Consumer Trends  

Jubilee is the icing on the cake for supermarkets

SymphonyIRI grocery sales data reveals that home baking products rose by 16 percent for the Jubilee
 The Jubilee sends baking sales through the roof

Not to be dampened by the wet weather, British shoppers preparing to celebrate the Queen’s Jubilee stocked up on home baking products in advance of the bank holiday weekend.

Online sales of home baking products such as cake decorations, icing and marzipan, bread mixes, food colouring, pastry and sponge bases were 16.4 percent higher than the same period last year. 

SymphonyIRI Group, an industry leader in measuring grocery sales, reported that shoppers were spending more on home baking products, making the average spent online during the 10 day period from 20th May to 29th May 2012 (in advance of the Jubilee weekend) £2.23, up from £1.61 in the same period last  year.  


Sales of food colour rose by 162 percent in value, indicating that Jubilee themed creations were the order of the day. This compared to an increase in sales of bread mixes of 54 percent; cake decorations, sprinkles, icing and marzipan all rose by 52 percent;  glace cherries rose by 36 percent and pastry and sponge bases by 23 percent. 

Retailers will have also benefited from the celebratory atmosphere, with sales of champagne and sparkling wine up 6 percent this year, making the average spent per shopper increase from £27.58 to £29.23. 

Earlier this year SymphonyIRI Group reported an increase in sales of traditional baking produce.  Matt Lothian, Business Insights Director ht at SymphonyIRI Group said: “The increase of sales in home baking products this year as well as in the run up to the Jubilee weekend comes at a time when people are cutting back on groceries.

“Shoppers are reducing the amount of food they buy every week to keep the cost of their weekly groceries within budget as food prices rise. They are saving where they can but they still want to treat themselves for special occasions. Baking or cooking at home with family and friends provides a cheaper and more fun way to find those treats.

“We are seeing a renewed confidence in home baking that has been fuelled by TV programmes like Come Dine with Me, Celebrity Masterchef, The Great British Bake Off, Home Cooking Made Easy and numerous celebrity chefs all with their own recipe shows.”

SymphonyIRI Group tracks sales value and volume for barcodes sold in store and online covering thousands of brands in every supermarket around the UK, every week.

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