Waitrose predicts second baking boom
Waitrose is predicting that it will see its biggest ever surge in baking ingredient sales due to the popularity of the latest series of the Great British Bake Off.
The retailer experienced soaring sales of home baking ingredients during the Covid-19 lockdown period so is now gearing up for another baking boom by increasing its orders this autumn.
Waitrose is expecting breads, cookies and brownies to be amongst the most popular bakes of 2020. It said bread mix sales are already up 103% compared to last year, while sales of cooking chocolate and Waitrose Dark Chocolate Chips have risen by 55% and 274% respectively.
Natalie Breslin, home baking buyer at Waitrose, said: “Over the past few months we’ve spent more time in our kitchens, with lockdown giving us a chance to hone our baking skills and perfect classic recipes. Even novice cooks wanted in on the act and we saw adults baking with children as cake mix sales increased by 53%. Now the return of the Bake Off gives our customers an opportunity to show off their new found talents by creating showstopping cakes and bakes to wow their loved ones.”
