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.