This year’s National Cupcake Week (17-23 September), organised by British Baker, has helped increase the number of packs of cupcakes sold in the month by more than 6%.
The latest statistics from Kantar Worldpanel revealed that in the four-week period to 30 September 2012, more than 2.14 million packs of cupcakes were purchased, a year-on-year (YOY) growth of 133,000 compared to the same four-week period last year (w/e 2 October 2011).
Supermarket in-store bakeries (ISBs) saw the largest growth in cupcake sales, totalling £232,000 during the four weeks, which is a more than 150% increase on 2011 when cupcake sales amounted to £91,000.
The number of packs of cupcakes sold at ISBs saw a staggering 266% rise from 56,000 last year to 205,000 two months ago.
Craft bakeries experienced a 91.5% growth YOY in the number of packs of cupcakes sold, rising from 413,000 to 791,000, and more than doubled sales to £506,000.
Martyn Leek, editor of British Baker, said: “It’s clear the cupcake trend is one that still appeals to customers, and bakers who took advantage of the opportunity to raise the profile of their product offering during NCW would have clearly seen the financial benefits.
“Not only has this awareness week helped bakers up and down the country, it has benefited NCW’s partner charity CLIC Sargent - a worthwhile cause, I’m sure you will agree.”
Through the sale of cupcake pin badges, as well as a percentage of cupcake profits being donated to the cause, more than £1,400 was raised this year during NCW for CLIC Sargent, which helps support children suffering from cancer and their families.