The UK bread market is growing due to consumer demand for healthier, more sustainable, and specialty breads.
Demand for gluten-free and plant-based options is increasing.
Consumers are increasingly aware of the health benefits of bread with a high fibre content.
Shoppers are demanding healthier bread options, such as whole grain.
Carmen Ferguson, Brand Manager at Windmill Organics, comments: “Consumers are looking for natural, organic and healthy bakery options. With over three million UK consumers actively avoiding ultra-processed foods, clean-label products are clearly on the rise, and Biona’s bakery range aligns perfectly with this trend, offering simple, organic, minimally processed bread alternatives that still deliver on taste and texture. In a market saturated with ultra-processed bread options, our organic breads are all free from chemical pesticides or artificial additives making them a wholesome and nutritious alternative. In fact, between 2023-2024, Biona’s bread category sales rose by 183%.”
Many consumers are increasingly concerned about certain bakery products and the potential impact on their health. This means they are looking to either reduce their consumption of bread altogether or at least seek out alternative bakery products with benefits, which must deliver on both health and taste.
With this in mind, perhaps Biona’s biggest bakery launch last year was the introduction of organic Super Seed bread, which is a delightfully tasty, protein rich, sliced loaf, containing fibre-packed oat kernels and 30% of nutritious seeds, including Sunflower Seeds, Flax Seeds and Pumpkin Seeds.
The bread maintains its natural freshness without the use of artificial additives, preservatives, wheat, yeast, sugar or chemical pesticides, making it a wholesome and nutritious alternative to the traditional loaf, and because it’s pre-sliced, it’s the perfect choice for time-poor and health-conscious consumers to eat on the go.
Not only does it include no chemical pesticides, preservatives or artificial additives, but it is also yeast free, wheat free, sugar free and vegan, which should tick a lot of boxes for those looking to follow a healthier diet. Biona is the number one organic food supplier to leading UK retailers. The brand has a huge portfolio of over 450 products, a fair number of which are bakery items, and all of them better for you and the planet – uniquely positioned to address growing demand for health and sustainability. Biona Organic Rye Bread, ranked as the brand’s sixth best-seller, is a customer favourite. In 2024 alone, Biona’s bakery range generated £2.3m in sales, making up 9% of the brand’s total revenue for the year.
Towards the end of last year, Biona announced three new additions to its growing bakery range which have been available to retailers since November. The new products included a twin pack of Rustic Seeded Sourdough Baguettes, a four pack of Oat Topped Wholemeal Rolls (both with an RRP of £3.79) and a sliced Power Protein Bread (RRP of £3.99).
As consumers are increasingly looking beyond traditional loaves, with sandwich alternatives and rolls seeing significant growth, (up 10.9% and 9% in value respectively) both of these new breads tap into this demand, offering versatile, organic, nutrition and convenience in every pack.
The added seeds provide a variety of textures and enrich the breads with extra fibre and protein, which makes them a healthier choice for those looking to maintain a balanced diet. And, perfect for time-poor consumers, the two ready-to-bake bread options can be baked in just four to six minutes, whilst the Power Protein bread can be toasted or eaten on the go for a filling and speedy meal or snack.
All three products are not only organic, but vegan, high in fibre and made with sourdough.
Rachel Wells, Commercial Director at St Pierre Groupe comments on behalf of the St Pierre brand: “The demand for convenience is growing in the bakery category, fuelling demand for the St Pierre range. Morning goods in individual packs and multipack formats like those from St Pierre are winning over consumers for the breakfast occasion and snacking at home and on the move, while our brioche buns and hot dog rolls are perfect for brunches, lunches, evening meals and barbecues. The St Pierre Brioche Buns (6 pack), St Pierre Brioche Hot Dog Rolls and St Pierre Seeded Brioche Burger Buns (4 pack) are all pre-sliced for convenience and benefit from an extended shelf life, to help reduce in and out of home wastage.
“Premiumisation is certainly a trend we are seeing at St Pierre. It’s not only bread but the wider bread and bakery sector, where the St Pierre brand has a strong presence, that is continuing to benefit from consumers choosing premium options, as they look for ways to treat themselves well, at home and on the move. Premiumisation is creating opportunities for stores and shows no sign of slowing. Quality brands like St Pierre give consumers an opportunity to ‘trade up’ and elevate everyday meals with our morning goods, gourmet burgers, hot dogs and French toast.”
