In Wisconsin, it’s all about peanut butter blossoms. In Montana, it’s chocolate crinkle cookies. Italian Christmas cookies top the list in Texas, while red velvet ones reign supreme in Kentucky. Wait, what’s the question? The top-searched Christmas cookie recipes in 2023, according to Google Trends.
Baking remains a popular pastime, even if consumers aren’t making as many homemade treats as during pandemic peaks. And it’s certainly an activity that increases during the holiday season. In other words, this is a prime time for retailers to connect with shoppers on the latest baking trends, products, recipes and resources.
Who’s Baking and Why?
“U.S. adults are baking regularly, with more baking from scratch than using mixes, though there is a decrease from 2021,” according to Mintel. Their most recent report says “Confident Home Bakers” tend to be older, female and financially healthy, while “Shortcut Bakers” skew younger and more convenience focused.
Many consumers learned how the act of baking helped them feel grounded during the pandemic…a feeling that’s still very much appreciated in our world today. Inspiration from social media influencers and other online content creators has also helped keep home baking alive, Supermarket News recently reported. And of course, many are motivated by the sweet treat at the end.
Classic or Trendy?
The holiday season is steeped in nostalgia, so many people gravitate to baked goods that remind them of their younger years. For that reason, baking tools or recipes from Grandma (or ones that are like hers) are sure to be appreciated.
But consumers these days are especially interested in “newstalgia” foods, aka modern takes on old classics. In the dessert category, Better Homes and Gardens says this includes riffs on pudding, trifles, baked Alaska, tiramisu, dessert casseroles and pies. Modernizing them could mean experimenting with portion size, spices, garnishes, or even starting with “classic dessert flavors, like crème brûlée or black forest, and reimagining them as a macaron, mochi donut or crinkle cake.”
Other current dessert trends include adjusting recipes and preparation methods to accommodate a growing number of vegans; sweet and spicy flavor combinations; and international specialties such as German stollen and Italian panettone.
What Do They Need?
Home and housewares retailers can help support consumers with a combination of the right products, recipes and inspiration. Different types of shoppers may have different needs, but here are some areas to consider:
- Ways to save time: Whether a quick-cook recipe or a product that cuts down on clean-up (hello, Calphalon Nonstick Bakeware from Newell Brands), couldn’t we all use a time-saving hack during the holidays? Retailers may even want to consider adding gourmet mixes like this one from Ann Clark.
- Ways to elevate at-home baking: That said, there are some serious bakers out there. And that group is always looking to up their baking game. They’ll gravitate toward high-end baking appliances/ tools and specialty items such as digital food scales like this one from Escali. (After all, professional chefs prefer weighing baking ingredients over measuring them.)
- Ways to get kids involved: Again, the act of baking—with loved ones, especially little ones— is a holiday activity many cherish. Think about items that will make the event joyful and easier for all. Example: Wobble Works’ ChefDoodler, the pen that lets you draw in sugar.
- Ways to spread the joy: What good is a sweet treat if you don’t share it? Don’t forget festive and convenient ways bakers can share their creations with others. That can mean boards perfect for serving a collection of cookies, chocolates, bars, mini-cakes and macarons. It can be items designed for gifting a baked good to someone—perhaps a Handi-foil pan made from 100% recycled aluminum. Covered containers designed for transporting cakes, pies or other treats are another important category.