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Understanding the home baking

category in the

Republic of Ireland June 2016

Table of Contents

Background - 3 1

Why they bake - 35 4

Baking in Ireland 2016 - 15 3

Trends in the world of baking that

are influencing the consumer mind-

set and habits - 6

2

Ingredients are less than the sum of

their parts - 75 8

Inspiration for baking - 67 7

What and how they bake - 55 6

Barriers to baking - 43 5

9 Innovation potential in the home-baking

category exists through overcoming

barriers - 91

2

Background

In the 52 week period ending on 22 May 2016, the home baking market in the Republic of Ireland is

reported to be worth €119m and has experienced a -2.2% year-on-year decline.1 A declining market

can be attributed to shoppers making less trips to the store and buying less volume on each trip.

Submarkets including: icing, white sugar, and savoury markets are in decline. However, sub

categories including brown sugar, snacking fruit, cherries, and peel are experiencing growth. Private

label is tending to show growth while brands are taking the impact of the decline.

In order to unlock growth potential this project had two key objectives for this research project:

1. An understanding of the consumer mindset in order to unlock the potential for continued

success in the category

2. Identify opportunities and areas of innovation to Irish manufacturers

Research took place between March and April 2016, with both quantitative and qualitative

methodology. Research partner was MCCP.

Background

1. Staged Methodology

Methodology and Sample

Trendstream™ and media review

Identify and understand macro

trends that impact on consumer behaviour within the category

Quantitative Study

15 minute online survey

(respondents who had baked at least once in

the last 12 months)

Conducted in March 2016

Consumer home-diaries

6 x consumer home-diaries (5 x females, 1 x

male)

Recruited on the basis of having baked at least

once in the past 3 months but not expert bakers

Consumers were given two tasks to complete

within a specific timeframe

Consumer group

6 x female participants

3hr consumer group

Topic areas discussed;

Motivation for baking

Barriers to baking

Shopping behaviour

Ingredients – milk, flour, butter

Innovation territories

Trends in the world of

baking that are influencing

the consumer mind-set and

habits

Fuelled by rising consumer concerns around health and obesity

2016 will see a focus on reduced volume size of cakes and treats

Reduces portion size but allows for moments of indulgence

Bite sized indulgent treats will become increasingly popular

Cake pops the latest trend in

2016 Small bite-size canape style desserts are

predicted to grow in 20162

Shortbread and eclairs touted to return to popularity in

2016.3

Eclairs offer a less sweet pastry, thus allowing the filling

to be decadent.

Whilst shortbread’s utility means it can be infused with

a wide range of flavours. Whilst its bite-sized, so you

can enjoy it without worry.

Traditional desserts are making a comeback

Baking Sugar sales have fallen by nearly 10 percent in the UK .4

Baking substitutes will increasingly begin to replace sugar in our treating occasions as people join the popular movement away from sugar.

Use of sugar alternatives will also result in an altered consumer palette

Sugar will be substituted for healthier alternatives

Whilst the trend has grown over the last

few years, it is still often dismissed as a

fad or being picky. But Nigella Lawson's

buckwheat brownie (gluten free despite

the name) and the rising popularity of

bloggers such as Simply Ella is a

mainstream indicator the jump to the

mainstream.

As health and fitness continues to gain

popularity, so too will healthy eating.

Gluten and wheat free to

become mainstream

New research from market intelligence agency Mintel reveals that grain-free flour is on the grow. In Germany, non-grain flour purchases have more than doubled in the last year, accounting for 23% of all new flour launches in 2015, compared to only 10 % in 2014.5

Mintel research shows that grain-free is also an increasingly popular choice when it comes to bread and bakery products, where newly launched grain-free options have risen from 6% in 2011 to 9% of total bread and bakery launches in Germany in 2015.6

Non-grain flours are

the next step after

gluten free

The desire for ‘free from’ food continues apace

.

Baking is keeping up by offering alternative mixes which are gluten, wheat, grain, dairy and nut free so they can appeal to fad dieters and people with conditions alike.

Alternative diet trends are influencing the range of baking mixes

The desire for clean eating has spawned a taste for raw cacao – its dense and earthy bitterness being the next step for dark chocolate connoisseur.

