Home Baked Food Consumption during COVID-19

As we approach another month of COVID-19, the pandemic continues to pose an enormous challenge worldwide. Consumers have had to quickly adapt in these unprecedented times and come up with new ways to handle the food and beverage space. Since the lockdown began, consumers have had to adapt their cooking and consumption habits. With restaurants limited to street-side or takeout, some consumers have returned to the kitchen and adapted new recipes.

In Gastograph AI’s Food Behavioral Data Survey, a national survey of 600 people in the United States, we asked consumers if they have been consuming more “Home-Baked Foods” such as bread, muffins, and brownies during the COVID-19 Stay at Home Order.

Over 62% of respondents said yes they have!

Figure 1: Percentages of Home-Baked Food Consumers

Seeing as more than half have been consuming this type of food it brings the question, who comprises the Yes.

Figure 2: Age Ranges of Home-Baked Food Consumers during COVID

According to the data, the majority of consumers that said yes were ages 25-34. More than half were female as well as living in the suburbs. Children were not the main factor in the increase of consumption as only 36% of those stating yes had children. Interestingly, there has been an increase of Millenials in quarantine-baking as there have been hundreds of #homebake photos as well as worldwide google searches for baking terms such as “yeast” or “brioche”.

Figure 3: Gender Consumption

These particular customers were recognized as making an average income between $25,000-$49,000. The median household income as of 2019 is approximately $63,688 (U.S Census Bureau).

Has U.S Baked Goods preferences changed on average?

Our team of data-scientists have analyzed the results and have been able to analyze what American’s are consuming and predict how their preferences are changing because of the long-term effects of quarantine on consumer behavior. determining whether or not their status may affect these decisions.

Figure 4: Pre-COVID and During COVID graph

The average bread product holds signature flavors of mineral taste, mouth feel, roasted texture. As you can see from both graphs, there is a sharper trend in the during COVID graph signifying the average perceived quality score dropped. This delineates that people are becoming more selective about their bread. The bread products that were on market no longer hold the same satisfaction as they have for the past several decades. Consumers are searching for sweeter breads with more “sugar” signature flavors. Also, “sour and acidity” are driving less preference now for bread.

This extensive research has proven that despite society being redesigned society by COVID-19, home-baked foods have continuously become a household staple and have kept people continuously eating more.


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