Demand for freshly baked bakery products has increased by 20% since 2011, according to research by Lantmännen Unibake’s Bread Barometer.

The 2013 Bread Barometer, which surveyed respondents across five European countries, revealed that in the UK, freshly baked is seen as the most important reason for buying bakery products. Thirty-five per cent of respondents cited this as their primary reason for purchase, a 20% increase in two years.

Of those surveyed, 76% said that it is important that bakery products are freshly baked, and 73% said they were tempted to buy bakery products when they smelt fresh baking in the outlet. 

Demand for quality remains a high priority, with 87% of respondents citing taste as important. Taste trumps health for 40% of respondents, while price promotions and in-store offers are becoming less of a priority, with 41% of respondents citing quality as more important.

Over 60% of consumers stressed the importance of easy-to-handle bakery products, and 20% eat more meals and snacks on-the-go than they did two to three years ago. Breakfast on-the-go remains popular, with 11% of respondents purchasing breakfast on-the-go at least once a week, and 22% at least once a month.

Kate Raison, marketing director at Lantmännen Unibake UK, said: “The Bread Barometer research has provided us with in-depth bakery insight into consumers’ priorities and eating habits that retailers and caterers can benefit from. There is a clear need for high-quality bakery fixtures that deliver a range of freshly baked goods throughout the day, in line with demand.

“The Bread Barometer, now in its third year, continues to provide insight into consumer attitudes and purchasing habits in a market that continually evolves. The key to bakery success for retailers and caterers is to keep ahead of the curve and invest in solutions designed to meet demand.”