Waitrose has experienced an increase in home baking sales and found shoppers are looking for alternative Christmas recipes over the festive season.

Overall baking equipment sales increased by 22% year-over-year, said the retailer.

Waitrose’s sales for seasonal cake cases, Christmas Ready Rolled Icing and cake covering increased by 33%, 21% and 18%, respectively.

Lizzie Haywood, trend innovation manager at Waitrose, said: “Our food-loving customers are embracing the joy of home baking this Christmas. What’s truly exciting is the creativity we’re seeing, taking traditional flavours and ingredients and reshaping those for a more modern spin on a Christmas dessert.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

“We’re also seeing new traditions emerge, proving that our customers strive to make every food moment over the festive season count.”

Additionally, searches for non-traditional festive treats, including Christmas trifle and Christmas pavlova, went up 403% and 244%, respectively.

Yhe research found that new consumer trends are rising, with online searches for Christmas breakfast recipes increasing by 483% year-over-year.

Highlights of the most popular searches in the category include ‘The best panettone French toast’, up 123%, and ‘Christmas muffins’, which increased by 30%.

Last week the high-street retailer reported a boost in sales of luxury home, dining and décor purchases.