A new survey has revealed that home baking is on the decline, with less and less younger people testing their talents in the kitchen due to spiraling ingredient costs
However, Gen Z’s love of social media trends and a surge in cheaper, more affordable appliances could be the solution to saving the great British tradition
As 2024 marks the 15th series of The Great British Bake Off with two Gen Z contestants, the new report from AO.com reveals how engaging younger generations is key to preserving our baking heritage
A new survey reveals that while Brits’ beloved baking tradition may be on the decline, there’s hope for a revival—thanks to the resilience of the nation’s older generation combined with 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, according to a new survey commissioned by AO.com.
The rising cost of ingredients was cited as the main barrier to home baking, with this concern hitting Gen Z harder than any other generation surveyed.
However, there’s still potential for home baking to thrive.
The hashtag #EasyRecipe has been used on 2.3 million videos on TikTok, whilst #lazycooking and #budgetmeals have tens of thousands of videos, highlighting a growing trend amongst Gen Z for easy and affordable recipes.
Katy Roberts, baking appliance expert at AO.com, highlights how both social media and more conscious buying behaviour could make 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, 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.
The data also revealed which are the most prolific cities when it comes to keeping the British baking scene alive. Birmingham tops the charts with over 63% of residents baking regularly, closely followed by Southampton (61%) and Plymouth (59%).
The UK’s most popular cities for baking are:
Based in Brits who admit to baking “Every day,” “4-6 days a week,” “2-3 days a week,” “Once a week” and “once a month”), here’s the ranking from most frequent to least frequent:
- Birmingham: 63.06% of population are active baker. Two thirds of residents in Birmingham bake at least once a month
- Southampton: 61.48%
- Plymouth: 59.74%
- Bristol: 59.16%
- London: 59.07%
- Newcastle: 57.69%
- Cardiff: 57.51%
- Norwich: 55.87%
- Manchester: 55.51%
- Brighton: 55.16%
- Wales: 57.14%
- Nottingham: 52.52%
- Edinburgh: 52.19%
- Sheffield: 53.77%
- Belfast: 43.84%
- Glasgow: 42.85%
- Leeds: 42.43% of residents are active bakers. Four out of ten people in Leeds bake at least once a month
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.
Commenting on the findings, Katy Roberts, baking appliance expert at AO.com said:
“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.
“We’ve seen two talented Gen Z bakers on this year’s GBBO, Dylan, 20, and Sumayah, 19, who are already inspiring their peers,” said Katy Roberts, baking appliance expert at AO.com. “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.”
“Baking is such an important part of British culture and tradition, bringing families and communities together for generations. From classic Victoria sponges to warm scones straight from the oven, it’s a heritage we shouldn’t lose. While modern challenges like rising costs might make it harder for some to bake as often, it’s vital we find ways to keep this tradition alive. Baking is more than just cooking—it’s a way of connecting with our past and creating shared experiences for the future.”
In light of the findings, electronics retailer AO.com has released a recipe hub to inspire more Brits to take up the ladle and explore baking, featuring easy recipe ideas, low-ingredient bakes and energy efficiency tips.
For more information visit AO.com.
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