UK: consumers expectations for Bakery in the ‘new normal’

The coronavirus outbreak had a profound impact on consumers, changing how they live, what they eat and how they purchase. To understand these changes in behaviour and to offer our customers in-depth insights, Puratos is conducting consumer surveys around the world to discover how bakery categories will need to adapt and evolve to meet future consumer needs in the ‘new normal’. 

As seventh stop in our quest to understand global consumers, Puratos investigated mid June how the needs for bakery items have evolved in the United Kingdom.

1. Taste and freshness

Taste and Freshness 

When purchasing bakery items, taste and freshness remain the most important criteria for British consumers, confirming the results of the latest Taste Tomorrow research, while price completes the top 3. 

The importance of healthiness is increasing, especially for breads, showing consumers are more and more looking for food strengthening their health & immunity. 

While hygiene is also considered, it a lesser selection criterion, possibly because of pre-existing high standards.

2. Winning products

Product preferences are evolving and the crisis is expected to boost sales of products which are: 

  • Healthy: breads with more grains and high in fibre, cake with less sugar and fat are topping consumers wish list to improve their diet. 
  • Packed, in contrast with other countries surveyed so far, British consumers preference goes for breads & cakes packed with 4 to 7 days shelf life.
  • Indulging
  • Local, considered more authentic. 

Affordable, as one out of two families will pay more attention to the amount spent on food.

3. Winning sales channels

Purchasing behaviours are also changing, and online is expected to continue attract more bakery shoppers after the crisis.

49% agree that all stores & restaurants should be able to deliver at home

4. Home baking

While staying at home during the lockdown, 56% of British consumers were home baking.

Home bakers use mixes (39%) and/or bake from scratch (81%) and prefer to purchase their ingredients in supermarkets.

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