Caking: The New Knitting

Revolution in cake-making led by under 25s.
A new trend is sweeping the nation - Caking.  The art of baking cakes at home is enjoying a massive revival with 85% of Brits stating that they have baked cakes at home and nearly a third (29%) of British Bakers saying they are baking more than ever before.

The research, commissioned by baking expert Dr. Oetker to explore the role of baking in modern life, revealsthatnearly two thirds (64 per cent) of Brits bake cakes more than just for Christmas and Easter, with a quarter (25 per cent) getting creative more than once a month.  And just like the recent knitting revival, the Caking revolution is being led by the UK’s youth - 70 per cent of under 25s are baking regularly.

A third (29 per cent) of the nation feels the recession has had a direct impact on their baking habits, with 52 per cent refusing to spend money on something they can make at home, and one in 10 seeking comfort food in these tough times.

The new knitting
Shaking off its ‘old lady’ image for good, Caking is now seen by more than a third (34 per cent) of the UK’s under 25s as a trendy, sexy activity.   These young bakers are also getting adventurous in the kitchen, with over a third (36%) free-styling with ingredients to create something original.  This compares to the over 55s who are the UK’s least adventurous bakers, with 42 per cent relying on their well-thumbed recipe books for inspiration.

 It’s a man thing
It’s not just the under 25s leading the Caking revolution – men are getting in on the act too.  Over half (53%) of British men regularly bake cakes at home, with two in 10 (18 per cent) enjoying the creative delights of baking more than once a month.

Nearly a third of men (27 per cent) are Caking more now than ever before, putting them on a par with female bakers (28 per cent).

Baking is becoming increasingly important (40 per cent) as a family activity, and dads are getting stuck in, with a third of men (33 per cent) now baking cakes as an educational activity to share and enjoy with kids.  Two in ten men (21 per cent) are driven to bake by nostalgia, remembering happy baking times from their own childhoods.

Caking styles
When it comes to Caking, free-styling Brits are showing an adventurous spirit, with 30 per cent trying new recipes and experimenting with ingredients.  Book Bakers make up a third (36 per cent) of British Bakers, preferring the security of following a tried and tested recipe to guarantee good results, while one in 10 (eight per cent) see themselves as Master Bakers.  Everyone’s giving it a go, only 20 per cent admit they have only tried baking cakes a few times, and just six per cent of Brits see themselves as complete novices.

Richard Ilsley, Managing Director (Chilled & Ambient) says: “Baking is enjoying a huge surge in popularity at the moment – in fact, the baking market has risen by more than 9 per cent over the past year [1].

“There are a number of reasons that ‘Caking’ is on the rise.  Firstly, it signals a return to family values - our survey highlights that 40 per cent of Bakers are baking as a fun, educational activity for kids, and 24 per cent are harking back to their own family baking days.

“Then of course there are the financial benefits to Caking – many people findit costs less to bake at home and can be much more satisfying.  And most importantly, it is an enjoyable activity – 79 per cent of people are baking just for fun, which is absolutely the way it should be!”

Other key findings:

• 19 per cent of Brits are inspired by celebrity chefs to get Caking.
• Scotland has seen the biggest increase in Caking with 40 per cent baking more now than in the past (UK average 27 per cent).
• Londoners are significantly influenced by the recession with 39 per cent Caking to save money compared to 29 per cent UK average.
• 37 per cent of men take up Caking for relaxation compared to 32 per cent of women.
  33 per cent see Caking as a creative outlet.
• One in 10 (11 per cent) of Brits whip up a cake to impress dinner guests.
• The North East has the highest proportion of Master Bakers (17 per cent compared to UK average of eight per cent

[1] Source: IRI scan data 52 w/e 21 Feb 09