Millennials, America’s largest generation of adults, are the most enthusiastic age group when it comes to holiday baking. This is according to the results of a recent survey conducted by Nielsen-Massey Vanillas, a leading provider of high-quality fine vanilla and flavor products.
According to the survey, 87 percent of Millennials are likely to bake during the holidays, with more than half of them saying they are motivated to bake as a way to spend time with loved ones (59 percent) – the most of any generation.
Millennials also enjoy receiving baked goods as gifts. Nearly 50 percent of adults said they would like to receive homemade baked goods as holiday gifts. Cookies are the favorite holiday treat among this group, followed by brownies/bars and cake.
Nielsen-Massey is kicking off its first-ever “Bake to Share” campaign, which encourages customers to visit Nielsen-Massey’s website this holiday season for tips on hosting holiday gatherings, new recipes, gift giving ideas, and more.
“As a family company, we are passionate about helping America’s families create and share memories with family and friends, especially through the joy of baking at home during the holidays,” says Kirk Trofholz, Chief Executive Officer at Nielsen-Massey Vanillas. “This research underscores our belief that a new generation is embracing baking as a means of emotional connection and sharing. All season long, our “Bake to Share” campaign will offer useful baking tips and other unique tools to help aspiring bakers and those who love them connect across millions of kitchens in America.”
For bakeries, this information can provide an excellent opportunity to promote your products and services. For instance, your bakery can host holiday baking classes that will appeal to these enthusiastic home bakers. Additionally, you can sell flours, mixes, and ingredients that customers can use at home.