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Bord Bia Survey Reveals Online is the Biggest Source of Inspiration for Home Baking

With anticipation mounting for the return of The Great British Bake Off to our screens, Bord Bia has today released the results of a research study into baking trends which reveal an interesting insight into the habits of home bakers here in Ireland. The report shows that four in five home bakers are female, with 53% of those surveyed indulging in a baking session at least once a week, peaking on Saturday afternoons. It seems we have a collective Irish sweet tooth with 45% of Irish bakers preferring to bake sweet treats, compared to just 21% regularly opting for savoury bakes.

Interestingly, the Bord Bia report suggests that amassing a collection of cookbooks from which to draw inspiration is becoming a thing of the past, with 37% of home bakers choosing to search online for a new recipe to bake. Whilst TV chefs remain very popular, it is online bloggers and social media stars who are taking centre stage with Irish baking fans. Bloggers with a healthy eating focus are increasingly popular and the best-selling cookbooks in Ireland of recent years have had healthy food as their premise.

The results of the study pinpointed an interest in moving towards healthier baking, although behaviour isn’t mirroring this shift as of yet. Commenting on the research, Paula Donoghue, Consumer Insight Manager of Bord Bia noted that, “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.”

When it comes to the motivation to bake up a storm, 60% reported wanting to provide homebaked goods for their family with 55% saying their reason for baking was to have fun. Baking for personal relaxation appeared to be prevalent, with 65% surveyed preferring to bake alone and 14% baking with their children. While 76% baked up goodies for their immediate family, only 5% shared their creations with their work colleagues.

Bord Bia reports that the sector is continuing to remain a favourite with Irish consumers with the home baking market in Ireland valued at almost €120 million per year. Paula added that “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.”

The purpose of the Bord Bia baking research was to identify and understand macro trends that impact upon consumer behaviour within the baking category. Bord Bia works with home baking manufacturers to use the research findings to help with future innovation, branding and marketing opportunitie

To read Bord Bia’s full report click here.

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