Infographic: Shopping for Flour? Sure, So Is the Rest of America

Baking goods are flying off the shelves along with disinfectant cleaners

cashier with face mask ringing up groceries
People are shopping less, but buying more groceries—especially flour and mixes. Carlos Monteiro
Headshot of Ko Im

It’s safe to assume homemade dessert has become a commodity. In recent weeks, sales of nearly all baking products are through the roof. Flour (up 203% year over year); baking chocolate and cocoa (156%); baking powder and baking soda (136%); and mixes like brownies, cookies and bars (164%) are up more than refrigerated cookie and brownie dough (84%). That’s according to Catalina, a data and insights firm that looks at shopping behavior.

This story first appeared in the May 4, 2020, issue of Adweek magazine. Click here to subscribe.
@koimtv Ko Im is the community editor at Adweek and co-host of Adweek's podcast Yeah, That's Probably an Ad.