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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.