Home baking trends revealed in Bord Bia study

Cousins Aidan McGarry, aged 4 and Laura Dunne, aged 5 from Dublin with Paula Donohue, consumer insight manager, Bord Bia

Within Ireland's €120 million home baking category, consumers are interested in moving towards healthier baking, but their behaviour is not mirroring that yet



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18 August 2016

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Weekend baking and smaller portion sizes are among the top global trends identified in a new Bord Bia bakery study launched today. The home baking market in Ireland is valued at almost €120 million per year and the Bord Bia report shows the sector is continuing to remain a favourite with Irish consumers.

Commenting on the research, Paula Donoghue, consumer insight manager, Bord Bia said: “In 100 years, we’ve gone from baking being routine, necessary and laborious to something that is seen as exciting, gratifying and enjoyable. It is encouraging to see baking continues to be a key part of Irish households and an important way to celebrate special occasions such as birthdays and Christmas.”

While traditional desserts are making a comeback among Irish bakers, such as shortbread and eclairs, the report highlighted an interest in moving towards healthier baking, although behaviour isn’t mirroring that as of yet.  “Despite healthy eating remaining one of people’s main priorities, for Ireland’s bakers, home baking boils down to simple sweet treats (cakes, buns and bread) that focus on taste and moments of indulgence with family and friends,” Donoghue said.

Bord Bia is working with home baking manufacturers to use its research findings to help with future innovation, branding and marketing opportunities.

AT A GLANCE: Ireland’s Great Bakers – key research highlights:

  • Four in five Irish bakers are female (82%)
  • 53% are baking at least once a week and 30% monthly
  • Incidences of home-baking increase as we near the weekend, peaking on Saturday afternoon
  • 65% of those surveyed bake alone, while 14% like to bake with their kids
  • 76% surveyed bake for immediate family with only 5% baking for work colleagues
  • Key reasons for baking include providing home baked goods for family (60%), just for fun (55%) and seasonal occasions e.g. Christmas, Easter and birthdays (41%)
  • Baking is perceived to require a high skill level, only 1 in 8 (13%) of bakers consider themselves highly competent. Some 41% admit to having a limited skill set but enjoy baking from recipes they know and trust
  • Additional barriers including concerns around food waste, lack of utensils and the cost of ingredients
  • Despite ever changing tastes, core baking ingredients have remained the same for decades –  flour, eggs, butter, sugar and milk
  • The top three barriers to baking were the fear of making a mess (32%), time (29%) and health concerns (29%).
  • 45% of Irish bakers prefer to make sweet things, compared to 21% regularly opting for savoury
  • Although 8 in 10 report that they bake from scratch, the use of pre-mixes is also common, in particular in households with children. The use of premixes may go unreported as it is considered cheating by some consumers
  • Premixes are also considered to have a number of benefits including a good way to introduce children to baking (66%), convenient and time saving (61%) and reduces mess (54%)
  • Taste is the most important factor for every-day family baking, however presentation is key for special occasions and treats to be shared outside of the home
  • Online is the greatest source of inspiration for home-baking (37%), followed by reliable cook books (19%)
  • 14% follow recipes that have been passed down through the generations
  • Whilst TV chefs remain very popular, it is online bloggers and social media stars who are now amongst the most popular. loggers with a healthy eating focus are increasingly popular and the best-selling cookbooks in Ireland of recent years have health as their premise





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