Home baking products enjoyed online sales surge ahead of Jubilee weekend

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British shoppers stocked up on home baking products in advance of the Jubilee Bank Holiday weekend, according to data from SymphonyIRI Group.

Online sales of home baking products, such as cake decoration, icing and marzipan, bread mixes, food colouring, pastry and sponge bases, were reported to be 6.4% higher than the same period last year.

According to SymphonyIRI Group, shoppers were spending more on home baking products, making the average spend online during the 10-day period from 2029 May 2012 (in advance of the Jubilee weekend) £2.23, up from £1.61 in the same period last year.  

Sales of food colouring grew by 162% in value, indicating Jubilee themed creations were the order of the day, said researchers. Sales of bread mixes rose 54%; cake decorations, sprinkles, icing and marzipan all increased by 52%; glace cherry sales were up 36% and pastry and sponge bases by 23%.

Retailers will have also benefited from the celebratory atmosphere, with sales of Champagne and sparkling wine up 6% this year, making the average increase spend per shopper of £27.58 to £29.23, said SymphonyIRI Group.

Earlier this year SymphonyIRI Group reported an increase in sales of traditional baking produce. 

Matt Lothian, business insights director at SymphonyIRI Group, said: “The increase of sales in home baking products this year, as well as in the run up to the Jubilee weekend, comes at a time when people are cutting back on groceries.

“Shoppers are reducing the amount of food they buy every week to keep the cost of their weekly groceries within budget as food prices rise. They are saving where they can but they still want to treat themselves for special occasions. Baking or cooking at home with family and friends provides a cheaper and more fun way to find those treats.

“We are seeing a renewed confidence in home baking that has been fuelled by TV programmes like Come Dine with Me, Celebrity Masterchef, The Great British Bake Off, Home Cooking Made Easy and numerous celebrity chefs all with their own recipe shows.”