Duncan Hines Brand Research

Understanding Consumer Behavior

This research project explored how evolving consumer preferences influence brand perception and purchasing decisions within the baking category. Through market analysis, consumer insights, and various forms of research, our team identified opportunities for Duncan Hines to strengthen its positioning while remaining relevant to modern audiences.

Project Link

First, the Problem…

Younger consumers consistently prioritize convenience over complex prep, turning traditional baking into an inconvenient chore rather than a joyful activity.

Through nationwide surveys and targeted focus group sessions, we analyzed Gen Z's baking habits to uncover what truly drives their kitchen behavior.

This Brought Our Team to 4 Main Key Insights…

Consumers rarely bake boxed mixes just for themselves; motivation is triggered by social expectations and serving others.

People gather around the shared dessert and the social occasion, caring little about the brand or kitchen process

Duncan Hines maintains heritage trust and reliability, but lacks the energetic, modern spark of key competitors.

Boxed mixes serve as anxiety reduction, eliminating failure risks and removing the friction of kitchen effort

We Also Preformed Non-traditional Research to Further Back the Insights…

Moving beyond traditional data, our team conducted active Kitchen Research to evaluate the product in authentic environments. By observing live kitchen moments, including custom hacking a Lemon Supreme mix for seven friends and prepping brownies in under six minutes, we witnessed how efficiency and personalization create immediate social payoff.

We learned from All of Our Research That…

Consumers avoid Duncan Hines not because baking is difficult, but because it feels like too much effort for everyday life. By pivoting strategy away from rigid, traditional baking toward quick, customizable, and shareable experiences, Duncan Hines becomes an essential catalyst for modern social moments.