A unique insight into custom cake

making in the UK

2817 Responses

302,168 Data Points

48 pages of deep insight

The Great British Cake Survey results are absolutely chock-full of unique, and sometimes eye watering insights into our cake world

It is the most complete picture of UK custom cake makers ever. Run in collaboration with Falmouth University the survey was run between June 14th & 28th. The detailed results of the professional analysis of the data have been compiled in to an easy to read and incredibly informative report.

We hope that you find these results helpful as you look to grow your business.

You can get an overview of some of our findings in our recent blog.

Purchase a copy today

A full copy of the survey cost £250. Click the button to contact us for the full report.

What is in the report?

The Great British Cake Survey Report 2021 is a 48 page A4 electronic document.

This detailed report provides a deep dive into the questions we asked pulling out useful nuggets of information on custom cake makers preferences and habits. It provides detailed breakdowns of the key questions by different types of cake maker. It also gives extensive listings of free text responses where they are available…they are some of the juiciest nuggets.

The full report includes the following:

• Overview

  • Demographic information of age, gender, ethnicity, region

  • Overall cake making statistics

  • 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

  • Annual expenditure - Fondant / Colourings / Classes & Events

  • 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 - Fondant / Colourings / Classes & Events

  • 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