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%.
