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British public sweet on desserts as Great British Bake Off effect continues

03 December 2015 by
British public sweet on desserts as Great British Bake Off effect continues

The British public's appetite for sweet desserts and baked goods has shot up in the past five years, according to the latest figures from information company the NPD Group.

For the year ending September 2015, consumption of products within the sweet bakery and dessert categories (comprising cookies, tea biscuits, scones, pastries such as Danish, muffins, doughnuts, croissants, tarts, pies and crumbles, cakes, puddings and brownies) rose by 5.5% on the previous year, and 9.2% for the year ending September 2010. This represented a record 1.5 billion servings in the past year, mainly from high-street coffee shops.

Since 2010, for the year 2015, the top five products were brownies, which were up an incredible 72%; muffins were up 27%, and croissants were up 21%. Cookies were up 18%, and cakes were also up 9.6%.

These increases coincide, NPD Group has said, with the broadcasting of The Great British Bake Off on BBC One, which began in 2010. Applications for the next series close in January 2016.

Muriel Illig, foodservice account manager for the NPD Group, said: "It's very much a case of the ‘Great British Bakery and Dessert Take-Off'. With another Bake-Off series next summer, many more of us will be tempted by these goodies, and consumption of sweet bakery and dessert products could easily increase."

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