Rise in home baking thanks to shows like The Great British Bake Off (GBBO) have influenced a 3.1% drop in whole cake sales.
According to the latest Key Note Report on the Biscuit and Cake Market, home baking has seen a surge in interest, thanks to the popularity of baking programmes such as The Great British Bake Off, which has drawn viewing figures of 9.1 million people during the finale of the fourth season in 2013.
According to an article published in The Telegraph, increased ratings for the programme have correlated with home baking penetration figures; a quarter of adults baked once a week in 2013 and over three-fifths did so at least once in the year, compared with just a third throughout 2011.
As a result, the study claims there is a reduced demand for ready-made biscuits and cakes at retail.
The report stated: “Consumers have rediscovered the joy of baking and enjoy the increased control over ingredient input in the wake of revelations regarding the complexity of food supply chains.”
Despite this, Key Note forecasts a total market growth of 14.8% between 2014 and 2018.
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With the next series of The Great British Bake Off approaching next week, the season is sure to inspire more home bakers. Take a look at our infographic on this year’s Bake Off in numbers: