This article is part of our Home Baking Digital Feature.

The market may be plateauing, but Bake Off fever still grips the nation. In fact, 42% of Brits bake at least once a week, an exclusive poll for The Grocer reveals. 

“Impressively, we see 42% of Brits baking at home every week, reflecting the influence that programmes such as The Bake Off have in encouraging ordinary people to get creative in the kitchen,” says Lucia Juliano head of fmcg & retail research at Harris Interactive, which polled 2,000 shoppers on behalf of The Grocer.

Thirteen per cent say they are inspired by The Great British Bake Off. What is also surprising is that the trend is equally as apparent amongst men as it is women: 41% of men bake at least once a week, and of the diehard bakers (those who bake more than once a week) 17% are men and 16% are women.

“The TV programme has certainly done wonders for any preconceptions people may have had that ‘baking is for girls’. Another unexpected trend is that the most regular bakers are those aged 16-34yrs, highlighting that baking is officially a ‘cool’ pastime,” she adds.

Cakes are undisputedly the nation’s favourite thing to bake, with 75% of respondents having attempted one. Cupcakes and pies follow with 44% and 36%, respectively, while 25% of those polled were brave enough to bake pastries.

For those who need a bit more encouragement to put a pinny on, time and mess were found to be the biggest barriers. 

How often do you bake?TotalMaleFemale16-2425-3435-4445-5455+
More than once a week 16% 17% 16% 22% 22% 15% 15% 14%
Weekly 26% 24% 28% 30% 25% 27% 22% 27%
Monthly 21% 17% 25% 26% 22% 26% 21% 17%
Two or three times a year 13% 12% 14% 9% 16% 12% 16% 13%
About once a year 6% 5% 6% 7% 6% 5% 7% 5%
Never 17% 24% 11% 7% 9% 15% 19% 24%
What do you bake?TotalMaleFemale16-2425-3435-4445-5455+
Cake 75% 68% 81% 80% 78% 74% 75% 72%
Cupcakes 44% 37% 50% 65% 52% 48% 44% 28%
Pies 36% 38% 34% 26% 34% 32% 29% 46%
Biscuits 33% 27% 38% 42% 41% 39% 32% 23%
Bread 29% 33% 27% 29% 30% 28% 31% 28%
Pastries 25% 29% 22% 33% 28% 19% 18% 27%
Other 8% 9% 8% 10% 7% 5% 8% 11%
What, if anything, puts you
off when it comes to baking?
TotalMaleFemale16-2425-3435-4445-5455+
The amount of time it takes 33% 35% 31% 36% 38% 35% 31% 29%
The mess  32% 31% 33% 48% 40% 37% 30% 22%
Sugar content 11% 11% 12% 13% 16% 10% 12% 9%
It’s too difficult 10% 12% 7% 11% 13% 11% 8% 7%
Gluten content 3% 3% 2% 6% 4% 3% 1% 1%
Other 5% 4% 6% 4% 2% 3% 6% 8%
Nothing puts me off baking 38% 38% 38% 25% 29% 34% 42% 47%
Why do you bake?TotalMaleFemale16-2425-3435-4445-5455+
Homemade is better quality than shop bought 49% 46% 51% 38% 42% 39% 56% 60%
For special occasions 32% 27% 37% 43% 31% 35% 32% 27%
A whim 28% 25% 30% 29% 32% 25% 33% 24%
It’s healthier than buying from a shop 26% 25% 27% 21% 22% 23% 25% 33%
It’s cheaper than buying from the shop 26% 28% 24% 26% 23% 21% 27% 29%
To have fun with the kids 25% 23% 26% 19% 35% 45% 19% 12%
The Great British Bake Off and other TV shows inspire me 13% 15% 12% 24% 17% 13% 14% 7%
New home baking products inspire me 12% 13% 12% 19% 13% 12% 13% 8%
Retailer promotions in store inspire me 5% 7% 4% 8% 9% 4% 3% 3%
Other 6% 5% 7% 7% 3% 3% 6% 10%
Which special occasions do you bake for?TotalMaleFemale16-2425-3435-4445-5455+
Family gatherings 50% 43% 56% 52% 48% 44% 53% 53%
Christmas 49% 45% 52% 48% 44% 46% 54% 51%
Other people’s birthdays 47% 39% 53% 58% 49% 51% 45% 38%
Sunday lunch 28% 28% 28% 22% 27% 31% 29% 29%
Easter 26% 22% 28% 33% 29% 27% 23% 21%
My own birthday 20% 23% 17% 29% 28% 19% 13% 15%
Charity events 13% 12% 14% 15% 11% 15% 11% 13%
School events 12% 10% 14% 18% 16% 20% 9% 4%
Valentine’s Day 10% 10% 9% 18% 16% 11% 5% 3%
Other 13% 13% 13% 5% 7% 9% 16% 21%
 Thinking about ready prepared baking mixes which of the below do you agree with?TotalMaleFemale16-2425-3435-4445-5455+
Ready prepared cake mixes (e.g. Victoria sponge, chocolate cake) are a great way to quickly rustle up a home cooked cake with minimal fuss 32% 26% 37% 32% 33% 40% 35% 26%
Cake/cupcake/muffin mixes for children (e.g. with a character) are a great introduction to home baking 32% 25% 38% 38% 39% 38% 34% 22%
The ready prepared baking mix range in supermarkets has really improved 28% 25% 32% 32% 25% 36% 34% 23%
Ready prepared baking mixes inspire me to try to bake something new and different 16% 15% 16% 25% 18% 21% 17% 9%
I like to buy bread mixes as an easy way to get home baked bread 14% 15% 14% 17% 18% 17% 13% 10%
I would love to try baking with a ready prepared baking mix 14% 17% 11% 20% 22% 13% 16% 7%
I think ready prepared baking mixes are just designed for lazy people 14% 14% 13% 17% 19% 11% 15% 11%
I would never buy a ready prepared baking mix 25% 27% 23% 10% 14% 20% 23% 38%
Thinking about products for decorating cakes, cupcakes or biscuits, which of the below do you agree with?TotalMaleFemale16-2425-3435-4445-5455+
The range of cake decorating products in supermarkets has really improved 41% 28% 52% 43% 33% 44% 43% 40%
Cake decorating is a great activity for children 36% 29% 42% 45% 47% 43% 38% 23%
Cake decorating products inspire me to try something new and different 19% 16% 21% 32% 22% 23% 19% 10%
I only decorate cakes at Christmas or Birthdays 17% 17% 18% 22% 16% 14% 14% 19%
I would love to try decorating cakes etc but have no idea where to start 12% 11% 12% 22% 20% 11% 8% 5%
I like to buy a simple sponge cake to then decorate myself 10% 11% 10% 18% 15% 14% 12% 3%
When I want to buy products for cake decorating, I would never think to look in my supermarket 5% 7% 3% 8% 10% 5% 4% 1%
I have no interest in these types of products 26% 34% 18% 7% 14% 21% 31% 38%

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Harris Interactive UK polled 2,073 members of the public on behalf of The Grocer. Harris Interactive UK is a full service, consultative custom market research agency working internationally out of offices in the UK and Europe. With in-house expertise covering all areas of research design, implementation, analysis and reporting, it has particular strengths in loyalty and brand. For more information, please visit the Harris Interactive UK website

 

 

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