‘The Bake Off Effect‘ drives sales at Waitrose

With the return of the Great British Bake Off this month, audiences flock to Waitrose to look for a slice of the action.

The British retailer has recorded increased sales in their baking products since the start of show. Following ‘biscuit week‘ (week 2), sales of almonds rose by 100%, dried cranberries rose by 47% and star anise increased by 43%. Further, the use of goldenberries in a contestant‘s recipe had a positive effect on sales. The superfruit, grown in the Andean mountains which is known for its high iron and Vitamin A content, saw sales soar by 180% in comparison to last year.

The grocer‘s patisserie counter has also been prosperous, attracting those who are less inclined to get baking. Sales figures for this sector rose by 20%.

Favourites of the fruit aisle were berries and cherries which rose by 30% and 31%. Citrus fruits were also popular, with sales up by 9.5% in comparison to last year.

Additionally summer beverage sales were strong despite the unpredictable British weather, with Pimms up by 165% year on year and mixers up by 24%. Beer sales increased by 11% in comparison to this time last year and ready-to-drink cocktails were up by 23%. 

Talya Misiri



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