The White.net office is currently in the throes of a Great British Bake Off competition, so we decided it was high time we brought some of those sweet treats into our work life, in the form of a market report. Research suggests that GBBO now has so much of an influence on the nation that it actually has a direct effect on the price of key baking ingredients during the airing of the series each autumn. With this is mind, we decided to look into the bakeware and cookware market in detail in order to discover the true online contenders, and the growth of the sector in recent years.
A 2013 report from Mintel said that sales of home baking equipment increased 84% over the previous 5 years. It is though that the recent period of recession led to a massive increase in the popularity of home baking, which was then compounded by the hit BBC One programme The Great British Bake Off, which premiered in 2011.
We researched the top players in the online markets for cookware keywords and bakeware keywords. We’ll give you the lowdown on which brands are the most searched for and which retailers are taking organic traffic away from the manufacturers. We look at the most popular search terms and trends over the past few years, as well as a spotlight on Food Processors. Once the preserve of the Wedding List, Food Processors are now big business and are considered as much an investment piece as an oven or fridge. We’ll look at the big players in the market and see how they perform throughout the year. We also look at how one player in this market has created fab product pages that caught our eye.
Our Social Media specialist Kasia Piekut has done a deep dive into the approach to Social Media in this market and looked at trends in the industry. She considers campaigns that have proved popular, and analyses what retailers and manufacturers could be doing to improve their results in the Social Media sphere.