IRI says the sales increase is primarily driven by families that are keen to get back into the kitchen and cook for themselves. Despite a steady rise year-on-year, it’s also clear that TV programmes such as The Great British Bake Off have helped to boost the trend by providing encouragement, ideas and recipes for people to follow.
“Since the beginning of 2014, we’ve tracked a decline in the sales of home baking products that’s in line with the whole FMCG sector,” said Tim Eales, director of strategic insight at IRI. “However, there are clear signs of a link between sales of some home baking categories and the TV show The Great British Bake Off. Even while shoppers continue to cut back on how much they buy from the major supermarkets, they can’t seem to resist the lure of baking goods at the start of the new TV series.
“We expect this upward trend to continue over the autumn and winter months as key events such as Halloween, Christmas, Pancake Day and then Easter whisk shoppers into another baking frenzy.”
IRI’s analysis tracked a dip in sales of home baking products in the first six months of 2014 (sales values are down -3.2% and volumes by 6%) that has only started to rise again in the last two weeks since the latest series of The Great British Bake Off started.
Sales of cake decorating and covering products, as well as culinary aids, have increased the most in the last seven years.
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