ホームベーキング：米国市場の動向と機会（第2版）

2020年、コロナウイルスの大流行は、ホームベーキング活動に大きな影響を与えました。仕事や学校などで家にいる時間が長くなり、新しい趣味を見つけようと、多くの消費者がホームベーキングをよく行うようになりました。ベーキングは消費者に、個人的な楽しみや、家にこもっている時間の生産的な過ごし方を提供しました。

当レポートでは、米国のホームベーキングについて調査分析し、消費者の行動や、ホームベーキングやさまざまなベーキング製品に対する消費者の考えについてのデータと考察を提供しています。

目次

エグゼクティブサマリー

消費者に対するCOVID-19の影響

概要と市場動向

ベーキングにおける小売とマーケティングの動向と機会

ベーキング製品と材料の販売、使用、最近の購入

消費者の人口統計

ベーキングの動機と消費者のサイコグラフィック

Many consumers bake at home because they enjoy baking, like the smell of fresh baked foods in their home, and like to eat food fresh from the oven. Comfort and nostalgia are also important to home baking trends.

Similar to the clean label movement, distrust of "industrial food" has led some consumers to seek alternative food products and venues. More consumers are baking at home because they:think food baked at home is healthier or more nutritious

believe that home baked food tastes better

want to know where their food comes from

are able to fully customize the food they eat since they can choose the ingredients used in home baked goods and can decide what to leave out or include in a recipe

In 2020, the coronavirus pandemic had a significant effect on home baking activity. Many consumers began baking at home more as they spent more time at home for work or school and were looking to find new hobbies. Baking could provide some consumers with personal enjoyment or a more productive way to spend their time when they were stuck at home.

Though home baking activity has since leveled off as consumers have resumed more of their pre-COVID routines, higher levels of baking persist compared to 2019. Many consumers who began working from home in 2020 continue to work from home at least some of the time, giving them continued opportunities for home-based activities such as baking.

With a focus on "what's next" and current consumer trends, Home Baking: US Trends and Opportunities is packed with insights about consumer trends, behavior, and motivations to help food producers, retailers, packaging companies, employers, and investors gauge consumer perspectives and find areas for growth in a competitive market.

Home Baking: US Trends and Opportunities delivers actionable predictions and recommendations designed to guide producers, retailers, and investors in making business decisions by providing data and insights about consumer behavior and what consumers think about home baking and various baking products.

Scope

Home Baking: US Trends and Opportunities is the go-to source for a complete understanding of U.S. consumer trends regarding home baking and home baking products. This report combines Packaged Facts' extensive monitoring of the food and beverage market with proprietary surveys, and evaluates current trends and future directions for marketing and retailing, along with consumer patterns during the pandemic and across the broader food and beverage market.

This Packaged Facts report analyzes the dynamics of the current landscape of the home baking products market. Consumers who bake at home frequently (at least once a week), often (once or twice a month), occasionally (when there's time, when the mood strikes, or for special occasions), and rarely (a few times a year) are examined. Trends including consumer usage of packaged baking mixes and purchases of baking products, reasons for diet and lifestyle choices, and the COVID-19 pandemic's effects on consumers are also investigated.

Sales of baking products in the scope of this report include packaged baking mixes, pre-made refrigerated and frozen dough and crusts, frozen pizzas, frozen pies, and baking staples.

This report provides historical market sizing from 2017 to 2022 and market forecasts from 2023 to 2027 for baking mixes and kits; baking staples; dough, shells, and crusts; frozen pies; and frozen pizza.

Sales of baking mixes and kits are broken out by product (bread mixes; brownie mixes; cake, cupcake, and pie mixes; coffee cake, gingerbread, and pastry mixes; cookie and cookie bar mixes; muffin mixes; pie crust mixes; pizza kits; and all other baking mixes).

Sales of baking staples are segmented by product (baking chips, chocolate, and cocoa; baking nuts; baking powder and baking soda; butter, butter blends, and margarine; coconut; cooking starches and rennet; corn, crystal, and white baking syrup; cornmeal and baking oat bran; cream cheese and cream cheese spreads; dairy milk (refrigerated, powdered, evaporated, and condensed); disposable baking cups; dry and refrigerated yeast; edible cake decorations; eggs and egg substitutes; extracts, flavoring, and food coloring; flour; frosting and frosting mixes; honey; maple/pancake and waffle syrup; maraschino cherries; marshmallow cream; molasses; pie/pastry filling; pizza sauce; plant-based milk; salt and salt substitutes; shortening and lard; spices and seasonings (no salt/pepper); and sugar and sugar substitutes).

