Why people bake at home - Top 3 home baking trends
Why people bake at home - Top 3 home baking trends
Giant increase in baking searches
The chart below show a gigantic increase in Google searches on how to bake bread. It can be expected that consumers will not only bake bread, but also chocolate cakes, muffins, cupcakes, cookies etc.
Top 3 trends in home baking
Already before the Coronavirus crisis home baking was on the rise, all over the globe. Of course, regional differences appear but the 3 main trends driving the growth of the category are indulgence, health and convenience.
USA - Godiva premium milk chocolate baking bar
2 - Health
Indonesia – Chocolate mud cake mix. Free from, vegetarian & delicious.
Health and nutrition were already increasingly important for consumers, but now it is more than ever:
- because good health is crucial for a good immune system
- because that way, they know what ingredients are inside.
- because people are forced to stay at home, potentially less active, and worry their weight might increase.
- In Asia, 25% of new product launches have a vegetarian claim*.
*Source: Innova
For example, homemade cereal bars are popular and known to combine both home baking and a need for healthy treats.
USA - Betty Crocker hot fudge brownie-in-a-mug mix. Indulgent and convenient. Source: Betty Crocker
Covid-19: Chefs post recipes for consumers
Social media like Instagram already was very popular and is increasingly used. Some artisan chefs, forced to close their shop to be able to contain the Covid-19 virus, are putting recipes online. That way, consumers can make those delicious recipes at home. And the chefs stay in touch with their consumers.
Nina Métayer from France is one of those chefs. She’s inaugurating her new kitchen with a recipe video to show followers how they can make a Babka, a chocolate brioche, at home.
One of our own chefs, Martin Diez, is cooking with his son. Posting a step by step for the simple recipe for a soft chocolate tart moelleux.
