The Great British Bake Off returns to TV screens tonight and retailers across the UK will be bidding to cash in on the series.
According to research from Verdict, the ongoing popularity of the BBC show will help the cooking and baking market grow £21.4m to £1.1bn this year, as competition within the category continues to hot up.
Big four grocery rivals Tesco, Sainsbury’s, Asda and Morrisons have already started the race to gobble up their slice of the cake by promoting recipe ideas on social media, and the likes of Wilko and Notonthehighstreet have also been pushing their baking products in the build up to the new series.
But Verdict analyst Andrew Hall believes retailers face a challenge when it comes to targeting shoppers with differing skill levels in the kitchen. He suggests businesses should make better use of their online platforms to showcase their ranges and drive editorial content such as recipes.
Hall says: “As discounters and fixed price players such as Poundland expand their presence in the market, grocers and the likes of Wilko must ensure they remain competitive on price, allowing them to capture impulse purchases.
“This is particularly pertinent given that 65% of cooking and baking shoppers cited price as a driver of purchases and over half see baking as a good way to save money.”
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