Home baking uk - august 2013

Home Baking - UK - August 2013
Home baking brands can target older shoppers more effectively by leveraging the transparency,
‘purity’ and naturalness of baking from scratch in their marketing campaigns amid the
heightened concerns held among the older generation concerning the artificial additives and ingredients in
shop-bought prepared food.
table Of Content
introduction
definitions
abbreviations
executive Summary
the Market
figure 1: Uk Retail Value Sales Of The Home Baking Market, 2008-18
eggs And Sugar Account For Over Three Quarters Of The Market
figure 2: Uk Retail Sales Of Baking Ingredients, By Category, 2013 (est)
market Factors
rising Food Prices Have Helped To Drive Interest In Home Baking
figure 3: Rpi – All Items, Food, Cereals, Eggs And Sugar & Preserves, January 2007-july 2013
the Shifting Population Structure Presents Challenges And Opportunities
shrinking Household Sizes Will Hinder The Market
companies, Brands And Innovation
own-label Has A Strong Presence In The Home Baking Market
figure 4: Brand Shares In Retail Sales Of Flour, Baking Mixes And Pastry, By Value And Volume, 2013*
brands Take The Lead In Npd In 2013
adspend Reaches A Four-year High
the Consumer
britain Is A Nation Of Bakers
figure 5: Frequency Of Baking At Home, June 2013
cakes Are The Item Most Commonly Baked At Home
figure 6: Items Baked At Home In The Last 12 Months, From Scratch And Partly From Scratch, June 2013
enjoyment Is The Number One Motivation For Baking
figure 7: Reasons For Baking At Home, By Gender, June 2013
traditional Cookbooks Remain The Most Popular Source Of Inspiration
figure 8: Ways Of Getting Recipe Ideas, June 2013
baking Is Widely Perceived As A Useful Skill

figure 9: Attitudes Towards Home Baking, June 2013
what We Think
issues In The Market
how Can Brands Leverage Their Baking Expertise To Curtail Own-label’s Growth?
what Steps Can Brands Fully Capitalise On Young Consumers’ Enthusiasm For Baking?
what Marketing Messages Can Help Home Baking Brands Increase Engagement Among The Older
Generation?
how Can Baking Mixes Continue To Inspire Home Bakers?
trend Application
trend: Life Hacking
trend: Make It Mine
mintel Futures: Old Gold
market Drivers
key Points
rising Food Prices Have Helped To Ignite Interest In Home Baking
figure 10: Rpi – All Items, Food, Cereals, Eggs And Sugar & Preserves, January 2007-july 2013
strong Growth In 25-34s To Boost The Market, While The Ageing Population Presents A Challenge
figure 11: Trends In The Age Structure Of The Uk Population, 2008-13 And 2013-18
shrinking Household Sizes Hinder The Market
figure 12: Uk Households, By Size, 2008-18
growth In C2s To Benefit The Market
figure 13: Forecast Adult Population Trends, By Socio-economic Group, 2008-18
strengths And Weaknesses
strengths
weaknesses
who’s Innovating?
key Points
home Baking Npd Reaches A Five-year High In The First Half Of 2013
figure 14: Home Baking Product Launches As % Share Of All Food And Drink Npd, 2009-13
own-label Continues To Steal Share Of Npd From Brands
figure 15: New Product Activity In Home Baking Ingredients, Own-label Vs Branded, 2009-13
sainsbury’s And Waitrose Significantly Expand Their Home Baking Ranges
figure 16: Top Ten Brands, By Share Of Launches In Uk Home Baking Market, 2009-13

