ANNUAL sales of icing and marzipan are worth £35m a year according to Dr Oetker and, it says, 47% of those sales are recorded at Christmas.
Head of marketing Jan McKee said: “The 12-week Christmas period accounts for 28% of all annual home-baking sales, meaning it’s the biggest event in the home-baking calendar and shouldn’t be overlooked.”
To support its products this year, Dr Oetker is spending £2.2m on television advertising.
McKee said: “Christmas starts early for the category as bakers start shopping for traditional Christmas cake ingredients.”
