Happy Chinese New Year – or should we rather say Happy Lunar New Year – or should we rather even say Happy Lunisolar New Year?
People assume that the lunar calendar goes by the timing of the full moon rather than the sun; but if that were so, the date of Chinese New Year (more accurately termed “oriental” because it is followed across Asia by people from many nations and cultures) would regress each year, as does Ramadan, which faithfully follows a lunar cycle, arriving roughly 10 days earlier each year (in 2018 Ramadan started on 16 May; this year it will commence on 28 February; and in 2031 Ramadan will overlap with the Christmas holidays).
Chinese New Year, by contrast, follows a “lunisolar” calendar, where the sun’s movement is used to fix the timing of the new year moon. As National Geographic explains it, “The new year starts on the new moon nearest the midpoint between the winter solstice and the spring equinox, sometime between January 21 and February 20.”
In 2025, the Chinese year will begin on January 29, although, as with Diwali, the celebrations surrounding it go on for longer – in fact longer than Diwali's five days, with ceremonies and observations surrounding the Year of the Snake lasting until February 12, when the new “Snow Moon,” rises above the horizon.
And what is the Snake, and why has it turned up to the party?
Photo: iStock
The Snake is the sixth of the twelve-year cycle of animals which appear in the zodiac related to the Chinese calendar. Why the sixth? In Chinese mythology, the twelve animals of the zodiac (each also has its individual story) took part in a race to cross a wide river, and although he was not the fastest competitor, Snake wound himself around Horse’s hoof and unwound as the finishing line approached, spooking Horse and beating him to the riverbank. Hence, those born in the year of the Snake are supposed to be intelligent but lacking in scruples (as a snake I endorse 50 per cent of that description).
So this is Snake’s turn (hurrah!), and they will enjoy a year “brimming with opportunities in wealth, career, and personal development”. But just because it’s the year of the Snake, that doesn’t mean that other animals cannot also be lucky. For example, Rats can expect success in career and personal growth; if you’re an Ox then stability and romantic opportunities are on the horizon; Rabbits can look forward to reaping the rewards of all the hard work they’ve put in in the past, benefiting from Snake’s supportive energy; Monkeys, who also have a bond with the Snake, can look forward to a “double dose” of luck, financially and career-wise – and Roosters similarly. It’s all good fun.
What’s in it for retailers?
World Food is a section of the c-store that has enjoyed burgeoning good fortune in recent years, and almost always at the pinnacle of “ethnic” food sales – clearly the winner on this occasion – is Chinese ingredients, sauces, condiments, staples (rice and noodles) and meals – ready and food-to-go.
In short, Chinese New Year is a massive opportunity to market specific products for one of the two or three most popular “treat-yourself” cuisines (alongside Indian/South Asian food and Mexican dishes, probably).
One of the driving forces behind the increasing popularity of Chinese New Year in the UK is the near-universal fondness for Chinese cuisine. The aromatic flavours, diverse textures and exotic ingredients of Chinese dishes have captivated the British palate, making Chinese food a staple in households across the nation.
Photo: iStock
This cultural convergence presents a golden opportunity for convenience retailers to capitalise on the culinary aspects of the Chinese New Year celebration. While supermarkets have traditionally dominated seasonal sales, convenience stores can strategically position themselves as convenient hubs for last-minute purchases, offering a wide range of Chinese ingredients, ready-to-cook meals, and festive decorations.
Here are some merchandising tips to make most of the occasion:
Create Themed Displays: Transform store aisles and end caps into visually appealing Chinese New Year displays. Incorporate traditional red and gold decorations, Chinese lanterns and Dragon-themed signage to create an immersive shopping experience.
Curate Special Chinese New Year Sections: Allocate a dedicated section in-store for Chinese New Year products. This can include a variety of traditional ingredients, pre-packaged meals, and festive snacks. Ensure clear signage and labelling to guide customers to these special sections.
Collaborate with Local Suppliers: Forge partnerships with local Chinese food suppliers to source authentic ingredients and specialty items. Highlight the origin and quality of these products to appeal to customers seeking an authentic Chinese New Year experience.
Offer Ready-to-Cook Meal Kits: Simplify the celebration for customers by providing ready-to-cook meal kits featuring popular Chinese New Year dishes. Include simple recipes and all the necessary ingredients for a hassle-free cooking experience.
Promote World Food Categories: Leverage the popularity of Chinese New Year to raise awareness and sales of the World Food category in general. Showcase a diverse range of international products, allowing customers to explore and experiment with flavors beyond Chinese cuisine.
Social Media Engagement: Utilise social media platforms to promote Chinese New Year-related products, share recipe ideas, and engage with the community. Encourage customers to share their own celebration preparations, creating a sense of inclusivity and community spirit.
In-Store Events and Demonstrations: Host in-store events or cooking demonstrations showcasing Chinese New Year recipes. This not only educates customers on the preparation of traditional dishes but also provides an interactive and enjoyable shopping experience.
It's time for retailers to embrace the cultural vibrancy and gastronomic delights of Chinese New Year, turning this annual celebration into a golden opportunity for growth and community connection, imbibing the spirit of Dragon.
Rice is nice
Unlike Indian food, Chinese cuisine does not lean towards basmati rice – long grain works brilliantly with Chinese dishes (and so do noodles, of course), and the most popular variety is Si Miao (See New in Cantonese), known as Jasmine rice.
What you may not know, though, is that outside of China, American-grown long-grain rice is a fantastic alternative.
