48% of women polled in the survey admitted to having banned bread and cakes entirely from their homes in the past 12 months with 60% citing a lack of willpower as the reason.
This figure was at its highest in Essex (UK) with 73% of those polled admitting to having banned all carbs from their homes. However supermarkets are now seeing a change in shopper behaviours thanks to the resurgence of home baking spurred on by popular shows such as The Great British Bake Off and Master Chef.
Gerry Monkcom, senior brand manager at Petty Wood, producers of Weight Watchers Jam, said: “The typical tea time occasion featuring jam was steadily in decline but the category is now seeing a steady growth thanks to shows like GBBO introducing new shoppers and people getting more on board with the notion that a little bit of something fancy, won’t harm you as part of a sensible eating plan.”
The research goes on to highlight that the generation game seems to affect women’s attitudes towards ‘good’ and ‘bad’ foods with over half (52%) of 18-24 year olds having banned bread entirely from their homes compared to a third (33%) of women aged 55 and over.
Source: Weight Watchers
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