International bakery business, St Pierre Groupe, suggests December will be a bumper month for part-baked bread, after record sales of its Paul Hollywood range and a surge in the part-baked category as a whole.

Worth £48m annually, data reviewed by analysts at St Pierre Groupe shows category growth of more than 42 per cent year on year. However, the impact of COVID-19 on consumer shopping habits has fuelled further uplift in the sector, with consumers looking to longer-life products to help reduce the frequency of their shopping trips.

Insight from previous years demonstrates that Christmas is a key sales period for part-baked bread, with rate of sale increasing more than threefold from October to December each year.

Paul Baker, founder of St Pierre Groupe explains; “Part-baked bread has come into its own throughout the pandemic, which bodes well for Christmas, when the category always experiences growth. It’s a great store cupboard staple, with extended shelf life and even better than that, it gives that ‘just baked’ feeling at home.”

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