Produced to the highest growing, milling, and quality standards, U.S.-grown rice is sustainably produced by a network of family farms across six states. The principal rice growing states are Arkansas, California, Louisiana, Mississippi, Missouri, and Texas.
Cooking with U.S.-grown rice ensures you are eating one of the world’s cleanest and highest quality rice and delivering authentic flavours with every dish. In fact, US long grain rice is especially suited to Chinese cuisine because of its fluffy, separate, beautifully white grains, and is the perfect complement to a wide variety of typical Chinese dishes.
Photo: iStock
U.S. rice is also sustainably grown, a practice that dates back generations, long before the word “sustainability” became a popular term. And today, the U.S. rice farming sector continues to make strides towards a greener future. All segments of the U.S. rice industry are invested in this because it is personal – providing for their families, serving their communities, protecting wildlife habitats, and creating jobs. Their stewardship is deliberate, ensuring a healthy, safe food supply, while improving the environment, and contributing to the local economy.
Many wildlife species rely on the wetland habitat created by American rice farmers. Working rice lands across all rice producing states provide millions of acres of life-sustaining resources for migrating water birds along with countless other animals that call the fields their home. This makes rice a unique working-lands crop. Winter-flooded rice fields improve and enhance vital wildlife habitats by providing food and foraging for migratory and wintering water birds. These water birds return the favour by helping to increase soil nutrients, straw decomposition, reducing weed and insect pressure, and providing other important agronomic advantages.
In the regions where rice is grown in the U.S., rice agriculture provides 35 per cent of the food resources available to migrating and wintering waterfowl. The cost of replacing existing rice habitat with managed natural wetlands is more than $3.5 billion.
So why not pick up some U.S. rice for Chinese New Year and enjoy the occasion, knowing that sustainable, guilt-free rice tastes better in more ways than one.
Singaporean flavours too
As we said, the new year is not only celebrated in China – it's also huge in Singapore, which is now bringing its own wonderful cuisine to UK stores.
Since its launch in February 2024, Singapulah has been a gateway to Singapore’s culinary tastes and flavours. Its menu is crafted in collaboration with Singaporean food manufacturers to showcase a plethora of flavours and ingredients from the island state, including new signature dishes such as Hokkien Mee, Rojak and Bak Kut Teh.
These dishes are supported by a stellar cast of Made in Singapore products such as noodles from Kang Kang, fish and surimi products from BoBo, speciality dough fritters from You Tiao Man, and soy sauces and flavoured oils from Tai Hua and Chee Seng Oil. Household brand Prima Taste’s complete sauce kits will also be introduced in both foodservice and retail at Singapulah.
Artisanal ice cream brand Creamier will provide Singapore-inspired vegan desserts such as Kaya Ice Cream Toast and Sea Salt Gula Melaka Affogato, while Coffee Hock will supply Asian drinks and coffee beans, roasted in the Southeast Asian tradition – with sugar and margarine.
Singapulah is supported by Enterprise Singapore, the Singapore government agency championing enterprise development, and the Singapore Brand Office, with promotional support from Singapore Tourism Board and Singapore Global Network.
Cheers!
There are several Chinese and oriental beer brands widely available in the UK, but as far as spirits are concerned, the UK remains underserved. Now, however, the makers of Chinese spirit “baijiu” are reformulating the fiery grain liquid to appeal to a wider, international client base. Perhaps it’s time to add Chinese spirits to your liquor shelf.
Baijiu, which translates as “white alcohol”, usually has between 40 per cent and 60 per cent alcohol content. It is generally distilled from sorghum, although wheat, barley, millet or glutinous rice are also used.
Its taste varies depending on the region or way it is produced. Some say it is similar to vodka, although another well-known type is likened to soy sauce.
Shede Spirits, based in China's Sichuan province, sells two baijiu brands in China and to Chinese consumers globally. (Its more exclusive brand, Shede, goes for up to £788 per bottle!)
Rival baijiu maker Sichuan Yibin Wuliangye Group, headquartered in Yibin city in Sichuan, has teamed up with Italian drinks group Campari in a partnership aimed at promoting both companies' brands in China and internationally.
The Labour government is getting rid of a "shoplifters’ charter" to take a grip on rising retail crime left behind by the Conservative party, prime minister Keir Starmer stated on Wednesday (5) in the Commons Chamber.
Starmer was answering a question raised by Labour MP Claire Hughes when he acknowledged that shoplifting is no more a "low level" crime.
Citing an example of seaside town Llandudno where businesses are struggling with a rise in shoplifting, Hughes raised the concern in the Commons Chamber, adding that thieves are now committing robbery in full view of staff because they have no fear of consequences.
She stated, "The recent funding boost for neighbourhood policing is very welcome, but will the Prime Minister please tell my constituents what more the Government are doing to tackle retail crime and deter repeat offenders?"
Starmer agreed, saying shoplifting is not a victimless crime.
He said, "For far too long, crimes such as shoplifting have been written off as 'low level'.
"That is wrong; such crimes are devastating. The Conservative party left us with rising crime and effectively told the police to ignore shoplifting of under £200-worth of goods.
"We have got rid of that shoplifters’ charter, and we are working hard to ensure that we take a grip where they lost control."
Nearly half a million shoplifting offences were recorded by police in England and Wales in a year, the highest 12-month total on record, according to the data released by Office for National Statistics (ONS) last week.
