Simon Atkins, bakery and foodservice consultant and advisor to the EU’s More Than Only Food & Drink campaign, explains how EU bakery is helping UK retailers rebuild trust, drive premiumisation, and bring greater clarity to the category.
The UK bakery market is entering a new phase of growth and evolution. Valued at an estimated £5.74bn by the end of 2025, it remains one of the most important and emotionally resonant categories in retail.1 From morning pastries to lunchtime sandwiches, bakery is embedded in everyday routines, offering both comfort and convenience.
At the same time, the category is changing. Consumer expectations are shifting, and with that comes a clear opportunity for retailers to rethink what bakery can offer. The UK sourdough segment, for example, continues to grow strongly, valued at $142.04m (approx. £105.4m) in 2024 and forecast to rise significantly to $450m (approx. £335m) by 2035.1 But beyond sourdough, there is a broader movement underway, one that is bringing EU bakery products into sharper focus.
From across the EU, a wider range of bakery products that combine authenticity, quality, and clarity are entering the UK market. From deep, dark rye breads to refined Danish pastries and regional specialities, these products are helping UK retailers expand their ranges in a way that feels both premium and credible.
This comes at a time when the UK bakery market is balancing both challenge and opportunity. Retailers continue to navigate cost pressures, labour shortages and the need for operational efficiency, while also responding to increasingly complex consumer demands. Shoppers are looking for products that deliver on quality, convenience, and dietary needs, but also offer something more meaningful behind the scenes. That “something more” is increasingly about trust.
Redefining trust in the bakery aisle
Consumers today are more informed and more questioning than ever before. Terms such as “artisan”, “fresh”, and “traditional” are no longer accepted at face value. Shoppers want to understand where their food comes from, how it has been made, and whether the claims on packaging are genuinely substantiated. In this environment, clarity has become a key differentiator.
This is where the European Union’s bakery heritage stands apart. Across the EU, systems such as Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI) provide a clear and regulated framework for quality and provenance. A PDO label means that a product is produced, processed, and prepared entirely within a defined geographical area, using recognised and traditional methods. PGI, while slightly more flexible, still requires that at least one stage of production takes place in a specific region, and that the product’s character is linked to that origin.
For UK retailers, these designations offer something highly valuable: independent verification. Rather than relying solely on brand storytelling or marketing language, PDO and PGI products come with built-in proof of origin and method. In a market where trust is under increasing scrutiny, this level of transparency provides reassurance for both retailers and consumers.
Premiumization backed by provenance
Alongside this shift towards transparency sits another major driver of growth: premiumization. This is no longer simply about higher price points or luxury positioning, but about delivering products that justify their value. Consumers are willing to trade up when they feel confident in what they are buying.
European bakery products are well placed to support this. Specialities such as Cantuccini Toscani PGI from Italy, Nürnberger Lebkuchen PGI from Germany, and Brioche vendéenne PGI from France, offer a combination of heritage, quality, and authenticity that resonates strongly with shoppers. They allow retailers to introduce premium options that feel genuine, rather than constructed purely for marketing purposes.
This aligns with broader retail performance. Premium ranges continue to perform strongly, with Tesco’s Finest range, for example, growing by 16% in 2025.2 The success of these lines reflects a wider appetite for products that combine quality with credibility, and EU bakery fits naturally within this space.
Expanding choice without losing familiarity
Beyond premiumization, EU bakery is also helping to bring greater diversity to the category. While traditional UK staples remain central, there is growing interest in exploring new formats, flavors, and textures. EU products provide a natural extension of the category, offering variation without losing the sense of familiarity that makes bakery so appealing.
Importantly, producers across the EU are increasingly aligning with the practical needs of UK retail. There is a stronger focus on ensuring that products are retail-ready, with formats and sizes suited to UK shelves, and with clear, accessible communication around provenance. There is also greater emphasis on partnership, with suppliers supporting retailers through education and storytelling that helps bring these products to life for shoppers.
This shift reflects a broader understanding that provenance alone is not enough. It must be communicated clearly and integrated into the retail experience in a way that is easy to understand and engage with.
As a result, EU bakery products are no longer simply niche additions to the shelf. They are becoming important contributors to the overall strength of the category. By offering transparency, consistency, and authenticity, they help retailers meet modern expectations while maintaining the emotional appeal that bakery has always delivered.
A clear role for EU bakery
The UK bakery market remains one of the most dynamic areas of food retail. Its role in everyday life is unchanged, but the way value is defined is evolving. Shoppers are looking for reassurance as well as enjoyment, and for products that can stand up to greater scrutiny.
In this context, EU bakery has a clear and positive role to play. By combining tradition with regulation, and heritage with transparency, it offers a model for how bakery can continue to grow while building trust.
Find out more about how EU bakery is helping UK retailers to build trust and drive premium growth, or contact morethanfood_UK@agripromotion.eu.
References
- Federation of Bakers. About the Federation of Bakers.
- Market Research Future. UK Sourdough Market.
- IGD. What next for Tesco Finest?
