Sweet bakery: steps to growth identified

Croissants
Morning goods were one area identified for growth
  (Photo:  )

Swedish bakery supplier Lantmännen Unibake UK claims the sweet bakery category can grow by £59m in the next five years. 

The market currently stands at £399m per year, meaning growth of £59m would represent an additional 14%.

The figure for possible growth in the category, from the company’s Sweet Bakery Research report, covers bakery within foodservice and retail. 

A spokesman said Lantmännen has worked with Kantar Retail to identify six areas ripe for growth in sweet bakery, including morning goods.

Rachel Shoosmith, marketing manager, said: “Targeting six key sweet bakery categories over the next five years presents a significant growth opportunity for operators, who can capitalise on these insights and shape their sweet bakery strategies accordingly.”

1 Rise and shine: Lantmännen suggested the association between breakfast and morning goods needs to be strengthened. Ian Harris, category strategy manager, said there was still “vast room” to grow breakfast consumption.

2 The next generation: Harris said: “Sweet bakery products can be made more appealing and engaging to the next generation through a variety of toppings, fillings, formats, packaging and personalisation.”

3 Evening indulgence: Lantmännen believes sweet bakery treats can be positioned as an indulgent way to relax and unwind in the evenings.

4 Better baked breads: With 50% of men and 39% of women [Allegra Foodservice Trends Q11 2014] snacking in the afternoon, Harris said bread should be positioned as an alternative mid-afternoon option to confectionery items.

5 Sandwich with a twist: Harris would encourage retailers to experiment with sandwich carriers, such as using croissants, to peak consumers’ interest. Sandwiches are still the number one choice at lunch with 17.9% of the market [Kantar Retail 52 w/e 12 July 2014].

6 Complement the drink: Harris recommended cross-promoting sweet bakery items with hot and cold drinks, as 80% of sweet bakery purchases are eaten with a drink [Kantar Worldpanel Usage, Out of Home, 12 m/e May 2013].

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