New research by Anchor, the UK’s leading butter brand, reveals that baking is becoming increasingly popular among Gen Z, with many seeing it as a mood booster and a way to unwind. The study highlights a rising trend among younger people towards home baking, despite some practical barriers.
According to the survey, 56% of Generation Z (18-24-year-olds) appreciate the taste of their homemade bakes, and 76% have engaged in baking since summer began. The emotional benefits of baking are notable, with over a third (34%) reporting improved mood and another third (32%) finding it helps them relax.
The research also shows that 77% of Gen Z males would bake more frequently if given the chance. However, two significant obstacles stand in their way: time constraints and the messiness of baking. A substantial 70% of respondents said they would bake more often if they could avoid the mess associated with it, and 82% expressed a desire for more time in the kitchen.
The issue of time management resonates beyond the younger generation. Nearly half of the general population (48%) feels that returning to office work and commuting has diminished their opportunities to bake at home.
To address these challenges, Anchor has introduced a new product designed to make baking easier and cleaner. The Anchor Squeezy, a convenient butter in a bottle, aims to simplify the baking process by reducing preparation time and mess. This innovation is intended to cater to both experienced bakers and novices, providing the same high-quality buttery taste in a more user-friendly form.
Sarah Corrigan, Brand Manager at Anchor, commented on the new product: “Anchor Squeezy offers a solution for all bakers, whether you’re an experienced cook in need of a time-saving tool or a beginner looking to create delicious treats with ease. Our research indicates that taste remains the most crucial factor for bakers, which is why we’ve ensured that Anchor Squeezy retains our signature buttery flavour. We’re excited to see how our customers respond to this new product.”
The launch of Anchor Squeezy was marked by a special event featuring former Great British Bake-Off contestant Howard Middleton, who prepared cupcakes for passers-by on Pudding Lane. Anchor Squeezy will be available in Tesco and other major retailers by the end of September, priced at £3.35 for a 500ml bottle.
As baking continues to evolve in the UK, the introduction of more convenient products like Anchor Squeezy could help address the barriers faced by busy individuals and encourage more people to enjoy the benefits of home baking.