More Than Half of U.S. Millennials Bake Over the Holidays

Millennials, America’s largest generation of adults, are the most enthusiastic age group when it comes to holiday baking, according to vanilla and flavor products company Nielsen-Massey Vanillas.

Nielsen-Massey Vanillas has unveiled a new survey. The data supports a larger trend indicating that Millennials are increasingly pursuing at-home dining experiences with friends and family as a form of personal connection and self-care.

Spending time with loved ones was the top motivation for Millennials to baking during the holidays. By comparison, Gen-Xers and Baby Boomers reported their highest baking motivation was to enjoy the finished goods.

When surveyed on the top holiday treats, Millennials chose cookies as number one, followed by brownies or bars and cakes.

Results showed Millennials were also far more likely to bake for a number of holiday occasions. For example, 40% or more reported wanting to enjoy baked goods for each of these occasions: watching holiday movies, decorating or traveling for the holidays.

According to the survey, while Millennials and Gen-Xers are equally likely to bake during the holidays (87%), more than half of Millennials say they are motivated to bake as a way to spend time with loved ones (59%) – the most of any generation.

By comparison, Gen-Xers and Baby Boomers reported their highest baking motivation was to enjoy the finished goods.

Occasions where Americans enjoy sharing baked goods together include Thanksgiving, Christmas and New Year’s, as together they watch holiday movies, decorate their homes or travel to visit friends and family.

Millennials were up to 30% more likely than other respondents to bake for these other holiday occasions.

When it comes to gifting, nearly 50% of adults said they would like to receive homemade baked goods as holiday gifts, with cookies claiming the top spot across all age groups.

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