Sales of printed baking books in America wereup 42% from October 2020 to October 2021, according to the NPD Group, the market research firm.
That’s in line with ever-growing viewing for “The Great British Baking Show” on Netflix, among other baking shows and videos, and robust sales of baking pans and tools, the group noted, writes Journal Sentinal.
I have to agree that during the lockdown I made more cakes for my family than ever before and lots of different flavours of muffins for my grandchildren. It left me wanting to do this more and more and I enjoy baking now more than I have ever done before.
Kristen McLean, the books industry analyst for NPD,observed at the time ofthe group’s findingthat people were baking to fill their hours but found they enjoyed thecreativity. They turned to books as well asstreaming services and social media for inspiration…
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