The UK: Home Category Data, The Consumer - Cooking and Baking report offers a comprehensive insight into consumer attitudes in the UK cooking and baking market. The report focuses on overall cooking and baking products and its five sub-categories: Pots & pans, Ovenware, Baking accessories, Baking utensils, and Bakeware. Consumer data is based on our 2025 UK cooking and baking survey, using a panel of 2,000 nationally representative consumers.
Key Highlights
- ASDA holds the highest conversion rate in the overall cooking and baking market followed by Amazon
- 70.5% of respondents cited price as the driver of choice for their cooking and baking purchases
- 68.5% of cooking and baking consumers undertook some research before buying
Scope
- 61.3% of UK consumers have purchased cooking and baking products in the last 12 months, with the highest purchasing penetration among 25-34 year-olds. Amazon is the most popular retailer for purchasing cooking and baking products, followed by Tesco and ASDA.
Reasons to Buy
- Identify the demographic profile of shoppers within each subcategory, allowing you to better target ranges
- Understand how drivers of purchase, such as range, price and quality, vary in importance among different demographics in order to maximise sales potential among target audiences
- Discover how channel usage for researching and purchasing is changing, to help target investment into growing areas
Table of Contents
- Consumer penetration by subcategory
- Drivers of purchase
- Replacement cycle
- Retailer use
- Retailer profiles
- Retailer drivers
- Retailer improvements
- Brand use
- Brand drivers
- Channel use
- Research prior to purchase
- Category-specific questions
- Methodology and contacts
- Consumer Penetration by Product, 2025
- Purchase Motivations, 2025
- Retailer Conversion Rates, 2025
- Retailer Purchased From By Subcategory, 2025
- Retailer Usage by Demographic, 2025
- Drivers of Retailer Choice by Retailer, 2025
- Retailer Improvement Opportunities by Retailer, 2025
- Brand conversion by subcategory, 2025
- Drivers of Brand Choice, 2025
- Consumer Penetration, 2025
- Consumer Penetration by Subcategory, 2025
- Purchase Motivations, 2025
- Replacement Cycle, 2025
- Retailers Visited & Purchased from, 2025
- Retailer Profile - Amazon, 2025
- Retailer Profile - Tesco, 2025
- Retailer Profile - ASDA, 2025
- Retailer Profile - Sainsbury's, 2025
- Retailer Profile - IKEA, 2025
- Drivers of Retailer Choice, 2025
- Retailer Improvement Opportunities, 2025
- Brands Considered & Purchased From, 2025
- Drivers of Brand Choice, 2025
- Shopper Research Process, 2025
- Interaction With Staff Instore, 2025
- Channel Usage when Researching, 2025
- Channel Usage when Purchasing, 2025
- Online Fulfilment Methods, 2025
- Shopper Views on Online Shopping for Cooking and Baking, 2025
- Satisfaction With Online Shopping for Cooking and Baking, 2025
- Views Prior to Purchase, 2025
- Factors of Importance When Purchasing Cooking and Baking, 2025
- Opinions on Cooking and Baking, 2025
- Opinions on Buying Cooking and Baking Items, 2025
- Opinions on the Materials in Cooking and Baking Items, 2025
- Cooking and Baking Activities Undertaken by Consumers, 2025
- Frequency of Cooking and Baking Activities, 2025
- Consumers Cooking and Baking Skills
- Change in Cooking and Baking Habits, 2025
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Addis
- Amazon
- Argos
- ASDA
- B&M
- GreenPan
- Home Bargains
- IKEA
- Kenwood
- Kitchen Craft
- Lidl
- Morrisons
- Ninja
- Prestige
- Prestige
- ProCook
- Pyrex
- Russell Hobbs
- Sainsbury's
- Sainsbury's
- Tefal
- Tesco
