British baking trends in 2024

It stands to reason that with so many pro-baking influences in consumers’ lives in 2024 – Great British Bake Off is a huge one, not to mention the countless social media feeds espousing expert tips and inspiration for novices and keen bakers alike – the appetite for home baking is increasing, and the menu is more varied than ever.
“Consumers are increasingly seeking out unique and indulgent culinary experiences at home,” begins Toby Hopkinson, CEO and co founder at All Things Butter. “This shift has been driven in part by platforms like TikTok, which have sparked a renewed interest in home baking and the use of artisanal ingredients.” Tightened budgets are also playing a part, he says. “Combined with the pressures of rising living costs and inflation, this drives more consumers to prepare their own restaurant or bakery-quality dishes at home, seeking to recreate the eating-out experience in their own kitchens.”

Better quality baking ingredients

What does the growing audience of UK-based home bakers want to buy, and what are the credentials they look for? At Suma Wholefoods, Sophie Ziegler-Jones, co-operative member, has found that consumers aren’t willing to sacrifice their values for the sake of saving money. “Fine food shoppers are increasingly seeking products that align with their values,” she begins. They want transparency in sourcing, quality ingredients, and options that cater to specific dietary needs like vegan, gluten-free, and low-sugar and sugar alternatives. There’s a growing trend towards products that are both eco-friendly and health-conscious, reflecting a broader awareness of sustainability and wellness.”

While this demand for better is nothing new, particularly in fine food spheres, it is growing – and the onus is on retailers and suppliers to supply shoppers with better quality products that suit their preferences. Suma Wholefoods, which sells organic flours, Fairtrade sugars, nuts, grains, seeds, dried fruits, and plant-based and gluten-free alternatives, has found that consumers are more informed than ever. “This shift has been noticeable over recent years,” says Sophie. “Consumers have become more discerning and informed about what goes into their food, pushing for higher standards in both ethical practices and ingredient quality. As we see a greater emphasis on sustainability and health, it’s clear that these factors are becoming central to purchasing decisions. Our buying policies are incredibly stringent and consumers can trust us to do our homework around quality and sourcing, supply chains and certification so they don’t
have to.”

A new era for butter

An ancient ingredient it may be, but social media is at the heart of All Things Butter’s origin story, with founders Toby Hopkinson and chef Thomas Straker inspired to launch the brand following the success of Thomas’s Instagram series of the same name. “The series was extremely popular, amassing over 1 billion views, and made us realise there was a real appetite for a high-quality, chef-led butter brand in home kitchens,” says Toby, CEO. “We created All Things Butter to be the ultimate convenience ingredient, not just at breakfast but for any meal of the day. Butter is the basis of most restaurant dishes and why they taste so great, and we’re on a mission to inspire and equip an army of ‘at home cooks’ who want to take their cooking to the next level.”

A far cry from being a basic commodity food product, butter is well overdue its time in the spotlight, believes Toby. In line with the consumer demand for ingredients which not only taste great but support British Farmers, All Things Butter’s products are crafted from 100% high-quality British cream from their farm in Somerset. Ultra-processed food-free (UPFs) and twice-churned, making it extra creamy, the range includes flavours as diverse as Garlic & Herb and Cinnamon Bun, alongside the classic Salted and Unsalted options. “Butter has the unique ability to carry and enhance other ingredients, making it the perfect base for experimentation in restaurants and at home,” he says. “This is why we’ve crafted flavours that complement a wide variety of dishes and bakes to create a versatile kitchen staple that aspiring chefs and bakers can utilise at home in their kitchen to add something extra to their recipes.”

One such flavour is chocolate, which is a surprisingly versatile addition to the home baker’s arsenal. “Our Chocolate Butter has one of the lowest sugar counts on the market, but that doesn’t make it any less indulgent,” says Toby. “It’s perfect for making pancakes or chocolate croissants; it can also be used to create a chocolatey crumble topping, blended with icing sugar to make decadent cake frosting, or even used to cook apples or plums for a luxurious topping on breakfast porridge or yoghurt. And let’s not forget, it’s a grown-up, luxurious way to spread on bread, though kids love it too!”

Premium quality flour matters

A winning combination of quality, innovation and versatility is the name of the game at Essex-based millers Marriages, too, and since launching their range of home baking flours in the 1950s the team has witnessed the evolution of the sector. “Since then, we’ve seen a much bigger choice of flours for home bakers,” says Hannah Marriage, director. “We have a wide range of 18 award- winning quality home baking flours and we also have a wide range of customers all baking for different reasons (trying a new recipe/baking for a special occasion etc). Our customers are looking for artisan ingredients and quality that shows in rise, flavour and texture of their bakes and they trust us because we also supply leading professionals and artisan bakers. When home bakers look to bake at home they ‘re looking for reliability and just as our trade customers, they want to know they will have consistency with every bake.”

Advances in technology – for example, the advent of bread machines – and shared experiences such as recessions and the Covid-19 pandemic have played their part, too. “We saw home baking increase during the last recession,” explains Hannah. “In a time of cost-of-living pressures, baking is an affordable leisure activity with children, you can use store cupboard ingredients, and baking together can be fun as well as educational.
“Our sales of home baking flours increased significantly during Covid – especially the first lockdown when there was a huge spike in demand, however sales have normalised now. The pandemic bought new people into baking – and many liked the sense of achievement about the bakes they could make and share with family/friends/neighbours. It also reminded people how calming and mindful the process of baking is, and they’ve maintained a regular bread making habit since then.”

Home baking trends

Sophie predicts an increase in alternative ingredients entering the market, an evolution shaped by consumers’ ever-more informed demands. “Looking ahead, we anticipate continued innovation in this space and expect to see more emphasis on alternative and unusual ingredients, like ancient grains and plant-based options, as well as increased transparency in product sourcing. The market will likely continue to evolve with a focus on both environmental impact and meeting diverse dietary needs.”
For Hannah, the future looks bright for healthier bakes with a homegrown story. “There seems to be a big focus on health, and we wonder if more people will start to bake more of their own cakes/bread/sourdough at home. We don’t think the interest in local produce will go away and we’re proud to still say that after 200 years we’re working with local farming families, sourcing the majority of quality grade 1 wheats within 30 miles of our mill.” Marriages believes that the rise in home baking is far from a flash in the pan. Indeed, from a survey of 500 respondents that they conducted in 2023, they found that 61% of people are baking at least once a month and 38% bake weekly.