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The Great British Bake Off gives farmers a boost

A new ‘bakenomics’ survey from food marketing agency Kindred has shown farmers have been given a boost by popular TV show the Great British Bake Off.


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#GBBO gives farmers a boost

The research revealed spending on baking ingredients such as flour, butter, milk and eggs increased by £31 million during the time the series has aired.

 

Traditionally, baking has been seen as a pastime of the older generation, but Kindred found it is now more common among 25-34 year olds than any other age group, with 73 per cent of young bakers taking inspiration from the show.

 

Sam Holl, client service director at Kindred said: “The Great British Bake Off is the cornerstone of water cooler conversation during September and October.

 

“While the show is loved by consumers of all ages, its impact on baking habits is strongest among younger people.”

 

Millennials were responsible for baking over 594,000 additional loaves, cakes, pies and biscuits every week the Great British Bake Off has been shown.

 

But Mr Holl said GBBO’s move to Channel 4 could mean young bakers start to lose interest as the show’s popularity is predicted to wane.

 

He added: “The onus is now on food brands to maintain the popularity of baking among younger people, or on Channel 4 to do something Chris Evans could not do with Top Gear – be familiar and new in equal measure.”


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