The Hemsley sisters, with their chocolate avocado mousse and Ella Henderson with her Deliciously Ella sweet-potato brownies, have sent the popularity of cacao through the roof – sales of bars alone are up 36 per cent at Waitrose in 2015.7

Cacao, the ‘smart person’s chocolate’, is set to continue in popularity

Product’s health profiles are becoming increasingly important as consumers reach for perceived better-for-you frozen yogurt and fruit- and vegetable-based flavours.

Frozen options, such as sorbets and fruit bars or pops, and goat’s milk ice cream are answering the need for something cool but with fewer calories.

Alternative ingredients are becoming popular in desserts

Baking in Ireland 2016

Four in five Irish bakers are women but age, social

class, and region reflect the general population

54%

46% Kids

No kids

Periscope – November 2015

More than half bake once a week or more

Question: How often do you bake? Base: All respondents

Incidence of baking builds towards the

weekend, peaking on Saturdays

Question: When you bake what day of the week do you bake on? Question : When you bake what time of day do you bake on most often)

Baking for the family is usually a solo

activity: ‘I bake by myself for my family’

Question: Who do you typically bake with?

Question: Who do you typically bake for?

The three core reasons for baking:

family, fun, and occasions

Question: Which occasions do you bake

for most often?

Irish bakers are modest in their self-assessment and do it for enjoyment

41%

44%

13%

I have a limited set of skills but I enjoybaking from recipes I know and trust

I enjoy baking and like to experimentwith new recipes

I am a very competent baker and like tochallenge myself with new recipes and

techniques

Question 26: Which of the following statements best describes your

own baking ability and interest in baking?

- Most likely to be female (82%)

- Just over half are baking at least once a week or more often (53%)

- Incidence of home-baking increases are we near the weekend, but for 4 in 10

day of week isn’t a factor

- Bakers bake by themselves (65%) to satisfy the needs of their immediate

families (76%)

- Family (60%), fun (55%) and occasions (Seasonal occasions 41%, family

occasions 37%, charity events 13%) are key drivers for baking

- Baking is perceived to require a high skill level, only 13% self-report as being

highly competent

A recap on today’s baker

Differences in frequency and expertise were related to age group and life stage.

Segmentation was conducted using latent class analysis to identify six mutually exclusive groups of bakers based on age group, life status, frequency of baking, and self-reported expertise. Subsequent analysis compares these groups and identifies any that differ significantly from the others.

Strategies to target particular segments should be considered.

Analysis of demographic differences pointed to distinct groups of bakers

The Nurturer – 37%

Weekly

The Pro Am – 18%

More than weekly

The Martyr – 9%

Less than monthly

The Traditionalist – 12%

More than weekly

The Explorer – 14%

Monthly

The Time-traveller – 10%

Less than monthly

It wouldn’t have even entered my train of

thought to bake before I had kids

Key demographics Mean age 45.3 years

Family

structure

Have children 56%

Social class C1 35%

Frequency Monthly 47%

Weekly 44%

Competency Limited 46%

Enjoy 44%

Behaviours

The Nurturer–37%

Bake for family 35%

Bake for school events 33%

Bake on Saturday 33%

Occasions

Parents of young children, reluctant but

frequent bakers

Key demographics

Frequency More than

weekly

58%

Weekly 38%

Competency Enjoy 70%

Competent 30%

Behaviours

The Pro Am – 18%

Mean age 37.3

Family

structure

Have children 61%

Social class AB 20%

Bake for family 84%

Bake for school events 63%


Occasions

Expert and confident frequent bakers

I love baking and I love cookery books

and everything to do with food

29% bake with a family

member vs 6% of the total Frequency Monthly 59%

Weekly 31%


Limited 44%

Behaviours

27% bake for themselves

(total = 14%)

14% bake for colleagues

(total = 5%)

The Explorer – 14%


Family

structure

Living with parents 57%

Social class DE 42%

Bake for charity events 74%

Bake for family 52%

Bake in the evening 30%

Occasions

Young and keen, bake to

socialise

We don’t have dinner

parties or anything like

that very often but it’s so

much nicer to bring

something you’ve made

yourself, it’s just the

extra effort and kind of a

novelty

90% of traditionalists

bake alone (total = 65%)

Frequency Weekly 72%

More than

weekly

28%


Competent 29%

Limited 28%

Behaviours 32% bake in the morning

(total = 15%)

