The Home Baking Boom of 2020
We’ve established that KitchenAid has experienced an impressive run for over a century, and that the nimbleness of their marketing and product innovations has made them a top choice for pros, amateurs, and prominent TV personalities well before this year. So why sing the praises of the humble stand mixer in 2020? Because this has been a blockbuster year for home bakers (and fans of banana bread, apparently).
If there’s one sentiment that the coronavirus crisis has impacted most significantly, it’s confidence. As a global community, our faith in what we know about ourselves, what we expect from others, even the small comforts we depend upon to get through a day, week, or month has been deeply shaken. And it’s no wonder. In what felt like no time at all, life as we know it changed.
But as so often happens in times of adversity, we find ourselves forced out of our comfort zones and into a more flexible, and creative, mindset. Most significantly, there has been a nationwide movement brought on by these unusual circumstances, and it has resulted in an increase in confidence of one kind in particular: the culinary sort.
In a time when Americans have been left with cleared calendars and so few options or incentive to dine out (in stark contrast to consumer behaviors in pre-pandemic times), an entirely new cadre of amateur cooks has emerged from thin air, ushering in a surge in home appliance sales. As drastically as the nationwide lockdowns disrupted our lifestyles, the newfound focus on family and homelife, a key value and driving force among members of the powerful demographic known as the New American Middle, felt to many like a literal homecoming, a return to our constructive and creative roots.
For this major (but often-overlooked) consumer group, finding healthier food sources for their families, perhaps even in their own backyard gardens, had been a focus before. But the extraordinary events of this year have provided them with an opportunity to reprioritize home life as something worth protecting and affecting positively, all while having a little fun in the process.
The order to stay at home has given those of us with busy lifestyles a chance to slow down, to take in our surroundings. Products and projects within the walls of our homes have suddenly taken center stage, and even as parts of the country begin to return to near-normalcy (at the time of this writing), those home-front dreams and new routines are still top of mind for many consumers.
KitchenAid.com’s global, country, and category rankings have been on the rapid rise, with over 2.5 million page visits in May 2020 alone (above and beyond April’s 2 million visits, which was up a whopping 84% from the previous month). The vast majority of this search traffic is organic. And though these increases may level off, the changing attitudes toward food and cooking are expected to have far-reaching effects well beyond the global health crisis.