Sales of dough, shells, and crusts are broken out by product (biscuit, bread, roll, and bun dough; cookie and brownie dough; pie, pastry, and dumpling dough, shells, and crusts; and pizza dough and crusts) and by storage type (refrigerated and frozen).

The reasons for, and implications of, shifts in consumer perception and behavior are analyzed in the context of present and future market opportunities.

Additionally, Home Baking: US Trends and Opportunities has dozens of tables showcasing numerical survey data on consumer demographics and psychographics and numerous marketing photographs. This report goes in-depth on COVID-19 trends affecting the food and beverage market.

Report Methodology

The information contained in Home Baking: US Trends and Opportunities was developed from primary and secondary research sources. Primary research includes interviews with food and beverage market experts; participation in and attendance at food industry events; and extensive internet canvassing.

Primary research also includes national online consumer polls of U.S. adult consumers (age 18+) conducted on an ongoing basis by Packaged Facts to analyze attitudes of consumers and their relevant food and beverage preferences.

Survey data from MRI-Simmons are used to analyze the demographics and psychographics of consumers.

Supplementing Packaged Facts' exclusive survey is analysis of the 2022 Food & Health Survey conducted by the International Food Information Council, which analyzes consumer food purchase decisions, diet and lifestyle choices, snacking activity, and perception of health benefits in foods.

Table of Content

Executive Summary

Reasons for Baking at Home

Home Baking Trends

Key Demographics

Scope

COVID-19 Effects on Consumers

Highlights

• First Time Use of Online Grocery Shopping and Restaurant Ordering Methods In

Table Coronavirus Food Ordering Habits: "Because of the coronavirus, I have for the first time used…", 2020 (percent of consumers)

• Boosted Online Grocery Shopping Activity Continuing Through

Activity Spiked in 2020 during the Early Part of the Pandemic

Table Coronavirus Food Purchase Habits: "Because of the coronavirus, I am…", 2020-2021 (percent of consumers)

• Many Have Continued Ordering More Groceries Online in 2021 and

Frequency of Grocery Shopping: In-Person vs. Online

Frequent Home Bakers Are More Likely to Still Be Boosting Online Grocery Shopping Activity

Table Home Baking Activity by Increasing Online Grocery Ordering Activity Compared to Pre-COVID Habits, 2022 (percent of consumers vs. percent of consumers who report increased online grocery shopping activity compared to pre-COVID habits)

Use of Meal Kit Delivery Services

Many Consumers Are Still Holding off on Dining Out

Increased Use of Food Carryout and Delivery and Convenience Food Options

Snacking and Healthy Eating Habits

Changes in Eating Behavior during the Pandemic

Table Coronavirus Eating Habits: "Because of the coronavirus, I am eating more…", 2021 (percent of consumers)

Increased Eating Frequency among Home Bakers

Table Home Baking Activity by Increasing Eating Activity Compared to Pre-COVID Habits, 2022 (percent of consumers vs. percent of consumers who report increased eating activity of various types compared to pre-COVID habits)

Concerns about COVID-19 Exposure Remain

In 2022, Most Consumers Are Still Concerned about COVID-19 Infection from Restaurant or Delivery Staff When Ordering Food for Carryout or Delivery

Most Still Consider the Pandemic a Health Threat Personally or to Family/Friends

Table Coronavirus Health Concerns: "I am concerned about the…", 2020-2022 (percent of consumers)

Concerns about COVID-19 Variants

Frequent Home Bakers Are More Likely to Express Coronavirus Concerns

Table Home Baking Activity by Concerns about the Coronavirus Health Threat and Variants, 2022 (percent of consumers vs. percent of consumers who strongly agree they are concerned)

Rising Prices during the Pandemic

Many Consumers Are Concerned about Inflation and Rising Food Prices

Table Consumer Concerns about Rising Food Prices, 2021-2022 (percent of consumers)

