The new series of The Great British Bake Off is sending sales of baking equipment soaring as home bakers try to recreate the popular television show's creations.
Sainsbury's has seen sales of bakeware overall rise by a massive 200%, while rolling pins and cookie cutters are up 22% week on week. Cooks Collection bakeware is up 53%, and within Sainsbury's exclusive Mary Berry collection of bakeware, the Time for Tea Bell is the range's best seller.
"There is clear evidence that our shoppers are immediately inspired when watching cookery shows like The Great British Bake Off," says Susi Richards, head of own brand product development at Sainsbury's. "We have seen that sales of our kitchen equipment and bakery goods peak online between 7 and 9pm on a Wednesday, directly around the time the GBBO airs."
Waitrose has also logged increases in baking equipment sales since the new series launched. For example, piping bags have seen a 14% rise, and one of the surprise stars of episode one was a simple ice-cream scoop, which was used to craft consistent bite-size bakes: sales jumped 10%.
Demand for cake tins has leapt 22% while sandwich tins are up 31%.