Contents
- Online grocery baking purchases statistics: baking supply purchase rates and baking habits
- Online grocery baking purchases statistics: scratch baking, shortcuts, and ingredient swaps
- Online grocery baking purchases statistics: digital recipes and baking decisions
- Online grocery baking purchases statistics: recipe-led grocery shopping and ingredient choices
- Online grocery baking purchases statistics: online grocery basket context for baking goods
- Online grocery baking purchases statistics: evidence scope and limitations
- Sources
Online grocery baking purchases statistics: baking supply purchase rates and baking habits
Baking supplies appear frequently in online grocery shopping, though the available figures describe different groups and time windows. Chicory’s public baking-trends summary says approximately 74% of online grocery shoppers had purchased baking supplies online in the preceding 30 days. This is the most direct short-window measure of online baking-supply purchasing in the evidence considered here. The summary does not state its survey field dates, sample size, or the specific products included under “baking supplies.” Source: Chicory, “Omnichannel Consumer Grocery Shopping Trends: What Retailers and Brands Need to Know”
Among the online grocery shoppers who had bought baking supplies online, nearly 50% bake at least weekly, according to the same summary. That is a conditional finding about baking-supply purchasers, rather than a rate for all online grocery shoppers. The article also says 40% of respondents had been baking more lately as a cost-saving measure amid inflation. This latter figure refers to survey respondents generally; it is not limited to the online baking-supply purchaser group. The stated reason is what respondents reported, not an independently measured explanation for any change in purchase behavior. Source: Chicory, “Omnichannel Consumer Grocery Shopping Trends: What Retailers and Brands Need to Know”
| Reported measure | Percentage | Population and period |
|---|---|---|
| Bought baking supplies online | Approximately 74% | Online grocery shoppers; preceding 30 days |
| Bake at least weekly | Nearly 50% | Online grocery shoppers who bought baking supplies online |
| Had been baking more lately to save money amid inflation | 40% | Survey respondents; recent behavior at an unspecified survey date |
These figures distinguish a recent online purchase from reported baking frequency and a perceived change in baking habits. The public summary does not provide enough detail to reconcile their bases or compare them as if they described one identical group. Chicory separately describes a baking category rundown based on a survey of 1,400+ online grocery shoppers and data from its network of 5,200 recipe sites, but the public rundown page does not disclose detailed results. Source: Chicory baking category rundown
Online grocery baking purchases statistics: scratch baking, shortcuts, and ingredient swaps
The public summary divides online grocery shoppers by baking method: 25% bake completely from scratch, while the remaining 75% use a mix of scratch and shortcut methods or rely exclusively on shortcuts such as cake mixes. These are complementary categories as presented in the source. They describe methods, not the share of baking purchases accounted for by mixes or other prepared products. The 75% figure should not be read as meaning that all those shoppers avoid scratch ingredients. Source: Chicory, “Omnichannel Consumer Grocery Shopping Trends: What Retailers and Brands Need to Know”
Ingredient changes are another reported baking habit. Chicory says 56% of respondents swap ingredients for alternative or healthier options when baking, with stevia for sugar given as an example. Within the baker population, 24% make swaps every time they bake. The first measure covers whether respondents make such substitutions; the second concerns how regularly a subset does so. The source does not list which alternatives respondents use or show whether the swaps change the ingredients purchased online. Source: Chicory, “Omnichannel Consumer Grocery Shopping Trends: What Retailers and Brands Need to Know”
Taken together, these measures show that the reported baking population includes scratch baking, shortcuts, and substitution practices. They do not establish which method is most common for particular recipes, nor whether a shopper uses the same approach every time. The category rundown’s publicly available page gives a broad survey-method description, but no additional detailed values that would support product-level comparisons. Source: Chicory baking category rundown
