With Christmas in sight and Mary Berry about to return to our screens, Brits have never been more inspired to get their bake on[1], presenting retailers with a real opportunity to capitalise on increased sales. 

The food landscape is changing, so Stork, the UK’s No.1 baking brand, surveyed the nation to find out what type of bakes are popular amongst today’s consumers. Findings revealed that whilst cakes remain the firm favourite (82%), especially for the 45+ age group, there is a growing interest for healthier alternatives. A quarter are choosing to make free from bakes, whilst a fifth (20%) are opting for healthier creations, but the biggest growth area comes from vegan friendly bakes (43%) – which is being driven by Millennials and Gen Z consumers.

When shopping for ingredients, over half state that quality of ingredients is the most important element that they look for – reaffirming just how important it is for retailers to stock branded products, like Stork, that consumers know and trust. Consumers also stated that they would be 44% more likely to buy baking ingredients when merchandised together – something retailers can implement in-store with ease, especially in the run up to the Christmas period, to increase sales.

David Salkeld, General Manager at Upfield says, “Our research reveals that there is still huge opportunity to be had in the baking category, however, the landscape is changing. The love for traditional baking amongst all consumers remains, especially at Christmas time, so stocking staple products like Stork is key for sales, but retailers should also consider products that tap into growing trends such as specialist diets – our Stork block, for example, is perfect for this – it has loyal brand fans and is vegan certified. 

“Whilst the festive season presents a huge sales opportunity, over 50% of those we polled revealed they are baking over seven times a year, demonstrating that there is demand over the course of the year which retailers can take full advantage of.” 

The research was commissioned to support the brand’s striking new pack design for its Stork Original and Stork Block variants. The refreshed creative features pink spots, taking the iconic brand credentials from the past and modernising it for today’s baker – with the same taste and performance you would expect from the UK’s best baking brand.

In addition, both products now also feature clearer product benefits designed to entice customers. Stork Original contains ‘The secret to light and fluffy cakes’ messaging, while Stork Block carries the message ‘The secret to prefect biscuits, scones and pastry’.

Stork is the UK’s No.1 baking spreads brand1, with an 80% share in the category. It is a brand with a strong heritage and significant customer loyalty amongst the baking community. Stork is designed for use in baking and has been a staple in kitchens for almost 100 years.

[1] Nielsen Total Butters and Spreads Database, 52 week data to 26.01.19

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