Baking with added bite

Scratch baking is the preferred baking method for most Britons and cake ingredients and decorations remain in growth according to Dr Oetker.

Oetker Shortbread Fingers copy
Dr Oetker suggests offering themed recipes such as these shortbread fingers.

And it says total home-baking sales over the Halloween period in 2014 amounted to £112m, up from £104m the previous year.

Within the category, it says, food colouring is the most popular sub-category and that sales go up to £1.4m during Halloween peak.

Orange and black food colours are the best-selling styles and modelling icing sees an uplift of 38.3% during the period.

It recommends offering themed recipes and increasing off-shelf space to attract more shoppers .