.A total of 492,914 offences were logged by forces in the year to September 2024, up 23 per cent from 402,220 in the previous 12 months. The figure is the highest since current records began in the year to March 2003.
Industry body the British Retail Consortium's (BRC) annual crime survey also shows similar trend.
BRC survey shows that theft and violence against retail workers in Britain soared to record levels last year and are "out of control", driven partly by criminal gangs.
The survey found more than 20 million incidents of theft were committed in the year to Aug 31 2024, which equates to 55,000 a day, costing retailers a total £2.2 billion. There were 16 million incidents in the previous year.
Incidents of violence and abuse in 2023/24 climbed to over 2,000 per day, up from 1,300 the year before. This is more than three times what it was in 2020, when there were just 455 incidents a day.
Incidents included racial or sexual abuse, physical assault or threats with weapons. There were 70 incidents per day which involved a weapon, more than double the previous year, shows BRC survey.
Food and drink wholesale distribution sector generated £33.6 billion of turnover in 2023-24 with £17.5 billion coming from sales to mainly independent retailers, reveals an industry report released today (5).
The report was launched in the Houses of Parliament in the presence of Daniel Zeichner, Minster for Food Security and Rural Affairs.
Zeichner said, " “This report highlights just how important the wholesale sector is. These are really significant numbers. Economic growth is absolutely central to wholesale businesses, as is breaking down the barriers to opportunity.
"Our pledge to you is to work with you as we begin to develop our policies. Our stated goal is to try and help change the way the supply chain operates to make sure there is a fair distribution of resources through the supply chain, and I really look forward to working with the wholesale sector on this.”
Retail businesses account for 52 per cent of food and drink wholesalers' revenue, while foodservice and caterers account for 29 per cent and 10 per cent respectively.
Delivery remains the most common route to customers with 58 per cent of sales value fulfilled through deliveries. 40 per cent of sales value fulfilled through cash and carry and 1.3 per cent of sales are made through click and collect.
In total, wholesalers spent £27 billion on stock to be sold to retailers and foodservice providers. The largest product categories were tobacco, vaping and alcohol, followed by soft drinks, frozen food, confectionery, crisps, snacks and biscuits.
The report states that food and drink wholesale distributors directly contributed £3.5bn to national output in terms of gross value, employing 77,000 people. The overall value chain that it supports employs a total of 1.5 million people, about 4.8 per cent of the UK workforce.
The sector faces a series of challenges going ahead, highlighted the report through a recent survey of FWD's members. Some of the main concerns among the wholesalers are inflation, increase in transportation costs, labour and skill shortage and regulations.
Wholesale warehouse
iStock image
AI and automation hold significant potential to positively impact the sector like in identifying the wallet share gaps and predicting reorder needs . However, the report states that companies are yet not fully embracing these technologies, saying "no distributor has integrated AI into its operation to a great extent".
60 per cent of the respondents indicated they have incorporated AI into supply chain management.
FWD reiterates in the report to reach net zero Scope 1, 2 and 3 emissions by 2040, which will require 90 per cent reduction in emissions and coordinated actions across value chains.
Furthermore, the sector is facing labour shortage stemming from ageing workforce, Brexit, images issues and competition.
"The sector's image poses a challenge in attracting new recruits as over 90 per cent of people never consider a career in logistics", states the report, mentioning terms like "demanding" and "boring" associated with warehouse work.
Speaking at the launch, FWD head of external affairs Lyndsey Cambridge said, “Wholesalers are the lifeblood of the nation – from supporting high street restaurants to supplying hospitals, schools and local retailers with food, the FWD membership is delivering for people across the length and breadth of the UK.
"This groundbreaking research provides a comprehensive economic impact of food and drink wholesale, demonstrating the value and importance of the sector in improving consumer choice through its support for retailers and caterers.
“Given its reach and contribution, our sector has and will play a pivotal role in driving economic growth in the coming years. We look forward to partnering with policymakers across the UK to grow our industry further while meeting the everyday challenges our members face in areas such as increased transport costs and labour shortages.”
Cost of living is still consumers’ number one concern, shows recent data, highlighting how shoppers are turning to scratch cooking to both save money and have a healthier diet.
According to new data released today byNielsenIQ (NIQ), total till sales grew at UK supermarkets (+5.3 per cent) in the last four weeks ending 27th January 2025, up from +3.6 per cent recorded in December.
With a better outlook on food inflation (+1.6 per cent) compared to last year (+6.4 per cent), there was good unit growth of +0.9 per cent at the Grocery Multiples. However, growth slowed after the new year.
January is typically a time of year for a healthy reset for consumers, and NIQ data shows 12 per cent of British households purchased meat-free substitutes in the last four weeks. Whilst this is a small drop from 14 per cent last year, shoppers have not cut back on healthy diets with double-digit growth in freshly prepared fruit (+16 per cent) and fresh veg accompaniments which grew by +9 per cent.
Meat, fish and poultry was the fastest growing super category (+9.1per cent) as shoppers sought to cook protein-rich meals as part of New Year diets. This was followed by pet care (+8.3 per cent) and dairy products (+6.8 per cent).
In addition, NIQ data shows that half of all UK households now say they cook from scratch every day or most days, with around 16 per cent doing so more due to the rising cost of living.
The impact of this shift in behaviour marks a spike in demand for easy hacks to speed up or elevate the dining experience, with a boost in sales for fresh gravy (+28 per cent), fresh dough and pastry (+18 per cent), fresh dips (+15 per cent) and fresh cream and custard (+14 per cent).
