Grocery, Non Food, Chilled & Frozen 2023

Total ambient home baking category is worth £774.2 million and is seeing a 12.7 % Year on Year growth in value. (Circana 52 w/e 17th June 2023) Imperative to consider promotional activity around seasonal events, with the 4 biggest events being Pancake Day, Easter, Halloween and Christmas. (Cake Decorations, Ingredients and Sweet Baking Mixes, Circana 53 w/e 17th June 2023) Many baking occasions result from a spur of the moment decision, so year-round stocking is key. (Unitas Marketing Insights 2023) Ambrosia is the number 1 brand in ambient dessert cans based on annual sales. Their 400g custard cans have the highest unit rate of sale in ambient desserts in total market. (IRI TM SKU RANKS 25th June 2022) Sales in the home bake category are not as affected by the increasing public concern for healthy eating and home bake treat options offer some benefits that pre-packed alternatives cannot provide. The activity of baking itself grants consumers control over what goes into their food, unlike prepacked goods which are increasingly avoided by millennials due to the presence of additives and preservatives. Whilst consumers persist in pursuing more healthy eating options, the treat or indulgence trend is still key within the dessert and home bake category. +12.7% Year on Year Top 3 Volume Sellers Page 43 Page 43 Page 45 AMBROSIA Devon Custard PMP 400g AMBROSIA Rice Pudding PMP 400g BE-RO Plain Flour 1.1kg Desserts and Homebake