Bread makers, the appliances that mix, knead, proof and bake bread a loaf at a time, have seen a surge in sales in the US due to increasing food prices and social media influencer impact. In 2022, US sales of bread makers hit $42 million, 20% higher than the previous year, according to the NPD Group, a market research firm. Dollar sales have increased 131% since 2020. Companies such as Hamilton Beach and Cuisinart have seen a rise in sales, with Hamilton Beach selling out of bread makers in 2020 and 2021 and increasing production for 2022. Cuisinart reported a dip in sales during the pandemic, but an uptick in the past six months.
The average price of bread per pound in the US has risen to about $2, up from $1.40 in 2019. Bread makers offer a cost-saving solution for those looking to bake their own bread. However, they require an upfront investment, costing anywhere from $60 to $120 for new machines, and the loaves made in bread machines have a shorter shelf life as they contain no preservatives.
Today’s bread makers are more affordable and versatile, offering settings for gluten-free loaves, cakes, jams, and yogurt. The recent jump in sales reflects the desire of customers to customize their bread and choose their own ingredients. Goodwill and Salvation Army stores, who sell secondhand models, have reported quick sales of bread makers when they hit the shelves.
Consumers are attracted to bread makers not just for the cost savings, but also for the ability to make bread with their own ingredients. TikTok influencers have contributed to the resurgence of the bread maker, with consumers like Ellie Pontoriero buying a new bread maker on Black Friday for $32. She now bakes three loaves a week, as well as cinnamon rolls, pizza dough, and bagels.
Bread makers offer a convenient solution for those with arthritis or other physical limitations, such as Donna Thomas of Riverview, Florida, who appreciates the chance to make her own brioche without kneading. Kellie Mendoza of Chattanooga, Tennessee, received a bread machine for Christmas and is now making a loaf a week, including quick breads like cornbread, as a step towards relying less on the grocery store.
In conclusion, the bread maker has seen a resurgence in sales due to increasing food prices and social media influencer impact. It offers a cost-saving solution for those looking to bake their own bread, with the added benefits of versatility and the ability to customize ingredients. Bread makers have become a popular appliance for those looking to save money and bake their own bread.