Home Baking - UK - August 2006

Table of Contents

• Introduction and Abbreviations
• Definition
• Consumer research
• ACORN
• Advertising data
• Abbreviations
• Executive Summary
• Home baking renewed appeal
• Meeting consumers' need for convenience
• Multi-functional dried fruit
• Own-label facing renewed competition
• NPD key to maintaining interest
• Indulgence vs. health
• Future prospects
• Market Drivers
• Changing times
  • Figure 1: Trends in population, by age 2001-11
• Too busy to cook?
  • Figure 2: Working population by gender, 2001-11
  • Figure 3: UK households and one-person households, 2000-10
• Importance of children to the market
  • Figure 4: Items eaten between meals, 2005
• Have your cake and eat it
• Pre-packaged rivalry
  • Figure 5: UK retail sales of desserts by value, by sector, 2002-05
• Clear in-store placements
• Back to basics
  • Figure 6: Agreement with selected attitudinal statements, 2001-05
• The Celebrity chef factor
• Market Size
  • Figure 7: UK retail market for home baking products, 2001-06
• Kids are key to future growth
• Market Segmentation
• Fruit and nuts star performers
  • Figure 8: UK retail value sales of home-baking products, by sector, 2001-05
• Dried fruit sales continue to surge ahead
• Sales of bread sliced
• Nutty about nuts
• The time-pressed, health-conscious baker
• Fluctuations in cooking chocolate
• The Supply Structure
• Brand shares
• Dried fruits
  • Figure 9: Manufacturers' value shares in the dried fruits market, by brand, 2001-05
• Baking mixes
  • Figure 10: Manufacturers' value shares in the baking mixes market, by brand, 2001-05
• Flour
  • Figure 11: Manufacturers' value shares in the flour market, by brand, 2001-05
• Other sectors
• Frozen/chilled dough/pastry
• Culinary nuts
• Cake decorations
• Cooking chocolate
• Glac�Efruits
• Flavourings, additives and baking spices
• Suet
• Advertising and Promotion
  • Figure 12: Main media advertising expenditure on home baking, 2002-06
  • Figure 13: Main monitored media advertising expenditure on home baking, by product segment, 2002-06
• Major Companies and Brands
• General Mills
• Kerry Foods
• Jane Asher -- Victoria Foods
• Rank Hovis McDougall (RHM)
• Hero UK LLP/Supercook
• Saxby Bros. Ltd.
• Whitworths
• Other companies
• Stevens & Brotherton/S&B Herba Foods Ltd.
• GR Wright & Sons
• Tryton Foods
• Community Foods
• Humdinger Ltd
• Fiddes Payne
• Carr's
• Doves Farm
• Westmill Foods/Allinson's
• Kestrel Foods
• New Product Trends
• NPD by product type
  • Figure 14: New product development, by product type, 2001-06
• NPD by product claims
• Innovators
• Gluten-free products
• Health claims
• Distribution
• The ever-dominant multiples
  • Figure 15: Sales of home-baking products, by outlet type, 2001-05
• Specialists thrive as baking interest grows
• Holland & Barrett
• Julian Graves
• The Consumer
  • Figure 16: Frequency of baking, February 2006
• The eager home baker
  • Figure 17: Correlation matrix of baking frequency, February 2006
• Who is baking from scratch ?
• Need to capture the imagination of young cooks
• Can't bake, won't bake
  • Figure 18: Baking ingredients purchased within the last three months, February 2006
  • Figure 19: Cross-analysis of baking ingredients purchased and frequency of baking within the last three months, February 2006
• Consumer profile
• Most popular items baked
  • Figure 20: Recently-baked items, February 2006
• Detailed Demographics
  • Figure 21: Baking ingredients purchased within the last three months, February 2006
  • Figure 22: Frequency of baking, February 2006
  • Figure 23: Cross-analysis of recently-baked items and frequency of baking, February 2006
  • Figure 24: Recently-baked items, February 2006
• The Baking Class
  • Figure 36: Consumer typology for home baking, February 2006
• "Not Worth The Effort" (11% of sample)
• Home-Baking Healthies (12% of sample)
• The Unbaked (43% of sample)
• Occasional Treaters (20% of sample)
• Rolling Pin Queens (15% of sample)
• Detailed Demographics
  • Figure 37: Cluster groups, by demographic breakdown, February 2006
  • Figure 38: Baking typology by ingredients purchased, February 2006
  • Figure 39: General baking typology, by baking frequency, February 2006
  • Figure 40: General baking typology, by attitudes towards baking, February 2006
  • Figure 41: Baking typology, by item baked at home, February 2006
• The Future
• Need to sustain momentum
• Demographic trends will be a challenge
• Indulgence versus health issues
• Healthy eating set to sustain dried fruit
• Education also key to fuel future demand
• Forecast
  • Figure 42: Forecast value sales of home baking products, 2006-11
• Dried fruits and culinary nuts drive growth
• Consumers demand convenience
• Factors used in the forecast