Friday, January 28, 2011

Wilton survey shows food crafting is no#1 hobby for women




Woodridge, Ill., January 25, 2011 /PRNewswire/ Wilton, the industry leader in cake decorating, quality bakeware and food crafting for more than 80 years, recently released the results of its bi-annual Celebration Report, an extensive online survey conducted by a third party.

“Food crafting, which includes cake decorating, is the number one hobby for women,” says Nancy Siler, vice president of consumer affairs at Wilton. “This survey tells us that baking and decorating at home is enjoyed as an economical way to ensure celebrations that are full of color, sweetness and fun.”
Nearly half of the survey respondents (46%) indicated that cost savings is a plus when it comes to baking at home versus purchasing baked goods. This attention to cost savings jumped 18% from the last survey conducted in 2008.
Topline results for each of the categories in the survey Baking, Decorating, Celebrating

•Baking: Cookies most popular!

While cookies are the most popular baked at-home treat (82% of respondents), items that have significantly grown in popularity since 2008 are: cakes (up 17%), brownies (up 18%) and cupcakes (up 15%).

•Decorating: Decorators turn up the color!

Customizing the color of cakes and treats is almost a universal trend among committed decorators (87%).

•Celebrating: Americans prefer to celebrate with cake!

Cake continues its dominance as the overall celebration dessert with 49% of respondents claiming their first choice for a party dessert is a decorated cake.

The survey also notes that “for holidays” is THE most popular reason for baking (78%). With Valentine’s Day quickly approaching, Wilton suggests the following project — a heart-shape chocolate cupcake that’s easy enough for the most novice baker-decorators. These cupcakes say it all!


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