With bakeries and cafés under pressure to boost revenue throughout the working day, French manufacturer Bridor discusses how operators can undergo a croissant revolution to maximise sales.
The bakery and food-to-go landscape offers a myriad of challenges and opportunities for operators in 2025. But the UK bakery market grew 1.8% year-on-year in 2024 and is now worth £6.65bn, accounting for 6% of the entire food sector [Circana]. This performance demonstrates the strong consumer demand for baked treats and presents a positive picture for outlets to embrace.
A new survey by French bakery manufacturer, Bridor, recently uncovered the nation’s pastry habits, revealing that 93% of croissant buyers eat them at least once a week, with over half (55%) enjoying them up to twice a week [Bridor].
Erwan Inizan, Northern Europe sales director at Bridor, outlines five ways that bakeries and foodservice outlets can boost their croissant sales this year.
Ensure you cater beyond breakfast
While breakfast remains the number one consumption occasion for croissants, according to Bridor research, there is also a sizable demand for croissants and pastries as an afternoon snack or to pair alongside a hot drink.
“Our research shows that one-quarter (26%) of consumers would choose a croissant at lunchtime. What this means is that by looking beyond the traditional breakfast occasion and by putting savoury croissant options on the menu, bakers and cafés could tap into a whole new audience,” says Inizan.
Why customisation is key
In a competitive out-of-home landscape, there is a rising demand from consumers to tailor their Viennese pastry experience to their tastes. In fact, Bridor research has found that 78% of consumers think it is important to be able to customise their croissants, with a variety of fillings or toppings.
Discussing the findings, Inizan states: “Croissants make a versatile base for a range of sweet and savoury options, and operators can benefit from a menu that can be easily customised depending on the time of day. For example, giving consumers a choice of three fillings or toppings to add to their croissant is an easy way to provide a bespoke experience, whilst utilising existing ingredients on your menu.”
Get your fill
Filled pastries account for approximately 15% of global pastry sales and Bridor research has found that 35% of consumers are interested in purchasing fruit-filled croissants. In addition, the chocolate filled croissant is the second favourite choice of consumers after butter.
“Speciality filled pastries are increasingly popular in cafés and bakeries. Whether that’s croissants baked with fillings already inside, such as Bridor’s raspberry or cocoa-hazelnut filled croissants, or pastries that are customised post-bake with a range of ingredients,” says Inizan. “This presents a major opportunity for businesses and operators should ensure they offer filled croissants alongside regular types to cater for a wider range of consumer interests.”
Flavour trends to wow your consumers
An overwhelming majority of consumers (93%) are looking for an original taste when choosing a croissant, according to new research from Bridor, which is where innovative and trending flavours can elevate a pastry selection.
“Nostalgic flavours such as banoffee or rhubarb and custard have performed well in bakeries in the past year, influenced by social media activity,” explains Inizan. “Pistachios are also an on-trend ingredient, with consumers enticed by the bold green visuals and wholesome nutty taste. This year Bridor has introduced a new pistachio-filled croissant to tap into this demand.”
Next-level creations
“Social media has played a pivotal role in shaping modern food trends, opening consumers’ eyes to new flavours and unique ways of serving foods. This is no more prominent than in the world of baking where eye-catching and colourful creations come out on top, capturing the imagination of customers.
“We’re seeing more bakeries push the boundaries with their selection, whether that’s experimenting with cronuts or cruffins, or offering different experiences with the flat croissant or puff-pastry brioche-style croissants,” explains Inizan. “These exciting creations are an impactful way to increase impulse sales and to generate a buzz for your establishment.”
To learn more about the latest croissant trends and discover insights on how operators can boost their pastry sales throughout the day, download the new Bridor ‘Croissant Revolution’ guide here.
* Data is from a Bridor study, conducted in the UK, among 800 buyers of croissants at least once a week, January 2025
