segments. “The bakery sector had an interesting year, with little growth in terms of volume, but value growth of 2% bringing the value of the total category up over £6bn,” she says. “When you look more closely at the sector, though, there are some clues as to where we’ll see focus this year.” One of the most telling signs is the continued rise of the ‘bakery occasions’ sub-sector, which Lynsey says is “growing in both value and volume, responsible for more than £2.5bn of the total category and encompassing everything that isn’t sliced bread and cakes.”
Among the key shifts is a move toward what
Lynsey describes as “happy” treats—indulgent yet guilt-free pleasures.
“Sweet, guilt-free
pleasures are becoming a focus for the industry as consumers allow themselves to have a little of ‘what makes them happy’, even if it doesn’t tick the box for protein and other health credentials,” she explains. “Consumers are aware of the balance of ‘health’ with ‘wellbeing’ and this is an area where St Pierre can win.” St Pierre is currently developing several products in this space, all rooted in French inspiration and built This drive toward enjoyment also ties into the broader desire for enhanced sensory experiences. “Consumers are craving more sensory experiences in their food, and as a result, fusion
trend this year,” says Lynsey. “Respecting
culinary traditions while creating new, exciting taste combinations is high on the agenda.” To meet this demand, St Pierre is launching two limited-edition brioche bun SKUs between April and September, in Spicy Chili and Smokey BBQ variants—both designed to elevate summer
Oversized indulgence is another noticeable trend gaining traction. “Demand for indulgent, oversized baked goods is on the rise, as consumers look for indulgent products that deliver on both taste and experience,” Lynsey notes. The trend toward restaurant-quality food
Tangy
twist is the number
one bakery trend worldwide, according to our Taste Tomorrow ‘always on’ consumer insights”
at home is fuelling this interest, particularly for the UK’s growing number of ‘big night in’ occasions. “Restaurant staples like gourmet burgers and elevated classics are being created in home kitchens across the country,” Lynsey says, pointing to St Pierre’s Brioche Tear & Share as a perfect example of an impressive, low-effort showstopper. Breakfast, too, continues to be a core opportunity. “Breakfast is the biggest segment of bakery and the consumer desire to enjoy restaurant-quality meals at home extends to the most important meal of the day as well,” Lynsey says. Larger, more indulgent options are being seen as a route to self-care and wellbeing. “Linked to the idea of a little indulgence being better for overall well-being, products like St Pierre’s All Butter Croissants that offer a premium upgrade to standard breakfast fare are well-placed to capitalise on the rise of breakfast as a standout meal occasion.” The bakery market, and by extension, the bakery consumers, are showing ample appetite also luxurious baked goods to enjoy in their very homes! Those that will excel in this new movement for bakery are those that are created with intention, as consumers can smell trend- hopping from a mile away. Although health and wellness continues to be at the forefront of everyone’s minds, there is always room for a little indulgence!
bakeryproduction.co.uk
Kennedy’s Bakery Production June/July 2025 27
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