Category advice

Home Baking icon
Home Baking

Market Insight

Use nearby categories to unlock total fixture space – Think about space alongside eggs

Home baking is a hugely seasonal category – Pancake Day, Mother's Day, Easter, Halloween & Christmas are your peak sales opportunities

Most sugar volume is used in baking, but sweetening accounts for most occasions (such as tea, coffee & cereal)

Shoppers expect and want the fixture to reflect the baking process

Many baking occasions result from a spur of the moment decision

Health conscious shoppers are interested in baking due to having control over ingredients

Cakes

Block by usage occasion

e.g. Block “Mainstream Flours” together and “Bread Making Flours” together on the fixture. This will help shoppers quickly identify where the product they want to purchase is on shelf.

Source: IRI, Convenience Stores, MAT to 03 December

Block by brand provides clarity and helps the shopper find their products through brand recognition. Use brands to signpost sectors as these are most recognised by shoppers on a 'replenishment' mission.

Source: IRI, Convenience Stores, MAT to 03 December 2016

Shoppers expect and want the fixture layout to reflect the baking process

Baking process

Making the bake

  • Bread mixes
  • Yeast
  • Flour
  • Speciality flour
  • Baking sugar
  • Healthy sugar alternatives
  • Baking aids
  • Eggs in proximity ideally

Flavourings & inclusions

  • Cocoa powder
  • Treacle/syrup
  • Lemon juice
  • Flavourings
  • Nuts
  • Dried fruit
  • Chocolate chips/chunks
  • Mini marshmallows

Covering

  • Icing all
  • Marzipan
  • Glaze
  • Food colouring

Decorating

  • Edible (sprinkles, placements)
  • Cupcake centres
  • Non edible (candles, gold leaf)

Presenting / transporting

  • Cases
  • Boards
  • Boxes

Cake mixes

  • Whole cakes
  • Biscuits
  • Traybakes
  • Cupcakes
  • Kids
Home Baking

Must Stock Lines

These are the ‘Must Stock’ lines which shoppers expect to see in a convenience store. By stocking these lines, you will be meeting your customers’ needs and therefore they will visit your store again.

We suggest you stock the following range:

Must stock linesMust stock linesMust stock lines
Must stock linesMust stock lines
Must stock linesMust stock lines
Home Baking

Planograms

If you have a 1m display, we suggest you stock the following range:

Click shelf to hide/show product list

1mx6 Home Baking planogram Shelf 1
View Shelf 1 Products
1mx6 Home Baking planogram Shelf 2
View Shelf 2 Products
1mx6 Home Baking planogram Shelf 3
View Shelf 3 Products
1mx6 Home Baking planogram Shelf 4
View Shelf 4 Products
1mx6 Home Baking planogram Shelf 5
View Shelf 5 Products
1mx6 Home Baking planogram Shelf 6
View Shelf 6 Products

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