Home Baking: U.S. Market Trends & Opportunities

Published: February 26, 2021 - 136 Pages

Table of Contents

  • Executive Summary
    • Reasons for Baking at Home
    • Home Baking Trends
    • Key Demographics
    • Scope
  • COVID-19 Effects on Consumers
    • Highlights
    • One-Fourth of Home Bakers Are Baking More Than Usual Due to the Coronavirus Pandemic
      • Table Baking Preferences and Changes in Activity Due to the Coronavirus, 2020 (percent of home bakers)
    • Frequent Home Bakers Express Greater Concerns About the Coronavirus
      • Table Coronavirus Concerns: "I am concerned about the…" (percent of consumers)
    • Consumers Who Report They Bake at Home Frequently or Often Are Experiencing More Negative Personal Effects of the Pandemic
      • Table Coronavirus Concerns: "The coronavirus has negatively affected my…" (percent of consumers)
    • Even More Report Negative Effects on Friends/Family
      • Table Coronavirus Concerns: "The coronavirus has negatively affected…" (percent of consumers)
    • Effects on Work Are Higher Among Frequent Home Bakers
      • Table Coronavirus Concerns: "Because of the coronavirus, I…" (percent of consumers)
    • Consumer Concerns About Safety Are Rising in the Wake of the Pandemic
      • Table Coronavirus Concerns About Safety and Food Waste: "Because of the coronavirus, I am…" (percent of consumers)
    • Eating Habits Are Changing
      • Table Coronavirus Eating Habits: "Because of the coronavirus, I am eating…" (percent of consumers)
    • First Time Use of Convenient Food Ordering Methods Is Higher Among Frequent Home Bakers
      • Table Coronavirus Food Purchase Habits: "Because of the coronavirus, I have for the first time used…" (percent of consumers)
    • Increasing Use of Convenient Food Ordering Methods Is Higher Among Those Who Bake at Least Occasionally
      • Table Coronavirus Food Purchase Habits: "Because of the coronavirus, I am using…" (percent of consumers)
  • Overview and Market Trends
    • Highlights
    • Gluten, Food Allergies, and Dietary Restrictions Are a Concern to Many Consumers
    • Vegetarians, Vegans, and Flexitarians: Plant-Based Eating, Sustainability, and Beyond
    • Clean Label Trends Are Important to Home Baking, as Food Prepared at Home Is Seen as Cleaner and Provides Ingredient Choice
    • Low-Carb/High Protein, Keto, and Paleo Diets May Influence the Choice to Bake at Home
    • Better-for-You Baking Choices
    • Convenience Foods and Semi-Homemade Foods
    • Baking for Indulgence, Nostalgia, or Comfort
    • Drivers of Food Purchase Decisions
      • More Than Half of Consumers Say Healthfulness Matters More to Them Now When Deciding on Foods to Buy
      • Influential Labels in Food Purchasing Decisions
      • Half of Consumers Say Whether a Food Is Processed Affects Purchasing Decisions
      • A Majority of Consumers Want to Know Where Food Comes From
      • Sustainability Is Important to Many Consumers
      • Most Consumers Think Knowing Whether Food Choices Are Environmentally Sustainable Is Hard
    • Health Benefits in Foods
      • One-Fourth of Consumers Seek Health Benefits from Foods
      • Nutrients Considered Healthy by Consumers
      • Most Sought After Nutrients
      • Perception of Health Differences in Products
    • Food Safety Issues
      • Most Consumers Are Not Very Confident in the U.S. Food Supply
      • Foodborne Illness Still Tops Food Safety Concerns Among Consumers, But COVID- 19 Has Led to Consumers Being Concerned About the Safety of Prepared Foods
      • Young Consumers Less Likely to Trust the Government in Product Recalls
      • New Information Can Change Level of Concern About Chemicals in Food
    • Convenience Used to Mean Unhealthy Foods, but Meal Delivery Services Are Making Convenient and Healthy Meals with Local and Fresh Ingredients
    • Companies Are Investing in Blockchain and Big Data to Satisfy Consumer Desires for Transparency
    • Consumers Think Small and Medium Businesses Have More Credibility
    • Community Supported Agriculture and Farmers' Markets
  • Retail and Marketing Trends and Opportunities in Baking
    • Highlights
    • Types of Flour Used by Consumers
      • Alternative Flour Use Growing
    • Types of Sweeteners Used by Consumers
      • Alternative Sweetener Use Appeals to Consumers With Health Concerns
    • Baking for Special Diets/Eating Philosophies
      • Gluten-Free Baking
      • Keto/Low-Carb/High Protein Baking
      • Vegan/Plant-Based Baking
    • Baking Kits Are Food Gifting Opportunities
    • Subscription Boxes and Baking Themed Food Kits
    • Cross Branding Can Increase Appeal of Baking Products
    • Private Label Brands Have Wide Availability and Save Consumers and Retailers Money
      • Table Selected Private Label Brands Offering Baking-Related Products
    • Targeting Families with Children
    • Packaging Trends
      • Improving Environmental Profiles by Using Recyclable/Sustainable Packaging
      • Smaller Packages for Smaller Households and Less Frequent Bakers
      • Retail-Ready Packaging
  • Sales, Use, and Recent Purchases of Baking Products & Ingredients
    • Highlights
    • Scope
    • Historical Trends
      • Table Baking Products: Retail Sales by Product Category, 2016-2020 (million dollars)
    • Sales by Product Category