In terms of retailer performance, Ocado led with a sales growth of +15.6 per cent compared with the same period last year.
This was followed by Marks & Spencer (+9.7 per cent) helped by its bigger store formats motivating shoppers to add more items to their baskets as well as its dine-at-home deals. There was also continued growth at the discounters Lidl (+7.8 per cent) and Aldi (+3.8 per cent) with both retailers gaining new shoppers and more store visits.
Mike Watkins, Head of Retailer and Business Insight at NIQ said, “The lift to grocery sales in the last four weeks was helped by the timing of the New Year, with a proportion of sales coming from the new year festivities which was week ending 4th January (+10.0 per cent).
"However, after this, weekly growth in January was slightly lower. Whilst overall Total Till sales growth was higher than December, the underlying trend is closer to +3 per cent which is the average growth in the most recent three weeks.”
Watkins adds, “NIQ Homescan data shows that the cost of living is still firmly consumers’ number one concern at the start of 2025. Shoppers are looking to save money and eat healthier leading to a growing trend in scratch cooking, which is one of the key behaviours driving the strong unit growth (+2 per cent) and value growth (+6.8 per cent) in fresh food categories in the last four weeks.”
Take-home sales at the grocers rose by 4.3 per cent over the four weeks to 26 January compared with one year ago, according to the latest data from Kantar, which also shows a consistent rise on spending on promotions and fresh produce. Share of symbols and independents however continued on a decline.
January spelled relief for shoppers as grocery price inflation slowed to 3.3 per cent over the four weeks.
With household budgets typically stretched at this time of year, retailers played their part in easing the pressure on purse strings.
Fraser McKevitt, head of retail and consumer insight at Kantar, comments, “Supermarkets were dishing out the discounts this New Year, and consumers responded. Spending on promotions rose year-on-year by £274 million, accounting for 27.2 per cent of sales – the highest level in January since 2021.
“People also turned to non-branded products to help keep costs down, with own label as a proportion of sales hitting a record high of 52.3% in January. Spending on supermarkets’ own lines was up 5.4%, helped by consumers buying premium own label products in the couple of days leading up to New Year’s Eve."
Typically, shoppers have an eye on wellness, not just their wallets, at the start of the year – and 2025 was no exception. More than 10 per cent of the average consumer’s January grocery bill was spent on fresh fruit, vegetables and salad, totalling £1.2 billion – £193 million more than in December.
Nathan Ward, business unit director for usage and out-of-home at Kantar, adds, “Rolling into the new year, health tends to play a bigger role in our grocery choices. Over a quarter of take-home food and drink in January is chosen with health at least partially in mind, as shoppers tell us they want to eat less processed food and feel the benefit of fibre and vitamins.”
Protein products pulled their weight at the tills too as demand for bars, bites and drinks boosted spend on sports nutrition products. Sales for this category at supermarkets were 47% higher than last year, with over two million households buying these items during the month.
Sales of low and no alcohol drinks were 7 per cent higher than last January, and 6.7 per cent of households bought at least one of these alternatives.
Fraser McKevitt comments: “It’s no surprise to see the low and no alcohol trend make its mark in January, but given some of the generational splits we have seen in grocery, it’s interesting that older shoppers are just as likely to take these products home as younger ones. Not everyone signed up for dry January though, with 49% of people buying an alcoholic drink this month – but this is a pretty big drop from December’s 76%.”
Lidl’s sales rose 7.4% over the 12 weeks to 26 January, making it three continual years of growth for the discounter, whose share hit 7.2%. Aldi accelerated for the third consecutive month with sales up 4.2% and its market share increasing to 10.2%.
Ocado was the fastest-growing grocer for the ninth consecutive month. Spending at the online retailer grew by 11.3% meaning it now holds 1.9% of the market. Joint owner of Ocado Retail, M&S has also seen a strong 12 week period of growth with grocery sales increasing by 10.5%* in its brick-and-mortar stores.
Britain’s largest grocer Tesco gained the most share, its 28.5 per cent hold of the market is 0.7 per cent higher than this time last year, and it also saw its fastest rise in sales since April 2024 at 5.6 per cent. Sainsbury’s outpaced the market at 4.2 per cent sales growth, increasing its share from 15.7 to 15.9 per cent. Morrisons has 8.6% of the market while Asda’s portion is 12.6 per cent.
Convenience retailer Co-op returned to growth, with sales rising by 0.8 per cent giving it a 5.2 per cent share of the market while symbols and independents again saw dip of 5.8 per cent.
Bakery products aren’t just bread and butter for UK convenience stores—they’re the whole darn baguette! Whether it’s a crusty roll for breakfast, or a fresh loaf , the favorite cereals or tray of fresh eggs, breakfast goods have always been known for driving sales and footfall in convenience stores.
With more people heading back to the office, out-of-home (OOH) meal occasions have grown by an impressive 8.7 per cent in 2024, shows the latest numbers by Kantar. Leading the charge? Breakfast, which saw a remarkable 13.7 per cent increase as commuters embraced early morning stops for coffee and a bite to eat.
This shift highlights not just a return to routine, but a renewed appreciation for both convenience and starting the day on the right note. For businesses, it’s a wake-up call to meet the growing demand for breakfast items as well as for consumption on-the-go.
Local retailers are benefiting from steady demand for staple products like sliced bread, burger buns, and hot dog rolls, which offer a mix of convenience, taste, and affordability. These items provide simple solutions for balanced meals, keeping them firmly in shoppers’ baskets.
