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The year 2000 brought steady gains in the bakeware business, with manufacturers reporting increased dollar sales in bakeware, including metal, glass, and ceramic. Specifically at the high end, there appeared to be continued consumer interest in baking, resulting in more-than-expected sales growth.

Trend analysts continue to ponder the future of the home cook. From changing consumer demographics to convenience requirements, to a slowing economy, they are asking, "Is there a future for home cooking — and baking for that matter?"

While a cursory look at these consumer trends might lead one to question the future of home baking, and subsequently, the bakeware category, a deeper look reveals an opportunity. A significant number of consumers lack proper kitchen skills to do successful baking, and when coupled with the intensifying desire to eat out, or on the run, the logical conclusion is the demise of home cooking. But an intelligent assessment of consumer profiles and desires points to surprising opportunities in the bakeware category. It may be an old, oft-quoted adage, but the key to success is to "know your customers."

Broadly defined, the typical baking consumer is a 25- to 65-year-old female. Where can bakers be found? Generally, bakers can be found everywhere, but they are concentrated in certain sections of the country. Christopher Kimball, publisher and editor of Cooks Illustrated, says the biggest group of baking consumers are found in the Midwest, postulating that it may have a lot to do with the region's traditions. "There are more traditional households in the Midwest and baking is more of a rural thing," Kimball noted.

Leslie Glover Pendleton, former food editor of Gourmet Magazine, agrees that the baking consumer is more likely to be found in the country's middle. "In big cities like New York or Los Angeles, consumers are often living a more cosmopolitan lifestyle, in the home less often, and on the go more."

Beyond the broad age and gender demographics and the regional emphasis in the Midwest, the reasons for baking are wide ranging. Most consumers who bake are in the generation who have children and are concerned about what their kids are eating. They want to know what goes into the foods they serve their children, and by baking from scratch, they can monitor those ingredients.

Aside from demographics, there are distinctive consumer trends which, if catered to, may drive bakeware sales.



Taking Time Out

For the consumer who bakes — young, old, male or female — convenience is imperative. Everyone values the reduction of preparation effort and time.

As our lives continue to move at lightning speed, more and more consumers seek ways to slow down, enjoy life, and in the process, take better care of themselves. Many consumers bake as therapy.

To them, baking is creative. It is a task that once completed yields a finished product that is delicious. Additionally, the smell of something baking does wonders to soothe the senses and relieve stress.

Perhaps the most important way manufacturers met the convenience challenge was by adding nonstick coatings to bakeware. Time and effort were reduced considerably, and today, nonstick bakeware remains the strongest-selling segment of the bakeware category.

A more recent convenience entry in the bakeware category has been flexible baking molds. These molds, most often made with a silicone base for added release properties, are even more convenient because they're flexible and easier to store than traditional bakeware.

The time and effort the consumer takes to bake can be considerable. Be it for the family or for presentation to guests, the end result must be visually appealing. How often have you commented on how delicious or beautiful a home-baked item looks? It is truly an important part of the baking appeal.

Baking success isn't just measured by the taste once the goods are removed from the oven. Success is also measured by how the final products look when decorated. That's where the design of the bakeware can make a big impact. Frosting a cake is a good example. The consumer has just baked two nine-inch round cakes which will be placed atop each other and frosted. The consumer frosts between the two cakes and places one on top of the other. When this happens, she notices that they don't fit perfectly. Oftentimes, the reason is because the cake pan had flared sides, resulting in an unevenness when the two cakes are placed together. Flat-sided cake pans can make a big difference in the final cake's appearance.

For consumers who enjoy baking but don't always have the time to decorate, the design of the pans may serve as the decoration. Several manufacturers have enhanced the original shape of the Bundt pan, which allows consumers to use the pan's shape to create a very attractive cake with minimal decoration — perhaps just a bit of powdered sugar and shaved chocolate.

In each case, the design of the bakeware addresses the consumer convenience issue.



Nostalgia

Everything old is new again.

The trend towards everything nostalgic continues in fashion, car designs, and yes, baking. Remember your grandmother's baking? Her results are indelibly etched into your senses: the delicate crispness of a cookie, lightly browned on the bottom. The balance of flavor from the best ingredients all melded together to create a taste and aroma that brings back warm memories.

Aside from a little love, what gave your grandmother great results was the bakeware: an uncoated solid aluminum piece that conducted the heat well. Through the years, aluminum was replaced as the standard by steel, a lower-cost material. While metal bakeware produces good results, oftentimes a bit of aluminum was added for greater heat conductivity. Next came the addition of nonstick and what you're baking on today only remotely resembles your grandmother's bakeware.

For those consumers who desire the same bakeware as their grandmothers used, aluminum is still a good bet — with updated features of course. One recent introduction in the bakeware category includes an all-aluminum line that incorporates a pebble-textured design on the surface. According to the manufacturer, the aluminum base provides excellent baking results and the unique surface design allows air to circulate underneath the baked goods for even browning.

