Baking is now more common among 25- to 34-year-olds than any other age group, according to food marketing agency Kindred.
The research said spending on baking ingredients rises by £31m during the 10 weeks that The Great British Bake Off (GBBO) runs for. The British public shells out an additional £12.5m per month during that time, a total of £31.4m extra over the course of the series.
It said 73% of young bakers take inspiration from GBBO and, in good news for bakers, £3m extra is spent on shop-bought cakes by the peckish public during that time.
Fifty-nine per cent of Brits are inspired to bake more by watching the show, with this figure rising to 73% among millennials. On a national scale, this equates to over 300,000 young people getting busy baking more often, and sees 25- to 34-year-olds now baking more frequently than any other age group – with people aged 16-24 also baking more often than those aged over 55.
Millennials are responsible for over 594,000 additional loaves, cakes, pies, biscuits and other baked delicacies every single week during the GBBO series run.
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