Traditional sliced loaves continue to remain a key staple for the vast majority of households, due to their versatility and convenience – particularly in the morning when time is limited. At the same time, despite financial pressures, shoppers are still keen to treat themselves well at home, and are investing in brands like Baker Street, that consistently deliver on quality.
Beyond bread, eggs and milk, the breakfast landscape in UK convenience stores is evolving fast.
As consumers resume busy lifestyles, there is a growing demand for convenient breakfast options as well. Products like breakfast biscuits, shakes, and cereal bars have gained popularity, offering quick and nutritious solutions for time-pressed individuals. Health considerations are increasingly influencing breakfast choices.
Consumers are seeking options that align with dietary preferences, including vegan, gluten-free, and low-sugar products.
With nine out of ten consumers eating breakfast daily (Kantar), it remains the UK’s largest meal occasion, making it a prime opportunity for convenience retailers.
The key lies in understanding local customer preferences, monitoring sales across bakery subcategories, and stocking the right mix of brands and products.
By adapting to changing trends—be it through healthier options, premium products, or innovative formats—convenience stores can bake more sales into their bottom line.
Morning essentials: Must Stock
Nothing screams "fresh and fabulous" like the aroma of warm, baked goods wafting through the aisles. It’s not just a smell; it’s a sales magnet. Shoppers love the idea of picking up something that feels fresh off the oven—even if it’s pre-packed.
Bakery dominates the breakfast occasion, with wrapped bread leading the charge. However, the real story lies in where the growth is coming from.
As Rachel Wells, Commercial Director at St Pierre Groupe, explains, breaking bakery into "occasions," "bread," and "cakes and sweet treats" reveals that the biggest value growth is being driven by specific bakery occasions.
This is particularly significant because in breakfast, bakery occasions account for 38 per cent of sales.
Shoppers are still looking to treat themselves well for breakfast – whether at home or on the move, and retailers can trust the St Pierre range of morning goods, brioche buns and hot dog rolls to deliver affordable indulgence across the board.”
Wells highlights how St Pierre is innovating to meet this demand, focusing on breakfast as a key growth area. The brand’s impressive performance—60 per cent growth in value sales, 80 per cent in volume, and contributing 13 per cent to the breakfast bakery category’s value underscores the importance of tailored products.
St Pierre
As Well points out, St Pierre is also the fastest growing bakery brand in the top 15, and the fastest growing brand in rolls. The growth of the brand and its products is indicative of the wider consumer context now, as FMCG inflation is slowing, and shoppers are returning to brands.
“St Pierre Groupe bagged the spot as the UK’s third biggest bakery supplier– an incredible achievement, and a title we hope to maintain as we continue building the brand in 2025,” Wells adds.
The St Pierre snacking and food to go range comprises of Caramel Waffles, Millionaires Waffle, Butter Croissants, Chocolate Filled Croissants, Brioche Waffles, and Belgian Waffles with Butter, whilst its morning goods multipack offerings include Brioche Swirls, Chocolate Chip Brioche Swirls, Brioche Rolls, Chocolate Chip Brioche Rolls, Chocolate Filled Crepes, Vegan Croissants, and Vegan Pains au Chocolat, Belgian Waffles with Butter, and Belgian Waffles with Chocolate Chips.
St Pierre’s brioche offerings, such as pre-sliced buns and hot dog rolls, continue to perform exceptionally well, combining convenience with reduced waste thanks to their extended shelf life.
Another bakery brand to keep in stores is Baker Street, a brand which is sustaining growth, thanks to increased distribution via the UK’s major multiple retailers. Its standard sized loaves and multi-packs of burger buns and hot dog rolls continue to do well.
Consumers are looking for simple and affordable ways to achieve a healthy balanced diet. At the same time, despite financial pressures, shoppers are still keen to treat themselves well at home and are investing in brands like Baker Street that consistently deliver on quality.
Baker Street
According to Josh Corrigan, Customer Development Director UK at St Pierre Groupe, Baker Street’s "fakeaway" appeal strengthens the attractiveness of the bakery section, particularly for those seeking affordable indulgence at home.
Despite the rise of bakery products, cereals remain a cornerstone of the British breakfast table. Weetabix Original, the category leader, continues to grow in both value (+4.7 per cent) and volume (+3.8 per cent).
Scott Bayliss, Head of Sales for Weetabix, says, “The number of households buying the brand also rose for Weetabix Original for the first time since 2020, resulting in a market out-performance for our iconic Yellow Box and giving us great momentum into 2025.”
Affordability has played a key part in purchase decisions as some consumers made the trade-off between brands and private label during the cost-of-living crisis. However, there is now more stability in the cereal market, with brand volumes recovering and less switching overall.
Weetabix Original is recognised as a high quality, trusted branded breakfast cereal.
“Every pack is made from British wheat, 100 per cent recyclable packaging and we even add value with on-pack competitions during the year,” Bayliss adds.
As the fastest growing top ten tasty cereal brand, Weetabix Crispy Minis also continues to resonate with households across the UK for its unique appeal of both great taste and nutrition. Weetabix Crispy Minis is now a £33million brand per annum with this phenomenal growth testament to its continued appeal since its original launch in 1997.
Compliant with HFSS legislation and featuring no “red traffic lights” on the packaging, it makes for a fun yet healthy breakfast cereal that can be enjoyed by all ages. The brand's success is further highlighted by a +21 per cent increase in new shoppers, indicating a growing base of loyal customers.
