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The Great British Bake Off Impact on Pricing

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Sales in baking are reported to have risen like the cakes inside The Bake Off tent. How has one of the nation’s favourite baking shows affected pricing this year? Are they being whipped up, or have they hit a soggy bottom?

As a result of new product launches, price increases and product delistings, the average price of baking ingredients across Tesco, Asda, Sainsbury’s and Waitrose has risen this year – a repeat of last year’s pricing behaviour during Bake Off season.

Average Base Price of Baking Ingredients Across Tesco, Asda, Sainsbury's and Waitrose

Since the start of The Great British Bake Off 2014, there has been a rise in prices across key baking ingredients and decorations in Tesco, Asda, Sainsbury’s and Waitrose. However, Ready to Bake mixes and kits have decreased in price.

Change in Base Prices since start of The Great British Bake Off

Syrup was the first category to see a defined price increase, shortly followed by baking fruit; the price of Mincemeat, however, remained pancake flat.

A recent news article has reported a new baking season – sales spikes are recorded at Easter, Halloween, Christmas, but also during The Great British Bake Off.

Increase of Average Base Price of Baking Ingredients

Home baking essential, flour, has seen minimal movement since the start of The Great British Bake Off with only a slight reduction in price after the first couple of weeks.

Decrease of Average Base Price of Baking Ingredients

Looking at Ready To Bake, Mixes and Kits, Asda is the retailer driving the price decrease. Both Sainsbury’s and Tesco remain fairly static, with Waitrose seeing a teaspoon sized price increase.

Asda is the retailer driving a price decrease in Ready to Bake, Mixes and Kits

Has The Great British Bake Off created a stir amongst mixers, too?

Yes. Prices across Food Processors and Mixers have risen during The Bake Off season by an average of £10.

Average Base Price of Food Processors and Mixers available in Argos, Tesco Direct and John Lewis

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