Research reveals Central England Co-op shoppers went flippin’ crazy for Pancake Day last year to lift lockdown gloom

Posted by james brindle | Published: 23/02/2022

• Data from across all of Central England Co-op’s 260 plus stores in the run-up to Pancake Day last year suggested more people than ever looked to join in the pancake flipping fun to lift the lockdown gloom
• Over 4,700 bottles of Co-op Pancake Shaker Mix were sold in the run-up to last year’s event – a massive increase of 340% year on year
• The biggest jump was in Co-op Pancake and Batter Mix with 6,000 more packs sold than the year before, an increase of an incredible 800%
• Chocolate spread was topping of choice - Sales of Nutella Hazelnut Chocolate Spread were up by 300% compared to 2020

Millions of people are expected to dig out the frying pan again next week with some pancake flipping fun after new research reveals the pandemic sparked a record rush for ingredients 12 months ago.

Ahead of this year’s Pancake Day on March 1, the retailer has revealed data on shopping habits related to the annual event and which toppings have been finding their way into shopper’s baskets in recent years.

Last year Pancake Day fell during a period of national lockdown caused by the Covid-19 pandemic and the data suggests more people than ever took the opportunity to enjoy the sweet treats as they looked for a lockdown lift and for something to do in the safety of their own homes.

The research reveals a huge growth last year in shoppers going for the convenient option for their pancakes with ready-made mixes and pancakes proving hugely popular.

Central England Co-op stores sold 4,700 bottles of Co-op Pancake Shaker Mix in the run-up to last year’s event – a massive increase of 340% year on year, with Co-op Sweet Pancakes also on the rise by 200% year on year.

However, the biggest jump was in Co-op Pancake and Batter Mix with 6,000 more packs sold than the year before, an increase of an incredible 800%.

There was also strong growth across the retailer’s eggs and flour ranges as well as people went for a more homemade attempt, however it was the ready-made options that proved most popular.

In terms of toppings, the research reveals that chocolate spread was the go-to accompaniment for most shoppers as they looked for something decadent to lift their spirits during lockdown.

Sales of Nutella Hazelnut Chocolate Spread were up by 300% compared to 2020, while elsewhere for toppings there were still many who settled on the more traditional favourites with Central England Co-op stores selling twice as many lemons than it would on average, over 9,000 sold, up by 200% on the previous year.

Store Manager Brad Tuckfield said: “Pancake Day is always a favourite with our shoppers, but the circumstances last year meant more people than ever were flocking to us to get their ingredients to enjoy some pancake flipping fun and lift the lockdown gloom.

“This year we again have everything you could need to make sure your Pancake Day celebrations go off with a bang, from base ingredients and equipment to tantalising toppings and ready-made mixes so pop down to your local Central England Co-op and see what we have on offer.”

People can find their nearest store at https://stores.centralengland.coop/

Notes to editors

About Central England Co-operative

Central England Co-operative is one of the largest independent retail co-operative societies in the UK with interests in food, funeral, floral and property investment.

Owned by hundreds of thousands of members, its over 8,000 colleagues serve customers across 400 plus trading sites in 20 counties in the East and West Midlands, Yorkshire, Suffolk, Norfolk, Bedfordshire, Cambridgeshire, Oxfordshire, Gloucestershire and Wiltshire.

Its purpose is to inspire communities to create a sustainable Society for all.

It actively campaigns for the Government to increase sentencing for violent attacks on retail workers and works with FareShare Midlands and hundreds of food banks, generating enough food donations to create over 2.1 million meals for people in need.

The Society embraces inclusivity and equality and is a signed-up member to the Business in the Community (BITC) Race at Work Charter, while it is also fully committed to addressing the impact of climate change and is on track to be Carbon Neutral by 2030. 

It invests a percentage of its trading profit into local communities through its Community Dividend Fund scheme which has seen over £175,000 shared out between 116 good causes over the past 12 months.

Central England Co-op was named Leading Co-op of the Year by Co-operatives UK in 2021.

Press office contacts: Rob Smyth and James Brindle

Phone - 01543 421390

Email - publicrelations@centralengland.coop