Proof in the Pudding? How #GBBO affects your shopping habits.

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The Great British Bake Off final is here! It’s been a stressful season both in and out the tent for the iconic baking series but as Jane, Candice and Andrew enter the tent for one last time the controversy surrounding the show’s future is lost in the excitement and the nation’s undeniable love of all things baked.

Our Analysts decided that in the spirit of GBBO, it was time to focus on everything baking related, and also to see if TV shows such as the one mentioned actually do have an impact on sales of  baking related products within the retailers featured on mySupermarket.

We first looked at overall visitor numbers for items within the baking shelf from the year 2013 until today and found that the number of searches starts to jump in August each year, staying at its yearly highs until after Christmas. It’s a little bit too early to tell if the Bake Off trend will continue in 2016, but rest assured we are closely watching the numbers.

But what exactly are customers shopping for? We looked a little deeper in to the most popular categories within the ‘Baking Ingredients’ aisle, only to discover that variations of sugar and flour are the most popular products purchased from our baking shelf.

Sugar and flour might be the most popular add to basket items, but do the search requests match the same results? To see if there was a difference, we analysed the top 10 search results for 2015 & 2016 and discovered that indeed both sugar and flour came out on top. Additionally with supermarket own brands coming out as the top 3 most popular brands for customer purchases from 2013 to 2016.

With the average basket composition staying very similar over the past 3 years, we wondered just who are these shoppers? Upon analysis of our baking shoppers profile we learned that we have a largely female audience at 71.6% with an average age of 25 – 34.

Our final question to put to our analysts was ‘have supermarkets increased their baking range due to the GBBO or indeed, did products further increase in the run up to Christmas?’ Well Tesco has by far the largest range with an average of 909.75 products during the years 2013 – 2016. With Morrisons have less than the range, averaging 362.5 products in the same period.

Over the past 3 and a half years, Morrisons have seen an incredible jump in product availability in the baking aisle of 21.38%. Whilst Tesco has the largest overall range out of all the stores analysed, they are actually the only shop to see an average decrease in availability at -5.25%.

From August to September product ranges increased by 1.81% indicating a bit of GBBO fever, however further average increases of 2.94% were spotted from November to December indicating a more Festive effect on stock availability.

One thing is for sure, this is a trend that is constantly growing and we’re sure the soggy bottom won’t be falling out of it any time soon!

Data analysed spans from January 2013 to August 2016 inclusive.

mySupermarket Business Solutions is a retail technology service that supports brands and categories in FMCG with a 360 degree real-time solution to make their brands shine online. We help you improve your digital knowledge to become a digital category champion.

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