The rebirth of home baking

As a result of austerity measures, the positions of several food categories connected with home cooking/baking improved. Families do not buy as many ready-made cakes as before and spend less time in confectioneries. Nielsen measured record sales of vanillin sugar, baking powder, yeast, gelatine and other baking additives in the first half of the year. Dénes Kiss, marketing manager at Dr. Oetker Magyarország Kft. adds that the same is true for ready-to-cook puddings. According to Renáta Kamocsai, product manager at Ed.Haas Hungaria Kft., dessert powders are the driving force in this segment. Pudding powders are the most important, together with baking powders and vanillin sugar. Private labels’ popularity is on the increase. Dénes Kiss reveals that the rebirth of home baking is a great opportunity for Dr. Oetker with its category-leading products. At the end of the month the television campaign for Duo Puding starts, a two-layer ready-to-cook pudding available in 3 versions. They also prepare for the Christmas holiday season, with recipes in women’s magazines and baking islands in stores. Ed.Haas Hungaria Kft. focuses on healthy products and consumer information. Renáta Kamocsai tells us that the Haas Natural product range serves these purposes: besides being gluten-free, products contain natural flavourings and colour. The company uses cooking magazines and web pages for brand building.