The Vast Majority of Consumers Have Noticed the Rising Cost of Food Over the Past Year, and Many Are Changing Their Purchasing Decisions

Cutting Back on Household Expenses

Table Consumers Cutting Back on Household Expenses in the Last 12 Months, 2022 (percent of consumers)

Table Types of Household Expenses Cut Back on in the Last 12 Months, 2022 (percent of consumers)

Home Bakers Show No Difference in Concerns about Rising Food Prices

Table Home Baking Activity by Concerns about Rising Food Prices, 2022 (percent of consumers vs. percent of consumers who strongly agree they are concerned)

Food Shortages during the Pandemic

Concerns about Food Shortages

Table Consumer Concerns about Food Shortages, 2021-2022 (percent of consumers)

Stockpiling of Food and Beverage Items

Table Consumer Stockpiling of Food and Beverage Products, 2022 (percent of consumers)

Frequent Home Bakers Have Greater Concerns about Food Shortages

Table Home Baking Activity by Concerns about Food Shortages, 2022 (percent of consumers vs. percent of consumers who strongly agree they are concerned)

Negative Personal Effects of the Pandemic

• Negative Effects Reported in 2020 and

Table Coronavirus Concerns: "The coronavirus has negatively affected my…", 2020-2021 (percent of consumers)

Continuing Mental and Physical Health Effects

Stress Levels and Changes Made to Reduce Stress

Changes to Mental and Physical Health among Home Bakers

Pandemic Effects on Work

• Changes to Work Patterns Have Continued in 2021 and

Consumers Who Are Set Up to Work from Home or Have Increased Work-from- Home Time during the Pandemic Are More Likely to Bake Frequently

Table Home Baking Activity by Work from Home Activity, 2022 (percent of consumers vs. percent of consumers who strongly agree they are concerned)

In-Store Shopping Patterns

Overview and Market Trends

Highlights

Gluten and Lactose Intolerance, Food Allergies, and Dietary Restrictions Are a Concern to Many Consumers

• Prevalence in

Rising Rates of Reported Food Allergies and Lactose Intolerance over Time

Table Food Allergies and Lactose Intolerance, 2017-2022 (percent of consumers)

Purchases of Foods with Allergy-Friendly Labels

Many Consumers Purchase Allergy-Friendly Foods for Reasons Other Than an Allergy or Intolerance

Plant-Based and Plant-Forward Trends

Definitions

Plant-Based Meat and Dairy Products

Plant-Based Eating and Sustainability Are Buzzwords Important to the General Public

• One-Fourth of Consumers Claim to Primarily Follow a Flexitarian Diet in

Clean Label and "Better-for-You" Trends

Companies Are Investing in Blockchain and Big Data to Satisfy Consumer Desires for Transparency

Consumers Think Small and Medium Businesses Have More Credibility

Preferences for Product Labels Show "Natural" and "Clean" Are Most Preferential

Paying Attention to Food Labels - Shopping Online vs. In-Person

Reasons for Seeking "Natural" Food Labels

Perception of Health Differences in Products Based on Nutrition Facts Panel

Sugar-Free/No Sugar Added Products and Alternative Sweeteners

Low-Carb/High Protein, Keto, and Paleo Diets May Influence the Choice to Bake at Home

Convenience Foods and Semi-Homemade Foods

Baking for Indulgence, Nostalgia, or Comfort

The COVID-19 Pandemic Was the Jumpstart the Online Grocery Market Needed

Impact on the Market for Home Baking Products

Nutrients Sought by Consumers

Consumers Continue to Seek Out Protein Sources

Sources Used to Consume Nutrients

Consumers Report Increasing Consumption of Protein from Whole-Plant Sources

Avoiding or Limiting Sugar Intake

Reasons for Avoiding or Limiting Sugar Intake

Sugar Continues to Be Preferred Over Low/No-Calorie Sweeteners

Information Consumers Seek Out on Nutrition Facts Labels

Mindful and Intuitive Eating

Definition

Dieting Activity

Frequency of Feelings and Behaviors Associated with Mindful and Intuitive Eating Patterns

