Dried fruits are making it into exotic bakes grandmas can only dream of – from viral sensation date bark to Indian treat barfi. And with a £39.7m gain, they’ve added the most of the four home baking sectors covered here.
That’s down to Brits’ healthier habits, suggests NIQ analyst Jaya Smith. “As consumers continue to reduce sugar intake and seek natural alternatives like plant-based sweeteners and dried fruits, brands offering healthier options are seeing stronger performance,” she says.
It’s good news for brands like Date Me, which has seen volumes rocket 532.3%, but bad news for suppliers of sugar and artificial sweeteners. They’ve seen their market value fall by £10.7m on volumes down 4.6%.
Baking mixes, however, continue to grow. Value has risen 3.6% on volumes up 2.8%. A closer look at the sector reveals a reversal of 2024. This year, own label is buoyant – up 15% in value and 8.8% in volumes. That’s compared to brands’ losses of 1.4% and 2.7% respectively. Number three brand Dr Oetker is among those bucking the trend. Its 49.6% value gain and 28% volume boost is down to “convenience, trusted quality, and a nostalgic appeal”, says Smith.
Flour, on the other hand, shows “modest” growth for brands, she adds.
Top Launch 2025
Fuel10K baking mixes | Premier Foods
Protein breakfast brand Fuel10K branched out into home baking at the start of 2025. It launched Chocolate Muffin Mix (150g/makes six) and Original Pancake, Waffle & Crepe Mix (200g/makes eight), which provide 10g and 15g of protein per serving respectively. Both lines rolled into Tesco with an rsp of £2.89. “The entire range is designed to expand the category beyond traditional baking mixes, which are dominated by cakes,” says the brand.
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