This article is part of our Home Baking Digital Feature.
The market may be plateauing, but Bake Off fever still grips the nation. In fact, 42% of Brits bake at least once a week, an exclusive poll for The Grocer reveals.
“Impressively, we see 42% of Brits baking at home every week, reflecting the influence that programmes such as The Bake Off have in encouraging ordinary people to get creative in the kitchen,” says Lucia Juliano head of fmcg & retail research at Harris Interactive, which polled 2,000 shoppers on behalf of The Grocer.
Thirteen per cent say they are inspired by The Great British Bake Off. What is also surprising is that the trend is equally as apparent amongst men as it is women: 41% of men bake at least once a week, and of the diehard bakers (those who bake more than once a week) 17% are men and 16% are women.
“The TV programme has certainly done wonders for any preconceptions people may have had that ‘baking is for girls’. Another unexpected trend is that the most regular bakers are those aged 16-34yrs, highlighting that baking is officially a ‘cool’ pastime,” she adds.
Cakes are undisputedly the nation’s favourite thing to bake, with 75% of respondents having attempted one. Cupcakes and pies follow with 44% and 36%, respectively, while 25% of those polled were brave enough to bake pastries.
For those who need a bit more encouragement to put a pinny on, time and mess were found to be the biggest barriers.
| How often do you bake? | Total | Male | Female | 16-24 | 25-34 | 35-44 | 45-54 | 55+ |
|---|---|---|---|---|---|---|---|---|
| More than once a week | 16% | 17% | 16% | 22% | 22% | 15% | 15% | 14% |
| Weekly | 26% | 24% | 28% | 30% | 25% | 27% | 22% | 27% |
| Monthly | 21% | 17% | 25% | 26% | 22% | 26% | 21% | 17% |
| Two or three times a year | 13% | 12% | 14% | 9% | 16% | 12% | 16% | 13% |
| About once a year | 6% | 5% | 6% | 7% | 6% | 5% | 7% | 5% |
| Never | 17% | 24% | 11% | 7% | 9% | 15% | 19% | 24% |
| What do you bake? | Total | Male | Female | 16-24 | 25-34 | 35-44 | 45-54 | 55+ |
|---|---|---|---|---|---|---|---|---|
| Cake | 75% | 68% | 81% | 80% | 78% | 74% | 75% | 72% |
| Cupcakes | 44% | 37% | 50% | 65% | 52% | 48% | 44% | 28% |
| Pies | 36% | 38% | 34% | 26% | 34% | 32% | 29% | 46% |
| Biscuits | 33% | 27% | 38% | 42% | 41% | 39% | 32% | 23% |
| Bread | 29% | 33% | 27% | 29% | 30% | 28% | 31% | 28% |
| Pastries | 25% | 29% | 22% | 33% | 28% | 19% | 18% | 27% |
| Other | 8% | 9% | 8% | 10% | 7% | 5% | 8% | 11% |
| What, if anything, puts you off when it comes to baking? | Total | Male | Female | 16-24 | 25-34 | 35-44 | 45-54 | 55+ |
|---|---|---|---|---|---|---|---|---|
| The amount of time it takes | 33% | 35% | 31% | 36% | 38% | 35% | 31% | 29% |
| The mess | 32% | 31% | 33% | 48% | 40% | 37% | 30% | 22% |
| Sugar content | 11% | 11% | 12% | 13% | 16% | 10% | 12% | 9% |
| It’s too difficult | 10% | 12% | 7% | 11% | 13% | 11% | 8% | 7% |
| Gluten content | 3% | 3% | 2% | 6% | 4% | 3% | 1% | 1% |
| Other | 5% | 4% | 6% | 4% | 2% | 3% | 6% | 8% |
| Nothing puts me off baking | 38% | 38% | 38% | 25% | 29% | 34% | 42% | 47% |
| Why do you bake? | Total | Male | Female | 16-24 | 25-34 | 35-44 | 45-54 | 55+ |
|---|---|---|---|---|---|---|---|---|
| Homemade is better quality than shop bought | 49% | 46% | 51% | 38% | 42% | 39% | 56% | 60% |
| For special occasions | 32% | 27% | 37% | 43% | 31% | 35% | 32% | 27% |
| A whim | 28% | 25% | 30% | 29% | 32% | 25% | 33% | 24% |
| It’s healthier than buying from a shop | 26% | 25% | 27% | 21% | 22% | 23% | 25% | 33% |
| It’s cheaper than buying from the shop | 26% | 28% | 24% | 26% | 23% | 21% | 27% | 29% |
| To have fun with the kids | 25% | 23% | 26% | 19% | 35% | 45% | 19% | 12% |
| The Great British Bake Off and other TV shows inspire me | 13% | 15% | 12% | 24% | 17% | 13% | 14% | 7% |