      • Table Baking Products: Retail Sales by Product Category, 2016, 2019-2020, 2021P-2022P, 2025P (million dollars)
    • Baking Staples Sales by Product
      • Table Baking Staples: Retail Sales by Product, 2016, 2019-2020, 2021P-2022P, 2025P (million dollars)
    • Dough, Shells, and Crusts Sales
      • Sales by Product
        • Table Dough, Shells, and Crusts: Retail Sales by Product, 2016, 2019-2020, 2021P-2022P, 2025P (million dollars)
      • Sales by Storage Type
        • Table Dough, Shells, and Crusts: Retail Sales by Storage Type, 2016, 2019-2020, 2021P-2022P, 2025P (million dollars)
    • Baking Mixes and Kits Sales
      • Table Baking Mixes and Kits: Retail Sales by Product, 2016, 2019-2020, 2021P-2022P, 2025P (million dollars)
    • Frequency of Packaged Baking Mix Use
      • Table Frequency of Use of Packaged Baking Mixes, 2020 (percent of home bakers)
    • Purchases of Baking Products in the Last 12 Months
      • Table One Time Purchases of Baking Products in the Last 12 Months, 2020 (percent of consumers)
      • Table Purchases of Baking Products More Than Once in the Last 12 Months, 2020 (percent of consumers)
    • Purchases of Sugar and Sweeteners in the Last 12 Months
      • Table One Time Purchases of Sugar and Sweeteners in the Last 12 Months, 2020 (percent of consumers)
      • Table Purchases of Sugar and Sweeteners More Than Once in the Last 12 Months, 2020 (percent of consumers)
    • Purchases of Grain Flours or Nut Meals
      • Table One Time Purchases of Grain Flours or Nut Meals in the Last 12 Months, 2020 (percent of consumers)
      • Table Purchases of Grain Flours or Nut Meals More Than Once in the Last 12 Months, 2020 (percent of consumers)
  • Consumer Demographics
    • Highlights
    • Most Consumers Bake at Home at Least Some of the Time
    • Consumers Over the Age of 55 Are Much Less Likely to Bake at Home Than Younger People
      • Table Home Baking Frequency by Age Bracket, 2020 (percent of consumers)
    • Women Are More Likely to Bake at Home, But Men Who Bake Do This Activity More Frequently
      • Table Home Baking Frequency by Gender, 2020 (percent of consumers)
    • Income Trends in Home Baking Activity
      • Table Home Baking Frequency by Household Income Bracket, 2020 (percent of consumers)
    • Married/Partnered Consumers and Those with Children in the Household Are More Likely to Bake and Bake More Frequently
      • Table Home Baking Frequency by Relationship Status and Presence of Children in the Household, 2020 (percent of consumers)
      • Table Home Baking Frequency by Age Bracket of Children in the Household, 2020 (percent of consumers)
    • Rural, Suburban, and Urban Consumers Differ in Home Baking Activity
      • Table Home Baking Frequency by Rural, Suburban, and Urban Environment, 2020 (percent of consumers)
    • Regional Trends in Home Baking Activity
      • Table Home Baking Frequency by U.S. Region, 2020 (percent of consumers)
    • Some Racial/Ethnic Minorities Are More Likely to Report Baking at Home
      • Table Home Baking Frequency by Race/Ethnicity, 2020 (percent of consumers)
    • Consumers with Higher Educational Attainment Bake More Frequently
      • Table Home Baking Frequency by Educational Attainment, 2020 (percent of consumers)
    • Full Time Workers and Students Are Most Likely to Bake at Home and Bake More Frequently
      • Table Home Baking Frequency by Employment Status, 2020 (percent of consumers)
    • Home Bakers Are More Likely to Follow Non-Omnivore Diets/Eating Philosophies
      • Table Home Baking Frequency by Primary Diet/Eating Philosophy, 2020 (percent of consumers)
    • Clean Label Eating Correlates with Home Baking Activity
      • Table Home Baking Frequency by Adherence to a Clean Label Diet, 2020 (percent of consumers)
  • Motivations for Baking and Consumer Psychographics
    • Highlights
    • Home Bakers Most Often Engage in This Activity Due to Enjoyment, With Taste, Smell, and Freshness Also Very Important Factors
      • Table Reasons for Baking at Home, 2020 (percent of home bakers)
    • Many Home Bakers Use Baking Mixes and More Often Prefer Indulgent Baked Goods
      • Table Baking Preferences and Activity, 2020 (percent of home bakers)
    • A Number of Home Bakers Think Baking Mixes Are Convenient, but Many Also Prefer Baking from Scratch
      • Table Baking Preferences and Trouble Finding Baking Ingredients in the Past Year, 2020 (percent of home bakers)
    • Occasions for Home Baking
      • Table Occasions for Home Baking, 2020 (percent of home bakers)
    • Sweet vs. Savory Baking
      • Table Baking Activity: Sweet and Savory Items, 2020 (percent of home bakers)
    • Frequent Home Bakers Are More Likely to Preserve Food at Home and Have Stronger Preferences for Sustainable and Organic Foods
      • Table Consumer Opinions on Food Preservation and Sustainable/Organic Food, 2020 (percent of consumers)
    • How Can Consumers Be Persuaded to Bake More?
      • Table Reasons Consumers Would Consider Increasing the Amount of Baking They Do, 2020 (percent of consumers)
    • Why Some Consumers Do Not Bake at Home

Abstract

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.

Scope

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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