Whilst cakes remain the firm favourite, there is a growing interest for healthier alternatives among Britons, finds a new study from baking brand Stork.

With 43 percent choosing to make vegan friendly bakes, this represents the biggest growth area in baking, largely driven by Millennials and Gen Z consumers.

In addition, a quarter are choosing to make free from bakes, whilst a fifth are opting for healthier creations, the survey revealed.

“Our research reveals that there is still huge opportunity to be had in the baking category, however, the landscape is changing,” said David Salkeld, general manager at Stork brand owner Upfield.

“The love for traditional baking amongst all consumers remains, especially at Christmas time, so stocking staple products like Stork is key for sales, but retailers should also consider products that tap into growing trends such as specialist diets – our Stork block, for example, is perfect for this – it has loyal brand fans and is vegan certified.”

The survey also revealed that baking can present an year-round sales opportunity for retailers, Salkel added.

“Over 50% of those we polled revealed they are baking over seven times a year, demonstrating that there is demand over the course of the year which retailers can take full advantage of.”

When shopping for ingredients, over half state that quality of ingredients is the most important element that they look for. They are 44 percent more likely to buy baking ingredients when merchandised together.

The research was commissioned to support the brand’s new pack design for its Stork Original and Stork Block variants. The refreshed creative features pink spots, taking the iconic brand credentials from the past and modernising it for today’s baker. Both products now also feature clearer product benefits.