Brands are launching bread baking kits to allow consumers to make their own loaves
Trend - Seeing how popular cooking has become since social distancing orders were put in place, brands are launching custom bread-making kits that enable consumers to bake their own loaves at home. These kits range from novice-friendly to advanced-levels and provide detailed instructions to guide consumers through the process.
Insight - In the wake of the COVID-19 pandemic, many consumers are facing considerable stress about the economy and their health and are without the ability to seek comfort in their pre-pandemic coping strategies. As a result, these consumers are looking to channel their energy into something productive that not only occupies their time and hands, but also provides the indulgence of comfort food. This gives consumers a sense of control and enables them to temporarily take their minds off the stress factors in their life.
Insight - In the wake of the COVID-19 pandemic, many consumers are facing considerable stress about the economy and their health and are without the ability to seek comfort in their pre-pandemic coping strategies. As a result, these consumers are looking to channel their energy into something productive that not only occupies their time and hands, but also provides the indulgence of comfort food. This gives consumers a sense of control and enables them to temporarily take their minds off the stress factors in their life.
Workshop Question - How can your brand leverage DIY culture to reach consumers during times of solitude?
Trend Themes
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Bread-making Kits — Brands are launching bread-making kits that enable consumers to bake their own loaves at home.
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At-home Baking Trend — The COVID-19 pandemic has drastically altered the way the world eats and entertains themselves — with many looking to combat home-bound boredom by trying out at-home baking kits.
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No-knead, Quick Process — Bakeries are offering no-knead, quick process bread mixes that are easy to make and require minimal ingredients.
Industry Implications
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Food and Beverage — The food and beverage industry can create new baking products that cater to consumers looking to bake at home without the need for complex techniques.
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E-commerce Platforms — E-commerce platforms can partner with bakeries and other food-related businesses to offer at-home baking kits and supplies to consumers.
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Online Education — Online education providers can create and promote courses on baking techniques, such as sourdough-making, to provide an alternative source of income for bakers affected by the pandemic.
