New data reveals Brits’ love of baking is declining, with fewer and fewer young people testing their talents in the kitchen. ‘It’s too expensive’ was the main reason younger generations aren’t participating in baking hobbies.

A new survey reveals that while Brits’ beloved baking tradition may decline, there’s hope for a revival—thanks to cheap appliances, social media trends and innovative solutions for younger Gen Z bakers. 

Despite 2024 marking the 15th series of The Great British Bake Off, new data shows that baking traditions in the UK are facing modern-day challenges. Rising food costs are causing a generational shift in baking habits, with only one in five Gen Zers (20%) baking regularly compared to one in three across the UK overall, according to a new survey commissioned by AO.com.  

The rising cost of ingredients and appliances was cited as the main barrier to home baking, with this concern hitting Gen Z harder than any other generation surveyed. 

In contrast, Britain’s over-79s are proving to be the country’s most dedicated bakers, with two-thirds of this age group baking regularly. 

The insights were commissioned by AO.com to explore Brits’ attitudes towards baking traditions and shed light on a growing trend: while social media might be filled with viral baking challenges, in reality, many younger people are finding it too costly to participate. 

However, there’s still potential for home baking to thrive.  

The hashtag #EasyRecipe has been used on 2.3 million videos on TikTok, whilst #lazycooking and #budgetmeals have tens of thousands of videos, highlighting a growing trend amongst Gen Z for easy and affordable recipes. 

Katy Roberts, baking appliance expert at AO.com, comments, “The surge in baking trends and challenges on TikTok shows that it’s not a case of lack of interest when it comes to the baking habits of Gen Z, and this is backed up by our survey data that revealed that cost is the biggest barrier. 

“We know that air fryers are the most popular kitchen appliance of choice for younger generations, and these are often more energy efficient to run, using up to 50% less energy than a typical oven on average, meaning they lend themselves well to cheap recipe options.  

“It’s fascinating to see how generational and regional differences are shaping baking habits across the UK. While the cost of living is putting pressure on many, it’s heartwarming to know that Britain’s older generations are continuing to carry the baking torch.  

“However, cost shouldn’t be a barrier for young people to enjoy what is a quintessential British tradition, that’s why we’re launching a new recipe hub jam-packed with cheap bakes and recipe ideas. 

“We’ve seen two talented Gen Z bakers on this year’s GBBO, Dylan, 20, and Sumayah, 19, who are already inspiring their peers,” said Katy Roberts, baking appliance expert at AO.com. “This could be the spark that brings a new generation into the kitchen, using affordable techniques and accessible equipment, including Gen Z’s beloved air fryer, to bring down costs.” 

“Baking is such an important part of British culture and tradition, bringing families and communities together for generations. From classic Victoria sponges to warm scones straight from the oven, it’s a heritage we shouldn’t lose. While modern challenges like rising costs might make it harder for some to bake as often, it’s vital we find ways to keep this tradition alive. Baking is more than just cooking—it’s a way of connecting with our past and creating shared experiences for the future.” 

In light of the findings, electronics retailer AO.com is partnering with a number of influencers and has released a recipe hub to inspire more Brits to take up the ladle and explore baking, featuring easy recipe ideas, low-ingredient bakes and energy efficiency tips. 

For more information visit AO.com.