- New Nestlé Professional Retail Sweet Bakery Report reveals 63 per cent of shoppers are more likely to buy branded sweet bakery products
- Half of consumers choose supermarket bakeries as their first destination for sweet baked goods
- UK sweet bakery market worth £2.7bn, with supermarket bakeries accounting for 28 per cent of occasions
- Report identifies how shopper behaviour, flavour trends and brand recognition are shaping retail bakery
Supermarkets could be overlooking a significant opportunity within sweet bakery, according to new research from Nestlé Professional, which found that 63 per cent of consumers are more likely to purchase sweet bakery products featuring brands they recognise.
The findings, published in Nestlé Professional's new Retail Sweet Bakery Report, also reveal that 50 per cent of consumers choose supermarket in-store bakeries as their first place to buy sweet baked goods, reinforcing the important role supermarkets already play within the category.
The report highlights a sizeable commercial opportunity. The UK sweet bakery market is worth £2.7bn, with supermarket in-store bakeries accounting for 28 per cent of sweet bakery occasions. Despite already capturing a significant share of these purchases, the research suggests there remains considerable headroom to increase shopper engagement and category value.
“Sweet bakery remains a highly valuable category for supermarkets, but our research suggests there is still untapped potential," said Danielle Griffiths, Desserts Category Lead at Nestlé Professional UK & Ireland,
“Consumers are looking for products that deliver on taste, quality and value, while also offering moments of excitement and indulgence. Familiar brands can play an important role in building shopper confidence and helping products stand out in what is often a highly visual and impulse-driven category.
“This isn't about reinventing sweet bakery. it's about understanding what drives shopper choice and using those insights to maximise the potential of a category that remains an important part of the grocery shop.”
Beyond the headline findings, the report explores the changing dynamics of retail bakery, from shopper behaviour and purchasing occasions to flavour trends and the evolving role of brands in influencing purchase decisions. It also highlights how supermarkets are increasingly competing with cafés and specialist bakery outlets for everyday treat occasions.
Among the findings, more than half of consumers said they would like to see well-known brands represented within supermarket bakery ranges, while the research identifies emerging opportunities linked to changing shopper habits, flavour innovation and evolving expectations around the in-store bakery experience.
“Supermarkets are firmly established as a destination for sweet bakery purchases, but shoppers are becoming increasingly selective in how they navigate the category," said Irene Ferre, Insights Lead at Nestlé Professional UK & Ireland. Understanding what attracts attention, builds confidence and encourages purchase is becoming increasingly important as supermarkets look to create more engaging bakery experiences.”
The full report is available to download here.