Multiple ISBs defy crisis with rise in core goods

06 November, 2009
Page 10 

Supermarket in-store bakeries have bucked the recession with sales up by nearly 5% in the past year, as shoppers search out fresh affordable products.
According to IRI research, commissioned by Bakehouse, sales of core ISB categories grew by 4.8% in the 52 weeks ending 5 September, compared to the previous year, to reach £1bn.
Star performers in the sector included: rolls, with sales growth of 9% to reach £239m; muffins, up 21% to over £52.5m; and Danish pastries, up 10% to £45m.
The only categories in the sector that didn't see an increase in sales were: bagels (-8%); cookies (-3%); and traybakes (-6%).
"People still want to treat themselves during the tough economic times and the in-store bakery is a nice way of doing that," said Bakehouse brand manager Claire Warren.
"You get that sweet shop experience with loose products and the aroma of baking bread. Shoppers are looking for fresh, affordable, handmade products and ISBs tick all these boxes."


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