NABIM wants Britain to fall in love with baking again

By Gill Hyslop contact

- Last updated on GMT

NABIM's new campaign shows Brits just how 'easy peasy' baking at home can be. Pic: GettyImages/jacoblund
NABIM's new campaign shows Brits just how 'easy peasy' baking at home can be. Pic: GettyImages/jacoblund

Related tags: National Association of British and Irish Millers, home baking, Kantar worldpanel, Iri, Uk

With the home baking category in decline in the UK, the National Association of British and Irish Millers (NABIM) has launched its Easy Peasy Baking Campaign to encourage consumers to get baking.

Brits spend £1.6bn a year on home baking, but the sector has been in continuous decline over the past decade, according to Kantar Worldpanel.

In fact, the market researcher said, in the past year alone, there have been 49 million fewer baking occasions – down 4% from the previous year. IRI data puts the decrease of baking occasions – both sweet and savoury – down by 8% (w/e May 25, 2019).

This is obviously having an effect on baking staples like butter, sugar and flour.

For example, pre-packed flour sales volumes were flat and a decline in price has seen spend drop slightly for the year ending January 27, 2019. Self-raising flour is the largest contributor to the decline, with volumes down 3%, according to Kantar.

Ready, steady ... bake!

The ‘Great British Bake Off’ effect has slowed, but NABIM hopes to revitalise the passion with a campaign designed to prove that baking at home can be simple, quick, cost effective and doesn’t need complicated equipment.

The move comes on the heels of a recent survey by the association, which found that 24% of non-bakers say that baking takes too much time, 22% don’t bake because of a lack of energy and 19% find baking too difficult.

The campaign centres around the sharing of Easy Peasy Baking recipes that are, obviously, easy, quick and inexpensive.

The association is also encouraging bakers to share their bakes, as well as their own recipes and tips on social media (@EasyPeasyBakes on Twitter and Facebook, and @easypeasy.bakes on Instagram).

The campaign kicks of this month with the message that baking should be the hobby for 2020.

NABIM is the trade association representing the UK flour milling sector. With a £1.25bn turnover, the industry plays a vital role in contributing to the country’s economy and supporting Britain’s farmers by using predominantly homegrown wheat.

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