The Rise of Baking in the UK

THE RISE OF BAKING N THE UK BAKING IS FAST BECOMNG A NATIONAL OBSESSION, WITH AROUND 85% OF BRITONS HAVING BAKED THIS YEAR, EQUIVALENT TO 45 MILLION ADULTS TOP 3 REASONS FOR BAKING (June 2013) ** ** BAKING BECAUSE I ENJOY IT TO TREAT THE FAMILY FOR SPECIAL OCCASIONS 67% 37% | 26% 72% 54% 39% Men Women TOP 5 ITEMS BAKED FROM SCRATCH AT HOME IN THE LAST 12 MONTHS (June 2013) 58% SMALL CAKES eg. Cupcakes 55% BATTERS eg. Pancakes 62% STANDARD CAKES 43% SWEET PUDDINGS eg. Crumble, pavlova 43% BISCUITS/COOKIES eg. Victoria sponge, carrot cake HOW OFTEN DO WE BAKE? (Baking from scratch, June 2013) 25% 25% 23% 22% 19% 19% 19% 19% 20% 15% 13% 10% 5% 0% SEVERAL TIMES A ONCE A WEEK 1-3 TIMES A LESS THAN ONCE A WEEK MONTH MONTH Men Women WHERE DO WE GET OUR RECIPE IDEAS FROM? (June 2013) BAKING RECIPES NEWS 61% 38% 36% 33% 30% COOKERY & BAKERY BOOKS ONLINE COCKERY FAMILY & FRIENDS TV BAKING SHOWS MAGAZINES & NEWSPAPERS SITES & FORUMS SINCE THE GREAT BRITISH BAKE OFF RETURNED TO OUR SCREENS SALES OF ALL KITCHEN STAND MIXERS AND KITCHEN MACHINES AT CURRYS PC WORLD HAVE RISEN 65% BEST SELLING STAND MIXERS KENWOOD PATISSIER KITCHENAID KENWOOD CHEF FOOD MIXER ARTISAN STAND MIXER FOOD MIXER Currys ( PC World Source: Home Baking - UK, August 2013 from Mintel Press Association Graphic