Guest article

Brits are becoming more discerning about baked goods

By Will Cowling

- Last updated on GMT

Donuts top the list when it comes to the UK consumer's indulgent baked treats. Pic: GettyImages/itakdalee
Donuts top the list when it comes to the UK consumer's indulgent baked treats. Pic: GettyImages/itakdalee

Related tags: FMCG Gurus, pre packed baked goods

Although consumers want higher quality bakery products, they are still price sensitive and becoming more health conscious, which is swaying their purchasing decisions. Will Cowling, marketing manager of FMCG Gurus examines how this is having an impact on what consumers purchase.

Baked goods are growing in popularity in the UK, with consumers swapping them for main meals throughout the day: leaning towards savoury flavours over sweeter goods.

Consumers are also more cautious about their health, which has led to a rise in people researching more about their foods.

Social media approval

FMCG Gurus Pre Packed Bakery Goods

Social media is a key tool in today’s society where consumers can find word of mouth, brand stories and information on new products. In the UK, 46% of consumers have researched pre-packaged bakery products online through social media channels, according to FMCG Gurus’ UK Pre-packaged Bakery Survey 2019.

The key areas they look for are health (67%) and pricing (78%). This information is crucial, with 45% of consumers stating it will influence their purchase decision.

Pre-packaged bakery products are very popular in the UK, with research showing that 46% of consumers eat pre-packed bread daily, bought from a number of channels. The most likely outlet is supermarkets (65%), followed by artisan bakers (30%), which are perceived to have better quality goods (89%).

However, there are still barriers why people choose to go elsewhere for their baked goods, including the biggest factor of price. Artisanal goods tend to be higher priced. This shows consumers are still price sensitive when it comes to bakery products.

The popularity of baked goods is particularly driven by taste and the ability to satisfy consumers hunger throughout the day. Interestingly, though, 33% of consumers who snack on pre-packaged bakery products are using it to replace a main meal.

Top three sweet flavours

When it comes to motivations on why and what consumers buy, 34% prioritise taste and flavour, with a tendency towards more savoury flavours.

This is especially the case in bread and bread products, with 61% of Brits choosing savoury over sweet breads throughout the day.

But when it comes to a sweet indulgence, consumers want to be able to choose from a range of flavours. FMCG Gurus research shows that the top three contenders are Vanilla (89%), Chocolate (87%), Vanilla (89%) and Caramel (70%), with ring donuts taking a resounding top spot as the most popular sweet backed goods (79%).

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