The Traditionalist – 12%


Family

structure

Grown-up children 54%

Living alone 34%

Social class Farmer 22%

Bake for family 78%

Bake for seasonal occasions 69%

No particular day 55%

Occasions

Building on a lifetime of

routine baking

Baking I think is

just part of what

we do now at

home, it’s always

what we do

Much less likely to bake

for enjoyment, fun or

routine

Frequency Monthly 39%

Twice or three

times a year

34%

Once a year 27%


Enjoy 23%

Behaviours

83% of Time-travellers

bake alone (total = 65%)

My mother was a

real melt in your

mouth baker so I

think that’s where

I got if from

The Time-traveller – 10%


Family

structure

Grown-up children 49%

Social class C1 35%

Bake for family 44%


No particular day 66%

Occasions

Former frequent bakers

with dwindling motivation

The Martyr – 9%

Frequency Twice or three times

a year

89%


Enjoy 24%

Behaviours

She loves cracking the egg, that’s a real big thing

for her because she thinks she’s great when she’s

able to do it


Family

structure

Have children 38%

Living alone 24%

Living with parents 14%

Single parent 14%

Social class C1 39%

Bake for charity events 59%



Occasions

Bake every now

and then when they

have to

You do kind of feel that you have to you

know for Christmas or whatever, it’s

nice but you kind of have to too

Seeking out opportunities in each segment

The Pro Am 18% The Traditionalist 12%

Segments represent our highest

frequency bakers and are highly

engaged in the category

Continue to broaden their skill set and

baking repertoire by providing them with

the inspiration that they need

What opportunity do these

segments represent for brands?

These two segments are the bakers who truly love

to bake

The younger Pro Am cohort are more open to

experimentation with new and on-trend baked goods

For The Traditionalist, a twist on an old style recipe is

what they are seeking



Seeking out opportunities in each segment

The Martyr 9% The Explorer 12% The Nurturer – 37%

Segment are baking out of

obligation and the fulfilment of

a household role

Brands must make it as simple and

easy as possible for these bakers in

order to demystify baking and present

it as an attractive activity beyond just

the typical baking occasions



Segment are baking for the

love of baking, it’s a joyous

past time and hobby

Creating more baking occasions for

this cohort is key. Tapping into the

intrinsic shared nature of baking will

unlock the category for them even

further



Segment are baking from the heart

but they sometimes struggle to fit

baking in with the rest of their lives

This segment are open to being

nudged towards more frequent

baking but brands must help them

by creating attractive solutions

We must direct The Explorer towards the cycle of The Pro Am and The Traditionalist

The Explorer

The Pro Am The Traditionalist

The Nurturer The Time traveller

The Martyr

The consumer needstates surrounding baking are unlikely to change nor will the

festivities and special occasions in which people part-take in home-baking

But as we continuously become more health conscious our more regular

consumption need will change

Consumers will seek to adjust their more regular baked good occasions to more

slimmed lined and health conscious versions

This will be achieved through adding ingredients e.g. nuts and seeds to increase

wholesomeness and reducing sugar content through using alternatives

The future for baking is about moderation and control, not elimination

Why they bake

Main motivations balanced between functional and emotional

Question: Thinking about home

baking, what are the main reasons

that you bake?

Segments on distinct trajectories over time

26%

41%

31%

I bake less than I did lastyear

I bake the same amount asI did last year

I bake more than I did lastyear

Question 12: Which of the following describes your baking behaviour?

Pro Am

(57%)

Explorer

(47%)

Traditionalist

(51%)

Nurturer

(47%)

Time-traveller

(51%)

Martyr

(51%)

For Nurturers, this suggests increasing engagement as children reach an age where they can take more of an interest.

For Traditionalists, increased activity may reflect the expansion of their extended families.

Caring Bakers and Traditionalists are baking more

I find that I’m baking the same

type of thing as I did before so

we’re ending up with a big

apple tart and just the two of

us to eat it

Family as a key motivator for

Caregiver segment

To spend time with my children

To pass the tradition onto my children

Significantly higher core motivations for

Nurturers

(Q.16 Thinking about the occasions that you

bake, what are your main reasons for

baking?)

Question 16: Thinking about the occasions that you bake, what are your main reasons for baking?

Pro Ams and Explorers are baking about as often

Pro Ams are already baking weekly

so little room for more activity.

I don’t know, must be

getting old or

something but I’m

definitely baking more

now than I did before.

