Waitrose saw a 12% increase in sales of homebaking products last week thanks to The Great British Bake Off.
According to the supermarket’s weekly trading figures (for the week ending 21 September), sugar sales increased by 17%, while pastry sales showed a 24% uplift, compared to the same period last year.
Rob Collins, Waitrose retail director, said: “The Great British Bake Off effect has been in full force, whipping up demand for homebaking products.”
The Waitrose Cookery School also saw bookings for its courses increase last week. Its Perfect Macaroon class was the most requested course, followed by bakery classes, which continue to rise in popularity.
Collins added that the chefs are often asked “for tips on replicating some of the show’s signature bakes”.
The retailer also reported that Waitrose.com sales increased 42.7% compared to last year, due to the colder weather.
Waitrose was recently awarded the accolade of Best Supermarket at the Soil Association Organic Food Awards.