Abstract
Since Mintel last reported on the home baking market in August 2006, sales value has increased by 10% to reach an anticipated £491 million in 2008. This growth has essentially been driven by the trends towards indulgence, health, premiumisation and convenience, although the emotional fulfilment derived from cooking with and for others also has an important role to play.
The year 2007/08 saw a number of key developments that look set to ensure further growth in market value, namely:
Dr Oetker' s acquisition of SuperCook
the removal by several companies of artificial additives from their mixes
the development of a premium tier within the baking mixes sector which could well attract ABC1 consumers who have to date been significantly underrepresented.
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