When much-loved family TV show The Great British Bake-off announced that they would be broadcasting a vegan week, viewers were shocked and some appalled that there would be a baking contest without the traditional use of eggs or dairy, whereas the 7 million UK vegans were happily surprised. The unexpected aftermath of the hit show is that sales of vegan baking products have soared, and 37 percent of respondents to a survey stated they are now more likely to choose a vegan cake as opposed to the traditional kind.
Amazon UK enlisted the services of research firm Ginger Comms to review the purchasing habits in the UK based on a poll of 1,565 consumers. The survey found that sales of plant-based baking products have risen by 100%. For example, sales of Free and Easy Egg Replacer increased by 238%, Coconut Merchant’s Organic Coconut Butter by 215%, and Vegan Easy Egg up by 115%.
The report also found that since the TV broadcast, 41% of respondents had eaten vegan cake, and 62% sampling egg and dairy-free confectionary for the first time. Surprisingly, 37% said that they were now more likely to choose a vegan cake option.
[Update – online store is no longer live]
To help celebrate The Great British Bake Off’s vegan week, Amazon UK launched an online vegan shop selling a range of vegan friendly baking products. Vegconomist have contacted Amazon UK for further comment.