Weetabix
As Weetabix continues to innovate and expand its product offerings, it remains committed to maintaining the high standards that have made it an iconic brand for generations.
Apart from conventional bread, buns and cereals, wider bakery range too is rising in popularity as a sought-after breakfast option.
Warburtons spokesperson points out that the bakery occasions category, which includes pittas, bagels and crumpets, has grown volume 1.8 per cent in the last year, 50 per cent faster than total store sales, as consumers continue to look for more variety at mealtimes.
In fact, the bakery occasions category has grown in-home breakfast occasions by over 10 per cent, as consumers move away from cereals in search of more exciting and versatile breakfast options such as bagels and crumpets.
Crumpets have been a real breakfast staple for many years, but they are increasingly being used as a versatile way of making an indulgent, or a healthy meal at home.
What’s hot and rising: Trends
Health considerations are reshaping breakfast preferences as consumers increasingly seek options aligned with their dietary needs and wellness goals. Vegan, gluten-free, and low-sugar products are surging in demand, reflecting the growing emphasis on balanced eating.
Protein, in particular, has become a buzzword, with Brits exploring innovative ways to incorporate it into every meal occasion.
Warburtons spokesperson states, “Health, permissible indulgence, and variety all continue to be key drivers of innovation, and bakery is no exception. Consumers continue to look for products with additional health benefits such as seeds, grains, fibre and in particular protein which has flown up the consumer health agenda.”
Warburtons Thin Bagels
Warburtons has embraced this shift with products like its Protein Thin Bagel, now the best-selling thin bagel after a staggering 33 per cent growth. Similarly, its Gluten-Free range has seen sustained growth, meeting the needs of consumers seeking healthier or allergen-friendly options.
Shoppers are also recreating café-style meals at home, favoring items like bagels, crumpets, and Tiger Loaf for a touch of indulgence.
Another clear trend in bread and bakery for breakfast is that shoppers are continuing to buy on a scale, making this category very important for local retailers, both in sales terms and as a driver of store traffic.
Bread products that offer both convenience and taste are a key purchase generator, as shoppers look for simple and affordable ways to achieve a healthy balanced diet.
Corrigan from Baker Street tells Asian Trader, “It’s also a further contributor to our growth, and Baker Street’s range of rye breads – Seeded Rye and Rye & Wheat – have benefitted from growing demand for healthy alternatives.”
Rye Bread as a category is growing fast in convenience – likely from top-up shoppers looking for healthier options. The category is up 17 per cent in value and 12 per cent in volume in this channel with the Baker Street products driving this, up 52 per cent value and 56 per cent volume.
Corrigan adds, “We increased distribution with the Co-op 18 months ago and in turn, almost doubled our share of the Rye category in convenience. It’s a proof that consumers will opt for quality branded products, no matter where they shop.”
The shift to hybrid working has lately transformed breakfast into a more leisurely occasion for many, blending into brunch.
Baker Street Hot Dogs
Baker Street has tapped into this trend with its Mega Burger Buns and Hot Dog Rolls, which can be used for hearty breakfast creations like bacon baps and sausage rolls. At the same time, the "Americana" trend, inspired by food service, has introduced supersized meals into the breakfast repertoire, further fueling demand for versatile bakery products.
Food waste remains a significant challenge for retailers, particularly in the bakery aisle. Baker Street addresses this issue with its extended shelf-life products, allowing stores to offer a diverse range without the fear of spoilage.
Furthermore, high fibre, low sugar, and functional benefits like added protein are no longer just trends—they are essentials. Brands like Weetabix are leading the charge with products that deliver on these fronts while maintaining great taste.
Bayliss from Weetabix tells Asian Trader, “It is part of our commitment to offer a range of nutritious and delicious breakfast cereals that can be enjoyed as part of a balanced diet. This means the Weetabix brand is a symbol for good food that shoppers can trust, made simply with ingredients that are wholesome and nutritious, as well as being HFSS-compliant for retailers.
“All Weetabix-branded products were HFSS compliant before legislation was introduced and offering consumers healthy choices to start their day and giving Weetabix a great advantage over other products in the category.”
Hot Off the Oven: New launches
Breakfast isn’t just the most important meal of the day—it’s the most exciting one too. With consumers increasingly seeking health, convenience, and novelty, brands are stepping up to make mornings more memorable. After all, who wouldn’t love a little excitement to kick start their day?
To tap into this excitement and keep Brits’ breakfast exciting, the five-pack multipack of belVita’s Soft Bakes Choc Chips flavour is now available as a price-marked pack for the first time.
This new launch will help convenience retailers tap into additional sales from value-conscious shoppers, driving this popular pack’s visibility and communicating price reassurance.
With all belVita Soft Bakes flavours now non-HFSS following recent recipe changes which brought Choc Chips and Choco-Hazelnut variants in line with the rest of the range, the new multipack will also help retailers to boost their healthier snacking offering within larger formats.
belVita Soft Bakes
Susan Nash, Trade Communications Manager at Mondelēz International, tells Asian Trader, “belVita, the UK’s leading breakfast biscuit brand, is announcing an exciting new promotional competition, giving shoppers the chance to win a trip to Finland – officially named as the Most Positive Place on the Planet!”
To support this promotion, the brand is offering independent and affiliated retail store owners and managers the chance to win £750 worth of Amazon vouchers for staff (15 x £50) and a stock prize worth £200.
