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Strong growth in the $12 billion home baking industry at FDMx in 2008 and 2009 slowed to a halt in 2010 and 2011. Similarly, strong growth in consumer interest in home baking declined slightly in the period, having been driven in recent years in part by a desire to save money during the economic depression. A recovering economy that delivers consumers from the need to prepare food at home, competition from in-store bakeries (ISBs) and alternative markets, as well as a growing consumer interest in healthy eating challenge sales.
Product innovation and targeted outreach is necessary to stimulate market interest and retain consumers through the economy’s difficulties.
This report aims to help companies that compete in this sector make informed decisions in marketing messages, launch new products that are on trend, as well as identify strategies that can help refresh sales.

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