Consumer Mindfulness Index

Concerns about Food Waste

Most Consumers Are Concerned about Food Waste

Table Levels of Concern about the Environment and Sources of Food Waste, 2022 (percent of consumers)

How Consumers Reduce Food Waste

Retail and Marketing Trends and Opportunities in Baking

Highlights

Types of Flour Used by Consumers

Alternative Flour Use Growing

Types of Sweeteners Used by Consumers

Alternative Sweetener Use Appeals to Consumers With Health Concerns

Baking for Special Diets/Eating Philosophies

Gluten-Free Baking

Keto/Low-Carb/High Protein Baking

Vegan/Plant-Based Baking

Food Gifting Trends

Food Gifts Purchased for Others

Table Food Gift Types Purchased for others in the Last 12 Months, 2010-2022 (percent of consumers)

Food Gifts Purchased for Self

Table Food Gift Types Purchased for Self in the Last 12 Months, 2020-2022 (percent of consumers)

Receipt of Personal vs. Work-Related Food Gifts

Table Types of Food Gifts Received: Personal Gift vs. Business Gift in the Last 12 Months, 2020-2022 (percent of adults who received a food gift)

Home Baking Frequency by Purchases and Receipt of Food Gifts

Table Home Baking Frequency by Purchases and Receipt of Food Gifts, 2022 (percent of consumers)

Opportunities for Home Baking

Subscription Boxes and Baking Themed Food Kits

Chocolate Candy Consumption

Table Frequency of Home Baking Activity by Frequency of Chocolate Consumption, 2022 (percent of consumers and index)

Branding Can Increase Appeal of Baking Products

Private Label Brands Have Wide Availability and Save Consumers and Retailers Money

Table Selected Private Label Brands Offering Baking-Related Products Brand(s) Retail Store

Targeting Families with Children

Packaging Trends

Recyclable/Sustainable Packaging

Smaller Packages for Smaller Households and Less Frequent Bakers

Retail-Ready Packaging

Baking Shows May Encourage Some Consumers to Bake More Often

New Smart Equipment Can Make Baking from Scratch Even Easier

Sales, Use, and Recent Purchases of Baking Products & Ingredients

Highlights

Scope

Historical Trends

Table Baking Products Retail Sales by Product Category, 2017-2022 (million dollars)

Forecast Sales by Product Category

Table Baking Products: Retail Sales by Product Category, 2022, 2023P-2027P (million dollars)

Baking Staples Sales by Product

Table Baking Staples: Retail Sales by Product, 2017-2022 (million dollars)

Table Baking Staples: Retail Sales by Product, 2022, 2023P-2027P (million dollars)

Dough, Shells, and Crusts Sales

Sales by Product

Table Dough, Shells, and Crusts: Retail Sales by Product, 2017-2022 (million dollars)

Table Dough, Shells, and Crusts: Retail Sales by Product, 2022, 2023P-2027P (million dollars)

Sales by Storage Type

Table Dough, Shells, and Crusts: Retail Sales by Storage Type, 2017-2022 (million dollars)

Table Dough, Shells, and Crusts: Retail Sales by Storage Type, 2022, 2023P-2027P (million dollars)

Baking Mixes and Kits Sales

Table Baking Mixes and Kits: Retail Sales by Product, 2017-2022 (million dollars)

Table Baking Mixes and Kits: Retail Sales by Product, 2022, 2023P-2027P (million dollars)

Frequency of Packaged Baking Mix Use

Table Frequency of Use of Packaged Baking Mixes, 2022 (percent of home bakers)

Purchases of Baking Products in the Last 12 Months

Table One Time Purchases of Baking Products in the Last 12 Months, 2022 (percent of consumers)

Table Purchases of Baking Products More Than Once in the Last 12 Months, 2022 (percent of consumers)

Purchases of Sugar and Sweeteners in the Last 12 Months

Table One Time Purchases of Sugar and Sweeteners in the Last 12 Months, 2022 (percent of consumers)

Table Purchases of Sugar and Sweeteners More Than Once in the Last 12 Months, 2022 (percent of consumers)

Purchases of Grain Flours or Nut Meals

Table One Time Purchases of Grain Flours or Nut Meals in the Last 12 Months, 2022 (percent of consumers)