Also on the nostalgic front, manufacturers note requests from consumers to bring back items from years ago. One specifically noted that 50 percent of the new items have already been produced in the past because "bakeware is cyclical." When manufacturers fulfill such requests, the latest innovations and designs are incorporated into the "new" introductions. The Bundt cake pan is a perfect example. Celebrating its 50th anniversary a few years ago, it was brought back to the forefront with the introduction of an Anniversary star design. Since then, more and more Bundt cake designs have graced the market.



Professional Quality

Consumers are interested in anything professional for the kitchen.

Interest in professional kitchens and their stainless steel appliances, top-tier cookware, and chef-quality gadgets has not subsided. Along with that trend, home chefs are seeking high-quality bakeware to produce baked goods like the professionals do.

Straight-sided cake pans and commercial-gauge bakeware help make the finished results appear professional. Decorating utensils also aid in the search for professional quality. The desire for professional-quality cookware has also fueled interest in uncoated bakeware, much like the professionals use. Yet good-quality bakeware doesn't mean consumers have to pay premium prices — quality can be found at a mid-level price point as well.

Laura Brody, author of Basic Baking, breaks the bakeware category up into three segments. "There is the low-end supermarket stuff that doesn't conduct heat well and warps," she explains. "Then at the other end of the spectrum is the high-priced bakeware that sometimes doesn't perform as well as you would like. Then there is the white knight — the middle ground — high-quality, affordable stuff. Most of the bakeware in this category is one-piece construction, heavy gauge, and feels commercial, but doesn't have the commercial price." Brody is sold on the "white knight" category, adding that because of the quality in this middle category, "no one has an excuse to buy the bad stuff. And if price is an issue, buy one piece at a time. Durability and high-performance pans that are cost effective are what will sell."

The desire to create something professional extends to those consumers who dine out frequently. The rise of the pastry chef has brought a resurgence of decadent desserts to the table, many of which are served in individual portions. As consumers seek to replicate these at home, there has been a continued interest in single-portion or smaller-sized bakeware. From Bundt pans to springforms, mini-muffins or -tarts, bakeware minis have never been more popular.



The Intimidation Factor

Consumers are intimidated by baking.

Perhaps one of the biggest barriers to expanding the baking community is the intimidation factor. Many consumers who haven't baked in years, or who have never learned at all, are intimidated by the entire process. And, that intimidation is further reinforced if the results are less than savory. When they do work up the gumption to bake, they often get horrible results. The reasons can range from not following the directions to having improper oven temperatures. But, more often than not, the problem is the bakeware they are using.

Frustration is probably the biggest reason consumers do not bake, a statement agreed upon by manufactures, retailers, and cookbook authors. In fact, according to one bakeware manufacturer, General Electric receives five million bogus service calls from unhappy baking consumers calling to say their oven is not working properly. A bit of investigation revealed that the problems stemmed from the bakeware they used.

The media has done wonders to translate baking into a task that becomes a joy. Cooking shows reveal that it isn't difficult to get good results when baking; that is, if the recipe is followed. Plus, they bring to mind similar recipes that allow consumers to feel more comfortable in experimenting with baking.

Further helping break down the intimidation barrier, Brody welcomes consumer baking questions via e-mail, and she is quick to respond. "It's a great and affordable service for retailers," she added.

In Kimball's recently released cookbook, Dessert Bible, the recipes aren't so much about creating new dessert recipes as they are about perfecting what exists; for instance, finding the best way to make the familiar oatmeal cookie. Also figuring into the recipe is finding a balance between effort, time, and money. "Effort versus reward," as he calls it. "If it takes four hours to make a good recipe, and the 20-minute recipe is almost as good, the consumer would be more willing to try the latter recipe."

The power of the media definitely affects the bakeware category. When Martha Stewart promotes baking, the world rushes out the door to buy the products she mentions. But cookbooks and magazines are also a strong influence in encouraging consumers to bake.



The Experienced and the Novice: The Need for Education

The baker, experienced or novice, still needs guidance.

For the Baby Boomers, baking reminds them of life as a child when their mothers baked bread and desserts from scratch daily. To them, baking is a return to more simpler times. "An interesting trend we're seeing is that baking is coming full circle," said Kimball. "People who grew up with baking, but didn't necessarily do it at home, are now discovering it as a new thing. These people find baking amusing or fun," he added, pointing out that "baking is certainly more of a hobby than a daily occurrence."

But younger consumers are getting into baking as well, eagerly attempting to learn the basics of baking that perhaps their mothers neglected to teach them.

Give them the basics: books and baking classes.

"I wrote Basic Baking because there is a very large group of consumers coming into baking without the experience," said Brody of her recent release from William Morrow. "This is the generation whose mothers went out to work, and did a lot of take out, yet they now find the time for and interest in recreational baking."

Kimball is also very up front with his readers. In addition to providing step-by-step directions, Cooks Illustrated offers information on the implements necessary to follow the recipe. "A heavier loaf pan isn't necessarily better. It may be more durable, but it is very hard to say anything general about bakeware because it depends on the individual item. What the consumer needs to understand is that the baking times given in cookbooks aren't necessarily the times that work best for their equipment. The baker needs to feel comfortable with baking and have the knowledge of how to work with their equipment, including the stove, as well as the bakeware."



