From Side Hustle to Full-Time Passion: How Home Baking Is Rising to Meet the $33 Billion Cottage Baking Boom

Purpose of This Survey
I created the 2024 Home Baking Survey to understand how a beloved tradition continues to evolve in a rapidly changing world. Baking has long been a hallmark of holiday celebrations, bringing families together and filling homes with the warm, inviting aroma of fresh-baked bread and cookies. Today, this cherished practice is blending seamlessly with modern innovations, as digital platforms open new opportunities for bakers to expand their reach and connect with broader audiences.
The survey sheds light on how tools like Instagram and TikTok, alongside online marketplaces like Temu and Amazon, are reshaping the way bakers share their creations. It also explores how these technologies are transforming baking from a simple holiday pastime into a vibrant, $33 billion industry fueled by the demand for unique, handcrafted goods.
I hope to inspire bakers of all backgrounds, from the passionate hobbyist to the ambitious entrepreneur. By highlighting the trends shaping this industry, the survey celebrates how tradition and innovation can work hand-in-hand, ensuring that baking remains not just relevant, but thriving, in the modern era.
Profile of Respondents
The 2024 Holiday Home Baking Survey began with a large-scale screening of over 25,000 U.S. adults. From this pool, two primary groups were identified: 500 regular customers of cottage bakeries and 400 professional or aspiring professional home bakers. These respondents were invited to participate in an in-depth survey exploring their behaviors, challenges, and preferences related to home baking during the holiday season.
The broader screening process added valuable context by capturing insights into the general population’s baking habits and their consumption of home-baked goods. This two-tiered approach ensures the findings not only represent core participants in the home-baking market but also reflect broader consumer trends, making the results applicable to both niche audiences and the wider community.
By examining these distinct yet interconnected perspectives, the survey provides a holistic view of the evolving home-baking landscape during the most important season of the year.
Key Findings
Home Baking Is on the Rise: The $33 billion home baking industry is experiencing significant growth, meaningfully driven by bakers turning passion projects into profitable businesses.
Social Media Has Eclipsed Word of Mouth in Marketing: 60% of bakers said that “marketing and growing the business” is their biggest challenge, and increasingly, they are turning to social media to find customers.
Affordable Sourcing Drives Success: 68% of bakers said the ability to source affordable supplies is “extremely important” to their businesses—and an overwhelming 71% said they typically purchase supplies from online marketplaces like Temu and Amazon.
Quality—and Sustainability—Wins Loyalty: 59% of customers said they prioritize eco-friendly practices, such as recyclable packaging and locally sourced ingredients—driving bakers to innovate sustainably.
Holiday Rush Fuels Profits: 72% of bakers report increased bulk orders during the holiday season, making it the busiest—and most lucrative—time of year. Among consumers, 86% said they plan to purchase holiday cookies, cakes or other baked goods from a home bakery this holiday season.
Home Baking Is on the Rise
More than half of U.S. adults—56%—said they bake regularly or on special occasions, reflecting the widespread appeal of this hands-on hobby. From casual bakers to those passionate about perfecting their craft, this majority highlights baking’s enduring role as both a creative outlet and a way to connect with others. With some enthusiasts turning their passion into businesses, the trend is contributing to a $33 billion U.S. market for baking ingredients and supplies.

Among the 56% of Americans who bake are a growing cadre of entrepreneurs: 1% who sell baked goods as a full-time or part-time business, and 3% who say they are considering starting a home bakery—a trend largely spurred by social media.
Social Media Has Eclipsed Word of Mouth in Marketing
Fully 60% of bakers said that “marketing and growing the business” was their biggest challenge, and increasingly, they are turning to social media to find customers.
Among respondents, 46% said that social media was their “most effective marketing channel,” exceeding word of mouth (34%) and local events and markets (18%). When asked what social channels deliver the best results, Instagram was the choice of 40% of respondents, followed by Facebook at 38%. TikTok and YouTube tied for third at 8%.
Cottage bakery consumers are increasingly seeking home-baked goods online, with 31% of customers saying they find home bakers via social media and other online channels. For customers, Facebook is the most popular platform for following home bakeries, used by 55% of respondents, followed by Instagram (35%) and YouTube (29%). TikTok (24%) and Pinterest (18%) round out the top five.

