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Brief Published: 5 Jun 2020

How Biscuits & Cakes Can Maintain Momentum Post-Pandemic

Baking has dominated at-home activities during social distancing

As we explain in Snacking Trends 2020, post-lockdown consumer habits will swing from indulgence to moderation. Yet baked goods brands have the opportunity to catalyse lasting change by foregrounding nostalgia and supporting budding home bakers. From biscuit-stuffed pantries to banana bread, Stylus explains how bakery trends can remain relevant:

  • Nostalgia Warrants Indulgence: As we cover in Gen Z Rewrites Food Culture, young adults are flocking to treats that merge indulgence and nostalgia. This tendency could become a cross-generational habit as consumers gain a newfound appreciation for the comfort that well-loved snacks can bring, a shift we unravel in Covid-19 + Food. While Mondelez noted a 15% increase in new Oreo consumers following Covid-19 stockpiling (CSP, 2020), this boost follows already robust biscuit sales, which topped $3.1bn (Mondelez, 2020).

    “Consumers are taking back control by seeking comforting goods that make them feel better about ourselves and bring normalcy to our lives,” said Jessica Vogl, Mondelez’s media relations manager. With pandemic disruption likely to linger into 2021, the nostalgia-comfort dynamic will continue to incite high levels of biscuit sales.

  • Home Bakes Take the Cake: Homebound consumers flexed their baking skills, causing sales of flour to spike globally – US producer King Arthur even saw an exceptional 2,000% sales increase in March (Adweek, 2020). Rather than tackle aspirational projects, homespun treats, like banana bread and pancakes, became a key signifier of Covid-19 induced domesticity.

    These easy bakes could offer an entry point into larger upskilling communications between brands and consumers, spinning off the rise of the DIY Food Movement we highlight in The Budget Food Opportunity. Moving forward, brands should implement the teaching strategies we share in Culinary Education to maintain a portion of the sales uplift and convert quarantine baking into a long-term hobby.