Nov. 27, 2020, 5:45 PM EST
By: Tiffany Persaud
New York, NY – The rise of home bakers and cooks is on a steady incline since people around the world become reliant on themselves for nourishment, according to the Economist.
Toilet paper and paper towels weren’t the only sold-out item in stores; Baking connoisseurs noticed that ingredients for their profession and or hobby became scarce, too.
According to Nielsen, a market-research company, sales in France of flour surged by 160% year-over-year in March, ranking it among emergency essentials such as rice (160%), pasta (200%) and soap (220%).
During the strict lockdown months of March-early June, COVID-19’s effects diminished small businesses, like bakeries and restaurants. Contrary to the traditional value of eating “home cooked” meals, many people rely on take-out food and ready-made goods for their breakfast, lunch, and dinner.
However, as the death and infection rate reached new highs in early 2020, the uproar of COVID-19 created a global panic; People were hesitant to come in contact with people to pick up their food, let alone having an unknown chef — bake or cook it. This disease inflicted paranoia amongst the masses, even though strict safety precautions were taken by both providers and consumers.
According to The Business Wire, U.S. sales of yeast grew 647% in March while there has also been a ballooned interest in alternative ingredients for allergen-free, vegan and gluten-free baking.
Maya Kosoff, a Manhattan-based freelance reporter and editor, was confined within her home during the quarantine, but she found baking and cooking as a therapeutic activity to cope with the stress levels brought onto her by this pandemic. Baking cookies, cakes, and cupcakes is also considered an activity to keep little ones preoccupied.
“It’s gratifying to produce something tangible (a loaf of bread, a tray of cookies),” Kosoff said. “It’s also soothing and meditative,” she says. “I’ve been making recipes I’m very familiar and comfortable with, and I find it comforting to make and eat foods I’ve made and eaten a hundred times before. It provides a sense of normalcy, which I think many people are craving right now.”
Across the Atlantic Ocean from New York, is New Delhi where their Hershey Chocolate industry funneled in increased profits from the sales of cocoa powder, syrups and spreads.
Pictured: Managing Director Herjit Bhalla… Photo Credit: Hershey India Pvt Ltd
According to Hershey India Managing Director Herjit Bhalla, since Hershey India saw a doubled income versus in June, corporate headquarters are attempting to re-strategize their marketing and promotional gigs.
“We’ve looked at every spend pool across the value chain to challenge existing assumptions. This has helped us unlock savings and efficiencies in both cost and cash,” said Bhalla. “They [Indian consumers] are cautious when stepping outside at the same time they are looking for better value, so they are focusing on larger pack sizes.”
Since people couldn’t physically share their home baked treats with their friends and family, they posted them instead. This quarantine occurred within the era of social media, so another trend surged on apps like Instagram, Twitter, Facebook, and TikTok, where users could use hashtags to expand their viewer audience.
According to the graph below created by The Economist, Google searches for baking related ingredients grew as people were stuck at home coming across endless recipes and inspiration.
People are already lined up at the grocery stores to buy their Thanksgiving dinner staples, like turkey and stuffing. But since political officials recently warned their citizens of a possible “Wave 2” of a COVID-19 outbreak, they’re also stocking up on a few weeks worth of frozen and canned foods, alongside delayed perishables, like baking mixes and yeast!
Data Journalism 395 