Home bakers splurge on cake mixes in 2024

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Good times keep rolling for home baking brands. Branded baking mixes have seen volumes rise 1.5% in a sector down 2.3%. And flour brands have grown volumes 9.8% versus own label’s 3.9% gain.

It’s a performance that suggests Brits continue to bake at home, and spend more when they do. Those branded baking mixes, for instance, are worth an extra £3.1m. Overall flour is up £19.8m. These gains have been driven by home baking being cheaper than store-bought goods, and by concerns about UPFs in grocery, explains Natasha Suttner, NIQ thought leadership associate.

While a share of this year’s extra spend has gone towards making classics like bread rolls and carrot cake, fun and indulgent TikTok baking trends, such as #lavacake, have seen home bakers broaden their repertoires.

Brands have responded to this shift with NPD. Take Dr Oetker, which this year added Spectacular Science Chocolate Volcano Cupcake Mix (see Top Launch, below).

Then there’s Mr Kipling. In October, it launched Triple Chocolate Brownie Mix and Madagascan Vanilla & White Chocolate Blondie Mix. Premier Foods marketing director Daniel Jalalpour is sure they will be a hit. He points to many amateur bakers “opting for familiar brands like Mr Kipling”.

Top Launch 2024

Spectacular Science Volcano Mix | Dr Oetker

Spectacular Science Volcano Mix Dr Oetker

Dr Oetker’s Spectacular Science is aimed squarely at kids, inviting them to “bake and learn”. In July, it added this Chocolate Volcano Cupcake Mix (rsp: £2.75). It comprises chocolate baking mix, red vanilla icing, and muffin cases for six cupcakes that ooze chocolate ‘lava’. Just add butter, milk and water. The resulting treats “not only look exciting with their bright red lava topping, but they also have a delicious melting middle centre”, says Dr Oetker.