Eight out of ten consumers say they can taste the difference in baked goods made with high-quality ingredients.
That was one of the key findings in a poll of 2,000 consumers conducted for sugar supplier Tate & Lyle Sugars, which says bakeries can build a loyal customer base by offering goods that deliver on quality.
When asked ‘How often, if ever, can you taste the difference between baked goods made with premium versus standard ingredients?’, 82% of respondents answered ‘always’, ‘often’, or ’sometimes’.
The survey also found that almost two-thirds of respondents purchase a baked good at least once a week. When it came to where they bought their baked treats, 45% most frequently purchased from bakeries, 20% from a coffee shop, and 6% from a speciality patisserie.
More than three quarters of shoppers (78%) said they are willing to pay more for baked goods with quality ingredients, with 26% saying they would pay more than a £1 extra for quality.
“Great bakes start with great ingredients. It’s something we see time and again — when bakers commit to using high-quality ingredients, the results don’t just taste better, they sell better,” said Tate & Lyle Sugars brand manager Alice Holmes.
The researchers found that a third of shoppers are positively influenced by professional endorsements such as “made with ingredients used by top chefs”, and that a similar proportion would pay more for a recipe labelled “made with pure cane sugar”.
“By proudly communicating their ingredients and telling the story behind them, operators can build deeper trust and loyalty with their audience,” added Holmes.
Meanwhile, Tate & Lyle has announced a partnership with the UK and Swiss hubs of start-up accelerator MassChallenge to support purpose-led innovation and sustainable food and beverage entrepreneurs. Through the partnership, Tate & Lyle’s innovation leaders will work with MassChallenge’s regional teams to identify participants aligned with Tate & Lyle’s innovation priorities.
“This new partnership provides us with access to some of the most dynamic start-ups and early-stage companies working to develop the novel ingredients, process innovations and sustainability solutions that our food system needs to continue to thrive,” said Karen du Plessis, Tate & Lyle head of open innovation.
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