When yeast is sold out for weeks in supermarkets during the corona lockdown, it points to one thing: People are baking their own bread. Whether it’s because they’re worried about bottlenecks from the baked goods industry or because we’re all spending a lot more time at home, this much has become clear over the past few months: Households are baking more, and baking is cool again.
This has led to an increase in sales for convenience products, such as ready-bake mixes, in the food industry, among other items. The US food manufacturer General Mills increased its sales of flour and baking mixes by 75% during the American lockdown.
THE BAKING CRAZE TOOK OFF BEFORE CORONA...
The baking craze might have ramped up during the pandemic, but the trend for home baking goes back further. One reason behind this is the desire for healthier food and the desire to use high-quality ingredients. If you bake your own bread, you have complete control of what’s in it. Baking mixes in particular offer amateur bakers an easy way to get into baking. Here, consumers who don’t have a lot of spare time are the most significant target group here. Singles, parents and students love biscuits, bread and cakes that are quick to prepare and almost foolproof to make.