For bakers, social media is more than a marketing tool—it’s a source of education and community. Many bakers learn new techniques or refine their skills through social channels, while also collaborating with peers in their niche.
Social media allowed me to grow my following to over 75,000 people (on Instagram and TikTok) by engaging with the sourdough community. It’s not just about selling; it’s about sharing knowledge and inspiration.
Affordable Sourcing Drives Success
Customers made clear that they want high-quality ingredients, which means that bakers have to save elsewhere—principally by sourcing affordable supplies, from stand mixers to baking pans.
Affordable e-commerce platforms like Temu and Amazon have transformed how home bakers operate. These marketplaces offer cost-effective supplies, from packaging materials to decorations, which are essential for bakers who need to scale production without compromising quality.
Baking tools and supplies like stand mixers and baking pans represent more than half of startup costs for 44% of home bakers, with 50% of bakers saying they spend more than $100 per month on these supplies and 13% allocating more than $300 per month. These expenses are significant, as just 12% of home bakeries generate more than $50,000 per year in revenues—and 40% generate less than $5,000 per year.
Among bakers, 68% said the ability to source affordable supplies was “extremely important” to their businesses—and an overwhelming 71% said they typically purchase supplies from online marketplaces like Temu and Amazon, followed by wholesale clubs like Sam’s Club and Costco (60%), big-box retailers like Walmart and Target (44%), and local grocery stores (39%). Smaller percentages use specialty stores (20%), restaurant supply stores (29%), and manufacturer websites (17%). Amazon is the most popular source, followed by Walmart, Temu and Target.

Running a home bakery means finding ways to do more with less. Online marketplaces allow bakers to access the resources they need without breaking the bank. It’s a game-changer for small businesses.
Quality—and Sustainability—Wins Loyalty
Customer loyalty is a cornerstone of success for home bakeries, during the holiday season and year-round. Consumers report that they are more likely to recommend a favorite home bakery to others than commercial bakeries or grocery stores, with 58% saying they are “much more likely” to recommend a home bakery and 20% saying they are “somewhat more likely” to do so.

Customers expect a high-quality product in return for their loyalty with 74% saying it is “extremely” or “very” important that “the bakers use high-quality ingredients, regardless of cost.”
Among home bakery customers, 47% say they patronize these businesses because of fresher ingredients or better quality, but sustainability is a significant factor for many as well.
In fact, 59% of customers said that a bakery’s sustainability practices are “extremely” or “very” important. Customers are increasingly demanding eco-friendly practices such as recyclable packaging and locally sourced ingredients—driving bakers to innovate sustainably.
The focus on cultivating loyalty, combined with a strong reputation for quality and service, positions home bakeries to thrive, even in a competitive landscape dominated by commercial bakeries and grocery stores.
Holiday Rush Fuels Profits
72% of bakers report increased bulk orders during the holiday season, making it the busiest—and most lucrative—time of year. Approximately two-thirds (66%) of bakers are increasing production this holiday season to meet rising demand.
Among consumers, 86% said they plan to purchase cookies, cakes or other baked goods from a home bakery this holiday season, underscoring the increasing role of these small businesses in festive celebrations. Additionally, 68% say they spend more on home-baked goods during the holidays compared to other times of the year. And 47% say they place orders early, often at least three weeks before the holiday, emphasizing the importance of preparation.
Cookies remain the top choice for holiday treats among consumers, with 73% saying they “typically prefer” them for holiday gifts. Bakers shared the same sentiment, with 46% reporting that cookies are their most popular holiday product, followed by cakes (23%) and pastries (16%).
Consumers are willing to pay a premium for holiday baked goods, with 84% saying they spend at least $20 per home bakery order and 19% spending more than $50. Among bakers, 31% report an average product price of more than $20.

With holiday sales representing a significant share of their annual revenues, this period represents a critical revenue window. Not surprisingly, 40% of bakers identify time management as their top challenge during the holidays, followed by meeting demand (32%), shipping and delivery (12%), and sourcing ingredients (11%).
The holiday season offers immense potential for revenue growth, but only for bakers who can successfully balance the competing demands of creativity, logistics, and customer service.
Methodology
Pollfish conducted the survey on behalf of Leaf & Loaf using a two-step approach. First, over 25,000 U.S. adults were screened with preliminary questions about their baking habits and consumption of home-baked goods. Individuals who identified as professional bakers, aspiring bakers, or regular customers of home bakeries were invited to participate in the full survey.
A total of 900 respondents completed the survey: 500 home-baking customers and 400 professional or aspiring bakers. Both groups answered the same questionnaire, ensuring consistent data collection and comparability. Broader data from the initial screening pool was incorporated into the findings to add depth and context, enriching the overall analysis of the home-baking market.
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