Demand for seeded bread is up 31.5% year on year, according to statistics from Kantar Worldpanel.

Published by National Craft Bakers’ Week (7-13 October), the £2.1bn bread market has seen seeded breads increase by over 12% in value, with bread containing fruit such as dates and cranberries up 37%.

Cake remains popular as the second-largest sector within bakery, valued at £1.8bn. Traditional British products, such as scones, have risen by 19%, Eccles cakes and hot cross buns by 8% each, and teacakes by 7%.

Ivor McKane, channel director at CSM and chair of National Craft Bakers’ Week, said: “Bakers from across the country are seeing a huge increase in demand from their customers for more speciality breads for health reasons as well as taste, but it’s great to see traditional items such as Eccles cakes and teacakes in increasing demand.

“However, despite this growth in sales, it is still vital that the public support their local craft baker – to ensure these products continue to be available on the high street.”

To raise awareness, hundreds of bakeries are holding events and running promotions throughout National Craft Bakers’ Week, showcasing a range of breads, pies and cakes.

The Week, now in its fifth year, is organised by The Craft Bakers’ Association and Scottish Bakers, encouraging everyone to ‘love their baker’ and visit their local craft bakery. All money raised is for the Teenage Cancer Trust.