What would cause the British to buy more baked goods? Consumer survey reveals everything

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The latest edition of the French-style bakery supplier’s annual report – titled “Prove It: The Great British Bakery Report” – reveals that nearly a quarter (23%) of the nation is eating more baked goods than before, thanks to the increase in variety and quality.

When it comes to the key categories of bread, pastry, pastry and savory baked goods, today’s Brits want treats that will pique their sensory expectations – think bold and unusual flavors, surprising textures and novel ingredients, especially those that confer additional benefits like added fiber, high protein and probiotics for healthy aging.

The British consumer is also looking for products with provenance and authenticity, and with a history.

Bread matters

However, taste and flavor (70%) continue to dominate purchasing decisions, ahead of freshness (56%) and price (40%).

According to the report, 29% of Britons say they would buy more baked goods if there were a wider range of flavors, and 43% would buy more if there were a greater choice of healthy options.

Four in 10 Britons (40%) eat bread every day, with 44% saying they have changed the type of bread they buy, with all age groups opting for whole / whole grains focused on good -be (about 65%), sourdough (55%) and seeded (53%).

Délifrance best-sellers

“Christmas may be over, but there is still room for a little indulgence on National Crescent Day” said Stéphanie Brillouet, Marketing Director for Northern Europe and North America, Délifrance, noting that butter croissants continue to be a key bestseller for Délifrance in the UK.

Délifrance’s view of social listening also revealed that croissant reigns supreme with consumers as the most talked about baking product on social media, dominating 74% of the conversation.

However, the report found that 42% of consumers said they would buy more croissants if there were healthier options, and 28% would buy more if there was more variety.

Most respondents (75%) prefer freshly baked pastry over cakes (64%), muffins (52%) and savory pastries (50%), which are usually eaten at lunch. Notably, 17% said they would buy more savory items if there were more vegan options.

Consumers prefer a savory take-out option for a busy day, with 43% saying they eat it at least once a week. 29% of men eat savory pastries several times a week.

Savory Délifrance

Take your part

According to Global Data, the UK bakery market is currently worth £ 11.5 billion, and is expected to grow 1.3% by 2022. This presents significant opportunities for smart operators.

“Our new insight defined general consumer trends as well as unique behaviors and requirements of different demographics,” added Brillouet.

“We also listened to what dominates online conversations and revealed the factors that would drive consumers to buy more baked goods.

“Consumers are quickly turning to social media with the bakery. To wow the Instagram cohort, vendors and operators will be looking for new ways to get that “pop of color,” respecting key trends in craftsmanship, health, and indulgence – all at the same time!

“Of course, authenticity and storytelling also enhance these experiences, as the provenance, own-brand recipes, themes and seasonal ingredients intrigue consumers looking for something unique. “

Pastries Delifrance

Other key findings

  • London is the most health-conscious region in the UK, despite 43% of residents eating more pastries than before.
  • One in three would buy more pastries if there were more gluten-free options. According to Mintel, the gluten-free market continues to grow with 13.5% year-on-year growth in 2010, currently valued at £ 394million.
  • Macaroons are the favorite of 42% of Londoners, while 63% of Welsh consumers opt for a pie.
  • Almost half of Britons (43%) said they would buy more baked goods if there was a wider choice of healthier offerings, however, 59% still have a soft spot for chocolate.
  • Pastry Delifrance
  • Men increased their consumption of baked goods more than women (25%), however, women were more concerned than men about the type of bread and its calorie / fat content.
  • 27% of consumers do not eat whole bread at home and have to throw it away because it is stale or moldy. One in four people freeze their bread instead.
  • One-third (36%) of consumers enjoy exploring regional varieties of traditional ethnic cuisines to try new favors and foods, and 32% are willing to pay extra for authentic ethnic dishes.
  • Artisanal is a rapidly growing channel in urban areas of the UK, with sales focused on high quality, fresh breads, traditionally baked, with significantly higher retail prices.

Délifrance’s conclusions were drawn from a UK-wide consumer survey of 1,000 adults, Delve Insights (social listening tool), its own market estimates and analyzes, and data external market views and the opinions of bakery operators and the Food and Beverage Manager’s Association (FBMA).


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