Why people bake at home - Top 3 home baking trends

Why people bake at home - Top 3 home baking trends

The smell of a cake in the oven brings instant happiness. And that is what consumers can use now more than ever. Within the current crisis and millions of consumers home grounded, home baking is a way to entertain the family, to fill the house with a marvelous scent and to enjoy sweet delights.

Home baking trends

1. Indulgence

2. Health

3. Convenience

+ 2020 highlight: Chefs go online

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.

Two home baking recipes from our Chef Chocolatier

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.

Box of Godiva milk chocolate baking bar — USA - Godiva premium milk chocolate baking bar

1 - Indulgence

Indulgence remains the main driver for baking at home. Consumers are making grandmother's family recipes to enjoy and think back of their childhood. They are also baking classics and super indulgent pies, cupcakes and even more challenging recipes like macarons.

2 - Health

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.

Try these Do-it-yourself nutrition bars

Indonesia – Chocolate mud cake mix. Free from, vegetarian & delicious.

USA - Betty Crocker hot fudge brownie-in-a-mug mix. Indulgent and convenient. Source: Betty Crocker

3 - Convenience

Globally, convenience is also a key driver. For many reasons: consumers are lacking skills, time, don’t want to make the efforts or want to bake with kids. 51% of new product launches in North America have an “easy to prepare” claim*.

*Source: Innova

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.

Nina Métayer on Instagram

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.

Martin Diez on Instagram

Two vegan brownie recipes from our Chef Chocolatier

Discover recipes from our Gourmet chefs here

Barry Callebaut baking products

FNN-Y1323-SPM

Nut filling with 5% hazelnuts and low fat content, suitable for baking applications. Without hydrogenated fats.

range
Compounds: Fillings
Fineness

1
Melting profile

smooth
Texture

Soft

Bakestable Hazelnut filling 11%

A smooth hazelnut and chocolate bakestable filling, with 11% nut content. Because we start from whole fresh hazelnuts, medium roast them and refine all ingredients together in a continuous process, our mouthfeel is unrivalled. Perfect for bakery/pastry applications. RSPO

range
Compounds: Fillings
Texture

Soft And Creamy
Vegetable fat

Non-Hydrogenated, Palm-based

FNN-Z1547

Bake stable nut filling with hazelnuts and a hint of almonds. Without hydrogenated fats.

range
Compounds: Fillings
Melting profile

smooth
Texture

Soft
Vegetable fat

Non hydrogenated

FMD-Y1168

Sweet dark value filling for bakery applications such a laminated pastry (viennoiseries). Brings cocoa and vanilla notes into the application.

range
Compounds: Fillings
Fineness

4
Melting profile

smooth
Texture

Semi-soft

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Why people bake at home - Top 3 home baking trends

Why people bake at home - Top 3 home baking trends

Home baking trends

Giant increase in baking searches