This analysis was commissioned by The Grocer and carried out by Lumina Intelligence independently from Maple From Canada UK
Free obtain: 10 charts explaining UK attitudes to dwelling baking
1. Half of Brits bake at dwelling at the least as soon as per week
Lockdown fuelled a baking resurgence. So it’s no shock that half of Brits say they’ve baked at dwelling at the least as soon as per week because the first nationwide lockdown hit final March. A complete of 27% are baking greater than as soon as per week, in response to our survey of 1,000 UK adults performed by Lumina Intelligence. That’s up from 19% previous to the pandemic.
However behaviours are unlikely to easily return to regular as lockdown lifts and Brits are in a position to enterprise additional outdoors their houses. It seems as if the pandemic has created a everlasting shift in baking habits, with 56% of respondents agreeing or strongly agreeing that they are going to bake extra sooner or later on account of lockdown.
2. Cupcakes had been the most well-liked merchandise throughout lockdown
Banana bread was the speak of lockdown. Nevertheless, it was removed from the most-baked merchandise. Loaf muffins resembling banana bread had been solely the sixth hottest amongst Brits, who had been extra more likely to have been whipping up brownies, pies and scones.
Biscuits and cupcakes topped the record throughout all age teams aside from the over-65s, who had been more than likely to bake scones.
Mylène Denicolai, director of promotions at Maple From Canada UK, says there was a motive for the recognition of these things. “Dwelling bakers typically opted for family-friendly gadgets of consolation and nostalgia that are simple to make”, she explains, and cupcakes had been easy sufficient for “individuals from all baking ranges” to aim.
3. Millennials baked probably the most sourdough loaves
It could be a cliché, but it surely seems millennials actually do love sourdough. As our survey exhibits, 25 to 34-year-olds baked the speciality bread probably the most throughout lockdown, adopted by the 18 to 24-year-old demographic.
That stated, sourdough was not simply restricted to the youthful generations: though solely 3% of the 65-plus age group baked it, 11% of 55 to 64-year-olds stated they tried their hand.
Folks within the youngest age brackets had been additionally more than likely to have realized the artwork of sourdough baking on account of the pandemic. When requested if that they had realized a brand new baking ability throughout lockdown, 62% of 18 to 24-year-olds agreed, as did 56% of these aged 25 to 34, in contrast with 18% of over-65s.
4. Most banana bread was baked in London and the south east
You might hardly escape the hype round banana bread throughout 2020, as Brits took to the simplicity of the recipe. “Banana bread is simple to make, it makes use of elements like bananas previous their use-by date and it’s an important consolation meals,” says Maple From Canada UK’s Denicolai.
However its reputation did differ by area. Loaf muffins had been hottest in London and the south east of England, the place 45% of respondents baked them. That in contrast with lower than 1 / 4 within the north west.
There was a gender cut up right here, too. Greater than 4 in 10 girls stated that they had baked a loaf cake resembling banana bread within the pandemic, in contrast with simply 28% of males.
5. Greater than half of Brits began baking because of extra free time
Gardening, Zoom quizzes, TikTok dances… Brits tried nearly every part to beat the boredom throughout their months in lockdown. So it’s no shock that boredom was a motivation behind the uptick in baking too, with 54% of individuals saying they returned to the pastime due to extra free time.
However in response to Maple From Canada UK’s Denicolai, that wasn’t the one motive. She believes many “turned to baking as an academic and family-friendly pastime, whereas others noticed it as a technique to scale back stress”.
That half of individuals are nonetheless baking at the least weekly (see chart one) is a optimistic signal, says Denicolai, who believes there may be “longevity” within the pattern.
6. The vast majority of Brits search for baking recipes on-line
Alongside cake tins, piping baggage and wood spoons, the web has confirmed one other necessary baking utensil for Brits. A complete of 63% of respondents named on-line serps as their hottest supply of recipes. Search engines like google had been hottest with 35 to 44-year-olds (76%), whereas the over-65s had been least probably to make use of them (40%). The preferred useful resource for this age group was cookbooks, favoured by 61%.
Nevertheless, this desire wasn’t restricted to older bakers. Folks throughout all age teams nonetheless search offline inspiration, by way of cookbooks (49%), their very own recipes (25%) and on packaging from baking mixes (19%). Social media was the least well-liked supply, however over-indexes with youthful Brits (see beneath).
7. Younger bakers are more than likely to make use of social media for inspiration
Social media might not be a serious supply of baking inspiration, but it surely does punch above its weight with youthful customers. That’s in response to our information, which exhibits 27% of 18-24-year-olds look to social media or influencers for recipes. This proportion falls with age, down to only 4% of over-65s.
When requested how probably they might be to bake a recipe shared by an influencer they like, customers confirmed the identical sample: 57% of 18-24-year-olds agreed, in contrast with 21% of over 65s. Denicolai believes the passion among the many youngest group could possibly be partly all the way down to the rise of TikTok, “which has carried out effectively to interact youthful bakers by way of inspiring new meals developments and inventive concepts”.
8. YouTube is the highest social media channel for baking recipes
YouTube emerged as the popular social media channel for Brits in want of baking inspiration in our analysis, with 36% of individuals utilizing it over the previous 12 months. This desire for YouTube was unanimous throughout all age teams bar the over-65s, the place it got here in second to Fb.
Denicolai isn’t shocked at this end result: she believes YouTube is an “engaging companion within the kitchen” because of its use by many movie star cooks and influencers.
On high of this, it offers reassurance to novice bakers “in a method conventional cookbooks can’t”, she says. “Seeing each step of the method helps settle among the unease learners may really feel when studying a recipe.”
9. Sugar-free baking is extra well-liked than vegan
Brits are typically free and straightforward with their baking. That’s proven by the 77% who don’t observe any dietary necessities when whipping up their newest creation. And in the event that they do omit something, it’s not what you suppose.
Regardless of the rise in plant-based consuming, solely 5% of Brits go completely vegan when baking at dwelling, and 6% go dairy-free. Likewise, 6% of customers bake with out gluten.
Sugar-free was the most well-liked stipulation when baking, chosen by 8% of respondents. Maple From Canada’s Denicolai believes it is because “sugar has, lately, change into considerably of a dietary evil with customers”.
That doesn’t imply they’re more likely to minimize out sugar altogether, although. “Folks nonetheless want to take pleasure in a candy deal with,” she says.
10. 4 in 10 Brits suppose dwelling baked gadgets are more healthy than shop-bought
We’ve all been in want of a deal with over the previous 12 months. This mindset appears to have fed into the consuming habits of Brits, 37% of whom say they don’t contemplate the well being implications when baking at dwelling.
When confronted with the assertion ‘I attempt to solely bake wholesome gadgets’, extra customers disagreed (43%) than agreed (24%).
That’s most likely as a result of enjoyment is such a key driver of baking. The vast majority of customers additionally stated this was their essential motive for baking (62%) versus necessity, resembling baking their day by day bread or a part of a meal (17%).
That is backed up by the overall desire for candy versus savoury: 39% stated they most popular baking candy gadgets, in contrast with 19% who selected savoury and 29% who baked an equal quantity of every.
Nevertheless, there may be nonetheless a well being angle on the house baking pattern. Practically half of respondents (45%) thought home-baked items had been more healthy than shop-bought options. And 11% strongly agreed with that assertion.
Against this, solely 1 / 4 of respondents to our survey disagreed there was any well being profit to baking at dwelling versus shopping for from a store.