Indulgence is another linked trend that is gaining traction. As the cost-of-living crisis continues, our desire for affordable treats is becoming even more pronounced, and many consumers are embracing the little pick-me-ups that we all need from time to time. Despite the current challenges, consumers still opt for quality products from trusted brands, to treat themselves well at home, whilst being less likely to spend on dining out or travelling. Hence retailers’ bakery sales will continue to benefit from offering a mix of indulgence and impulse buys.
“Food is more than just a meal on your plate, and there is a strong argument for everything in moderation,” adds Wells. “Two major recent growth areas in bakery are croissants and rolls – especially from St Pierre. Convenience retailers should dedicate extra space on fixtures for these high performing products, so they are ready for unpredictable sales uplifts.”
St Pierre recently launched a two-pack of All Butter Croissants. The new product from the fastest growing brand in breakfast bakery boasts 30 per cent French-churned butter, as well as a larger serving size, for indulgent breakfasts at home (IRI Circana). St Pierre All Butter Croissants are available now, RRP £2.30.
“Retailers should maximise their bakery sales by having a well set out bakery fixture and dedicating extra space on fixtures to high performing products, so they are ready for unpredictable sales uplifts,” says Wells. “Retailers should also take advantage of sales peaks of burger buns and rolls, such as the barbecue season, with secondary siting in St Pierre’s freestanding display units, or in gondola ends to interrupt shoppers’ journeys round the store. If stores have a coffee machine, retailers should have a selection of St Pierre’s individually wrapped morning goods alongside to mark their store out as a place to come for breakfast on the move and food to go purchases.
Retailers’ customers are increasingly looking for products that deliver simple indulgence. In bakery, stores can cater for this demand by focusing on best sellers and stocking ranges from well-known brands like St Pierre, that ‘upgrade’ their bakery offerings from traditional staples to something more premium. Consumers know that consistent quality that elevates a meal to restaurant-quality is worth it, especially when the additional cost is a pound or less.
Josh Corrigan, Customer Development Director, UK, at St Pierre Groupe comments on behalf of the Baker Street brand: “Shoppers are looking for simple and affordable ways to achieve a balanced diet, and increased consumer interest in healthy eating is another trend that’s driving the breakfast opportunity in bakery. It’s also a further contributor to our growth, and Baker Street’s range of rye breads – Seeded Rye and Rye & Wheat – have benefitted from a growing demand for healthy alternatives. Whilst Rye Bread is a subcategory in growth (up almost 6 per cent), Baker Street’s rye loaves are growing at nearly 85 per cent on last year. The brand offers two rye products in its range – a Seeded Rye and a Rye & Wheat (IRI Circana).”
Rye Bread as a category is growing fast in convenience – likely from top-up shoppers looking for healthier options. The category is up 17 per cent in value and 12 per cent in volume in this channel with the Baker Street products driving this, up 52 per cent value and 56 per cent volume.
Bread products that offer both convenience and taste are a key purchase generator, as shoppers look for simple and affordable ways to achieve a healthy balanced diet. Traditional sliced loaves remain a key staple for the vast majority of UK households, due to their versatility and convenience – particularly in the morning when time is limited.
“Baker Street offers quality baked goods with an extended shelf-life, catering to the trend for premiumisation without compromising on our commitment as a business to long life products,” adds Corrigan. “The Baker Street Rye range’s extended life allows retailers to offer their shoppers a broader range without the concerns around increased wastage, which makes Baker Street a great – and less risky way – to introduce new products.”
“We are seeing increased demand for premium products in bakery, with growing recognition of the Baker Street brand, particularly our Seeded Rye and Rye & Wheat loaves, our Burger Buns and Hot Dog Rolls.” The last two are benefiting from two trends that are working together to fuel breakfast time appetites. These are the move to working from home/hybrid working, which means people have more time for extended breakfasts, and the trend for supersize meals, or ‘Americana,’ that has come through from food service.
When people have more time for extended breakfasts, and stretching into brunches, Baker Street’s range of Burger Buns and Hot Dog Rolls can be used for a host of tasty meals, including bacon and egg baps and sausage rolls. Shoppers are increasingly using these bakery staples outside of the traditional ‘burger’, ‘hotdog’ or ‘BBQ season,’ and Baker Street’s Burger Buns and Hot Dog Rolls are particularly important for consumers enjoying extended breakfasts and brunches at home.
“With pressure on stores to make every SKU perform, independent retailers should review their sales data and focus on the best sellers. Stores should offer a broad range in each category, from value to premium, covering all price points and ensure the relevant products are available and there is plenty of stock, and in the case of bakery, sliced loaves, burger buns and hot dog rolls from Baker Street, with their extended life benefits,” says Corrigan.
