‘Bake Off effect’ continues its influence at Waitrose

In a week characterised by the return of TV series ‘The Great British Bake Off’, divisional sales, excluding petrol, rose by 3.1% at Waitrose in the seven days to August 15.

After ‘biscuit week’ on the BBC show, sales of almonds soared by 100%, dried cranberries climbed by 47% and star anise lifted by 43%. The use of goldenberries in a contestant’s recipe also had a positive effect on sales. The superfruit, grown in the Andean mountains and known for its high vitamin A and iron content, saw sales rocket by 180% compared to last year.

Even those less inclined to get baking themselves were inspired to sample some sweet treats – sales at Waitrose’s patisserie counter rose 20%.

Summer drink sales were strong with Pimm’s up 165% year-on-year and mixers up 24%. Beer sales increased by 11% compared with last year and ready-to-drink cocktails were up 23%, as shoppers made the most of the sun to enjoy picnics and barbecues.

Berries and cherries were the favourites of the fruit aisle, with sales rising by 30% and 31% respectively. Citrus fruit also proved popular, with sales up by 9.5% compared to 2014.

Summer eating trends for salad (up 15%) and freshly prepared vegetables (up 9%) contrasted with colder weather themes in ready meals, with sales of hot pies up 7%, curry up 11% and classics like cottage pie up 28%.

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