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#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

Baking Key Insights Baking Reach Volume

What has sparked this baking frenzy? Here's one popular reason:

baking:word cloud

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.

Baking Mentions Screen Grab

And how are people feeling about it all?

Baking: emojis

A little overwhelmed!

twt6

But most are feeling proud of their achievements:

twt5 twt4

Joy is on the rise according to the emotional development graph

emotions

And sadness, in the true South African style, is still half joking -

twt 8 twt 7

Now, let's take a closer look at what people are discussing baking:

what 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%.

SOV

Zooming in to Cake:

cake words

Zooming in to Bread: bread words With a country as diverse as ours, here is how the goods compare by geography:

geog

Pretoria loves to bake cake, whereas Capetonians are most keen on baking bread.

Finally,__ when__ are South Africans most chatty about baking online?

day 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.

By Kristina Sutton