That freshly baked smell of profit

The key to unlocking the revenue potential of bakery is to offer freshly baked goods, according to research by Lantmännen Unibake.

The company’s 2013 Bread Barometer, surveyed respondents across five European countries to reveal that in the UK, freshly baked is seen as the most important reason for buying bakery products. 35% of respondents cited this as their primary reason for purchase – a 20% increase in two years.

76% of respondents said that it was important for bakery products to be freshly baked, while 73% said they were tempted to buy bakery products when they smelled fresh baking in an outlet.  

Kate Raison, marketing director at Lantmännen Unibake UK, said: “The Bread Barometer research has provided us with in-depth bakery insight into consumer 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. To overlook the importance of freshly baked would be to miss out on the revenue opportunity it presents.”

Demand for quality remains high on the list of consumer priorities, with 87% of respondents citing taste as an important factor that drives purchase at the bakery fixture. Taste trumped health for 40% of respondents, whilst price promotions and in-store offers were less of a priority, with 41% of respondents citing quality as more important than price and good offers.

Driven by increasingly busy lifestyles, the trend for eating on-the-go continues to move at a pace, with 61% of consumers stress the importance of easy-to-handle bakery products and 20% eating more meals and snacks on-the-go than they did two to three years ago. The trend is particularly prevalent amongst the younger demographic, as 42% of 18-34 year olds eat more meals and snacks than they did two to three years ago, rising from 35% in 2011.

Breakfast on-the-go also remains a hot revenue stream, with 11% of respondents purchasing breakfast on-the-go at least once a week and 22% at least once a month. Again the 18-34 year-old market sits central to this, with 47% eating breakfast on-the-go at least once every four weeks.  

Get Our E-Newsletter - Wholesale News stories in your in-box, delivered weekly.
Will be used in accordance with our Privacy Policy

About The Author