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Home baking businesses rise as Great British Bake Off returns

2-minute read

Home baker decorating a cake
Catriona Smith

Catriona Smith

30 September 2022

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New data from Simply Business reveals the number of home baking businesses has been rising more and more each year, with an increase of 230 per cent between 2019 and 2021.

As the new series of The Great British Bake Off (GBBO) returned on 13 September, we delved into our customer data and found out that the number of home baking businesses in the UK has surged between 2019 and 2021.

230% rise in home baking businesses

Analysis of the total number of insurance policies taken out over a three-year period shows that home baking businesses have been consistently rising year-on-year.

At its peak, 6.9 million people tuned in to watch the final of GBBO last year, while the UK saw a 53 per cent rise in the number of home baking businesses across the nation.

It seems bakers have been inspired by the show’s long-running success and have been turning their passion for baking into a side hustle.

The data shows 1,763 policies in 2019 rising to 5,815 in 2021, which is a 230 per cent increase in home bakers.

Home baking policies

YoY increase









The largest rise was in South Central England, which saw a 49 per cent increase in home baking insurance policies between 2020 and 2021. This was closely followed by:

  • The Midlands – 47 per cent increase
  • Northern Ireland – 47 per cent increase

While London, despite being the slowest-growing region, saw the number of home baking businesses grow by 15 per cent in the same time period.


Alan Thomas, CEO at Simply Business, commented: "The Great British Bake Off is a mainstay of UK television and has already inspired thousands of bakers across the nation to rise up and start their own independent business.

“In every region we’re seeing a year-on-year increase in the number of home baking and cake maker and decorator businesses who are turning their passion into a business.

“Small businesses are vital to the recovery of the UK economy, so the fact that so many aspiring cake makers are taking the leap is extremely encouraging.

“Business insurance is a must for businesses who want to protect themselves and their treasured customers. For all the new businesses out there, we want you to know that Simply Business has your back.

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Wondering how to start your own cake or baking business?

Read our 10-step guide to starting a baking business from home (or a marquee, if you prefer). It covers everything from registering your premises to how to develop your customer base.

It’s also important to sort business insurance. Public liability insurance and product liability insurance (usually sold together) can cover you if you’re sued by a member of the public for injury or damage.

Thomas added: "Small businesses are vital to the recovery of the UK economy, so the fact that so many aspiring cake makers are making the leap is extremely encouraging. Business insurance is a must for businesses who want to protect themselves and their treasured customers.

“For all the new businesses out there, we want you to know that Simply Business has your back."

Real life stories from our customers

Gary Rourke, one of our customers from Birmingham, started his own pie making business in May 2020 after losing his job when Covid-19 hit.

By October 2020 he’d opened a store and the business was thriving. He explains how he adapted and overcame a variety of financial challenges as well as unpredictable lockdowns.

Similarly, our customers, Fiona and Ryan Scarborough, started their bakery Butterwick as a side hustle from their home. Since they started their business in 2019, they have opened a store and become an ingrained part of their community.

Something these business owners highlight is the importance of finding your niche and adapting to the challenges facing your business.

Have you started your own cake or home baking business recently? Let us know your experience in the comments.

Protect your cake business

As one of the UK's biggest business insurance providers, we specialise in public liability insurance and protect more trades than anybody else. Why not take a look now and build a quick, tailored home baking insurance policy?

Start your quote
Photograph: xartproduction/
Catriona Smith

Written by

Catriona Smith

Catriona Smith is a content and marketing professional with 12 years’ experience across the financial services, higher education, and insurance sectors. She’s also a trained NCTJ Gold Standard journalist. As a Senior Copywriter at Simply Business, Catriona has in-depth knowledge of small business concerns and specialises in tax, marketing, and business operations. Catriona lives in the seaside city of Brighton where she’s also a freelance yoga teacher.

We create this content for general information purposes and it should not be taken as advice. Always take professional advice. Read our full disclaimer

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