What Recipes are Rising to the Top of The Great British Bake Off?

200 (1)Two  things you would have thought the world had had enough of was reality and cookery programmes.

But when the award winning Great British Bake Off first aired in 2010, it took us by surprise. The self-aware sugar dusted series has since spawned umpteen spin off, thirteen specials and has been reimagined in 17 other countries. And we certainly get passionate about our pastries don’t we? Over 12 million watched the final last year in the UK alone, and there were more than 800 official complaints made to the BBC after the 4th episode, when one baker removed another’s baked alaska from the fridge for a minute and it was perceived as ‘cheating’!

GBBO has been charged with being responsible for the complete revival of the Women’s Institute in the UK and allegedly, for getting at least three times more people baking at home than ever before.. Well, I’m not sure if GBBO can claim entire ownership for that particular trend. As you can see from the chart below our interest in the kitchen nicely coincided with the general shittyness of the recession. And for every second search for the term ‘recipe’ there has been one for ‘Jamie Oliver’. But while they may not own the trend, they’re certainly bucking it. Screen Shot 2015-09-01 at 11.39.13

So it’s no wonder whenever the it starts airing, sales in bakeware soar. But what are we baking?

Well I had a look on Google to see what our ‘star recipes’ were. I’ve included searches for the woman herself ‘Mary Berry’ to give you a sense of relativity between episodes. Naturally spikes in searches appear on the day content is aired.

The Bread Episode: 

Screen Shot 2015-09-01 at 11.38.04

The Biscuit Episode: 

Screen Shot 2015-09-01 at 11.35.36

The Cake Episode: 

Screen Shot 2015-09-01 at 11.32.53

The Desert Episode: 

Screen Shot 2015-09-01 at 11.31.35

So then I got to thinking about food trends in general, and about what the  ‘it’ products in Irish kitchen’s could possibly be…

Screen Shot 2015-09-01 at 12.06.23

I threw ‘microwave’ in as a control. It’s immediately apparent that the Christmas gift-giving and hosting period is particularly important to Nespresso. However it was surpassed by the Nutribullet in January (most likely by those ‘New Year’s Resolutions’ types who swore to adopt better habits). Searches were no doubt aided by the fact that around the same time, Kate Middleton was singing its praises. Sometimes I do wonder is she briefed weekly on a bunch of middle-class brands and trends so that she can sound ‘normal and endearing’ to us plebs, thus humanising the royals… Moving on!

The ultimate baking luxury item Kitchen Aid has dropped off in interest amongst consumers and the cheap and cheerful Spiralizer is on the up and up.

Finally, I also wanted to look at this ‘free from’ movement. What was the most popular ‘free from’ search and just when did the whole trend take off? Screen Shot 2015-09-01 at 11.45.34

It really is amazing how the ‘fat free’ trend amongst consumers has completely dropped off the radar. Something all FMCG brands need to pay attention to. Meanwhile ‘gluten free’ is the clear winner, or loser, depending how you look at it. I’m sure you can figure out what that last little spike was…

Happy Baking!

3 Comments Add yours

  1. Claire Kane says:

    It’s really interesting to see fat free dying off a little. Great post. I really enjoyed it.


    1. Rayray says:

      Thanks Claire. I wonder do people even trust those ‘fat free’ labels anymore… or do they auto-translate it as ”bad’ stuff added instead’


    2. Rayray says:

      Thanks Claire. Yes brands really need to pay attention to the waning interest in ‘Fat Free’ or ‘Sugar Free’. It seems like a positive thing to me – indicating that people are beginning to understand that calories or ‘bad food’ vs. ‘good food’ isn’t the full picture of diet and health.



Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s