6 bakery and patisserie businesses that tap into #eatertainment trend

6 bakery and patisserie businesses that tap into #eatertainment trend

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Banana bread, focaccia, cookies and sourdough bread: we’ve seen a boom in home baking since last year. 55% to 82% of consumers worldwide tried home baking during the lockdowns and most of them say they will continue to bake post-Covid. People see baking as a hobby: it brings them joy to experiment in the kitchen and make their own bread and pastry. Preparing food becomes a form of entertainment and a way to connect with like-minded people, hence the term #eatertainment and the growing popularity of this hashtag online.

As part of our Taste Tomorrow consumer research, consumers indicated what their motivation was to start home baking. Control over the ingredients and hygiene, saving money, quality family time and the love of baking were the most common responses. While the home baking trend seems to provide competition for the bakery and patisserie sector, it also presents a wealth of opportunities. The six businesses listed here have each found a clever way to capitalise on the #eatertainment trend with at-home baking kits or even an audiobook.

 

1. Bake Believe: homemade cakes that give a hero status (Australia)

Bake Believe promises minimal stress and a hero status with their cake and cupcake kits. Their kits all result in highly Instagrammable end products, such as a unicorn-shaped cake for a children’s party or a sleek white cake that is decorated with dried flowers that would be fit for a wedding. Almost all of the ingredients are natural and clean and the kits are designed for kids to help where possible.

 

6 bakery and patisserie businesses that tap into #eatertainment trend

 

2. Bakedin: sweets on subscription (UK)

At Bakedin, consumers can join either the Baking Club or the Bread Baking Club. As club members, they receive a baking kit each month, which is delivered through their letterbox. The Baking Club is all about sweet bakes and offers cakes, muffins, cookies, pastry, biscuits and cupcakes. Dough-based bakes such as loaves, buns and croissants are the focus of the Bread Baking Club. Each baking kit comes with all the dry ingredients, a recipe and handy extras such as baking paper, skewers and a butter measure. Each month, Bakedin publishes a shopping list on their social media, but they keep the recipe and bake a surprise until the delivery.

 

6 bakery and patisserie businesses that tap into #eatertainment trend

 

3. Crumbs & Doilies: bake to impress (UK)

For its most popular cakes, bakes and cupcakes, Crumbs & Doilies offers at-home kits. The cakes aren’t easy at-home projects, but they are a surefire way for consumers to impress their friends & family. The piñata cupcakes for instance have a hollow center filled with different kinds of sprinkles and candies. The biggest challenge (with the biggest reward) is a rainbow cake. This cake has six tiers in different colours and has a sprinkled frosting. To help home bakers along, the kit comes with three cake tins, a cake board and extensive instructions.

 

6 bakery and patisserie businesses that tap into #eatertainment trend

 

4. Tartine: establishing a sourdough starter course (USA & South Korea)

Bakery chain Tartine is immensely passionate about making rustic and elegant bread and pastries by using traditional methods. They were at the forefront of the sourdough revolution and their products are world-renowned. With millions of home bakers worldwide making their first steps into sourdough, Tartine came up with an audiobook: ‘Getting Started with Sourdough’. In this mini master class from Tartin, inventor Chad Robertson and head baker Jennifer Latham teach the basics of sourdough baking and they guide listeners through the process of establishing and tending for their first starter.

 

6 bakery and patisserie businesses that tap into #eatertainment trend

 

5. Delectable: easy DIY kit for kids (Malaysia) 

Delectable specialises in extravagant multiple-tier cakes. As a gift option for children, they offer a DIY kit as well. The kit - complete with tiny marshmallows and rainbow sprinkles - only needs to be completed with some oil and milk to make a chocolate-flavored treat. The kids can choose between three sweets and preparation methods: a mug cake from the microwave, a stovetop pancake or a cupcake from the oven. 

 

6 bakery and patisserie businesses that tap into #eatertainment trend

 

6. Paul: bread baking at home (UK)

The French bakery chain Paul launched home bread-making kits for their UK customers in 2020. The bread kit contains everything a beginner needs for their first bread: flour, yeast, a dough scraper and a proving basket. For the launch, Paul worked together with David Atherton, the winner of the 2019 edition of the Great British Bake Off, a popular tv competition for amateur bakers. David has inspired home bakers to test their skills when he was on the Great British Bake Off and now he shows Paul’s social media followers how to make his ‘Seedy Loaf’ recipe with the PAUL Home Bread Maker Kit.

 

6 bakery and patisserie businesses that tap into #eatertainment trend

 

Did you know more than half of consumers in Spain, France, Italy, Germany, Poland and Malaysia are hoping to find bread and baking mixes in artisan stores and bakery chains? You can find this fact and other interesting consumer insights in our list of 3 consumer food trends to watch in 2021.

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