Home sweet home

Dr. Oetker is number one in baking finishings and aids and seeks to protect this with its latest launch of 13 new edible decoration lines

Homebaking is currently back in vogue, due to the rise in TV baking programmes heralded by celebrity chefs, and the fact consumers have less disposable income

Brand Central

18 October 2011

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At a glance: homebaking

Consumers are shopping 25 times a year in the category, which is now worth €103m in Ireland and has grown by almost €9m in the last year alone*
The Dr. Oetker range in Ireland is valued at €1.8m and is bought by over a third of all Irish households*
The Homecook brand has a range of premium cooking chocolates -Homecook Belgian Dark Chocolate and Homecook Belgian Milk chocolate
Odlums has a 67% market share***

*Source Kantar Worldpanel 52 w/e 10th July 2011
**Source: Nielsen Scantrack 52 w/e 15th May 2011
***Nielsen Scantrack (MULT) (Volume) MAT APRIL 2011)

According to Dr. Oetker, consumers are shopping 25 times a year in the home baking category, which is now worth €103m in Ireland and has grown by almost €9m in the last year alone*. Many people are baking from home due to the popularity and demand for homemade cakes and cupcakes. Retailers need to stock more than just flour and caster sugar. Products like decorations and finishings are just as important to have on shelf to get the most out of the category.

*Source Kantar Worldpanel 52 w/e 10th July 2011

Home baking on the rise as Dr. Oetker drives growth

More and more homes across the country are being filled with the aroma of baking as people look to treat their families with delicious cake creations.

The home baking category has changed drastically over the last two years. Most noticeably, there’s been a move away from the more traditional baking staples of flour and sugar with a greater focus now being paid to edible decorations and finishings, which has resulted in a surge in cupcake making. Consumers are shopping 25 times a year in the category, which is now worth €103m in Ireland and has grown by almost €9m in the last year alone*.

A key player in the sector is Dr. Oetker, whose range in Ireland, which aims to inspire baking in households, is valued at €1.8m (+11.9%)** and is bought by over a third of all Irish households*. Despite increased competition, Dr. Oetker’s commitment to the category through NPD and marketing support has resulted in continued accelerated growth through the year with investment set to continue in 2012.

The brand is number one in baking finishings and aids** and seeks to protect this with its latest launch of 13 new edible decoration lines. These new lines have been created to meet the demand of consumers looking to decorate and personalise their cakes. Listings have been secured in all major retailers.

Dr. Oetker has also increased its media spend in 2011 and introduced the first-ever Dr. Oetker Cupcake Challenge to build on the popularity of homemade cupcakes and drive spend outside of the traditional baking seasons of Christmas and Easter.
This year’s event was supported in-store with eye-catching display stands and recipe cards, above-the-line advertorial style press advertising, public relations and online activity. It culminated in home-baker Aileen Tarrant beating more than 1,400 other entries to win the spectacular prize of a trip to New York worth €5,000.

*Source Kantar Worldpanel 52 w/e 10th July 2011
** Source: Nielsen Scantrack 52 w/e 15th May 2011

A Wonderbar cooking experience

The Homecook Wonderbar Cooking Chocolate range is a firm favourite in households throughout the country. It is so versatile it can be used in a wide variety of recipes including chocolate chews, buns, cakes, toppings, mousses and it is the perfect decoration for all cakes, buns and treats. Homecook Wonderbar Cooking Chocolate, made in Ireland, comes in a variety of flavours to suit all tastes – Dark, Milk and White are available in 150g, 450g and a 1kg catering size. You can also try our Homecook Wonderbar Microwaveable Milk Cooking chocolate which is available in a handy 250g microwaveable pouch, perfect for ‘no fuss, no mess’ baking.

The Homecook brand also has a range of premium cooking chocolates. Homecook Belgian Dark Chocolate has a 72% cocoa while the Homecook Belgian Milk chocolate has a 32% cocoa content. These products are specially developed to bring out the best in any home baked treats.

Odlums launches new Christmas cake kit

Odlums has been an integral part of Irish baking and cooking for generations and many consumers instantly recognise the brand’s distinctive cream packaging and famous Owl logo. With a 65% market share in flour* Odlums continues to be the number one choice for Ireland’s homebaking consumers. As a core ingredient in baking, the brand’s Cream Plain flour and Self Raising flour are sure to be found in many kitchen cupboards throughout the country.

As the main brand driving innovation in the baking category Odlums has maintained its number one position through the continuous development of its award winning Quick Baking Mixes range and has helped attract a younger consumer to the baking aisle, driving new volume to the category.

And with a 67% market share* and a recent packaging re-design, Odlums Baking Mixes are continuing to grow from strength to strength.

For Christmas 2011 they are set to launch an exciting new Christmas Cake Kit. With a recipe, design by one of Ireland’s most recognisable baking experts full of all ingredients to make a simple and light Christmas Cake, the kit is a convenient and cost effective purchase that is sure to add value to the category.
*Nielsen Scantrack (MULT) (Volume) MAT APRIL 2011)

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