Opportunities to bake more are limited for

Explorers

• Younger cohort seek shared

experiences and time with friends

• Entering adulthood later

• Discretionary income is prioritised

Change of family structure – reduced numbers in the household

Increasing health issues – cholesterol, weight gain, heart issues

For the older segments, the purpose and need for home-baking is re-evaluated

I’ll have to stop because

[points to stomach] it’s just

if it’s there we eat it and

we’re definitely over-eating

Baking evokes positive emotions; Happy, Relaxed and Creative

Question: When you home bake,

how does it make you feel?

Clear and distinct set of emotions around home-baking for the younger cohort

50% 39% 28

%

18%

Creative Proud Fun

Excited

18 – 24yrs 69%

18 -24yrs 38%

18 – 24yrs 53% 18 – 24 39%

Younger cohort (18 – 24yrs) have a

clear and distinct set of emotions

around home-baking.

For them it’s an achievement to be

engaging in baking, it’s exciting,

fresh and new

I’m delighted with myself when I

bake. . .and the girls are like ‘look at

you’ [laughs]

I think I’d feel

awesome if I made

something

Barriers to baking

There were three major barriers identified – these offer opportunities for innovation

Mess

32%

Time

29%

Health

29%

Cost

14%

Fear

10%

Waste

10%

Utensils

7%

Knowledge

4%

Question: What, if anything, puts you off when it comes to baking?

Packaging does not facilitate tidiness and often

leads to spillages.

Number of utensils required for the ‘from

scratch’ process results in a lengthy tidy up

process.

Mess adds stress and time to home-baking process

The flour get’s absolutely

everywhere, it’s annoying and you’re

scrambling tidying it up

Between all the pots and pans and

everything it’s annoying but the pre-

mix is just one bowl and you’re done

End-to-end process of baking is onerous -Sourcing ingredients -Preparation of ingredients -Baking time -Oven time -Decorating (optional) -Tidy-up

Perceived length of end-to-end baking is intensive

Honestly I just don’t think I’ve time to

do anything

It’s kind of two hours whatever way

you look at it…if you’ve to pick

something up then you might have to

run out it’s longer again

Maintaining or achieving a healthy weight is a key priority for many. Body image, looking and feeling good is also a top priority for people.

Health risks associated with obesity and body image a top concern for consumers

Weight is the big one alright,

we’re hearing all that time about

obesity and it’s something I think

that everyone is trying to take

control of

Tension

Home-baking creates a considerable tension for health conscious people

Indulgence Health consciousness

Home-baking challenges a core consumer focus on healthy as it

is primarily centred around indulgence

It’s an effort because when I’m trying to not

eat the things I yearn for are homemade

cakes and biscuits that’s my real downfall

Justifications around the effort made and the need for reward eliminates some guilt

The volume of sugar used is

startling to the baker.

However, all of this is forgotten

once goods are being shared.

A cupboard store of staple ingredients has not as yet been built-up

Cost of ingredients a particular issue in pre-settled and empty nester households

When I made that carrot cake I’d to go

out and buy all the bits, I just wouldn’t

have those things, so yeah it was

quiet expensive

Explorer Time-traveller

Range of low-cost ambient goods

means that buying ingredients to bake

in large quantities is wasteful

It’s just as cheap for me to buy two

pastries or whatever in the

supermarket

Altering recipes or trying new recipes of

smaller proportions is shied away from by

the risk averse.

Baked goods are discarded

Ingredients are forgotten

Large quantities being baked leads to waste

It’s just thrown out or whatever

because if it’s sitting there for a couple

of days it’s gone anyway

I’d totally forgotten I had them. . .yeah

no they’re out of date so useless now

Lack of utensils presents practical

barriers to baking

Add to the cost for new entrants

Essential baking utensils not purchased until household is established

I’m in a shared house so I just don’t have

space for a food processor or whatever and

I’m not going to spend money on those

things until I’m in my own house

Pride taken in the outcome based

nature of home-baking means people

are fearful of poor results

The skill-set acquired to be a good

baker is deemed beyond the reach of

many

Fear of error limits experimentation for many

If I was doing something for a party or

something I definitely would do a practice run

to make sure it’s right, it doesn’t matter really

what it’s like here at home

Bakers are relatively modest in their

self-assessment of their baking ability

Lack of knowledge, particularly around

ingredient substitutions leads

consumers to continue to bake in the

same patterns

Consumers don’t feel they have sufficient knowledge, particularly to make ingredient substitutions

It’s all syrups and that now and they have to

be just as bad for you…you can’t just swop

and change because what do you have to do

with the rest of the ingredients

What and how they bake

Home-baking has retained a very traditional and uncomplicated understanding in people’s minds

It is five core ingredients (flour, eggs, butter / margarine, sugar and milk) skilfully combined and placed in an oven.

