Key Category Facts (Cake is BIG!)

The Cake category is worth £1.2bn, and growing at 2% per annum

Nearly all UK households shop the category, making a purchase on average every two weeks

The key moments for cake are:

  • Lunchtime (sweet finish to meal)
  • Afternoon tea (a pick me-up)
  • Tea (dinner) time (sweet finish to meal)

Cake is a diverse category

There are many different cake formats available – but the category can be broken down into three sections – lunchbox treats, tea time favourites and afternoon sharing.

Stock the key brands – these are proven nationwide sellers.

Stock a good selection of local / regional products to cater for local tastes.

Cake sales across all 6 sites have increased considerably since we implemented the new cake planograms. Cake has performed so well that we have seen an average increase in sales of 37% across all our stores!

Steve Thompson

5 Steps to Merchandising Success with Cake


Site Cake adjacent to the bread category – that’s where most shoppers expect to find it.


Follow the recommended layout and stock the best selling national and local lines.


Use point-of-sale material to signpost the category and draw shoppers in.


Make prices easy to see – use price mark packs whenever possible.


Maximise the opportunity with gondola end and off-shelf promotions and events.

Become a retailer

Find out more about the retailers who make Cakes work for them in their stores.

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