Waitrose sales benefit from The Great British Bake Off Final
Home baking sales were up 25% on last year as cake decorating, including colours and essences, increased by 40%.
Egg sales were up 13% and frozen pastry sales rose by 9%. Baking ingredients were up by 30% with more than 40 lines in the range seeing sales double. Stem ginger sales climbed by 180% and fondant icing sales jumped by more than 178%.
In addition, the supermarket said international football matches and the Russian Grand Prix helped pizza sales to increase by 18%, and world beers by 13%.
Rob Collins, Waitrose retail director, said: “The culmination of the UK's premier baking competition, combined with compelling promotional activity, once again motivated the nation's bakers to grab their mixing bowls.
“Elsewhere, shoppers were gearing up earlier than ever for Halloween and Christmas with sales of seasonal ranges already up 21% and 10% year on year respectively.”
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