Home Baking is worth £54m in the convenience channel and has grown +5.4% in the last year!

Baking ingredients have the largest share of category with 33% share.

Source: Circana – Convenience GB/IRI all outlets – Home Baking – 52wk Value Sales Jan 2025.

There are over 20m packs of McDougalls flour sold every day!

Icings & Finishings have grown 9.4% in convenience, out performing the total market!

Source: Circana – Convenience GB/IRI all outlets – Home Baking – 52wk Value Sales Jan 2025.

Younger & Families occasions growing +7.1%.

Sweet baking occasions are growing, +8% YoY.

Sources: Kantar WPO.