ROCKVILLE, Md., March 6, 2023 -- Consumers who bake at home, especially those who are newer to baking or strapped for time, are interested in low-maintenance products that make baking easier. Baking mixes and prepared doughs/crusts are convenient for more casual bakers or those who do not have the time or desire to make everything from scratch.
These “semi-homemade” baking products make baking easier for these casual bakers, but those who bake more often may also use these as a shortcut as part of a creative project. For instance, some consumers may add additional ingredients or substitute ingredients called for in a box mix. Similarly, bakers may use a box mix for a different application (e.g., using a cake mix to make cookies or a pie crust).
Additionally, baking kits that are similar to meal kits may help to teach consumers how to bake, as they contain step-by-step instructions and pre-measured ingredients. These products are attractive to a variety of consumers, especially newer bakers and those with smaller households, as baking kits reduce food waste due to containing the right amount of ingredients (whereas many baking products are sold in large containers meant for multiple uses).
According to Packaged Facts’ new report
Home Baking: US Trends and Opportunities, 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. Thus, 2020 saw fast increases in sales of home baking products.
For more information see the
Home Baking: US Trends and Opportunities report page.
Particular attention is dedicated to the market impact of e-commerce and the coronavirus pandemic.
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SOURCE Packaged Facts