Home baking might not sound particularly macho. Men mow the lawn, or clean the car, but they don’t bake, do they?
Maybe not in the past. But as Tesco’s Tomalin puts it: “Baking is a growing trend among men.”
Men not only consume 40% of home-baked goods (and those aged between 35 and 44 are the only demographic group growing their consumption year-on-year). When it comes to doing the baking, men are showing an increasing desire to get stuck in - inspired perhaps by male role models such as the Fabulous Baker Brothers, or Paul Hollywood, artisan baker and presenter of The Great British Bake Off.
Sainsbury’s Moji Forde notes that there has been no change in the number of men shopping in the baking aisle, but this is something industry experts believe could be remedied if suppliers and retailers did more to target the male market. Dr Oetker recently made the bold move of featuring a man in its TV advertising, losing to his partner in a cupcake contest. “It’s a great start,” says Dr Oetker marketing director Gill Davies.
Getting men more engaged in the aisle might be as simple as producing products with a more ‘masculine’ slant. Given bread making is where men often enter the category, a wider range of bread products on supermarket shelves may tempt them to bake more, believes Claire Simpson, Dragon Rouge senior consultant, insights and innovation.
“Men are attracted to more vigorous baking activities like bread making, as well as scones and pies,” confirms Renshaw head of marketing Ruth Stead. “They are less concerned with the ‘icing on the cake’.”
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Could men help to grow the baking market?