Cupcakes boosted by dedicated week

30 November, 2012
Page 6 

It's official National Cupcake Week (NCW) boosts sales of the popular treats for bakers. According to official data from Kantar Worldpanel the number of cupcakes sold at supermarket in-store bakeries (ISBs) and craft bakeries increased by more than 6% in September, the month the week is held.

A staggering 2.14 million packs of cupcakes were purchased during the four-week period to 30 September, a year-on-year (YOY) growth of 133,000 compared with 2011.

ISBs saw the largest growth in cupcake sales, totalling £232,000 during the four weeks an increase of more than 150% in comparison to 2011, when cupcake sales amounted to £91,000. In addition, the number of packs sold saw a staggering 266% rise from 56,000 last year to 205,000 in 2012.

Craft bakeries experienced a 91.5% growth YOY in the number of packs of cupcakes sold, increasing from 413,000 to 791,000, and more than doubled sales to £506,000.

Georgi Gyton, associate editor of British Baker, said: "Thanks to this dedicated Week, bakers were able to take full advatange of the extra promotion around these indulgent bakery goods and accumulate additional sales. The cupcake trend is one that shows no signs of stopping, as customers are attracted by the product's appearance and portability."

Through the sale of cupcake pin badges during NCW, as well as a percentage of cupcake profits being donated to the cause, more than £2,800 has been collected so far for partner charity CLIC Sargent, which helps support children suffering from cancer and their families.

British Baker can reveal that next year's NCW is taking place on 16-22 September 2013. For further details visit British Baker's dedicated website on www.nationalcupcakeweek.co.uk.





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