Bakeware firms set for Great British Bake Off boost as it returns to TV - with online searches for items rising 116%
The return of BBC1's The Great British Bake Off, which had a record ten million viewers last week, is expected to give a fresh boost to the country's small bakeware firms.
Notonthehighstreet, the online marketplace that picks independent creative businesses to sell through its website, saw a 141 per cent sales increase in bakeware last year, with nearly 100 products being added to the site.
Kitchen appliance sales rose 87 per cent, measuring jugs 59 per cent and oven gloves 64 per cent. Chopping boards were up by 83 per cent while sales of food and drink stencils rose by 18,151 per cent.
On the rise: Becky Broome's 'star baker' bowl is a top seller
Meanwhile, Summit, a £40 million turnover Hull-based retail consultancy, which advises clients including Selfridges, Argos, Reckitt Benckiser and Made.com on how to improve their online marketing, has studied internet search activity around The Great British Bake Off.
It found the number of searches for baking related items peaked on August 2 at 11,112, jumping from an average of 5,143 per day in June – a rise of 116 per cent.
Interest in the products began to increase around July 16 as the show's trailer launched.
Sales of home baking goods are up from £523 million in 2009 to £1.7 billion last year, according to market researcher Mintel.
Simon Belsham, chief executive of Notonthehighstreet, said: 'The Great British Bake Off is a great example of how much and how fast retail is changing. Because the small creative firms that sell through us largely make their products in the UK, they can respond quickly.'
Those catering to demand include Becky Broome, 28, who became a £1 million partner in March when her sales through the site passed the milestone. Her personalised 'star baker' glass bowl is one of her top-selling items.
Broome, who launched her business in Cheshire in 2009 after getting a degree in embroidery, said: 'Originally I had a collection of homewares like tea cosies, which I sold wholesale. In 2013, I re-evaluated the business. Notonthehighstreet was looking for something more personalised. Bakeware has become so popular because of the show.'
Broome, who runs the personalised gift firm with her husband and a team of seven, said the sales uplift from the show lasts until Christmas.
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