Consumers’ definition of what home-baking is has not changed over time

It’s ‘MAKING’ not baking

Outside of this narrow definition of baking, the act of putting ingredients together becomes something else

While similar motivations and occasions may underpin this activity, goods

produced in this way are outside the narrow consumer definition of home-

baking. These dishes do not typically involve ‘core ingredients’ or the oven.

Dishes you ‘make’ are seen as accessible and fun

Rice Krispie Treats Banoffee Cheesecake Flapjacks

Home-baking is all about sweet treats

Question: When baking what do you like to bake most often?

Both

34%

Sweet things

45%

You have to treat, and if you just

totally took out all bad

things…well it’s unrealistic

1

Savoury things

21% Males – 35%

Dublin – 26%

I did make tomato and basil scones from a

pre-mix and I really liked that, it was

something different. I’d like to try that type of

thing again

2

People are largely risk averse when baking, they’re depending on a successful bake resulting in a nice treat

I like to bake the simple things

. . . I’ve tried different cakes

but I’ve always just gone back

to the things I know

So easy and you know they’ll

be eaten and everyone will be

satisfied, so it’s a happy camp

Question:On the occasions that you bake what

type of things do you bake most often

Home-bakers indulge in making simple sweet treats

For day-to-day baking occasions it’s

about taste not appearance

For special occasions and treats

shared outside of the home

presentation becomes an

important element

Behaviour alters at

home versus out-of-

home:

At home, it’s just

about making

everyone happy with

shared treats

Out-of-home pride

becomes important

Almost 8 in 10 report that they bake from scratch but use of pre-mixes is common

I bake from scratch – using all the

raw ingredients such as flours, eggs,

milk / buttermilk

I bake from scratch and using pre-

mixes equally

I bake using pre-mixes

Couldn’t say

79%

12%

8%

1%

Question 19: Which of the following best describes the

method of baking you use most often?

[The pre-mix] has me kind

of more interested in

baking because I felt-out

baking now and I’m like

‘Okay, maybe I can do it’

Bread mixes particularly popular

Households with children reported high

usage

Home-diary and focus group participants report higher usage of pre-mixes

He’d often get a notion ‘oh mam

let’s bake something’ so I’d often

pick up the pre-mix just to have it in

the press for whenever

With the bread you’d have to go out

and buy a load of stuff but the pre-

mix is just there and really

convenient

Use of premixes may go unreported as it’s considered cheating by some

Oh it’s definitely cheating, sure it’s

just open the box. I always use the

pre-mix but it’s not real baking

Using premixes was reported in qualitative research as a

‘cheeky secret’, that you do not always talk about unless it’s

obvious from the output. There is a risk that people

underreport their use of premixes

Perception that there are different elements of baking which require a high level of skill

Shortcuts to eliminate skill deficits are welcomed – pre-rolled pastry

Time-saving methods also used

However, a little bit of ‘cheating’ is accepted within the category

I call it dip –dab. . .I go up to

Aldi and get the twelve buns

for a few euro and then just

dip-dab into the icing

I’ve never been good at pastry

and I find the pre-roll stuff

great and it taste lovely

Pre-mixes offer six key benefits to consumers

Question 17: On a scale of 1 to 5 where

one is disagree strongly and two is

agree strongly, to what extent do you

agree or disagree with the following

statements

There are barriers to pre mixes because it removes some of the key advantages of home baking

Agree

I don't like using pre-prepared mixes

because home-baking from scratch is a

tradition

57%

I don't like using pre-prepared mixes

because I want to know the ingredients

that are going into my baking

57%

I think ready prepared baking mixes

are just designed for lazy people

33%

No I mean they’re definitely not good

for you, probably worse than anything

you could make by yourself but they’re

just so convenient

Question 27: Thinking specifically

about ready prepared baking mixes,

to what extent do you agree or

disagree with the following?

