“The strong performance of bakery breakfast comes largely from efforts to provide easy and convenient grab-and-go options – whether single-portion or multipacks.
The segment may also be benefitting from impulse purchases, as these are easy to pick up for a fresh and quick breakfast on the run or during a shopping excursion.
Freshness is also a strong driver because of organoleptic qualities but also as consumers generally associate freshly baked offerings with a degree of health, certainly with natural. For retailers, highlighting premium ingredients as “real” and recognisable and including origin will confer an artisanal aura to products, further elevating the standard.”
The Power of Bakery report also shows that “whole grain and multigrain are the most sought-after ingredients, driven by baby boomers, while millennials are found to pay more attention to carbs, protein and gluten. Yet, while it’s important to meet consumers’ needs in functional attributes, health and well-being and transparency, treating yourself is a key driver in sales—particularly impulse ones.”
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