The Great British Cake Survey Report 2021 is a 45+ page A4 electronic document that includes the following:

• Overview

  • Demographic information of age, gender, ethnicity, region

  • Overall statistics for

  • Brand preferences and detailed NPS scoring for Fondant, Colourings and Cake Suppliers. Also includes free text comments from respondents.

• Hobbyists: broken out into those who make cakes for free and those who cover costs

  • Demographics

  • Number of cakes per year

  • Years of experience

  • Future plans for their hobby

  • Spending patterns

  • Purchase frequency

  • Brand preferences and detailed NPS scoring for Fondant, Colourings and Cake Suppliers.

• Businesses: split into part-time and full-time businesses

  • Demographics

  • Number of cakes per year

  • Years of experience

  • Business premises

  • Annual expenditure and income

  • Services offered

  • Skills confidence and gaps

  • Business confidence and the impact of the pandemic

  • Product innovations due to the pandemic

  • Future plans of businesses closed due to the pandemic

  • Brand preferences and detailed NPS scoring for Fondant, Colourings and Cake Suppliers.

  • Cake communities and networks businesses use

• Teachers

  • Number of classes

  • Annual income

  • Services offered and how they have evolved due to the pandemic

  • Product innovations due to the pandemic

  • Business confidence and the impact of the pandemic

• Conclusions