Amid recent media reports that photos on cake-mix boxes mislead consumers, recent study has revealed that the number of Australians buying cake mix has declined over the last few years
Between 2011 and 2015, the proportion of Australian adults who bought cake mix in an average four-week period fell from 10.4 per cent to 7.7 per cent, according to Roy Morgan Research.
Among Aussies with a Body Mass Index (BMI) classified as obese, the proportion of cake-mix buyers declined from 12.0-10.7 per cent in the same period
Cake-mix purchase incidence declined even more noticeably among consumers with a BMI classified as overweight (from 10.0 per cent to 6.5 per cent), acceptable (9.6 per cent to 6.5 per cent) and underweight (12.1 per cent to 7.2 per cent).
But BMI is just one perspective from which to examine the decrease in cake mix sales. The downward trend is just as pronounced among Australians of all ages, particular 18-24 year-olds (whose cake-mix buying saw a 39 per cent drop from 8.3 per cent to 5.1 per cent between 2011 and 2015) and 35-49 year-olds (a 28 per cent decrease from 14.5 per cent to 10.5 per cent).
Even among parents of kids under 16, traditionally one of the groups most likely to buy cake mix, purchase incidence has taken a hit. Whereas 17.8 per cent of Aussie parents bought cake mix in an average four weeks in 2011, that figure slipped to 13.9 per cent in 2015.
There is, however, one light on the horizon for cake-mix brands. Although sales are trending down in most Australian states, the proportion of Tasmanians buying cake mix has risen from 7.3 per cent in 2011 to 9.1 per cent in 2015.
Andrew Price, General Manager – Consumer Products, Roy Morgan Research, said “With TV shows like The Great Australian Bake Off and My Kitchen Rules setting a high bar in the kitchen, could it be that Australians have been inspired to greater culinary heights themselves, shunning the easy option of packaged cake mix and baking cakes from scratch instead?”
“While our data cannot answer that question, it certainly points at a widespread decline in purchase incidence of cake mix across different sectors of the population, except for Tasmanians!”