Seasons for Baking

Baking is a year-round avocation.

In all seasons, there are reasons for baking. It used to be that sales in bakeware spiked in the fourth quarter, leaving the remainder of the year, especially summertime, to fend for itself. Fourth-quarter holidays, Valentine's Day, Easter, and Halloween provide year-round opportunities. Bakeware is no longer just a seasonal sell.

"We have found that our baking items have become popular year-round," said Teigen of Kitchen Window. "Especially with educated consumers, baking means much more than dessert sweets; today, it's breads, casseroles, or meatloaf."

The economy may have a bit to do with the frequency with which consumers cook and bake at home. When it is good, consumers head out to restaurants, but during economic slowdowns, the costs associated with eating out come into play. "When the economy tanks, people can't afford to eat out all the time," said Kimball.

They are also quick to realize that "the price of a homemade biscotti is less than that sold at Starbucks," added Brody.

Another factor that can contribute to your bakeware bottom line is the versatility of bakeware. Bakeware is a category that should be defined as "any dish or vessel that is used to cook in the oven, where the dish and the food are surrounded by dry heat as opposed to broiling, cooking on the stovetop, grilling, or poaching in liquid," explained Teigen.

Therefore, items included in the bakeware category are more than cake pans, baking sheets, and cupcake tins. Bakeware extends to covered casserole dishes, ramekins, roasting pans, ceramic bakeware, and beyond.

The versatility of bakeware extends beyond its first intent. For example, molds used for desserts and Jell-O are now being used every day for creating such concoctions as potato dishes.

The trend towards home entertaining has led to increased interest in the oven-to-table bakeware category. Companies continue to introduce oven-to-table lines of ceramic bakeware, with fashion being one of the key features. Colors that coordinate with the kitchen add a fashion appeal, and oven-to-table bakeware is perfect for casual entertaining.



Boosting Bakeware Sales

What does all this tell you? Clearly there is no single overriding trend. Therefore, more than ever retailers must know, understand, and cater to their customers.

To build a successful strategy for bakeware, you must assess your company's readiness to meet all of these changing consumer issues.

Increasing the frequency of special occasions and expanding the number of customers who are bakers are important to your bottom line. The bakeware business is a high-margin business, and with a bit of consumer understanding, retailers can hit the right chords to increase consumer interest.

Retailer Thoughts

Anita Teigen, manager, Kitchen Window

I don't think there is a typical bakeware consumer these days. We are seeing the young, the old, the experienced, and the not so experienced. Because we have such a varied bakeware consumer, we must have products at every price level.

We train our staff to educate the customer about all our bakeware. We don't just say "here are the cookie sheets," we explain why one may brown the cookies better than another. We also frequently do in-store demonstrations and make sure that our staff experiments with the bakeware at home. That way, they are more educated about the product when they speak to the customer.

Our bakeware business is a year-round business, with occasional peaks for holidays and when Martha Stewart is highlighting baking.

Best-selling items include the basic items such as cookie sheets, cake pans, and pizza pans, but we are also selling a lot of tart molds, steamed pudding molds, brioche, and other specialty molds; also a lot of Scandinavian and German-inspired ethnic molds.

Other popular bakeware items include nonstick baking mats and molds made of silicone. And our customers don't blink at the price of some of the bakeware. If it performs as it is supposed to, then price isn't much of an issue.

Retailer Thoughts

Renée Behnke, president, Sur La Table

We see a constant ongoing bakeware business, with the category representing about 14 percent of our retail store business. Holiday-specific items are popular, but the business is active throughout the year.

The occasional baker tends to make things in traditional pans. But for the customers who want to experiment, they are doing that with pies and tarts. As a result, we probably sell more in our pie-and-tart classification than in the cake classification.

We see a lot of young moms interested in baking, with kids' baking classes becoming more popular. Muffins and cookies are great for this. The kids can help decorate each. Kids are baking, albeit with their mothers by their sides. But if they are interested in baking at an early age, a whole new set of consumers is being nurtured right now.

Martha Stewart has done us all a favor. So much of what she covers on her shows and in her magazine helps drive sales at retail. She has demonstrated to consumers that baking isn't as complicated as they thought. Magazines and other cooking shows help as well.

People love the results of baking, but are often intimidated about baking from scratch. Overall, we see consumers becoming more and more interested in baking as the tools — equipment and instruction — help them overcome their fears of failure.

Trend Factors

Convenience

Nonstick bakeware

Flexible bakeware

Interesting shapes requiring no decoration

Straight-sided pans

Cook-and-serve bakeware



Nostalgia

Traditional shapes with new looks

Aluminum bakeware



Professional Quality

Straight-sided pans

Small, individual portion pans

Commercial-gauge bakeware

Decorating utensils



Home Entertaining

Cook-and-serve pieces

Chocolate-making sets

Bakeware is more than for sweets; it includes pans for roasts, lasagna, meatloaf, and more.



Year-round Sales

Highlight cost effectiveness of baking.

Highlight holidays — Valentine's Day, Mother's Day, Easter, Halloween, Thanksgiving, Christmas, Hanukkah

Get children baking - make available children's baking kits.