Supermarkets are reporting a huge boost in sales of Asian treat bao buns, states a recent report while experts say the trend is driven by increasing interest in world cuisine.
The fluffy white buns have experienced year-on-year growth, driven by a “shift towards embracing diverse cuisines”, The Guardian cited the analysis by Trish Caddy, associate director of food service at analysts Mintel.
“This trend began as early as November 2013, with growing consumer interest in ethnic street food. Bao buns are a prime example. Back then, 14 per cent of restaurant consumers had already tried baozi or bao. This trend continues to grow, with new takes on bao-like bao bun burgers emerging, highlighting a consumer appetite for more adventurous options beyond the familiar.”
Caddy said that in May 2022, 21% of fast food consumers expressed interest in alternatives to standard burger buns, with steamed bao buns being one of the main options. “This interest continues to gain traction, with 44% of burger consumers indicating in June 2023 that they would be likely to order bao bun burgers,” she said.
Tesco now sells 10 different varieties of branded and own-label bao buns including frozen, savoury and sweet versions. Marks & Spencer sells about 475,000 bao buns a year and said its Panda bun sales were up 25% so far this year compared with last.
Ocado said sales of bao buns had increased 45.15% year on year between May 2022 to April 2023 and May 2023 to 2024.
Caddy said that restaurants and supermarkets were catering to the growing demand for accessible street food.
She added, “Bao buns are well on track to becoming a mainstream menu item in the UK.”
