Home Baking: U.S. Market Trends & Opportunities

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Published Feb 26, 2021 | 136 Pages | Pub ID: LA16535356
Home Baking: U.S. Market Trends & Opportunities

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

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 questioning whether industrial food production is good for people or the environment due to concerns about climate change
  • 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
In 2020, the coronavirus pandemic had a significant effect on home baking activity. Packaged Facts has found that about one-fourth of consumers agree they are baking at home more because of the pandemic. Survey results also reveal that those who frequently bake at home are more likely to be concerned about the pandemic, to report negative personal effects, and to be changing their habits as a result of the coronavirus.

As consumers have been staying at home more and looking to find new hobbies, many have taken up baking for personal enjoyment or simply as a more productive way to spend their time. Parents and families have also turned to baking as a way to occupy children and to maintain family bonds during the pandemic. With a focus on “what’s next” and current consumer trends, Home Baking: U.S. Market Trends & Opportunities is packed with insights about consumer trends, behavior, and motivations to help food and beverage producers, producers of baking products and baked goods, retailers, packaging companies, employers, and investors gauge consumer perspectives and find areas for growth in a competitive market.

Home Baking: U.S. Market Trends & Opportunities delivers actionable predictions and recommendations designed to guide producers, retailers, and investors in making business decisions by providing data and insights about what consumers think about baking at home, who currently bakes, how frequently consumers bake, and what baking products consumers are buying/using.


Home Baking: U.S. Market Trends & Opportunities is the go-to source for a complete understanding of U.S. consumer trends in home baking. 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.

Historical and forecast data are available for retail sales of packaged baking mixes and kits, pre-made refrigerated and frozen dough and crusts, frozen pizzas, frozen pies, and baking staples (baking chips, chocolate, and cocoa; baking nuts; baking powder and baking soda; coconut; cooking starches and rennet; corn, crystal, and white baking syrup; cornmeal and baking oat bran; disposable baking cups; dry and refrigerated yeast; edible cake decorations; flour; frosting and frosting mixes; maraschino cherries; marshmallow cream; molasses; pie/pastry filling; pizza sauce; and sugar and sugar substitutes).

Retail sales values of these items are provided for 2016-2020 and projected for 2021, 2022, and 2025.

Home Baking: U.S. Market Trends & Opportunities examines product marketing; surveys retail channel trends; and analyzes consumer trends and motivations. This report contains dozens of numerical tables and charts, as well as numerous product photographs.

Report Methodology

The information contained in Home Baking: U.S. Market Trends & 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; IRI scanner sales data through selected retail outlets, 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.

Supplementing Packaged Facts’ exclusive survey is analysis of the 2020 Food & Health Survey conducted by the International Food Information Council, which analyzes consumer food purchase decisions, diet and lifestyle choices, and perception of health benefits in foods.

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