Christmas the biggest home-baking period of the year
HOME baking experiences a spike in sales at Christmas as consumers prepare for parties and celebrations, says Dr Oetker UK.
Executive head of marketing Jan McKee said: “In 2015, Christmas contributed 30% category sales in the 12 weeks before Christmas, the biggest occasion of the home-baking calendar.
“Independent retailers should therefore ensure they are stocking the key products for festive bakes and are creating noise and excitement around the category to drive sales.”
McKee said the most popular items are those that help bakers create festive bakes such as Christmas cakes, Yule logs and gingerbread houses and added: “Red and green gel colours and writing icing are also popular for those making cupcakes, cookies or gingerbread and want to create coloured icing or written designs.”
McKee said a retailer can make Christmas special in store by using gondola ends with shelf striping, manufacturers’ POS and cross-category promotions as well as by having a specific Christmas fixture for gifting, confectionery, drinks and home-baking decorations to ensure shoppers find everything they need for their celebrations easily.
• Christmas traditionally sees the introduction of special festive lines from bake-off specialist Country Choice.
This year it has ready-to-bake sweet Christmas confectionery plus a savoury selection.
New thaw and serve confectionery includes decorated chocolate Christmas snowman cupcakes, gingerbread muffins topped with toffee icing and a mini chocolate gingerbread shaped figure.
Christmas savouries include pigs in blankets – cooked cocktail sausages wrapped in cooked streaky bacon: with cranberry sauce; with mash and gravy; as a festive roast; in a roll with cranberry; or in a bap with cranberry.
