Summary of Findings:
Supermarkets have significantly upgraded their in-store bakery (ISB) offerings, particularly focusing on pastries, which have shown remarkable growth. The ISB category has grown 5.4% year on year, with pastries, especially Danish pastries and viennoiserie, leading the charge. Premium tiering, indulgent flavors, and visible fruit pieces have driven this growth as consumers look for both affordable treats and artisan-quality products.
Key Takeaway:
Pastries are increasingly seen as an everyday affordable indulgence, with supermarkets responding by expanding and innovating their offerings to meet evolving consumer preferences for premium, visually appealing, and dessert-inspired pastries.
Trend:
The premiumization of in-store bakery products, particularly pastries, is a major trend, driven by consumer demand for higher quality and more indulgent options that also offer good value.
Consumer Motivation:
Consumers are motivated by the desire for affordable indulgences, treating themselves to artisanal and premium bakery items, even as part of their daily or weekly routines.
What is Driving the Trend:
The growth in ISB pastry sales is being driven by the popularity of indulgent, dessert-inspired flavors, visible fruit pieces, and artisan-style products, appealing to consumers' desire for a premium experience at accessible prices.
People Article Refers to:
The article references experts like Samantha Winsor from Lantmännen Unibake UK, Hannah Forster from Asda, and Erwan Inizan from Bridor, who explain how retailers and suppliers are adapting to consumer preferences for high-quality pastries.
Product or Service Description:
Products highlighted include Danish pastries, croissants, and other viennoiseries with innovations such as premium fruit-filled pastries and seasonal dessert-inspired flavors, often available at supermarkets and in-store bakeries.
Age of Consumers:
While no specific age group is highlighted, the article implies that a broad range of consumers, particularly younger shoppers and those with on-the-go lifestyles, are driving demand for pastries as an everyday treat.
Conclusions:
Supermarkets are capitalizing on consumers' desire for affordable but indulgent treats by expanding their in-store bakery offerings with more premium pastries and new flavors. This trend is likely to continue as consumers embrace premium-quality pastries as part of their daily habits.
Implications for Brands:
Brands should continue to invest in innovation and premiumization in their bakery offerings, focusing on products with visual appeal and distinctive flavors that align with consumer demand for indulgent, high-quality treats.
Implications for Society:
This trend reflects a broader societal shift toward seeking affordable luxuries in everyday life, where consumers balance their desire for indulgence with value-consciousness.
Implications for Consumers:
Consumers can expect a wider array of premium and affordable pastries available at supermarkets, making it easier to indulge in high-quality bakery items as part of their daily or weekly shopping routine.
Implications for Future:
The future of in-store bakeries will likely see continued innovation in premium-tier pastries and more focus on visual and sensory appeal to cater to consumers looking for an elevated experience.
Consumer Trend:
The consumer trend here is premiumization of everyday treats, with a focus on affordable indulgence and visual appeal in bakery products, particularly pastries.
Consumer Sub-Trend:
The sub-trend is the rise of artisanal-style and dessert-inspired pastries, featuring visible fruit pieces and high-end flavors, to meet consumer demand for affordable luxury.
Big Social Trend:
The big social trend is the growing consumer desire for premium experiences in everyday products, reflecting a shift toward seeking luxury and indulgence even in routine purchases like pastries.
Local Trend:
In the UK, supermarkets are stepping up their in-store bakery game by introducing more premium pastries, which are resonating with a wide range of consumers looking for affordable yet indulgent treats.
Worldwide Social Trend:
Globally, there is a shift toward affordable indulgence, with consumers seeking out premium-quality food that offers an artisanal experience, even in mass-market settings like supermarkets.
Name of the Big Trend:
The big trend is Premiumization of Everyday Treats, where consumers look for indulgent and high-quality products at accessible prices.
Name of Big Social Trend:
The big social trend is Affordable Luxury, as consumers look for ways to experience premium-quality products in everyday life without overspending.
Social Drive:
The drive behind this trend is the desire for indulgence and self-treating without compromising on value, fueled by economic conditions and a preference for affordable luxuries.
Strategy Recommendations for Companies in 2025:
Focus on Premiumization: Offer more artisan-style and premium-quality products that maintain affordability.
Innovate with Flavors: Introduce seasonal and dessert-inspired flavors that cater to both indulgence and everyday treat consumption.
Emphasize Visual Appeal: Develop products with visible fruit and other visually appealing elements to attract impulse buyers.
Balance Core and Special Products: Maintain a balance of core affordable lines with pockets of innovation to cater to both routine purchases and special indulgences.
Final Sentence:
Brands in 2025 should capitalize on the growing trend of affordable indulgence by offering premium-quality pastries that blend artisan flavors and visual appeal while ensuring these products remain accessible to value-conscious consumers.
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