“In merchandising, retailers should follow the major grocers’ convenience format stores’ example, and position bread and bakery products in-store alongside complementary lines to prompt linked purchases. Stores that are pushed for space should focus on the top-selling take-home bakery items for these outlets – traditional sliced bread for every day, speciality breads, such as rye, and burger buns and hot dog rolls. The Baker Street range offers all these – Sliced White and Sliced Brown bread, Seeded Rye and Rye & Wheat loaves and Burger Buns and Hot Dog Rolls.”
Anthony Saison, Head of Category Insights & Customer Marketing at Mademoiselle Desserts, comments: “Consumers remain drawn to indulgence, but there is a noticeable shift towards great tasting premium products made using high-quality ingredients. Moi by Mademoiselle Desserts (Moi by MD) is built on the foundation of great taste and trusted, responsibly sourced ingredients, delivering products that offer consumers a premium experience.
“Our approach offers authentic yet innovative sweet French bakery in the UK. While indulgence remains a key purchase driver, retailers should also consider health-conscious options as a growing consideration. In the frozen bakery category, our products appeal to both needs – at under 120 calories each our Mini Beignets offer guilt-free healthier snacking made with French artisan ingredients.”
Moi by MD Mini Beignets range resonates with shoppers as an easy, grab-and-go treat, ready and waiting in the freezer for those ‘Moi Moments’. As consumer consumption habits and eating occasions continue to evolve, traditional categories like desserts and snacks are being redefined – think snacking, grazing, and portioned formats, such as biscuits and confectionery treats enjoyed as desserts, or chilled and frozen desserts positioned for snacking (Kantar).
Premiumisation continues to be a major trend across bakery and desserts, with consumers willing to pay more for unique, artisanal-style treats. Moi by MD offers UK shoppers a new experience in frozen desserts with its Mini Beignets range representing an opportunity for incremental growth within the freezer aisle. By being more premium, healthier and disruptive, Mini Beignets are better aligned with both today and tomorrow’s key consumer groups.
The brand, which also has B Corp status, is aligned with current frozen category trends, offering an eye catching, premium, modern & authentic French range with a convenient proposition. This is achieved by delivering on great ingredients and great taste, but also memorable experiences, playing into its French craft heritage, twisted classics and global pastry inspiration – bringing the eating out experience to the home.
Consumers are looking for new and exciting flavours, as well as healthy options, within the premium bakery and frozen categories. While classics like chocolate remain popular, with bestselling flavours from the Moi by MD Mini Beignets range being Hazelnut & Cocoa and Speculoos – there is growing consumer demand for new and sophisticated flavours like pistachio, citrus including mandarin, lime, honey and botanicals. Research also shows that authentic French desserts deliver high consumer purchase intent and are considered to be new and different by consumers – here consumers also report liking doughnuts but preferring Mini Beignets (Good Sense Research).
“Retailers should recognise and offer products which appeal to a range of consumer drivers in frozen bakery – affordability, premium indulgence, convenience, ‘Better for You’, and authenticity,” adds Saison. “Seasonal adaptation is also key for relevance throughout the year and can significantly boost impulse purchases. The role of desserts and sweet treats is to provide a moment of comfort and joy, whether that’s something exotic and refreshing during the summer months, or a cosy warm hug in the winter.”
Stéphanie Brillouet, Marketing Director at Délifrance, comments: “Viennoiserie has quickly become a star of the bakery market. We carried out new research to get a fresh sentiment check on consumer behaviour towards viennoiserie both in and out of home. Our Prove It: Viennoiserie report looks at the products and factors driving growth in this colourful and exciting category.”
In retail, the sweet and savoury bakery market – excluding bread products – British shoppers have spent more than £1.4bn on non-bread bakery products in the past 12 months in 2024 – 12% more than the year before. Sales of viennoiserie and Danish pastries, which account for 28% of retail, grew ahead of this at 15% ((Délifrance).
The number of people consuming pastries multiple times a week (42%) has almost doubled since 2019 (24%). What has historically been an occasional treat, has now become a cornerstone of the British diet ((Délifrance). Consumers told Délifrance that one of the key reasons they are eating more pastries is taste. Another reason is a change in eating habits, with pastries now becoming an ‘everyday choice’ for many consumers. An emerging trend which is linked to people viewing pastries as an ‘affordable luxury’ amidst the cost-of-living crisis.
