Parents Turn to Baking – Help For Heroes

Parents Turn to Baking – Help For Heroes

According to new research carried out by YouGov ahead of Help for Heroes’ Bake for Heroes campaign ( – the UK’s biggest bake sale from 22nd to 29th June), UK adults with 3+ children in their household are turning to baking as a way to deal with the stresses and strains of living with children.

Almost a quarter (24%) of those with 3 or more children in their household think baking is a great way to deal with stress and anxiety (41% higher than UK average of 17%). This drops to 19% for people with 2 children and to only 14% for those with 1 child in their household.

Help for Heroes commissioned the research to explore the link between well-being and baking after finding that baking and culinary therapy can be a useful tool to aid the recovery of those who have sustained life-changing injuries or illnesses.

Similarly, 18% of adults with 3+ children households think of baking as a way to escape the real world which is 80% above the average for the UK (10%).

However, adults with larger numbers of children in their households are not just baking for themselves, but to make others feel better too.  Sixty-one percent of bakers in 3+ children households have baked something for someone to cheer them up (27% above UK average of 48%),  and this drops to 51% for 2 children households and 48% for people with 1 child.

While the UK’s favourite sweet bake is a Lemon Drizzle Cake (voted for by 12% of UK adults), the humble chocolate brownie is the top bake for parents with 3+ kids with 17% of the vote.

David Martin, Head of Supporter Fundraising at Help for Heroes says, “We are calling on all parents to run a bake sale for Help for Heroes. Chocolate brownies are always a crowd pleaser, so just sign up to, get a free fundraising pack and encourage friends, family, colleagues and school friends to make, sell, buy and eat cake. Our research shows that they’ll feel great getting involved, especially when they know that every penny raised will provide vital support to our nation’s wounded heroes.”

If people want inspiration they can find a recipe for the UK’s favourite cake, Lemon Drizzle, here: