More than half of U.S. millennials bake over the holidays to connect and spend time with loved ones, according to new survey
Research uncovers underlying psychology of why Americans love to bake during the holidays
Nielsen-Massey Vanillas has unveiled a new survey, revealing that millennials, America’s largest generation of adults, are the most enthusiastic age group when it comes to holiday baking. 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.
According to the survey, while millennials and Gen-Xers are equally likely to bake during the holidays (87 percent), more than half of millennials say they are motivated to bake as a way to spend time with loved ones (59 percent) – the most of any generation. By comparison, Gen-Xers and Baby Boomers reported their highest baking motivation was to enjoy the finished goods.