Inspiration for baking

Online is the greatest source of inspiration for home-baking , followed by reliable cook books

5%

7%

9%

12%

19%

37%

Something I have seen on TV

Something I have seen in a…

I never have to search for…

Recipes that have been…

I turn to reliable cookbooks

I search online

60%

18%

16%

Question 29: When

looking for ideas of

what to bake, what is

your first source of

inspiration?

Online is the most reliable upon source, but many still turn to cookbooks or special magazines

5%

6%

14%

28%

30%

I follow recipes I have received fromfriends / colleagues

I follow videos on Youtube as I bake

I follow recipes that have been passeddown through the family

I follow recipes on cookbooks or specialmagazines as I bake

I follow recipes online as I bake

Question 31: When looking for

specific instructions and recipes,

where do you go to get the best

instructions?

Healthy

The Virtuous Tart – Susan Jane White (2015)

Celebrity - chef

Coast – Rachel Allen (2015)

Nation’s favourite healthy food – Neven Maguire (2015)

Fresh – Donal Skehan (2015)

Celebrity - lifestyle

Deliciously Ella – Ella Woodward (2015)

Natural born feeder – Roz Purcell (2016)

Restaurants

Cornucopia – Recipes from the Cornucopia restaurant

The Happy Pear – The Happy Pear

Traditional

A bird in the hand – Diana Henry (2015)

The Lemon Cookbook – Ellen Jackson (2015)

Home – Trish Deseine (2015)

The best selling cookbooks in

Ireland of recent years have

health as their premise

Desserts form a core part of leading cookbooks, often framed as ‘treats’

Healthy eating

Cook, Eat, Burn – Donal Skehan

Celebrity chef

Trish Paris Kitchen etc.

Rachel Allen –Bake!

Neven Maguire – Home Chef

Celebrity – lifestyle

The Restaurant

Amateur turned idol

Great British Bake Off

MasterChef – UK, Australia, NZ

Celebrity MasterChef

Healthy eating, Celebrities and real people with chefs challenges are the most watched

Her cookbook also became the bestselling

book on Amazon in 20159

Other food searches show simple everyday

tastes. Pancakes and carrot cake topped the

popular search terms.

Food bloggers are rising rapidly. Deliciously Ella is in the top search terms for all food on Google in 20158

Whilst TV chefs remain popular, it is online bloggers and social media stars like Deliciously Ella, Roz Purcell, Natural Born Feeder, and Bakerella (creator of the cake pop) to name but three, who are now amongst the most popular.

They promote aspirational but more down-to-earth lifestyles that people can feel a part of through food.

Bloggers and social media stars have overtaken the ‘TV Chef’

Ingredients are less than

the sum of their parts

Ingredients are separated into core and component parts

Which of the following types of ingredients are purchased for baking?

Pre made pastry 22%

1.Taste is the greatest concern for consumers

2.Texture is secondary

3.Appearance is tertiary (increase in importance for special occasions and sharing outside of the home)

Home-baking on indulgent occasions is outcome; not ingredient-focused

Perception that only two

core ingredients impact on

the taste and texture of

baked goods

Flour and butter /

margarine

Reluctance amongst experienced bakers

to stray away from branded flour

- Risk of impact on outcome is too great

Flour is a key ingredient; perception that it is the ingredient that will have the greatest impact on outcome

I would always buy Odlums. It’s just

better quality.

It’s only kind of the flour really, the rest

of it you can toss in but you’d notice I

think if you changed the flour

The perceived negative impact on taste,

appearance and texture is not as evident as;

- Going through a process of trial and error

- The blueprint for the perfect creation has yet to

be established

New entrants to the category display greater willingness to purchase own-brand

I’ve baked using the own brand

flour and it’s turned out absolutely

fine and tasted really nice.

People anticipate that they will increase their purchase of ‘healthier’ flour variants in the future

80 74

38

27

12 5 4

67 66

37 37

16 9

13

Current Future

%

I tried spelt scones, just all

that gluten, and none of us

are gluten-free but it’s just

trying to get away from it

Question 39: Now thinking specifically about the types of flour that

are currently available, which of the following types of flour do you

currently buy?

Question 40: And thinking still flour, what type of flour are you most likely to purchase in the future?