a New Look For Betty Crocker And Dr Oetker
ease Of Use Claims Become More Prevalent In 2012
figure 17: Top Ten Product Claims In New Launches In The Home Baking Market, 2009-13
sugar Brands Focus On The Baking Market
market Size And Forecast
key Points
growth In The Home Baking Market Loses Momentum
future Growth Driven By Inflation
factors Used In The Forecast
segment Performance
key Points
eggs And Sugar Account For Over Three Quarters Of The Market
figure 20: Uk Retail Sales Of Baking Ingredients, By Category, 2013 (est)
growth In The Egg Market Has Gained Momentum
figure 21: Uk Retail Sales Of Eggs, 2008-18
the Sugar And Sweetener Market Has Posted A Volatile Performance
figure 22: Uk Retail Value Sales Of Sugar And Artificial Sweeteners, 2008-18
sales Of Flour And Yeast Are Flat In 2013
figure 23: Uk Retail Value Sales Of Flour And Yeast, 2008-18
pastry And Suet Struggle
figure 24: Uk Retail Value Sales Of Pastry And Suet, 2008-18
strong Growth In Baking Mixes Comes To An End In 2013
figure 25: Uk Retail Value Sales Of Baking Mixes, 2008-18
the Cake Coverings And Decorations Market Is Booming
figure 26: Uk Retail Value Sales Of Cake Coverings And Decorations, 2008-18
strong Growth In Cooking Chocolate
figure 27: Uk Retail Value Sales Of Cooking Chocolate, 2008-18
sales Of Culinary Aids Are Rocketing
figure 28: Uk Retail Value Sales Of Culinary Aids, 2008-18
market Share
key Points
tate & Lyle Gains Ground On Silver Spoon In The Sugar Market
figure 29: Brand Shares In Retail Sales Of Sugar, By Value And Volume, 2012 And 2013
canderel Extends Its Lead In Artificial Sweeteners
figure 30: Brand Shares In Retail Sales Of Artificial Sweetener, By Value And Volume, 2012 And 2013

own-label Dominates Sales Of Flour, Mixes And Pastry
figure 31: Brand Shares In Retail Sales Of Flour, Baking Mixes And Pastry, By Value And Volume, 2012
And 2013
dr Oetker Is The Main Rival To Own-label In Cake Coverings, Decorations And Culinary Aids
figure 32: Brand Shares In Retail Sales Of Cake Coverings, Decorations And Culinary Aids, By Value And
Volume, 2012 And 2013
companies And Products
dr Oetker
doves Farm Foods
general Mills
kerry Foods
premier Foods
s&b Herba
the Silver Spoon Company
silver Spoon
billington’s And Allinson
symington’s
brand Communication And Promotion
key Points
adspend At A Five-year High In 2012
figure 33: Topline Advertising Expenditure In The Uk Home Baking* Market, 2009-13
dr Oetker Ramps Up Adspend In 2012
figure 34: Main Monitored Media Advertising Expenditure On Home Baking*, By Leading Brands, 2009-13
figure 35: Share Of Main Monitored Media Advertising Expenditure On Home Baking*, By Leading Brands,
2009-13
sugar And Artificial Sweetener Brands Up Their Investment In Advertising
tv Continues To Dominate Adspend
figure 36: Main Monitored Media Advertising Expenditure On Home Baking*, By Media Type, 2008-13
the Consumer – Home Baking Habits
key Points
britons Prefer To Bake From Scratch
figure 37: Frequency Of Baking At Home, June 2013
figure 38: Frequency Of Baking At Home, Either Totally Or Partly From Scratch, By Gender, June 2013
baking Enjoys Family Appeal
figure 39: Consumers Who Bake At Home, Either Totally Or Partly From Scratch, By Age, June 2013
figure 40: Consumers Who Bake At Home, Either Totally Or Partly From Scratch, By Size Of Household,
June 2013

baking Is Most Prevalent Among Abs And C2s
figure 41: Consumers Who Bake At Home, Either Totally Or Partly From Scratch, By Socio-economic
Group, June 2013
the Consumer – Items Baked At Home
key Points
cakes Are Most Commonly Baked At Home
figure 42: Items Baked At Home In The Last 12 Months, From Scratch And Partly From Scratch, June 2013
savoury Baking Attracts Men
figure 43: Items Baked At Home In The Last 12 Months, By Gender, June 2013
under-25s Are Enthusiastic Bakers
figure 44: Items Baked At Home In The Last 12 Months, By Age, June 2013
most Bakers Have Large Baking Repertoires
figure 45: Repertoire For Items Baked At Home In The Last 12 Months, Either Totally Or Partly From
Scratch, June 2013
the Consumer – Reasons For Baking At Home
key Points
enjoyment Is The Number One Motivation
figure 46: Reasons For Baking At Home, By Gender, June 2013
under-25s Are Eager Bakers
figure 47: Consumers Who Bake At Home For Special Occasions, To Treat Friends And To Improve Their
Baking Skills, By Age, June 2013
e Consumers And Those In Large Households Bake To Save Money
over-55s Are Driven By Health Incentives
figure 48: Consumers Who Bake At Home So They Know What Ingredients Have Gone Into It And So They
Can Alter The Ingredients To Make It Healthier, By Age, June 2013
the Consumer – Sources Of Recipes
key Points
traditional Cookbooks Remain The Most Popular, But Digital Sources Are Catching Up
figure 50: Usage Of Recipes From Cookery/baking Books And From Magazines/newspapers, By Gender And
Age, June 2013
under-25s Are Most Likely To Use Online Sources
figure 51: Usage Of Cookery Sites And Forums, Specific Brand Websites And Apps To Get Recipe Ideas, By
Age, June 2013
baking Shows Inspire Three In Ten
one In Ten Use Social Media For Recipe Ideas

