The flour category is experiencing significant growth, driven largely by an increase in bread baking. New and frequent bread bakers are contributing to this surge, with nearly two-thirds of bread bakers reporting they are baking more than they did a year ago. This growth is particularly pronounced among younger generations, including millennials and Gen Z.
Bread bakers are a key demographic for the flour category, with nearly 60% of them baking bread weekly or more. This high frequency of baking leads to more frequent store visits and greater spending compared to the average flour buyer. Bread flour buyers, in particular, are valuable consumers. They spend twice as much annually as the average flour shopper. Notably, those who purchase King Arthur Bread Flour spend 40% more than those who choose other brands.
These dedicated bread flour buyers visit the flour aisle nearly six times a year, which is 2.5 times more often than the average flour shopper, who visits 3.2 times annually. Additionally, bread flour buyers are 1.7 times more likely to purchase other specialty wheat flours, such as whole wheat, rye, or semolina.
The rise in bread baking can be attributed to a variety of factors. Nearly two-thirds of bread bakers report baking more bread than they did a year ago, with 28% baking significantly more. Most bread bakers have more than five years of experience, and more than half began their baking journey before the pandemic. Currently, about 60% of bread bakers engage in this activity once a week or more.
For many, bread baking has become a beloved hobby. The enjoyment of the process is a primary motivator, with a majority of bakers citing pleasure as their main reason for baking more. Additionally, 65% of consumers are turning to bread baking as a cost-saving measure.