Home-baking is about indulgent moments, and the risk of a negative

impact on outcome when substitutions are made are too great to alter a

core ingredient

Milk varieties currently hold little sway with consumers for indulgent baking

22% currently purchase

milk varieties e.g. almond

milk as a baking ingredient

Maybe if the recipe specified it

[almond milk] but I don’t really bake

those kinds of cakes and I wouldn’t

just throw it in instead

Question 35: Which of the following

types of ingredients are purchased for

baking?

Butter remains the favoured option when home-

baking

It’s provides that true sense of indulgence for

baking which consumers greatly desire

Real butter is a key component of baking for many

Like if I’m baking something to be honest I

want to taste the butter I want to taste the

flavour, I know it’s bad but I’m baking and

eating it everyday

Outside of Flour, Milk and Butter consumers are less discerning with other ingredients

Without a perceived impact

on outcome consumers

have the freedom to

choose based on price

and range in store

36% of bakers report to

buy home-baking

ingredients in Tesco which

provides both range and

price options Question 34: When buying ingredients what store do you shop in

most frequently?

Price and range in store are important when purchasing home-baking ingredients

2%

1%

0

0

1%

11%

12%

18%

18%

36%

Don't know

Other

Spar

Marks&Spencer

Centra

Lidl

SuperValu

Dunnes stores

Aldi

Tesco

Range: Visiting a number of

stores in search for ingredients

adds to the overall length of time

for baking, so consumers seek out

the store they can rely on for what

they need

Price: Consumers are happy to

substitute component ingredients

for own brand or less expensive

alternatives

Despite high awareness ingredient brands are substitutable

85% 74% 73% 73% 69% 66% 58%

58% 57% 56% 53% 52% 51% 51%

Sure you’re fine with whatever dark

chocolate, no one sees the wrappers and

chocolate is chocolate

Question 37: Which of the following brands of baking ingredients are you aware of?

I mean they [dried fruit] might have been

slightly more drier, less kind of juicy but

absolutely perfect, tasted the exact same

There is a considerable drop-off in awareness of smaller and newer brands

5% 4% 4% 4% 3% 2% 1%

43% 39% 38% 38% 17% 14% 5%

Don’t know Other

Brands

Question 37: Which of the following brands of baking ingredients are you aware of?

Irish consumers now see discounters own brands as reliable brands particularly for store cupboard ingredients

I went to the Ploughing Championship and Aldi

had their stand there and they had jack who grows

the potatoes and the farmer who provides the

meat and I really thought to myself you know they

are buying Irish food and that really sold it to me

because I would have been wary of it before that

79

%

64

% I’m happy to purchase own

brand ingredients

I prefer to buy from brands I

know and trust

% Agree

From to

Unknown

Distrusted

Perceived

poorer quality

Household

brand Credible

Acceptable

quality to most

Own brand journey

Question 38: When it comes to purchasing ingredients for home baking,

to what extent you agree or disagree with the following questions?

Several brands and stores reappeared in people’s kitchen cupboards

Tesco Aldi Odlums Dr. Oetker

Irishness is less important in this category - Consumers know and understand that many baking ingredients cannot be sourced in Ireland

43%

44%

It is important for me to

purchase ingredients from Irish

brands

It is important for me to

purchase ingredients that are

Irish in origin

% Agree

Important note: The category is

outcome not ingredients focused.

Question 38: When it comes to purchasing ingredients for home baking, to what

extent you agree or disagree with the following questions?

Objective 2:

Identify

opportunities and

areas of innovation

Innovation potential in the

home baking category

exists through overcoming

barriers

There were three major barriers identified – these offer opportunities for innovation

Mess

32%

Time

29%

Health

29%

Cost

14%

Fear

10%

Waste

10%

Utensils

7%

Knowledge

4% Question 41: What, if anything, puts you off when it comes to baking?

There are 8 territories to start with innovation

Packaging Portion size

Volume size Re-framing pre-mix

options

Including utensils Convenient health

Usable packaging

(utensils or pans)

Create inspiration in

the shopping aisle

Thought starter: Packaging innovations to allay fears and increase ingredients value

Clear packaging, high design and shows product

Thought starter: Portion size innovation

Right sized cakes and mug cakes

Thought starter: Reframing premixes as ‘not simple’

Bringing the high quality patisserie home

Thought starter: Healthy innovations

Low risk health food options

Thought starter: Perfect volume reduces waste

Higher quality but lesser in size

Thought starter: Packaging convenience

Reseble blends to keep ingredients fresh

Thought starter: Utensils that are intuitive and connected

Drop scale and app which transmits weights to an i-pad

Thought starter: In-store demonstration inspiration

In-store demonstrations are due to grow in popularity

Innovation Conclusion

1. There are distinctive segments of bakers and understanding the different motivations allows for better connections for brands.

