Abstract
The home baking sector has experienced something of a revival since Mintel last reported on this market in August 2002, despite the image of 21st Century consumers being time-pressed, convenience food devotees. Sectors such as dried fruits and nuts are showing particularly strong growth, essentially for their health benefits.
While health issues may in part be driving growth of home baking products there is still an indulgence theme with baking tending to be an occasional activity rather than being seen as a daily chore. The busy lives of consumers has also led to growth in convenience products such as cake and flour mixes and ready made pastry, that speed up the home baking process.
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