| New home baking products inspire me | 12% | 13% | 12% | 19% | 13% | 12% | 13% | 8% |
| Retailer promotions in store inspire me | 5% | 7% | 4% | 8% | 9% | 4% | 3% | 3% |
| Other | 6% | 5% | 7% | 7% | 3% | 3% | 6% | 10% |
| Which special occasions do you bake for? | Total | Male | Female | 16-24 | 25-34 | 35-44 | 45-54 | 55+ |
|---|---|---|---|---|---|---|---|---|
| Family gatherings | 50% | 43% | 56% | 52% | 48% | 44% | 53% | 53% |
| Christmas | 49% | 45% | 52% | 48% | 44% | 46% | 54% | 51% |
| Other people’s birthdays | 47% | 39% | 53% | 58% | 49% | 51% | 45% | 38% |
| Sunday lunch | 28% | 28% | 28% | 22% | 27% | 31% | 29% | 29% |
| Easter | 26% | 22% | 28% | 33% | 29% | 27% | 23% | 21% |
| My own birthday | 20% | 23% | 17% | 29% | 28% | 19% | 13% | 15% |
| Charity events | 13% | 12% | 14% | 15% | 11% | 15% | 11% | 13% |
| School events | 12% | 10% | 14% | 18% | 16% | 20% | 9% | 4% |
| Valentine’s Day | 10% | 10% | 9% | 18% | 16% | 11% | 5% | 3% |
| Other | 13% | 13% | 13% | 5% | 7% | 9% | 16% | 21% |
| Thinking about ready prepared baking mixes which of the below do you agree with? | Total | Male | Female | 16-24 | 25-34 | 35-44 | 45-54 | 55+ |
|---|---|---|---|---|---|---|---|---|
| Ready prepared cake mixes (e.g. Victoria sponge, chocolate cake) are a great way to quickly rustle up a home cooked cake with minimal fuss | 32% | 26% | 37% | 32% | 33% | 40% | 35% | 26% |
| Cake/cupcake/muffin mixes for children (e.g. with a character) are a great introduction to home baking | 32% | 25% | 38% | 38% | 39% | 38% | 34% | 22% |
| The ready prepared baking mix range in supermarkets has really improved | 28% | 25% | 32% | 32% | 25% | 36% | 34% | 23% |
| Ready prepared baking mixes inspire me to try to bake something new and different | 16% | 15% | 16% | 25% | 18% | 21% | 17% | 9% |
| I like to buy bread mixes as an easy way to get home baked bread | 14% | 15% | 14% | 17% | 18% | 17% | 13% | 10% |
| I would love to try baking with a ready prepared baking mix | 14% | 17% | 11% | 20% | 22% | 13% | 16% | 7% |
| I think ready prepared baking mixes are just designed for lazy people | 14% | 14% | 13% | 17% | 19% | 11% | 15% | 11% |
| I would never buy a ready prepared baking mix | 25% | 27% | 23% | 10% | 14% | 20% | 23% | 38% |
| Thinking about products for decorating cakes, cupcakes or biscuits, which of the below do you agree with? | Total | Male | Female | 16-24 | 25-34 | 35-44 | 45-54 | 55+ |
|---|---|---|---|---|---|---|---|---|
| The range of cake decorating products in supermarkets has really improved | 41% | 28% | 52% | 43% | 33% | 44% | 43% | 40% |
| Cake decorating is a great activity for children | 36% | 29% | 42% | 45% | 47% | 43% | 38% | 23% |
| Cake decorating products inspire me to try something new and different | 19% | 16% | 21% | 32% | 22% | 23% | 19% | 10% |
| I only decorate cakes at Christmas or Birthdays | 17% | 17% | 18% | 22% | 16% | 14% | 14% | 19% |
| I would love to try decorating cakes etc but have no idea where to start | 12% | 11% | 12% | 22% | 20% | 11% | 8% | 5% |
| I like to buy a simple sponge cake to then decorate myself | 10% | 11% | 10% | 18% | 15% | 14% | 12% | 3% |
| When I want to buy products for cake decorating, I would never think to look in my supermarket | 5% | 7% | 3% | 8% | 10% | 5% | 4% | 1% |
| I have no interest in these types of products | 26% | 34% | 18% | 7% | 14% | 21% | 31% | 38% |
In partnership with
Harris Interactive UK polled 2,073 members of the public on behalf of The Grocer. Harris Interactive UK is a full service, consultative custom market research agency working internationally out of offices in the UK and Europe. With in-house expertise covering all areas of research design, implementation, analysis and reporting, it has particular strengths in loyalty and brand. For more information, please visit the Harris Interactive UK website
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