Growth
Waterfields against its category
The biggest tracked UK bakeries, donuts & desserts by card spend, with year-over-year growth of category share. Share means a chain's slice of tracked category spend. It can decline while the chain's own sales grow. The chart tracks Waterfields's share of the category quarter by quarter, indexed to 2024 Q4 = 100.
| # | Chain | YoY share |
|---|---|---|
| 1 |
G
Greggs
|
-1.3% |
| 2 |
G
GAIL's
|
-3.6% |
| 3 |
C
Cake Box
|
+17.4% |
| 4 |
K
Krispy Kreme
|
-17.0% |
| 5 | M MOR Bakery & Kitchen | -8.2% |
| 6 |
K
Kaspa's
|
-1.8% |
| 7 |
B
Bayne's
|
-1.3% |
| 8 |
C
Cooplands
|
- |
| 9 |
H
Heavenly Desserts
|
-4.6% |
| 10 |
S
Simmons Bakers
|
-10.9% |
| 34 | W Waterfields | +3.4% |
Share of tracked category spend, indexed
Store footprint
Store map
34 tracked Waterfields locations across 1 of the UK's 12 regions and nations.
Tracked stores by region
- North West 34
Customer overlap
Who shops at Waterfields
Tracked chains Waterfields customers also buy from more than a similarly active shopper would, indexed to the strongest overlap (100). From real card transactions.
H
Haresfinch Service Station
100
A
Asda Express Fuel
73
G
George
41
George
41
W
曼徹斯特宣道會沃靈頓（Warrington）分堂
32
C
Costco Gas
32
Costco Gas
32
B
Bents Garden & Home
25
Bents Garden & Home
25
A
Arriva Merseyside
20
G
GBK Liverpool
18
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