Dr. Oetker and Baking.se has noticed for several years that interest in baking has increased and therefore wanted to understand why the interest is so great. What attitudes, behaviors and habits lie behind it.
What do you bake? How do you bake? When do you bake, etc. A prerequisite for then being able to create the efforts needed to grow the category.
To get answers to all these questions, we conducted the first real study on Swedes' baking habits. Who do you prefer to bake with? Is there a difference in what people bake in different parts of the country? Do older people only bake Mazareens and younger people cupcakes? What do people decorate their baked goods with? The baking report was conducted in the spring of 2020. After that, analyses were conducted, supplementary interviews were conducted, and more analyses were conducted. The big challenge was interpreting all the answers that the respondents wrote freely. But it also provided an enormous amount of basis for our insights.
After conducting research and completing additional interviews, we put everything together in a PR report. Of course, in both digital and physical form.
The baking report has helped to consolidate the position as market leader, especially in the grocery trade. Which has meant that the dialogue is now on a completely different level. The baking category is one of the areas in the trade that has the greatest potential for growth, which the trade has now also noticed.