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Latest research from MINTEL sees Britain turning into a nation of Jane Ashers and Nigellas as Brits demand a slice of the home baking action. In the last five years alone sales of home baking products have risen by a massive 25% to reach £429 million this year. What is more, over the next 5 years MINTEL expects the market to grow by an estimated 28% to reach almost £550 million by 2011, crashing through the half billion pound mark as soon as 2009. ” There appears to be a certain nostalgia and sentiment associated with home baking, as it is something people remember from days gone by. The home baking sector has clearly experienced something of a revival, despite the image of 21st Century consumers being time-pressed, convenience food devotees, ” comments Vivianne Ihekweazu, senior market analyst at MINTEL.