the Consumer – Attitudes Towards Home Baking
key Points
baking Perceived As A Useful Skill (among Bakers)
figure 52: Attitudes Towards Home Baking, June 2013
lack Of Time Is An Issue For Four In Ten Bakers
notable Interest In Stevia Baking Products Among Women
figure 53: Agreement With The Statements ‘baking With Natural Sweeteners (eg Stevia) Is A Good
Way To Reduce The Calories In Baked Goods’ And ‘i Would Be Interested In Buying Natural
Sweeteners (eg Stevia) To Use For Baking’, By Gender And Age, June 2013
most Interest In Chilled Mixes From Large Households
appendix – Market Size And Forecast
figure 54: Best- And Worst-case Forecasts For Uk Retail Value Sales Within The Home Baking Market, By
Value, 2013-18
appendix – The Consumer – Home Baking Habits
figure 55: Frequency Of Baking At Home Totally From Scratch (using Individual Raw Ingredients) , By
Demographics, June 2013
figure 56: Frequency Of Baking At Home Partly From Scratch (eg Using Ready-prepared Pastry, Bread Mix
Or Cake Mix) , By Demographics, June 2013
appendix – The Consumer – Items Baked At Home
figure 57: Items Baked At Home In The Last 12 Months – Baked From Scratch, June 2013
figure 58: Items Baked At Home In The Last 12 Months – Baked Partly From Scratch (eg Using
Ready-prepared Mix), June 2013
figure 59: Items Baked At Home In The Last 12 Months – Baked Either Totally Or Partly From
Scratch, June 2013
figure 60: Most Popular Items Baked At Home In The Last 12 Months – Baked From Scratch, By
Demographics, June 2013
figure 61: Next Most Popular Items Baked At Home In The Last 12 Months – Baked From Scratch,
By Demographics, June 2013
figure 62: Most Popular Items Baked At Home In The Last 12 Months – Baked Partly From Scratch
(eg Using Ready-prepared Mix), By Demographics, June 2013
figure 63: Next Most Popular Items Baked At Home In The Last 12 Months – Baked Partly From
Scratch (eg Using Ready-prepared Mix), By Demographics, June 2013
figure 64: Most Popular Items Baked At Home In The Last 12 Months – Baked Either Totally Or
Partly From Scratch – Any Bake, By Demographics, June 2013
figure 65: Next Most Popular Items Baked At Home In The Last 12 Months – Baked Either Totally Or
Partly From Scratch – Any Bake, By Demographics, June 2013
repertoire

figure 66: Repertoire For Items Baked At Home In The Last 12 Months – Baked Either Totally Or
Partly From Scratch, By Demographics, June 2013
appendix – The Consumer – Reasons For Baking At Home
figure 67: Reasons For Baking At Home, June 2013
figure 68: Most Popular Reasons For Baking At Home, By Demographics, June 2013
figure 69: Next Most Popular Reasons For Baking At Home, By Demographics, June 2013
figure 70: Other Reasons For Baking At Home, By Demographics, June 2013
appendix – The Consumer – Sources Of Recipes
figure 72: Most Popular Ways Of Getting Recipe Ideas, By Demographics, June 2013
figure 73: Next Most Popular Ways Of Getting Recipe Ideas, By Demographics, June 2013
appendix – The Consumer – Attitudes Towards Home Baking
figure 74: Most Popular Attitudes Towards Home Baking, By Demographics, June 2013
figure 75: Next Most Popular Attitudes Towards Home Baking, By Demographics, June 2013
figure 76: Other Attitudes Towards Home Baking, By Demographics, June 2013
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Home baking uk - august 2013

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Home baking uk - august 2013