Lynsey Edge, head of NPD at St Pierre Groupe predicts the trends that will shape the bakery industry and beyond in 2025
“The bakery sector had an interesting year, with little growth in terms of volume, but value growth of 2 per cent bringing the value of the total category up over £6bn. When you look more closely at the sector, though, there are some clues as to where we’ll see focus this year.
“The majority of any growth in bakery has come from ‘bakery occasions’; a subsector growing in both value and volume, responsible for more than £2.5bn of the total category and encompassing everything that isn’t sliced bread and cakes.”
Sweet treats on the rise
Modern consumers are increasingly looking to indulge without the guilt, leading to the rise of “happy” treats. Sweet, guilt-free pleasures are becoming a focus for the industry as consumers allow themselves to have a little of ‘what makes them happy’, even if it doesn’t tick the box for protein and other health credentials. Consumers are aware of the balance of ‘health’ with ‘wellbeing’ and this is an area where St Pierre can win. St Pierre is working on a number of products in this area, all French-inspired to offer indulgence with quality and flavour at the core.
Fusion of favours & techniques for enhanced sensory experiences
Consumers are craving more sensory experiences in their food, and as a result, fusion of flavours and techniques will be a prominent trend this year. Respecting culinary traditions while creating new, exciting taste combinations is high on the agenda and St Pierre has two limited edition brioche bun SKUs due to launch between April and September to cater to this trend. Inspired by global flavours and designed to be versatile for summer menus, our light, delicate brioche will be available in a Spicy Chili variant and a Smokey BBQ variant to add a little extra heat to at-home meals over the summer months.
Oversized, fully loaded indulgence
Demand for indulgent, oversized baked goods is on the rise, as consumers look for indulgent products that deliver on both taste and experience. The trend for restaurant-quality food at home shows no sign of slowing and part of that trend is in portion sizes. The ‘big night in’ will continue to dominate weekend plans in the UK, with restaurant staples like gourmet burgers and elevated classics being created in home kitchens across the country. Impressive showstoppers, like St Pierre’s Brioche Tear & Share also help to cater to this trend – providing the perfect base for hosts looking to impress guests with minimal effort.
Elevating breakfast
Breakfast is the biggest segment of bakery and the consumer desire to enjoy restaurant-quality meals at home extends to the most important meal of the day as well. Larger eat products that help to bring a café experience home are on the rise. Linked to the idea of a little indulgence being better for overall well-being, products like St Pierre’s All Butter Croissants that offer a premium upgrade to standard breakfast fare are well-placed to capitalise on the rise of breakfast as a standout meal occasion.