2. Reducing the barriers to baking will increase frequency among those that are open to baking but have logistical concerns.

3. There are 8 key components to baking products that can be innovated to increase the user experience.

4. Brand needs to re-establish its importance in bakers lives to reduce the risk of substitution.

5. Health and healthy ingredients are in growth and consumers need inspiration and reassurance of how to use them.

6. ‘Making’ is an easier entry point to the category than ‘baking’ which is grounded in traditional ideals.

Innovation potential – summary

Our way of working with information here at the Thinking House is to always give credit where it’s due, show that we know our stuff by doing our groundwork - we’re big on putting our research in context and create handy Endnotes so that our interested audience can follow our train of thought.

(1) Kantar (2016) Republic of Ireland Home Baking Market.

(2) Braunsdorf, A (2016) Bite sized options have become a menu must have. Bakingbusiness.com Available: http://www.bakingbusiness.com/articles/news_home/Food-service/2016/03/Bitesize_options_become_a_menu.aspx?ID=%7B3884BE72-1449-464F-9D7C-4DA371A33559%7D (Accessed June 2016)

(3) Williams, G (2016) The next craze after cupcakes and cake pops: predicting 2016's dessert fads. Forbes. Available: http://www.forbes.com/sites/geoffwilliams/2015/12/11/cupcakes-cake-pops-in-2016-what-will-be-the-next-dessert-food-fad/#367c3f2632f0 (Accessed May 2016)

Endnotes

http://www.bakingbusiness.com/articles/news_home/Food-service/2016/03/Bitesize_options_become_a_menu.aspx?ID=3884BE72-1449-464F-9D7C-4DA371A33559













http://www.forbes.com/sites/geoffwilliams/2015/12/11/cupcakes-cake-pops-in-2016-what-will-be-the-next-dessert-food-fad/#367c3f2632f0


























(4) the kitchn (2016) Tips for substituting agave in baked goods. Available:

http://www.thekitchn.com/5-tips-on-substituting-agave-i-105651 (Accessed May 2016)

(5) Mintel (2016) Grain free flour product launches have doubled in Germany since 2014.

Available: http://www.mintel.com/press-centre/food-and-drink/grain-free-flour-product-launches-

have-doubled-in-germany-since-2014 (Accessed May 2016)

(6) Mintel (2016) Ibid (* Ibid citations are the same as the previous Endnote)

(7) Morris, S (2016) Food trends in 2016: Be ready with your celeriac, parsnip desserts and tinned

tapas. Independent. Available: http://www.independent.co.uk/life-style/food-and-

drink/features/food-trends-in-2016-be-ready-with-your-celeriac-parsnip-desserts-and-tinned-tapas-

a6797916.html (Accessed May 2016)

Endnotes

http://www.thekitchn.com/5-tips-on-substituting-agave-i-105651














http://www.mintel.com/press-centre/food-and-drink/grain-free-flour-product-launches-have-doubled-in-germany-since-2014





























http://www.independent.co.uk/life-style/food-and-drink/features/food-trends-in-2016-be-ready-with-your-celeriac-parsnip-desserts-and-tinned-tapas-a6797916.html




































(8) Hyslop, L (2015) Google reveals what foodies were obsessed with in 2015. The Telegraph.

Available: http://www.telegraph.co.uk/food-and-drink/news/google-reveals-what-foodies-were-

obsessed-with-in-2015/ (Accessed June 2016)

(9) Amazon (2015) Deliciously Ella: Awesome ingredients, incredible food that you and your body

will love. Available: https://www.amazon.co.uk/Deliciously-Ella-Awesome-ingredients-

incredible/dp/1444795007 (Accessed June 2016)

* All images were supplied by MCCP

Endnotes

http://www.telegraph.co.uk/food-and-drink/news/google-reveals-what-foodies-were-obsessed-with-in-2015/






















https://www.amazon.co.uk/Deliciously-Ella-Awesome-ingredients-incredible/dp/1444795007










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