A significant increase in promotional activity across home baking has helped boost the category's popularity.

There have been almost 200 more promotions across the top five retailers this year than last year. Morrisons ran the largest number 142 compared with 52 the year before, while Asda boasted 92 compared with last year's 49.

After aggressively ramping up its home-baking promotional space last year, Sainsbury's maintained the same level this year. Joint top of the class for brand activity were Green's and Betty Crocker.

While both have increased the number of promotions over the past 12 months, Betty Crocker posted the most significant jump, running 40 against four the previous year. Somewhat surprisingly, McDougalls took a step back, running six fewer promotions, which saw its overall share of category promotional activity slide from 11% to 4%.

Focus On Home Baking