Kennedy's Bakery Production Market Report


The rise of European seasonal treats in the UK


This month’s market feature from Mintel examines a festive trend in the bakery sector that have seen continental treats take hold within the UK market


W


hile Panettone is better known as an Italian sweet treat eaten


at Christmas and New Year, it has been embraced by the UK and is now well established as a festive favourite in Britain.


Its suitability for the gifting market – providing something completely different to the boxed chocolate products that are the typical confectionary present at the time of year - has supported its popularity.


It has managed to unlock some of the lucrative potential of gifting within cakes, as six in 10 (61%) cake eaters agreeing that they would be happy to receive a cake as a gift.


Despite its box packaging being an ideal canvas for attractive festive decoration, and its stylish Italian heritage, panettone has never had the most exciting image.


Traditional food products and excitement rarely go hand in hand. Innovation in terms of exciting flavours and alcohol-infused ingredients are helping to remedy that.


Selfridges is leading this march, with the launch of its Salted Caramel Panettone for Christmas 2016. Bringing the panettone bang up-to-date, leveraging the on-trend “swavoury” flavour combination has resonated widely.


Capturing headlines, this product is


reported to be the number one best- selling Christmas product in its food hall, outselling Christmas puddings by two to one.


Given that 64% of cake buyers


express an interest in cakes with sweet and savoury flavours, it is no wonder this panettone variant has garnered strong appeal.


This launch is likely to particularly chime among the younger consumers, given that Millennials are the driving force behind the sweet and savoury trend.


Indeed, overall


interest in sweet and savoury cakes reaches 82% among


24 Kennedy's Bakery Production Jan/Feb 2017 bakeryproduction.co.uk


those aged 16-24 who buy cakes, with this age group twice as likely as the average to also be willing to pay more for these products (42% compared


to 21%).


The wealth of panettone options available means such innovation is needed to create standout. Grabbing shoppers’ attention is vital in order for products to benefit from consumers’ more spontaneous shopping habits when they are buying food for seasonal events.


Both Marks & Spencer


and Sainsbury’s introduced variants featuring Prosecco for Christmas 2016 to give them an extra edge in terms of sophistication.


Italian brand Chiostro di Saronno, available at online retailer Ocado, has also used alcohol to add excitement with its Sambuca and Coffee Flavoured Chocolate Chips Panettone and Amaretto Panettone.


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