Online grocery baking purchases statistics: digital recipes and baking decisions
Digital recipes are prominent in the baking-specific findings. Chicory reports that 88% of people who had bought baking supplies online use digital recipes to decide what to make. The population is therefore online baking-supply purchasers, and the reported behavior is recipe use for choosing what to bake. The source does not specify how often they use recipes or whether those recipes directly determine a grocery order. Source: Chicory, “Omnichannel Consumer Grocery Shopping Trends: What Retailers and Brands Need to Know”
The same article offers broader recipe-use context: 89% of consumers use digital recipes for meal inspiration, and 83% use digital recipes to help build grocery lists. Neither figure is specific to baking or online baking-supply purchasers. They point to reported recipe use in meal planning and list preparation generally, but they cannot be treated as baking conversion rates. Source: Chicory, “Omnichannel Consumer Grocery Shopping Trends: What Retailers and Brands Need to Know”
| Digital recipe measure | Percentage | Scope |
|---|---|---|
| Use digital recipes to decide what to make | 88% | People who bought baking supplies online; baking-specific |
| Use digital recipes for meal inspiration | 89% | Consumers; general recipe use |
| Use digital recipes to help build grocery lists | 83% | People surveyed; general grocery-list behavior |
The distinctions matter: deciding what to bake, finding meal inspiration, and building a grocery list are related activities, but the reported measures do not show that one necessarily leads to another. Survey dates and sample bases for the summary’s three figures are not published alongside them. Source: Chicory, “Omnichannel Consumer Grocery Shopping Trends: What Retailers and Brands Need to Know”
Online grocery baking purchases statistics: recipe-led grocery shopping and ingredient choices
Chicory’s 2024 article reports several recipe-related behaviors among U.S. Gen Z respondents aged 18–26 and Millennials aged 27–42. These findings concern online recipes generally, rather than baking recipes or baking ingredients alone. They help describe the broader shopping context in which a recipe might affect product discovery or brand choice. Source: Chicory, “2024 Online Grocery Shopping Trends Among Millennials and Gen Z”
| Reported online-recipe influence | Gen Z, ages 18–26 | Millennials, ages 27–42 |
|---|---|---|
| Inspired purchase of a new ingredient or product | 74.47% | 81.73% |
| Led to purchase of a new or different brand | 63.83% | 70.19% |
| Had ever added grocery products to an online cart after seeing them in a recipe | 53.2% | 68.3% |
| Would likely or very likely buy groceries directly from a recipe if offered the option | 55.3% | 60.1% |
The first two measures describe reported influence on purchases, with no narrower recall period given. The cart measure asks whether respondents had ever added products after seeing them in a recipe. The direct-purchase measure captures stated likelihood if an option were available, not completed transactions. None isolates baking products. Source: Chicory, “2024 Online Grocery Shopping Trends Among Millennials and Gen Z”
Recipe use also intersects with grocery preparation and in-store decisions. In the 2024 findings, 53% of Millennials said they always or often use online recipes to prepare for grocery shopping, compared with 36% of Gen Z. Separately, 84.13% of Millennials and 76.60% of Gen Z said they had looked up recipes on mobile devices while inside a grocery store. These are general recipe behaviors and do not specify baking. Source: Chicory, “2024 Online Grocery Shopping Trends Among Millennials and Gen Z”
The article reports regular online recipe use among 95.7% of Millennials and 87.2% of Gen Z. For daily use, it gives 27.4% for Millennials and 17% for Gen Z; 44.7% of Gen Z reported weekly use. The summary does not provide a corresponding weekly Millennial value in the checked findings. Organic search was reported as the way online recipes were discovered by 68% of Gen Z and 72% of Millennials. In addition, 63% of Millennials said they used online recipes more than a year earlier. These measures describe frequency, discovery, and self-reported change, not baking-specific shopping outcomes. Source: Chicory, “2024 Online Grocery Shopping Trends Among Millennials and Gen Z”
