#LockdownSA: What Are South Africans Baking?
Have you been baking during the lockdown? You're not alone. South Africans have posted about their baking endeavours more than 20,000 times since the start of #LockdownSA. These conversations have reached more than 4.4 million people.
What has sparked this baking frenzy? Here's one popular reason:
With all of the restaurants, bars and other venues closed, well-meaning South Africans are attempting to make the birthdays of loved ones special with birthday treats.
And how are people feeling about it all?
A little overwhelmed!
But most are feeling proud of their achievements:
Joy is on the rise according to the emotional development graph
And sadness, in the true South African style, is still half joking -
Now, let's take a closer look at what people are discussing baking:
Cake and Bread are far out front! Did you think Banana Bread would take first place?
Cake and Bread tie for the most share of voice (31%) Banana Bread comes in with 12%.
Zooming in to Cake:
Zooming in to Bread:
With a country as diverse as ours, here is how the goods compare by geography:
Pretoria loves to bake cake, whereas Capetonians are most keen on baking bread.
Finally,__ when__ are South Africans most chatty about baking online?
Wednesday and Thursday are the most popular days.
*This data was analysed through Brandwatch Consumer Research, with the most volume of conversation coming from Twitter, for the period March 2020 - April 2020.