Mary Berry effect cools as Brits hang up their pinnies

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Great British Bake Off fever is wearing off, according to a consumer poll for The Grocer, which reveals a 25% slump in the number of Brits baking at home at least once a week.

Seventy seven per cent of Brits bake at home, down from 83% a year ago, with 32% saying they bake once a week or more. A year ago, 42% said they dusted off their pinnies at least once a week.

“A number of factors could be at work here,” says Tania Page, interim head of CPG & retail at Harris Interactive, which polled 2,033 consumers on behalf of The Grocer.

“Concerns about health may be having an impact and cost may be another factor. After the mess baking creates, cost is the second biggest barrier to home baking, cited by one in five consumers.”

Despite the wider debate around sugar, 57% say they are not concerned about the sugar content of homemade cakes, although 28% say they are looking to use more low-calorie sugar alternatives.

“There’s definitely an opportunity to make cakes healthier,” says Page. “Home baking brands can do more to ensure they appeal to health-conscious consumers.”

Some appear less concerned by the health argument, however. More than one in five Brits eat homemade cakes by themselves, with 6% admitting eating as much as they can in a single sitting.

How often do bake?

	Total	Male	Female	16-24	25-34	35-44	45-54	55+
Once a week	19%	15%	24%	20%	21%	19%	17%	19%
Once a month	21%	19%	24%	24%	25%	23%	20%	19%
Two or three times a year	16%	12%	20%	20%	19%	14%	16%	15%
About once a year	8%	8%	8%	7%	6%	5%	10%	9%
Never	23%	34%	12%	17%	16%	19%	26%	28%

What, if anything, puts you off baking?

	Total	Male	Female	16-24	25-34	35-44	45-54	55+
The mess	34%	34%	35%	49%	38%	43%	31%	24%
The cost of ingredients	21%	19%	22%	26%	24%	27%	17%	16%
Sugar content	15%	15%	16%	17%	19%	19%	9%	14%
It’s too difficult	13%	17%	9%	14%	14%	16%	13%	11%
Gluten content	4%	6%	3%	6%	5%	8%	2%	2%
Other	5%	5%	5%	3%	2%	2%	3%	9%
Nothing!	26%	25%	27%	13%	18%	18%	33%	35%

Why do you bake?

	Total	Male	Female	16-24	25-34	35-44	45-54	55+
I do it on a whim	29%	26%	32%	35%	28%	27%	31%	28%
For special occasions	26%	20%	32%	35%	31%	27%	25%	21%
To have fun with the kids	20%	17%	23%	16%	30%	33%	17%	11%
It’s healthier than buying from a shop	19%	16%	23%	15%	17%	21%	19%	21%
It’s cheaper than buying from a shop	16%	15%	18%	16%	13%	15%	15%	19%
The Great British Bake Off inspires me	11%	11%	12%	15%	12%	13%	14%	7%
New home baking products inspire me	9%	8%	10%	11%	9%	13%	10%	5%
Retailer promotions in store inspire me	3%	4%	3%	5%	7%	5%	2%	1%
Other	17%	23%	11%	11%	9%	10%	19%	25%

When I bake a cake…

	Total	Male	Female	16-24	25-34	35-44	45-54	55+
I eat it by myself over a number of days until it’s gone	15%	23%	9%	12%	14%	23%	14%	14%
It tends to be eaten in its entirety during a group occasion	12%	12%	11%	17%	13%	12%	11%	9%
All things in moderation. I only ever have one slice	11%	11%	11%	8%	13%	11%	8%	12%
It never gets finished. I usually end up throwing some of it away	7%	10%	4%	6%	4%	5%	8%	9%
I love cake! I stuff myself on as much as I can eat in one sitting	6%	6%	6%	10%	10%	5%	6%	4%
I bake it for others to enjoy, but don’t eat any myself	6%	4%	8%	7%	4%	3%	7%	8%