Revealed: What consumers want from an artisan bakery

Artisan loaves are proving a hit with younger consumers – 45% of 18 to 24-year-olds who visit artisan bakeries buy bread there at least once a week.

That is one of the findings in a new report from Marriage’s Millers, entitled Crafting the Future of Artisan Bakeries, that polled 1,006 UK adults and reveals what consumers look for in an artisan bakery.

A third of UK adults who visit artisan bakeries now buy bread there at least once a week, and sourdough is nearly as popular as white bread, researchers found. While the traditional white loaf remains the top item in artisan bakeries – bought by 41% of shoppers – sourdough was close behind at 39%. These were followed by French-style loaves such as a baguette or boule (25%), wholemeal loaves (24%), and multigrain/seeded loaves (21%).

When it comes to what consumers enjoy about artisan bakery bread, ‘fresh bread smell’ topped the chart at 55%, followed by ‘flavour’ at 47% and ‘crustiness’ at 25%. Consistency is hugely important, with 88% of consumers saying they want their loaf to look, feel and taste the same at every purchase.

The report also revealed just how much artisan bread means to consumers; more than booze or sweets in some cases. When asked what little luxury they would be willing to sacrifice before artisan bread, 26% said they would ditch wine, 25% would forgo cinema trips, and 24% would drop biscuits, chocolates or sweets.

The findings point to what Marriage’s terms “the croissant effect” – the appeal of small treats such as baked goods in challenging times.

“Artisan bakeries can offer a small everyday luxury, giving shoppers a feel-good boost without blowing the budget,” said Marriage’s director Hannah Marriage, adding that the new report also highlights the increasing importance of artisan bakeries, which are becoming the lifeblood of many villages and towns.

“Customers are appreciating these independent businesses, who showcase their passion for quality and craft every day,” she said. “Their emotional connection with customers is strong – by focusing on this, health associations when relevant, in-store theatre and ability to innovate – bakeries can cement their position in the market and thrive.”