Big Sandy, MT—Kamut International has reported that the company is feeling the effects from the #QuarantineBaking phenomena. “We’ve noticed sales of KAMUT brand wheat flour soaring, and our millers are working hard to keep up with demand,” said Trevor Blyth, Kamut International CEO, in a press release.
In March, the google search for “bread” hit an all time high, and from mid-March to mid-April, yeast sales alone jumped 410%, according to market research shared by Nielsen in the release.
People are looking for things to do and making bread can actually be exciting and fulfilling, said Thomas McConnell, owner of the Midwife & the Baker, a manufacturer who uses KAMUT branded ingredients. “Preparing it the night before, you anticipate what it’s going to look like in the morning. It’s very satisfying and bread is really comforting if you bake it yourself or buy a great tasting loaf. However you get it, bread brings people pleasure.”
Will the trend continue after the pandemic? Some survey respondents think so.
In April, 32% of people said they plan on making more home cooked meals after the pandemic, according to an AMC Global and OpinionRoute survey. Further, 100 out of 300 respondents said they were baking more than usual during the pandemic, and 20% of those individuals predict they’ll continue to bake more in the future.
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