A third (33%) of UK adults who visit artisan bakeries now buy bread there at least once a week, while sourdough is nearly as popular as the traditional white loaf, new research from Marriage’s has revealed.
The report – Crafting the Future of Artisan Bakeries – found artisan bakeries were especially popular in London, where 44% of enthusiasts visit to buy bread at least once a week. They are also proving popular with young people: 45% of 18 to 24-year-olds who visit artisan bakeries make a bread shop at least a weekly habit.
Meanwhile, sourdough emerged as a hugely popular item, according to the research, going head-to-head with white bread. While the traditional white loaf remains the most popular item in artisan bakeries – regularly bought by 41% of shoppers – sourdough was close behind (39%).
Innovation can be vital to the success of some artisan bakeries, with 7 in 10 consumers claiming to be interested in new, seasonal or limited-edition baked goods.
The craft involved in artisan bakeries emerged as a key selling point. Three quarters (75%) of respondents in the research agreed artisan bakery products are truly exceptional. The story behind the bakery is also key to consumers, with 75% rating it as important.
Freshness came out as the top attribute consumers were willing to pay more for (43%), followed by healthier/natural ingredients (25%) and supporting an independent local business (23%).
When it came to reasons for visiting artisan bakeries, ‘a special treat’ was the top motivation (34%), just ahead of buying something special for the weekend (26%) and enjoying time in the bakery café (25%).
The research found consumers were unwilling to give up the treat of artisan bakery bread. While 31% would rather forgo a magazine subscription, 26% would rather sacrifice a bottle of wine.
The findings point to what Marriage’s terms “the croissant effect” – the appeal of small treats such as baked goods in challenging financial and political times.
“Artisan bakeries can offer a small everyday luxury, giving shoppers a feel-good boost without blowing the budget,” said Hannah Marriage, director of Marriage’s. “In challenging economic times, small treats can offer a much-needed moment of enjoyment.”
“Our report also highlights the increasing importance of artisan bakeries, which are becoming the lifeblood of many villages and towns. Customers are appreciating these independent businesses, who showcase their passion for quality and craft every day,” Marriage added. “Their emotional connection with customers is strong – by focusing on this, health associations when relevant, in-store theatre and ability to innovate – bakeries can cement their position in the market and thrive.”
