Hot cross buns have become a household staple year-round as shows from the sale figures of a leading supermarket, shuggesting that this seasonal treat has quietly expanded out from their Good Friday slot and become an all-season comfort food.
According to Waitrose, sale of hot cross buns are up by 39 per cent on this time last year while searches for the item on the supermarket’s website are up by almost two fifths. Demand for its mini hot cross buns has more than doubled.
Leyla Page, a seasonal bakery buyer at Waitrose, believes the product is now a “winter staple”.
"“With those warming spices and that toasted comfort they are the definition of cosy — and, let’s be honest, nothing beats that butter-melting-into-everything feeling when it’s freezing outside," Page said.
Wider sales data suggests this is not just restricted to Waitrose. About 55 per cent of UK households bought hot cross buns over the past year averaging out at more than eight packs per family, according to the market research firm Numerator.
The trend is driven by two key factors which are innovation and value.
Firstly, the category has benefited from a wave of flavour-led experimentation. Retailers have expanded beyond the traditional recipe, introducing new variants aimed at attracting shoppers who may not be drawn to the classic cross-and-spice format.
Over the past year, Asda has launched a tiramisu-flavoured bun, Co-op an apple crumble-inspired version, and Sainsbury’s a coffee and chocolate chip offering.
Secondly, affordability is underpinning demand. Hot cross buns remain a low-cost indulgence that feels like a treat without stretching household budgets. Tesco, for instance, currently prices a four-pack of standard hot cross buns at ÂŁ1, equating to just 25p per bun.
The renewed interest in the category is also opening the door to premium and sustainability-led propositions. Later this month, Waitrose will introduce a fruit and seed hot cross bun made using flour from its Leckford Estate, which follows regenerative farming practices designed to improve soil health and biodiversity.