Food Articles & Product Announcements

2005 Baking Trends in America

Wilton Enterprises, the industry leader in cake, candy, cookie, and bakeware products, polled more than 1,153 moms for its "2005 America's Baking Trends" survey. Here's what Wilton learned:

Moms are back in the kitchen baking
Cookies, cakes and cupcakes are still the most popular items to bake
Moms prefer to bake from scratch
Moms love to decorate their treats

What moms are baking:
45% bake cookies
39% bake cakes and cupcakes
11% bake breads

How often do moms bake?
84% bake at least once a month
49% bake once a week or more
56% of moms say they bake more frequently now than they did five years ago

Why moms are baking:
More than three-quarters surveyed said they bake because their kids love it More than two-thirds stated "I like creating something others will enjoy" Two-fifths said it's less expensive than buying baked goods at the store More than one-third said "the aromas take me back to my childhood"

What moms are decorating:
Almost all moms (98%) decorate their cakes and cupcakes, while 60% decorate their cookies

What are moms using to decorate:
40% use a variety of decorating methods
40% decorate with icing
12% use sprinkles

Other important findings:
66% of moms prefer baking to cooking
56% have purchased bakeware in the last six months
53% of moms prefer baking from scratch

As the survey shows, baking is as popular now as it's ever been - ensuring that future generations will get to experience the joy of baking and decorating.

Click here for a printable version of the survey.

The survey was conducted online with a random sample of 1,203 adults in the U.S. The survey focuses on the 1,153 mothers with kids at home, who are between the ages of 24 and 55, and who bake. All are members of the CyberPulse™ Advisory Panel. The Advisory Panel has been carefully selected to closely match US population demographics. Research was conducted in February and March, 2005. Regional data is available. The overall sampling error for this survey is +/- 2.5% at the 95% level of confidence.