Sales of baking essentials have surged since the return of The Great British Bake Off, according to Ocado data, with almost half of Gen Z viewers saying the show makes them want to bake more at home.
Ocado reported a 30% increase in sales of baking mixes and a 40% rise in home baking products in the month after the first episode of the new series aired. The data also shows that 42% of Gen Z respondents are more likely to bake from scratch after watching, while almost a third of Brits generally say the show inspires them to get baking.
Ingredient searches rise after challenges
Searches for ingredients featured in the show's challenges have also climbed. The recent dessert week episode drove a surge in demand for trifle essentials, including condensed milk and custard. Last week's episode prompted significant customer interest in tinned peach and tinned pineapple, with searches rising by 132% and 44% respectively.
The revival in baking interest may be linked to the arrival of new host Nigella Lawson, with viewers tuning in not just for the baking but in the hope of catching one of her famous 'Nigella-isms'. Known for her playful pronunciations, Nigella famously refers to 'desiccated coconut' as 'desecrated coconut'.
Spelling struggles revealed
While Nigella's wordplay is intentional, some food names do flummox shoppers. Ocado data shows that more than half of people searching on Ocado.com look for 'alioli' instead of aioli, and nearly three quarters search for 'ceasar dressing' instead of caesar.
Blanca Spencer Moreno, buyer for Home Baking at Ocado Retail, said: “Bake Off has a brilliant way of inspiring people to get creative in the kitchen, and it's particularly exciting to see a new generation embracing home baking. From recreating showstoppers to experimenting with ingredients they've never tried before, the show is encouraging Brits to roll up their sleeves and give it a go.
“Of course, knowing what you want to bake and knowing how to spell every ingredient are two different things! Luckily, our clever search function helps shoppers find exactly what they're looking for, even when they don't quite get the spelling right, so nothing gets in the way of their next baking creation.”
