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.
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:
The Biscuit Episode:
The Cake Episode:
The Desert Episode:
So then I got to thinking about food trends in general, and about what the ‘it’ products in Irish kitchen’s could possibly be…
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.
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…