The results of the mafowerk Baking Study 2023 showed that even after the “special boom” triggered by the COVID-19 pandemic, with more opportunities for at-home activities, baking has remained a growing product category beyond the pandemic: 48% of respondents stated that they baked more frequently in 2023 than in previous years.*

Baking therefore remains one of the key consumer goods categories in German retail – will the baking boom continue in 2025?

Younger target groups in particular have rediscovered baking: more than one in two people under the age of 30 now bake more often than they did in recent years.

• Where are baking ingredients purchased? Which baking ingredients and baking accessories are bought?
• How do baking-related products enter the “relevant set” of the potential target group?
• What role do rising energy costs play in baking, and how important is price in purchase decisions?
• What is baked? How often do people bake themselves, and in which combinations?
• When do people bake? For whom do Germans bake in 2025, and for which occasions?
• Make or buy: use of convenience products (chilled ready-made doughs, baking mixes)
• What are the key selection and purchase criteria when buying baking ingredients and baking accessories?
• Alternative purchases of ready-made cakes and/or gateaux?
  Use of baking ingredients, such as:
  – use of spices, flavorings, and yeast
  – use of fruits and nuts
  – use of fats, oils, and flour
  – use of baking decoration items
• What baking trends will shape 2025?
• Which baking accessories and baking aids are used (baking tins, baking paper, etc.)?
• Which customer typologies can buyers be classified into?
• What are the purchase motivators and purchase barriers across different target groups?
• What are the preferred retail outlets for purchasing baking ingredients?
• Which information sources are used for baking-related topics?
• Which additional offers from retailers and manufacturers are desired?

With the Trend Evaluation Consumer Insights – Baking 2025, mafowerk once again examines current purchasing and usage habits related to baking in Germany. In comparison with the baking studies from 2015, 2017, 2020, and 2023, the analysis enables an assessment of changes in consumer baking behavior.

Nuremberg/Fürth, November 2025

Image: © shutterstock

Source: mafowerk Trend Evaluation Baking Trends 2023