New data from AO.com suggests Brits’ love of baking is on the decline, with fewer young people testing their talents in the kitchen.
The AO.com survey reveals that while Brits’ baking tradition may be on the decline, there’s hope for a revival – thanks to cheap appliances, social media trends, and innovative solutions for younger Gen Z bakers.
Despite 2024 marking the 15th series of The Great British Bake Off, new data shows that baking traditions in the UK are facing modern-day challenges. Rising food costs are causing a generational shift in baking habits, with only one in five Gen Zers (20%) baking regularly compared to one in three across the UK overall.
The rising cost of ingredients and appliances was cited as the main barrier to home baking, with this concern hitting Gen Z harder than any other generation surveyed. In contrast, Britain’s over-79s are proving to be the country’s most dedicated bakers, with two-thirds of this age group baking regularly.
The insights were commissioned by AO.com to explore Brits’ attitudes towards baking traditions and shed light on a growing trend: while social media might be filled with viral baking challenges, in reality, many younger people are finding it too costly to participate.
The hashtag #EasyRecipe has been used on 2.3 million videos on TikTok, whilst #lazycooking and #budgetmeals have tens of thousands of videos, which AO.com says highlights a growing trend amongst Gen Z for easy and affordable recipes.
Katy Roberts, baking appliance expert at AO.com, believes both social media and more conscious buying behaviour could be making baking more accessible to younger generations.
“The surge in baking trends and challenges on TikTok shows that it’s not a case of lack of interest when it comes to the baking habits of Gen Z,” said Roberts. “And this is backed up by our survey data that revealed that cost is the biggest barrier.
“We know that air fryers are the most popular kitchen appliance of choice for younger generations, and these are often more energy efficient to run, using up to 50% less energy than a typical oven on average, meaning they lend themselves well to cheap recipe options.
“It’s fascinating to see how generational and regional differences are shaping baking habits across the UK. While the cost of living is putting pressure on many, it’s heartwarming to know that Britain’s older generations are continuing to carry the baking torch.
“However, cost shouldn’t be a barrier for young people to enjoy what is a quintessential British tradition, that’s why we’re launching a new recipe hub jam-packed with cheap bakes and recipe ideas.”
Roberts added: “We’ve seen two talented Gen Z bakers on this year’s GBBO, Dylan, 20, and Sumayah, 19, who are already inspiring their peers. This could be the spark that brings a new generation into the kitchen, using affordable techniques and accessible equipment, including Gen Z’s beloved air fryer, to bring down costs.”
The research was conducted by Censuswide with 3,000 UK nationally representative general consumers between September 9 to 24, 2024.
