Home Baking: US Market Trends & Opportunities

Report Overview

A one stop source for market sizes and forecasts for a wide variety of baking supplies: 

• Growth in baking product sales was modest from 2017 to 2019, but sales rose steeply in 2020 as consumers stayed at home and baked more.

• Consumers are turning more to alternative baking products such as gluten-free flours and natural alternative sweeteners. 

• More casual home bakers are looking for convenient baking products such as baking kits/mixes or subscription boxes that teach baking skills through step-by-step instructions.

Many consumers bake at home because they enjoy baking, like the smell of fresh baked foods in their home, and like to eat food fresh from the oven. Comfort and nostalgia are also important to home baking trends.

Similar to the clean label movement, distrust of “industrial food” has led some consumers to seek alternative food products and venues. More consumers are baking at home because they:think food baked at home is healthier or more nutritious

• believe that home baked food tastes better
• want to know where their food comes from
• are able to fully customize the food they eat since they can choose the ingredients used in home baked goods and can decide what to leave out or include in a recipe

Trends

In 2020, the coronavirus pandemic had a significant effect on home baking activity. Many consumers began baking at home more as they spent more time at home for work or school and were looking to find new hobbies. Baking could provide some consumers with personal enjoyment or a more productive way to spend their time when they were stuck at home.

Though home baking activity has since leveled off as consumers have resumed more of their pre-COVID routines, higher levels of baking persist compared to 2019. Many consumers who began working from home in 2020 continue to work from home at least some of the time, giving them continued opportunities for home-based activities such as baking.

With a focus on “what’s next” and current consumer trends, Home Baking: US Trends and Opportunities is packed with insights about consumer trends, behavior, and motivations to help food producers, retailers, packaging companies, employers, and investors gauge consumer perspectives and find areas for growth in a competitive market.

Home Baking: US Trends and Opportunities delivers actionable predictions and recommendations designed to guide producers, retailers, and investors in making business decisions by providing data and insights about consumer behavior and what consumers think about home baking and various baking products.

Scope

Home Baking: US Trends and Opportunities is the go-to source for a complete understanding of U.S. consumer trends regarding home baking and home baking products. This report combines Packaged Facts’ extensive monitoring of the food and beverage market with proprietary surveys, and evaluates current trends and future directions for marketing and retailing, along with consumer patterns during the pandemic and across the broader food and beverage market.

This Packaged Facts report analyzes the dynamics of the current landscape of the home baking products market. Consumers who bake at home frequently (at least once a week), often (once or twice a month), occasionally (when there’s time, when the mood strikes, or for special occasions), and rarely (a few times a year) are examined. Trends including consumer usage of packaged baking mixes and purchases of baking products, reasons for diet and lifestyle choices, and the COVID-19 pandemic’s effects on consumers are also investigated.

Sales of baking products in the scope of this report include packaged baking mixes, pre-made refrigerated and frozen dough and crusts, frozen pizzas, frozen pies, and baking staples.

This report provides historical market sizing from 2017 to 2022 and market forecasts from 2023 to 2027 for baking mixes and kits; baking staples; dough, shells, and crusts; frozen pies; and frozen pizza.

Sales of baking mixes and kits are broken out by product (bread mixes; brownie mixes; cake, cupcake, and pie mixes; coffee cake, gingerbread, and pastry mixes; cookie and cookie bar mixes; muffin mixes; pie crust mixes; pizza kits; and all other baking mixes).

Sales of baking staples are segmented by product (baking chips, chocolate, and cocoa; baking nuts; baking powder and baking soda; butter, butter blends, and margarine; coconut; cooking starches and rennet; corn, crystal, and white baking syrup; cornmeal and baking oat bran; cream cheese and cream cheese spreads; dairy milk (refrigerated, powdered, evaporated, and condensed); disposable baking cups; dry and refrigerated yeast; edible cake decorations; eggs and egg substitutes; extracts, flavoring, and food coloring; flour; frosting and frosting mixes; honey; maple/pancake and waffle syrup; maraschino cherries; marshmallow cream; molasses; pie/pastry filling; pizza sauce; plant-based milk; salt and salt substitutes; shortening and lard; spices and seasonings (no salt/pepper); and sugar and sugar substitutes).

Sales of dough, shells, and crusts are broken out by product (biscuit, bread, roll, and bun dough; cookie and brownie dough; pie, pastry, and dumpling dough, shells, and crusts; and pizza dough and crusts) and by storage type (refrigerated and frozen).

The reasons for, and implications of, shifts in consumer perception and behavior are analyzed in the context of present and future market opportunities.

Additionally, Home Baking: US Trends and Opportunities has dozens of tables showcasing numerical survey data on consumer demographics and psychographics and numerous marketing photographs. This report goes in-depth on COVID-19 trends affecting the food and beverage market.

Report Methodology

The information contained in Home Baking: US Trends and Opportunities was developed from primary and secondary research sources. Primary research includes interviews with food and beverage market experts; participation in and attendance at food industry events; and extensive internet canvassing.

Primary research also includes national online consumer polls of U.S. adult consumers (age 18+) conducted on an ongoing basis by Packaged Facts to analyze attitudes of consumers and their relevant food and beverage preferences.

Survey data from MRI-Simmons are used to analyze the demographics and psychographics of consumers.

Supplementing Packaged Facts’ exclusive survey is analysis of the 2022 Food & Health Survey conducted by the International Food Information Council, which analyzes consumer food purchase decisions, diet and lifestyle choices, snacking activity, and perception of health benefits in foods.