Findings:
The viennoiserie market has seen strong growth, outpacing other sweet and savory bakery categories in both retail and foodservice. Viennoiserie now claims almost a third of the non-bread bakery market.
Consumer interest in pastries is increasing, with one in three consumers reporting they’ve increased their consumption, and 42% eating pastries multiple times per week.
Cost-of-living pressures have driven consumers to view pastries as affordable treats, and taste remains the key motivator for consumption.
Freshness is important, but price has now overtaken it as a key factor in purchasing decisions, particularly for packaged pastries.
Key Takeaway: Pastries, particularly viennoiserie, have become a staple in the British diet, and while price is an important consideration for consumers, taste and quality remain critical. Opportunities exist for product innovation, packaging improvements, and seasonal offerings to drive further growth.
Trend: The trend is a growing demand for viennoiserie, driven by its status as an affordable indulgence during economic challenges. Consumers increasingly seek variety and seasonal flavors, and there is potential for more out-of-home consumption, as well as a growing market for bake-at-home frozen pastries.
Consumer Motivation: Consumers are motivated by:
The taste and indulgence of pastries.
The affordability of pastries, which are viewed as small treats in tough economic times.
The appeal of innovative flavors and fresh products.
What is Driving the Trend:
Economic pressures, which have led consumers to turn to affordable indulgences like pastries.
The desire for variety, including new flavors and seasonal offerings.
Increased interest in frozen bake-at-home pastries, a trend accelerated by the pandemic.
Who Are the People the Article Refers To:
UK consumers who regularly eat pastries, with an emphasis on those buying them both in-store and online.
Younger consumers are more likely to focus on sustainability, while the general population looks for affordable indulgences.
Description of Consumers' Product or Service: The article refers to viennoiserie products, including croissants, pain au chocolat, and other pastries, as well as frozen bake-at-home options that have gained popularity post-pandemic.
Age of Consumers:
Under 35-year-olds are more likely to prioritize sustainability in their purchases.
Consumers across age groups are increasingly viewing pastries as a regular part of their diet.
Conclusions:
The viennoiserie market is thriving, with pastries becoming more of a staple in the British diet. To capture growth, bakers and retailers should focus on innovating flavors, offering affordable pricing, and creating convenient formats like frozen bake-at-home options. Sustainability is growing in importance, particularly among younger consumers.
Implications for Brands:
Brands should focus on affordable, high-quality pastries to attract budget-conscious consumers.
There is potential to expand the out-of-home market, especially for breakfast and snacking occasions.
Innovative flavors and seasonal offerings can drive repeat purchases and attract new customers.
Sustainability credentials will become increasingly important, especially for younger consumers.
Implications for Society:
Pastries are becoming an everyday indulgence, providing consumers with a small, affordable luxury. This trend reflects broader consumer behavior during economic hardship, where affordable treats gain importance.
Implications for Consumers:
Consumers are benefiting from an expanding range of affordable, tasty pastries available both for immediate consumption and bake-at-home options. However, the demand for sustainability in pastries is growing, particularly among younger consumers.
Implications for the Future:
The viennoiserie market will continue to grow, with increasing interest in sustainable practices and innovative flavor profiles. The bake-at-home pastry market is likely to remain popular, providing a convenient option for consumers seeking fresh pastries at home.
Consumer Trend:
The trend is an increased consumption of viennoiserie, driven by affordability, convenience, and indulgence.
Consumer Sub-Trend:
Impulse purchasing is rising, with consumers more likely to make spontaneous decisions based on appearance, smell, and value.
Big Social Trend:
The affordable indulgence trend reflects consumers’ desire for small, accessible luxuries during times of economic uncertainty.
Worldwide Social Trend:
Sustainability in food production is gaining traction, particularly among younger consumers, influencing purchasing decisions in the bakery sector as well as other industries.
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