Table Purchases of Grain Flours or Nut Meals More Than Once in the Last 12 Months, 2022 (percent of consumers)

Consumer Demographics

Highlights

Most Consumers Bake at Home at Least Some of the Time

Consumers Over the Age of 55 Are Much Less Likely to Bake at Home Than Younger People

Table Home Baking Frequency by Age Bracket, 2022 (percent of consumers)

Women Are More Likely to Bake at Home, But Men Who Bake Do This Activity More Frequently

Table Home Baking Frequency by Gender, 2022 (percent of consumers)

Income Trends in Home Baking Activity

Table Home Baking Frequency by Household Income Bracket, 2022 (percent of consumers)

Married/Partnered Consumers and Those with Children in the Household Are More Likely to Bake and Bake More Frequently

Table Home Baking Frequency by Relationship Status and Presence of Children in the Household, 2022 (percent of consumers)

Rural, Suburban, and Urban Consumers Differ in Home Baking Activity

Table Home Baking Frequency by Rural, Suburban, and Urban Environment, 2022 (percent of consumers)

Regional Trends in Home Baking Activity

Table Home Baking Frequency by U.S. Region, 2022 (percent of consumers)

Baking at Home by Race/Ethnicity

Table Home Baking Frequency by Race/Ethnicity, 2022 (percent of consumers)

Consumers with Higher Educational Attainment Bake More Frequently

Table Home Baking Frequency by Educational Attainment, 2022 (percent of consumers)

Full Time Workers Are Most Likely to Bake at Home Frequently

Table Home Baking Frequency by Employment Status, 2022 (percent of consumers)

Home Bakers Are More Likely to Follow Non-Omnivore Diets/Eating Philosophies

Table Home Baking Frequency by Primary Diet/Eating Philosophy, 2022 (percent of consumers)

Clean Label Eating Correlates with Home Baking Activity

Table Home Baking Frequency by Adherence to a Clean Label Diet, 2022 (percent of consumers)

Use of Online Grocery Shopping Websites

Table Home Baking Frequency by Use of Online Grocery Websites in the Last 30 Days, 2022 (percent of consumers)

Motivations for Baking and Consumer Psychographics

Highlights

Home Bakers Most Often Engage in This Activity Due to Enjoyment, With Taste, Smell, and Freshness Also Very Important Factors

Table Reasons for Baking at Home, 2022 (percent of home bakers)

Many Home Bakers Use Baking Mixes and More Often Prefer Indulgent Baked Goods

Table Baking Preferences and Activity, 2022 (percent of home bakers)

A Number of Home Bakers Think Baking Mixes Are Convenient, but Many Also Prefer Baking from Scratch

Table Baking Preferences and Pandemic-Related Baking Activity, 2022 (percent of home bakers)

Occasions for Home Baking

Table Occasions for Home Baking, 2022 (percent of home bakers)

Sweet vs. Savory Baking

Table Baking Activity: Sweet and Savory Items, 2022 (percent of home bakers)

How Can Consumers Be Persuaded to Bake More?

Table Reasons Consumers Would Consider Increasing the Amount of Baking They Do, 2022 (percent of consumers)

Why Some Consumers Do Not Bake at Home

Priorities Placed on Food Characteristics

All Consumers

Table Priorities Placed on Food Characteristics, 2022 (percent of consumers)

Parents/Guardians

Table Priorities Placed on Food Characteristics, 2022 (percent of parents/guardians with children under 18 in their household)

Attitudes about Food

Carbs, Proteins, and Whole/Unprocessed Foods

Table Statements about Carbohydrates/Sweeteners, Proteins, and Whole/Unprocessed Foods, 2022 (percent of consumers who strongly agree)

Food Restrictions, Nutritional Benefits, and Breakfast

Table Statements about Nutritional Benefits, Food Restrictions, and Breakfast, 2022 (percent of consumers who strongly agree)

Snacking

Table Statements about Snacking, 2022 (percent of consumers who agree)

Table Snacking Frequency on Weekdays and Weekends, 2022 (percent of consumers who agree)

Perceptions about Health and Nutrition

More than Half of Consumers Consider Themselves to Be in Excellent or Very Good Health

Beliefs about Sources of Weight Gain

Definition of "Healthy Food"