Additionally, the winner will receive the opportunity to have a Mondelēz International team member run sampling in store for up to four hours.
Launched on Jan 17, with a closing date of May 31, all entrants need to do is register or log in to Mondelez International’s trade facing website, Snackdisplay.co.uk, and fill out the entry form.
With consumers winners announced every day, four lucky entrants will win a trip to Finland, worth up to £6,500. What’s more, there’s a raft of other brilliant instant win prizes up for grabs, including 90 wellness days and 1000 £50 cash prizes.
The wider belVita range is included in the promotion, with the competition appearing on-pack across a variety of SKUs including belVita Soft Bakes, belVita Duo Crunch and belVita Breakfast, as well as on the belVita Soft Bakes Choc Chips £1.99 price-marked pack.
The consumer promotion runs from January to May and will be supported by OOH advertising and in-store and in-depot POS materials.
Innovation isn’t limited to just biscuits.
Warburtons is also redefining breakfast with its new Waffles, marking the brand’s entry into the treat bakery and on-the-go snack categories. Consumer response has been phenomenal, with some even claiming they’re better than Belgian waffles.
At the same time, the growth is also seen in Warbutron’s more overtly healthy products such as Protein Thin Bagels, which are becoming more popular at breakfast and brunch as consumers make every effort to get more protein in their diets.
Warburtons remains the number one Thin Bagel brand in the UK, now with a 74 per cent market share, following the success of its range which includes Original, Cinnamon & Raisin and Protein Thin Bagels.
Given the popularity of the range, which has seen a 26 per cent growth over the past two years, Warburtons recently introduced Sesame Thin Bagels.
Bells Of Lazonby’s ‘We Love Cake’
A few new cake lines are also launched. Better to stock some to keep to the line fresh and exciting.
Cumbrian bakery Bells of Lazonby is bringing indulgence to the free-from category with its new We Love Cake’s “Squeeze the Day” Chocolate Orange Cake slices. Inspired by classic British flavors like Jaffa Cakes, these gluten, wheat, and milk-free treats offer a perfect balance of zesty orange and rich dark chocolate, appealing to those with dietary restrictions and a sweet tooth.
Catering to the growing demand for organic and nutritious options, Biona has added three new products to its bakery range- Rustic Seeded Sourdough Baguettes, Oat Topped Wholemeal Rolls, and Sliced Power Protein Bread. All are vegan, high in fibre, and made with sourdough, providing a wholesome and flavorful choice for health-conscious consumers.
Healthy cake brand Soreen has introduced a new flavor to its non-HFSS Lift Bar range- Apple & Mango. This fruity addition taps into consumer preferences, with research showing that 72 per cent of shoppers prefer fruit-flavored snacks for a mid-morning boost. Soreen’s Lift Bars, already among the top ambient grocery launches, continue to gain popularity by offering both taste and health benefits.
Fuel mornings with on-the-go
With days of work from home now history, people are rushing back to work, giving a new life to on-the-go section. Convenience stores, with their innovative approach and personal touch, are increasingly gaining attention of shoppers seeking on-the-go quick bite.
Beyond bread and cereals, it is also crucial to keep a wide range of biscuits that consumers often pick for on-the-go consumption.
As pointed out by Nash from Mondelez, the brand recently saw a 6 per cent year-on-year increase in on-the-go missions within healthier biscuits, with shoppers increasingly looking for healthier snacks while out and about.
Nash tells Asian Trader, “We can anticipate that breakfast and brunch options that can be taken out-of-home for easy and convenient on-the-go consumption will continue to grow this year.
“Any retail range needs to cover both take-home and on-the-go missions to meet all potential need states and occasions, while also delivering on taste and healthier biscuit options, which means wholesalers should ensure to stock a wide range of options as well.
“We are seeing consumers looking for a range of snacks, with a trend, among some consumers, of replacing meals with snacks as they take advantage of being ‘out and about’ more frequently.”
Biscuits should be a core part of any retail food and drink offer, and any retail range needs to cover both take-home and on-the-go missions to meet all potential need states and occasions, while also delivering on taste. Healthier biscuits and bars are more often bought for the on-the-go occasion, says Nash.
Mondelez
The key to capturing this audience lies in taking cues from the foodservice industry and creating compelling reasons for shoppers to choose their outlet over competitors.
Retailers, forecourts and other coffee shop competitors need to think of the hot drinks machine and the bakery fixture as a food and drink to go destination. Stocking a full range of brand-led products, like St Pierre’s ambient food-to-go range, can help retailers meet consumer expectations.
Wells from St Pierre points out, “The morning run presents a clear opportunity for retailers to merchandise a range of morning goods, which can be partnered with hot drink dispensers in-store.“
Furthermore, as traditional day parts blur, there’s much to be said for keeping this area topped up and in good order beyond the traditional breakfast period, from first thing in the morning until mid-afternoon, along with the rest of the food to go offering.”
Morning goods and sweet snacks from quality brands like St Pierre complement hot drinks perfectly as sweet treats at any time of day, merchandised alongside hot drinks machines, and are a great opportunity for retailers to increase basket spend.
Hybrid working has changed the way people shop, with more consumers grabbing food and drinks on the go during their work-from-home days. Retailers can capitalise on this trend by ensuring their bakery sections, including morning goods and the broader bakery range, are highly visible.
