- Lidl has officially been crowned the most popular supermarket bakery in the country, according to Kantar data[1]
- Its most popular product, the All Butter Croissant, sells an average of 122 a minute[2]
- Brits are also making a beeline for the Demi Baguette, Jam Filled Doughnut, and Chocolate Hazelnut Croissant, which all sell at a rate of roughly one every single second[3]
- Innovation with chocolate cronuts, cheesecake brownies and bakewell blondies have driven conversation with online Lidl bakery searches to the highest level ever!
- The figures also follow Lidl being crowned Bakery Industry Awards Bakery Retailer of the Year 2023
Lidl is now the most popular bakery in the UK according to Kantar data which shows the supermarket has the biggest bakery market share in the country, beating rivals such as Tesco and Sainsburys.
The accolade also comes hot on the heels of the supermarket being crowned as the British Bakery Retailer of the Year 2023[4], and searches for “Lidl Bakery” reaching a five-year peak in March 2024[5] and racking up 26M views on TikTok[6].
Data from the nationally adored bakery has officially revealed the pastry penchants of the UK, with the deliciously crispy and moreish All Butter Croissant topping the charts and selling a whopping 122 every minute. Britain’s most beloved bake is followed closely by the Demi Baguette, Jam Filled Doughnut, and Chocolate Hazelnut Croissant, which all sell roughly one every second[7].
Lidl’s bakery was also given a boost by its ‘Special Guest’ range, which sees new limited edition bakes land in store every fortnight. Last month, consumers went wild for the irresistible Chocolate Cronut, a delicious doughnut-shaped pastry slathered in rich, melty milk chocolate, with 27 Brits popping one in their basket every single minute[8].
Other star special guests from 2024 include the salty and delightful Cheese Pretzel Roll and indulgent Chocolate Twist from February, both of which sold one every two seconds in the time they appeared on the bakery shelves.
Special guests have been known to go viral, with a 2023 Cheesecake Brownie reaching more than 20 million views on TikTok[9] and rave reviews commenting on videos saying ‘it was so amazing’ and ‘I have to say that it’s DELISHHHH’[10].
Scott Davey, Senior Buying Director at Lidl GB, said: “At Lidl, we’re always offering customers a taste of the best products possible, for a fraction of the price – and nowhere is this clearer than in our industry-leading bakery. Whether customers are popping in for a croissant or trying out one of our innovative Special Guests, it’s clear our bakery offering is winning over the nation’s bakery popularity contest.”
[1] Kantar, Value Market Share ,12 w/e 17 Mar 2024
[2] Lidl sales data, 01/01/24 – 31/03/24
[3] Lidl sales data, 01/01/24 – 31/03/24
[4] https://bakeryinfo.co.uk/events/lidl-crowned-bakery-retailer-of-the-year-2023/685032.article
[5] https://trends.google.com/trends/explore?date=today%205-y&geo=GB&q=Lidl%20Bakery&hl=en-GB
[6] https://www.tiktok.com/discover/lidl-bakery
[7] Lidl sales data, 01/01/24 – 31/03/24
[8] Lidl sales data, 01/01/24 – 31/03/24
[9] https://www.tiktok.com/discover/cheesecake-brownie-lidl
[10] https://www.tiktok.com/@newfoodfindsuk/video/7276569874065935648
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