Like an awardwinning Victoria sponge, home baking has risen well. Over the past year it has whipped up value growth of 3.4%, although volumes are practically flat [Kantar Worldpanel 52 w/e 26 April 2015].
This growth, in stark contrast to the year before, indicates a return to the days when home baking was booming. But without the major events of past years, such as the Royal Jubilee, what has driven this growth? Is this a sign the Mary Berry effect is back in full swing? And what are the sector’s major players doing to capitalise on it?
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