UK: Home Category Data, The Consumer - Cooking & Baking 2025

UK: Home Category Data, The Consumer - Cooking & Baking 2025

Summary

The UK: Home Category Data, The Consumer - Cooking and Baking report offers a comprehensive insight into consumer attitudes in the UK cooking and baking market. The report focuses on overall cooking and baking products and its five sub-categories: Pots & pans, Ovenware, Baking accessories, Baking utensils, and Bakeware. Consumer data is based on our 2025 UK cooking and baking survey, using a panel of 2,000 nationally representative consumers.

Key Highlights

• ASDA holds the highest conversion rate in the overall cooking and baking market followed by Amazon
• 70.5% of respondents cited price as the driver of choice for their cooking and baking purchases
• 68.5% of cooking and baking consumers undertook some research before buying

• 61.3% of UK consumers have purchased cooking and baking products in the last 12 months, with the highest purchasing penetration among 25-34 year-olds. Amazon is the most popular retailer for purchasing cooking and baking products, followed by Tesco and ASDA.

• Identify the demographic profile of shoppers within each subcategory, allowing you to better target ranges
• Understand how drivers of purchase, such as range, price and quality, vary in importance among different demographics in order to maximise sales potential among target audiences
• Discover how channel usage for researching and purchasing is changing, to help target investment into growing areas