In the OOH bread market, 23% of consumers are eating more bread (Délifrance). This highlights a growing opportunity for retailers and operators so long as the format is convenient, inspiring and relevant to their needs.
For example, price and a tempting meal deal top the list of factors for shoppers when buying sandwiches OOH from supermarkets, bakery chains, cafés and sandwich and coffee shops. In fact, almost two thirds (61%) say price or deal is the biggest reason for making their choice, a major shift from 2019, when just 34% said price was the biggest reason (Délifrance).
But while price is ultimately a driving factor, as consumers feel the squeeze of the cost-of-living crisis, people are not willing to compromise on quality (45%) or freshness (43%, Délifrance).
“Viennoiserie is one of the most vibrant parts of the retail bakery market and offers many opportunities to excite consumers and generate growth. While our report shines a spotlight on the innovation and creativity that drives the category, it also serves as a reminder of the importance of the classic, core products. A butter croissant or pain au chocolat won’t grab headlines in the way the latest hybrid can, but they are the lifeblood of the market. Indulgence will, of course, continue to play a vital role in the development of the category but this must be balanced with the ongoing need to offer consumers value and a range of price points,” adds Brillouet.
“Mid-morning snacking or the concept of a ‘second breakfast’ is a key opportunity to further drive impulse purchases, offering bakery products at a convenient time when consumers, always on the go and navigating hectic schedules, are likely to seek out a quick, convenient treat to satisfy their hunger. The enticing aromas from freshly baked-off products play a critical role here, drawing in customers with their sensory appeal and encouraging spontaneous indulgence.”
FUEL10K has expanded into the home baking aisle for the first time with the launch of a new Baking Mix range – the first non-HFSS protein baking mixes available in the UK. The Chocolate Muffin Mix and Pancake, Waffle and Crepe Mix contain 10g and 15g of protein per serving respectively, and contain no artificial colours, preservatives or flavours.
FUEL10K has established itself as a popular breakfast option through its range of cereals. The baking mixes will offer a sweet treat that consumers can enjoy throughout the day, without having to compromise on their commitment to health and wellbeing.
With just a few simple steps to follow and a handful of store cupboard ingredients required – such as egg, milk and oil – the high protein baking mixes will help budding bakers flex their muscles in the kitchen, whether they are first-timers or seasoned pros.
JNCK Bakery is launching a new single cookie pack, following its successful multi-pack debut.
The company’s three flavours of non-HFSS cookies will now be sold in individual packs, retailing at £1.95.
Founder Alex Brassill says: “We’re delighted that Tesco is backing us with further distribution and making a real commitment to healthy snacking with the Meal Deal. We’re already gaining support through mentoring, learning and development and this shows that there is a real focus on growth and healthy innovation and confidence in our products.”
JNCK Bakery cookies – Milky Chocolate, Trippple Chocolate and White Gold – have 90% less sugar, 50% less saturated fat, 3x more protein and 5x more fibre compared to existing products on the market. They don’t include any palm oil and are sold in fully recyclable packaging.
Jason Geary, Master Baker at Jason’s Sourdough comments: “Consumers continue to be increasingly mindful of what goes into the food that they put into their bodies. Ultra-processed food has become a popular topic of discussion, leading shoppers to stop and look at the ingredients list, picking out products with fewer, simpler ingredients.
“Increased awareness and understanding from, amongst other elements, social media has driven consumers to become more vigilant, and to look out for E-numbers, emulsifiers, and artificial additives, all things we stay clear of at Jason’s Sourdough. More and more shoppers are going straight to the back of the pack to decide whether something will end up in their basket.”
Although the spotlight on simple ingredients is evident throughout the media, it is not just a passing trend. There is a genuine focus on what we are consuming and the effects of what we eat and what it has on our overall health, including our mental wellbeing and gut health. The debate around ultra-processed foods will continue to grow momentum and consumers will continue to raise questions and educate themselves.
Last year, Jason’s Sourdough Protein Loaf launched, made using only 8 simple ingredients. Each slice is packed full of 10g of protein, using Wheat Protein, Pea, Protein, and Sunflower Seeds.
“For the 4th year in a row, we have doubled our sales thanks to the increasing demand for products made with simple ingredients in bakery options. So much so, we are investing £35m into opening a third bakery, in Spring of this year. The new 95,000 sq. ft. bakery will more than double our current capacity again,” adds Geary.
“With the help of our quality and convenience mentioned earlier, we have earned our place in around 4,000 stores across the UK. Sourdough continues to become more mainstream, there are endless possibilities for NPD and continuous growth.”
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