>>106% rise in sales of cake ingredients… A High proportion of customers bake from Scratch… Going back to basics with a plain mix…

Home baking buyer, Tesco
There has been a 106% rise in sales of cake mixes and home baking ingredients in the past 12 months. Delicious homemade treats such as chocolate cake, Victoria sponge, scones, carrot cake, cheesecake and date and almond cakes are increasingly being made in kitchens across the UK.
It has really picked up in the past six months, with home bakers trying out more challenging recipes such as creamy layered cakes. Grandma will be proud to know that the cake-making ways of old are at last coming back.
Head of press & PR, Waitrose
Home baking is an incredibly important sector to Waitrose because of the type of customer base that we have.
A particularly high proportion of our customers bake regularly from scratch and we have noted a further increase in the sales of our basic home baking ingredients, particularly so in the snacking and baking fruits section.
We also have many publications such as Seasons and Waitrose Food Illustrated, which along with our recipe cards further promote the category.
Desserts and Baking buyer, Asda
Asda is currently outperforming the market on sweet and savoury home baking mixes and we are also in the process of relaunching our own-label home baking range.
We have gone back to basics and introduced a plain mix range, which customers can personalise themselves with whatever ingredients they like.
We have also noted that licensed products continue to drive innovation and we expect to see many more developments in this area.
Lisa Wiseman
Janey Berry
Louise Benny