Jubilee Celebrations Cause Rise in Home Baking

The average online spend was £2.23, up from £1.61 in the same period in 2011.

Sales of food colourings also rose by 162% in value, while cake decorations, sprinkles, icing and marzipan all rose by 52%.

Matt Lothian, business insights director at SymphonyIRI Group, which carried out the research, 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 Eady and numerous celebrity chefs all with their own recipe shows,” he said.