As brands gear up to fight back against own label ahead of the Great British Bake Off, data reveals shoppers are getting a better deal on home-baking products than they were a year ago.
Average prices for cake decorations are down 8% across 268 lines in Tesco, Asda, Morrisons, Sainsbury’s and Waitrose compared with this time last year [Brand View 52 w/e 19 July 2016].
Average prices for baking ingredients have also fallen in the mults, down 9% year on year across 350 lines, while prices for icing are down 2% on average across 175 lines.
Most of the cuts have been on branded products, with Asda slashing the price of a number of Dr Oetker products, including 58p off Dr Oetker Chocolate Hearts 40g, now £1, and 38p off Dr Oetker Heart Shaped Mallows 100g, now £1.50.
Morrisons also reduced a range of Dr Oetker products to a £1 price point - taking 41p off Dr Oetker Extra Dark Chocolate Chunks 100g and Dr Oetker Supercook Milk Chocolate Chunks 100g, and 31p off Dr Oetker Bicarbonate Soda 200g and Dr Oetker Gluten Free Baking Powder 170g.
It also slashed the price of Better Crocker 400g icing by 63p, from £5.63 to £5.
Sainsbury’s, meanwhile, cut the price of Betty Crocker Red Velvet Cake Mix 425g by 24p to £2, while Tesco has cut the price of its 100g Dr Oetker icing range by £2.90, from £7.90 to £5.
Bucking the wider trend in home baking, frosting prices are up 15% across 14 lines after Morrisons’ 400g own-label frosting range came off promotion, with the price increasing from £3.58 to £4.05. Asda’s own-label Chosen By You Strawberry Flavour frosting (400g) has also come off promotion, with the price up from £3.75 to £5.
In total, there were 1,377 promotions on cake decorations, baking ingredients, icing and frosting SKUs in the big five over the past 12 months, down from 1,591 promotions over the previous 12 month period.
Dr Oetker was the most promoted brand, accounting for 38% of total promotions, while own label accounted for 21.6% and Betty Crocker 11.3%.
Asda promoted the most products across the categories, accounting for nearly 27% of all promotions, followed by Waitrose (26.1%), Tesco (18.4%), Morrisons (15.9%) and Sainsbury’s (12.7%).
Shoppers aren’t just saving on dedicated home baking products; average sugar prices have also fallen 6% year on year in the mults against a backdrop of ongoing price wars in the category, which wiped £13.1m wiped off its value last year [Kantar 52 w/e 27 March 2016].
Over the past 12 months, Tesco has knocked 10p off selected 500g own-label sugars, while Asda has cut prices on several Tate & Lyle and Silver Spoon SKUs, and Waitrose has cut prices on both branded and own label sugar lines.
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