It’s hard to believe home baking sales are in decline, especially with one of the UK’s favourite TV shows driving consumer interest in the category. And yet, in the same year The Great British Bake Off hit a peak audience of 14 million viewers who tuned in to see Nadiya Hussain crowned champion, home baking brands have lost £48m.
That doesn’t seem right. But, unfortunately for home baking’s brands, it is. While delistings, lower prices and consumers switching to cheaper own-label options played a part in its downfall, I can’t help but feel the market is getting a tad complacent.
I don’t blame it. With the category reporting 8% uplift in sales over the two months Bake Off graces our screens, it’d be easy to sit back and ride the wave. Bake Off, after all, is credited with reigniting Brits’ interests in baking – encouraging them to seek out unusual ingredients like freeze-dried raspberries and rose essence to produce Instagram-worthy creations.
This does raise the question: is GBBO’s momentum running out? In terms of viewing figures, it certainly doesn’t seem that way: the audience has increased with every season. But for the category, this year’s performance proves brands can’t rely on Bake Off fever alone to boost sales. Or Christmas spirit, for that matter. Several brands have admitted to ‘less exemplary’ execution of promotions and marketing around key events such as Pancake Day and Christmas, resulting in lower sales.
It seems the lesson has been learnt, albeit the hard way. Brands are readying their campaigns, innovations and promotions as they prepare to do battle in the aisles while those brave souls do battle in the famous tent.
The new series is on the horizon, and speculation is growing about what it will bring: Will we see a repeat of Bingate? Will anyone talk back to the steely eyed Paul Hollywood? What will Mary be wearing? One thing is for sure: brands won’t be resting on their laurels this year.
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