Online grocery baking purchases statistics: online grocery basket context for baking goods
A 2023 survey account gives a wider view of grocery categories purchased online during the prior 90 days. Among nearly 1,000 e-grocery customers surveyed for Chicory’s 2023 Online Grocery Shopping Report, 44% cited baking needs and 37% cited baked goods. The report coverage does not reproduce the original table or give exact survey field dates. “Baking needs” and “baked goods” are distinct category labels in the account; neither should be expanded into a more specific ingredient or product list. Source: Supermarket News, “Walmart edges out Amazon as most-preferred online grocer”
The same account reports other online grocery categories for the prior 90 days: grains or starches, 64%; snack foods, 73%; confections or sweets, 47%; dairy, 64%; produce, 60%; meat, 55%; frozen food, 55%; dairy or meat alternatives, 33%; and seafood, 22%. These are broad grocery categories, not measures of baking purchases. They provide context for the kinds of products respondents reported buying online, but do not show that these items were bought for baking. Source: Supermarket News, “Walmart edges out Amazon as most-preferred online grocer”
| Category cited in Chicory 2023 survey coverage | Percentage citing online purchase in prior 90 days |
|---|---|
| Baking needs | 44% |
| Baked goods | 37% |
| Grains or starches | 64% |
| Snack foods | 73% |
| Confections or sweets | 47% |
| Dairy | 64% |
| Produce | 60% |
| Meat | 55% |
| Frozen food | 55% |
| Dairy or meat alternatives | 33% |
| Seafood | 22% |
A separate U.S. survey provides an annual measure with a defined sample base. In 2022, 48.6% of online grocery shoppers aged 18+ who had purchased groceries online in the previous 12 months said they bought bread or other baked goods online during that period. The base was 1,135 respondents. This category captures baked goods, not baking supplies. For comparison within the same survey and period, 64.9% bought packaged nonfresh foods and 47.4% bought fresh fruits or vegetables online. Those broader categories do not identify baking-related items. Source: Coresight Research, “US Online Grocery Survey 2022”
Online grocery baking purchases statistics: evidence scope and limitations
The direct baking measures come mainly from Chicory’s public summary, which reports online supply purchases, baking frequency, methods, ingredient swaps, and recipe use among baking-supply purchasers. It does not publish field dates, sample size, or detailed tables for these findings. Its linked baking category rundown says it surveyed 1,400+ online grocery shoppers and combined survey results with information from 5,200 recipe sites, but the public page does not disclose the detailed results used here. Sources: Chicory, “Omnichannel Consumer Grocery Shopping Trends: What Retailers and Brands Need to Know”; Chicory baking category rundown
The 2023 figures for baking needs, baked goods, and other grocery categories are secondary coverage of Chicory’s report. The account describes nearly 1,000 e-grocery customers and a preceding 90-day period, but provides no original table or exact field dates. Coresight’s 2022 survey is more explicit about its annual reference period, population, and sample base, yet its baked-goods category still does not measure baking ingredients or supplies. Sources: Supermarket News, “Walmart edges out Amazon as most-preferred online grocer”; Coresight Research, “US Online Grocery Survey 2022”
Finally, Chicory’s 2024 recipe findings are useful context about recipe discovery, grocery lists, and stated shopping behavior among U.S. Millennials and Gen Z. They are not estimates of baking-related purchases. Across these sources, the percentages have different populations, periods, and question wording, so they should be read as separate indicators rather than combined into one estimate of online grocery baking demand. Source: Chicory, “2024 Online Grocery Shopping Trends Among Millennials and Gen Z”
Sources
- Omnichannel Consumer Grocery Shopping Trends: What Retailers and Brands Need to Know
- Category Rundown: Baking
- Walmart edges out Amazon as most-preferred online grocer
- 2024 Online Grocery Shopping Trends Among Millennials and Gen Z
- Contextual Commerce Shopper Study Sponsored by Chicory
- US Online Grocery Survey 2022: Assessing Trends in Shopper Behavior, Quick Commerce and Meal Kits
- Browsing the Aisles or Browsing the App? How Online Grocery Shopping is Changing What We Buy