Positioning hot drinks machines near the bakery section ensures that customers picking up a coffee or pastry also notice other bakery products, encouraging them to explore and purchase more.
Retailers should also offer Baker’s Street’s burger buns and rolls, whose sales have benefited from the consumer trend of treating themselves.
Apart from hot coffee machine, it is always a good idea to have well-stock the bestselling on-the-go drinks and juices for the quick morning uplift.
UFIT PMP range
Retailers looking to make the most of the booming protein RTD impulse sales should also consider adding UFIT, the UK’s leading Ready-To-Drink protein brand to their chillers.
Now available with a £1.79 PMP across all UFIT 22g Protein 310ml bottles, the refreshed packs and price point serve as an excellent introduction for new shoppers who have not yet tried a protein milkshake.
Richard Northridge, Sales Director at UFIT, tells Asian Trader, "Reaching the milestone of becoming the number one RTD protein brand in the impulse category is a testament to the growing trust consumers place in our products.
“We’re excited to launch our price-marked packs, providing a great value option for shoppers and driving further growth in the category by introducing more consumers to our convenient, high-quality protein shakes.”
Smart sales: Tips and tricks
Although breakfast is still a comparatively easy aisle, being a little mindful can better boost the sales, making the store a go-to destination in the community.
In merchandising, retailers should follow the major grocers example, and position breakfast bread products in-store alongside complementary lines to prompt linked purchases.
They can also set up a dedicated area for quick breakfast solutions like croissants, pastries, breakfast bars, and ready-to-eat wraps. Convenience is key for busy commuters and on-the-go shoppers.
Bundle breakfast items with hot beverages at a discounted price. A "coffee and croissant" or "tea and muffin" deal can entice customers looking for value.
Warburtons spokesperson says, “Cross-category merchandising is also a great opportunity to engage shoppers by giving meal inspiration and tapping into new meal occasions. Breakfast is a great opportunity to do this, linking bakery with categories such as preserves and spreads to create exciting feature space in-store.”
Bread and bakery continue to turn in a strong performance in the convenience channel, with demand fueled by three significant trends - premiumisation, indulgence, and reducing waste.
Wells points out, “Premiumisation is creating opportunity for stores and shows no sign of slowing. Quality brands like St Pierre enable consumers to ‘trade up’ and elevate everyday meals with our morning goods, gourmet burgers, hot dogs and French toast, and the brand’s sales are up 64 per cent year on year.
“Our brioche buns and hot dog rolls continue to fly as shoppers embrace premium options that allow for easy upgrades to at-home menus, including elevated breakfasts.”
Indulgence is another trend gaining traction. Despite the current challenges, consumers still opt for quality products from trusted brands, to treat themselves well at home, whilst being less likely to spend on dining out or travelling.
Finally, a further development we are seeing in these difficult times is the wish to reduce food waste, both in store and at home. The problem is solved by St Pierre products.
St Pierre
Wells tells Asian Trader, “Our fresh, individually wrapped bakery products are perfect for any meal occasion, providing a strong sales opportunity for retailers looking to cater to consumers who are not necessarily wedded to the fixture at ‘traditional’ day parts, for example breakfast.”
Stocking the right branded bakery products for breakfast is critical. Retailers should focus on the bestselling lines in their store, but to keep people coming back, stores should also offer a wide choice to encourage shoppers to try something different next time.
Retailers should offer a broad range in each category, from value to premium, covering all price points. Stores that are pushed for space should focus on the top-selling take-home bakery items for these outlets - traditional sliced bread for every day, speciality breads, such as rye, and burger buns and hot dog rolls.
Leading brands like St Pierre are the key for local retailers to establish themselves as the local ‘go to’ for affordable, indulgent bread and bakery products, for breakfast or any time.
Multipacks are also a big format in Brioche. St Pierre brand has four brioche bun and hot dog roll multipack SKUs in the Top 12 value rankings. The St Pierre Brioche Buns (6 pack), St Pierre Brioche Hot Dog Rolls and St Pierre Seeded Brioche Burger Buns (4 pack) are performing incredibly well.
Great mornings
Bakery products are quintessential impulse buys. The aroma of freshly baked goods can be a powerful marketing tool, enticing customers to make unplanned purchases. Placing bakery items near the entrance or the coffee machine creates a seamless opportunity for add-on sales, encouraging shoppers to pick up a croissant, muffin, or roll alongside their beverage.
As trends like health-conscious eating and premiumisation continue to shape the UK grocery landscape, bakery products remain a critical area for innovation. By embracing consumer trends and leveraging the high-margin potential of bakery items, convenience stores can reinforce their position as the go-to destination for fresh and indulgent food options.
The traditional breakfast time frame is expanding, with consumers seeking breakfast foods beyond the morning hours. Stores are adapting by offering all-day breakfast options, including items like breakfast baps and pastries, to cater to this growing demand.
Bakery products are more than just staples—they’re store stars. With the right mix of freshness, variety, and irresistible charm, they’ll keep customers coming back for another slice of the action.
As trends like health kicks and indulgent treats continue to rise, bakery products are your golden ticket to staying relevant. Experiment with keto-friendly muffins, sourdough boules, or quirky pastries with a twist.
By staying attuned to trends like health-conscious choices, premiumisation, and on-the-go snacking, retailers can position themselves as essential stops for breakfast shoppers. The right mix of traditional staples, innovative offerings, and smart merchandising will ensure that the bakery aisle becomes a daily destination, driving both footfall and profits in 2025 and beyond.