Scotland’s sweet bakery market has soared 4.6% year on year to £261m, significantly outpacing total bakery and total grocery spend.
The strong performance of the category has been revealed in a new report produced by Scottish Bakers in partnership with supplier Dawn Foods.
Called the ‘Future of Bakery Report’, it is designed to provide Scottish Bakers’ members with consumer insights and commercial direction for the sweet and savoury bakery categories. The research is based on a combination of consumer panel data from NIQ and bespoke research that surveyed more than 500 bakery shoppers in Scotland.
Available exclusively to Scottish Bakers’ members via its new digital Insights Hub, the report offers a comprehensive analysis of market performance, shopper behaviour, pricing tiers, leading players and emerging trends.
Scottish Bakers described the report as a key part of its commitment to support the sustainable growth and innovation of its members across Scotland’s bakery sector.
“With shifting consumer priorities, rising costs and an increasingly competitive retail environment, the need for data-driven decision making has never been greater,” said Scottish Bakers chief executive Lesley Cameron. “This report provides our members with the tools to navigate changing shopper behaviours and capitalise on key growth areas.”
One of the headline findings is the 4.6% growth in sweet bakery sales, ahead of the 2.8% increase in total bakery and total grocery spend in Scotland. While biscuits and cakes dominate sweet bakery spend, cookies, croissants and muffins are driving the growth.
Spend in the savoury bakery category has risen 3% year-on-year, with the strongest growth driven by bread rolls, flatbreads, and sausage rolls.
Among the insights offered by the report is the importance of different pricing tiers to Scottish consumers, as shown here:
The report also revealed that provenance matters more to premium bakery shoppers, suggesting that Scottish themed in-store displays would be more effective by featuring premium bakery products.
Cameron said the mission of Scottish Bakers is to help its members and the wider bakery sector thrive.
“These reports provide practical insight and will ensure our sector remains relevant, competitive and exciting,” she added. “Our collaboration with Dawn Foods ensures these insights are not only robust, but also highly relevant and actionable for bakers across Scotland.”
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