More consumers are discovering whole wheat flour, soy, and flax seed meal. It could be a little of both. It reflects a little bit of this search for healthful foods. There is an element of folks getting back to the basics, at simplifying their lives, if you will. For some, that means not buying convenience foods.
Time is still precious to busy consumers.
Baking from scratch is not an option. Choosing your own flours and types of sugar to go into that baked good gives you a little bit more control than using a redi-mix that already has certain ingredients. For an older generation, a resurgence in home baking is most likely connected to nostalgia. But the comeback is being fueled by younger consumers, who might remember grandma baking in the kitchen but probably not mom. A loss of home economics classes in high school has made home baking a little more of a mystery.