Home baking is booming this Christmas

228-91-range-shots_xmas-decsv3Leading home baking expert, Dr. Oetker, is preparing for the peak of the annual baking calendar. To celebrate the forthcoming party season, the company has launched a new range of inspirational festive decorations, icings and activity kits – giving retailers a huge opportunity to capitalise on baking this Christmas.

It is the busiest time of the year for the category, as many people feel inspired to get creative and bake, be it Christmas cakes, cupcakes, Yule logs or homemade Christmas gifts. This year looks set to see sales boom, as more and more people enter the category (penetration is up 3.8% to 57.7%).

The latest data from Dr. Oetker shows that sales of Ingredients and Decorations have risen +15.8% to £104m (IRI w/e September 2010) and there is no better time for retailers to take advantage of this than at Christmas when the home baking market sees sales reach their highest.

Gill Davies, Marketing Director at Dr. Oetker comments “Baking is back and it’s more popular than ever. To make the most of Christmas home baking retailers need to make sure they stock the must have items and Dr. Oetker offers a great range of high quality and inspirational products to help you get the most from the Christmas season. The range includes Regalice Ready to Roll Icing, endorsed by the Good Housekeeping Institute, marzipans and a beautiful selection of festive decorations.”