According to Rachel Brain, COO at Robert Dyas, GBBO has inspired Brits to get baking.
The 94-store homeware retailer, owned by former Dragon’s Den star Theo Paphitis, has noted an increase in the search of the term ‘bakeware’ on the company’s website, while retail sales of bakeware have jumped.
“Since the show has been aired this season, we have seen a notable increase of 55% in bakeware sales and 42% in cake making and decorating products,” said Brain.
“We have also seen over a 10% increase in the kitchenware range overall,” said Brain.
The grand finale
Channel 4’s GBBO finale ended with a bang last night, with stuntwoman Sophie Faldo taking the prize.
The show faced fierce criticism when taken over by Channel 4, with Prue Leith replacing Mary Berry, and comedians Noel Fielding and Sandi Toksvig replacing Mel Giedroyc and Sue Perkins.
However, the first episode attracted 6.5m viewers – making it Channel 4’s most watched show since the opening ceremony of the 2012 Paralympic Games – and contributed to the rise in bakeware sales at Robert Dyas.
“There has been a direct correlation between the number of people watching the show and those interested in recipes and baking equipment,” said Brain.