The ‘bakeability’ forecast from Mason Cash for the coming year looks at the biggest winners and losers, and what is likely to be the most popular bake for next year.
Cinnamon rolls have been crowned the bake of the year for 2023, due to a 49% increase in search, and the hashtag having a huge 1.4 billion views on TikTok.
Mason Cash wanted to find out whether traditional bakes would be usurped by TikTok’s viral bakes. In fact, it seems ‘what goes up, must come down’ as pancake cereal has amassed 1.7 billion views on TikTok, yet in October 2022, only 320 people searched for the bake in the UK.
The research also found that banana bread wasn’t just for lockdown – it was searched on Google by 90,500 people monthly, with no change year-on-year.
2022 also saw a renewed interest in classic bakes, with a 22% increase in searches for Victoria sponge, and a 23% increase in searches for lemon drizzle. But the real star baker ‘no bake cheesecake’ saw a whopping 49% increase in monthly searches year-on-year.
Diana Halim, brand marketing manager for the Rayware Group, commented: “We’re predicting big things for 2023 and baking. The rise of TikTok opens a world of opportunity for imaginative backers and we’ve seen a growing popularity of cinnamon rolls and mind-bending cloud bread alike.
“However in 2023, we predict that traditional bakes such as Victoria sponge and carrot cake will remain popular alongside these experimental bakes as Brits seek comfort in nostalgic favourites. A 49% increase in searches for no bake cheesecake was no coincidence in the midst of an energy crisis – watch this space for more imaginative no-bake bakes.”
The top 10 bakes were:
- Cinnamon roll
- Victoria sponge
- Banana bread
- Carrot cake
- Cloud bread
- Mug cake
- No bake cheesecake
- Pastel de nata
- Cake pops