 2020 (percent of home bakers)
Frequent Home Bakers Express Greater Concerns About the Coronavirus
Table Coronavirus Concerns: "I am concerned about the…" (percent of consumers)
Consumers Who Report They Bake at Home Frequently or Often Are Experiencing More Negative Personal Effects of the Pandemic
Table Coronavirus Concerns: "The coronavirus has negatively affected my…" (percent of consumers)
Even More Report Negative Effects on Friends/Family
Table Coronavirus Concerns: "The coronavirus has negatively affected…" (percent of consumers)
Effects on Work Are Higher Among Frequent Home Bakers
Table Coronavirus Concerns: "Because of the coronavirus, I…" (percent of consumers)
Consumer Concerns About Safety Are Rising in the Wake of the Pandemic
Table Coronavirus Concerns About Safety and Food Waste: "Because of the coronavirus, I am…" (percent of consumers)
Eating Habits Are Changing
Table Coronavirus Eating Habits: "Because of the coronavirus, I am eating…" (percent of consumers)
First Time Use of Convenient Food Ordering Methods Is Higher Among Frequent Home Bakers
Table Coronavirus Food Purchase Habits: "Because of the coronavirus, I have for the first time used…" (percent of consumers)
Increasing Use of Convenient Food Ordering Methods Is Higher Among Those Who Bake at Least Occasionally
Table Coronavirus Food Purchase Habits: "Because of the coronavirus, I am using…" (percent of consumers)
Overview and Market Trends
Highlights
Gluten, Food Allergies, and Dietary Restrictions Are a Concern to Many Consumers
Vegetarians, Vegans, and Flexitarians: Plant-Based Eating, Sustainability, and Beyond
Clean Label Trends Are Important to Home Baking, as Food Prepared at Home Is Seen as Cleaner and Provides Ingredient Choice
Low-Carb/High Protein, Keto, and Paleo Diets May Influence the Choice to Bake at Home
Better-for-You Baking Choices
Convenience Foods and Semi-Homemade Foods
Baking for Indulgence, Nostalgia, or Comfort
Drivers of Food Purchase Decisions
More Than Half of Consumers Say Healthfulness Matters More to Them Now When Deciding on Foods to Buy
Influential Labels in Food Purchasing Decisions
Half of Consumers Say Whether a Food Is Processed Affects Purchasing Decisions
A Majority of Consumers Want to Know Where Food Comes From
Sustainability Is Important to Many Consumers
Most Consumers Think Knowing Whether Food Choices Are Environmentally Sustainable Is Hard
Health Benefits in Foods
One-Fourth of Consumers Seek Health Benefits from Foods
Nutrients Considered Healthy by Consumers
Most Sought After Nutrients
Perception of Health Differences in Products
Food Safety Issues
Most Consumers Are Not Very Confident in the U.S. Food Supply
Foodborne Illness Still Tops Food Safety Concerns Among Consumers, But COVID- 19 Has Led to Consumers Being Concerned About the Safety of Prepared Foods
Young Consumers Less Likely to Trust the Government in Product Recalls
New Information Can Change Level of Concern About Chemicals in Food
Convenience Used to Mean Unhealthy Foods, but Meal Delivery Services Are Making Convenient and Healthy Meals with Local and Fresh Ingredients
Companies Are Investing in Blockchain and Big Data to Satisfy Consumer Desires for Transparency
Consumers Think Small and Medium Businesses Have More Credibility
Community Supported Agriculture and Farmers' Markets
Retail and Marketing Trends and Opportunities in Baking
Highlights
Types of Flour Used by Consumers
Alternative Flour Use Growing
Types of Sweeteners Used by Consumers
Alternative Sweetener Use Appeals to Consumers With Health Concerns
Baking for Special Diets/Eating Philosophies
Gluten-Free Baking
Keto/Low-Carb/High Protein Baking
Vegan/Plant-Based Baking
Baking Kits Are Food Gifting Opportunities
Subscription Boxes and Baking Themed Food Kits
Cross Branding Can Increase Appeal of Baking Products
Private Label Brands Have Wide Availability and Save Consumers and Retailers Money