Baking kits are being offered with more upscale designs and ingredients
Trend - Elevated baking kits are giving consumers the opportunity to make the more sophisticated baked goods they see in stores or on social media, at home. The advanced flavors and designs of these kits make them suitable for everything from hosting to shared experiences with family.
Insight - During pandemic-related lockdowns and restrictions, it became the norm for consumers to experiment with different activities at home--with cooking and baking being especially impactful hobbies that people took on. For some consumers, these time-passers (or coping mechanisms) turned into passions worth exploring--and brands that make these hobbies more convenient for consumers to partake in are still highly appealing.
Insight - During pandemic-related lockdowns and restrictions, it became the norm for consumers to experiment with different activities at home--with cooking and baking being especially impactful hobbies that people took on. For some consumers, these time-passers (or coping mechanisms) turned into passions worth exploring--and brands that make these hobbies more convenient for consumers to partake in are still highly appealing.
Workshop Question - Which changing consumer behaviors or lifestyles could your brand better appeal to?
Trend Themes
1. Baking as a Pandemic Hobby - The pandemic has resulted in a rise of consumer interest for baking making it a worthwhile market to explore.
2. Elevated Baking Kits - Consumers are looking for more sophisticated, artisanal, and aesthetic baking kits that push boundaries and offer unique ingredients
3. Social Media Inspired Baking Kits - Bakers nowadays rely on visual social media content to inspire them to create new and unique baking designs.
Industry Implications
1. Food & Beverage - The food and beverage industry should focus on enhancing and innovating in baking kit offerings, particularly in the area of elevated and sophisticated baking kits
2. Retail - Retail companies can offer baking kits as a hobby-level product, promoting them as stress-relieving practices through various events and online promotions.
3. Marketing - Marketing agencies can collaborate with baking kit manufacturers to create social media campaigns that promote a wider range of baking practices and uses for baking kits.
