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Waitrose benefits from Bake Off effect last week

Sales at Waitrose increased by 3.1% year-on-year last week as trade was influenced by The Great British Bake Off show and changeable weather.

GENERAL MERCHANDISE

Waitrose benefits from Bake Off effect last week

Sales at Waitrose increased by 3.1% year-on-year last week as trade was influenced by The Great British Bake Off show and changeable weather.

After 'biscuit week' on the show, sales of almonds rose by 100%, dried cranberries by 47% and star anise by 43%. In addition, the use of goldenberries in a contestant's recipe lead the dried fruit’s sales to rocket by 180% compared to last year.

The supermarket said summer drink sales were strong despite the unreliable weather, with Pimm's up 165% year-on-year and mixers up 24%. Beer sales increased by 11% compared to last year and ready-to-drink cocktails were up 23%.

Berries and cherries were the favourites of the fruit aisle, with sales rising by 30% and 31% respectively. Citrus fruit also proved popular, with sales up by 9.5% compared to 2014.

The changeable weather meant that salad sales climbed by 15% and colder weather items were also popular with sales of hot pies, curry and classics such as cottage pie rising by 7%, 11% and 28% respectively.

The Waitrose babywear range saw sales lift by 19% and luxury beauty brands rose by 18%.

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