- Over half of Brits would bake more if they had more
time
- 48% agree that returning to offices and commuting means they
have less time to bake at home
- 46% admit they would bake more if it created less
mess
LONDON, July 28,
2024 /PRNewswire/ -- Baking consistently sits in
Brits' top hobbies with over a third (39%) citing it as their
favourite past time[1]. But research by Anchor, the no.1
British butter brand, reveals that over a third of us are now
missing out on solace in the kitchen due to a lack of time.
Nearly two thirds (62%) of us enjoy baking because we like the
taste of baked goods, while 47% enjoy baking for friends and
family. Over a third (34%) of respondents said baking improves
their mood, while 21% said they have taken up baking to learn a new
skill.
However, the same research reveals that Brits have lost the
baking bug since the dawn of the 'new normal' since the pandemic
with over half of Brits (57%) admitting they would bake more if
they had the time. In fact, over a third baked something in the
last week, down from over 50% during lockdown[2]. What's
more, almost half of Brits are missing out on the joy of baking due
to their commute and return to office mandates.
The findings reveal that nervousness and lack of confidence
prevents people from baking, with almost half (46%) of respondents
admitting they aren't good at baking. A further 18% said they don't
have the right equipment, and 20% admitted mess is another major
barrier to baking.
Well busy bakers can rejoice, as Anchor launches its newest
innovation, Anchor Squeezy -the same great Anchor quality, now in
bottle form to create delicious bakes with just a squeeze. Simply
squeeze straight from the fridge, mix and you're done!
Sarah Corrigan, Brand Manager at
Anchor says: "Anchor Squeezy provides a solution for all bakers -
whether you're a pro who's strapped for time, or a baking novice
looking for the tools to whip up amazing treats. Our data shows
that taste is the most important factor of baking[3],
which is why we've worked tirelessly to ensure Anchor Squeezy still
delivers our signature buttery taste. Anchor Squeezy is a game
changer for at-home bakers, and we can't wait to hear what our
customers think".
To address the city's desire for fresh buttery bakes, busy
commuters were treated to delicious bakes as they passed through
London's Pudding Lane.
Former Great British Bake Off star Howard
Middleton served up delicious cupcakes for hungry commuters,
as part of the launch for the iconic butter, in bottle form.
Anchor Squeezy is available to buy in Tesco and other major
retailers by the end of September, RRP £3.35 for 500ml.
About Anchor Butter
We've been churning milk and salt since 1886 to create our
signature and quality tasting butter. As a fully farmer-owned
business, you'll have the satisfaction of knowing you're helping to
support our farmers and their families when you buy Anchor.
[1]
https://www.statista.com/forecasts/997890/most-popular-hobbies-and-activities-in-the-uk#:~:text=%22Reading%22%20and%20%22Cooking%20%2F,in%20our%20Consumer%20Insights%20tool.
[2] Lumina Intelligence survey of 1,000 adults,
source:
https://www.thegrocer.co.uk/consumer-trends/pandemic-bake-offs-banana-bread-fever-and-social-recipes-10-charts-explaining-uk-attitudes-to-home-baking/655954.article
[3] 58% of respondents said taste is the most important
aspect of baking, compared to appearance (7%).
Photo -
https://mma.prnewswire.com/media/2470269/Anchor_British_Bake.jpg
Photo -
https://mma.prnewswire.com/media/2470270/Anchor_Baking_Busker.jpg
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