UK: consumer expectations for Bakery in the ‘new normal’


The coronavirus outbreak has had a profound impact on consumers, changing how they live, what they eat and how they purchase.  To understand these changes in behaviour and to offer our customers in-depth insights, Puratos is conducting consumer surveys around the world to discover how bakery categories will need to adapt and evolve to meet future consumer needs in the ‘new normal’.

In mid-June 2020, Puratos conducted a consumer survey on the impact of the coronavirus in the UK. How have the needs for bakery items evolved for British consumers? What are their key criteria when buying bakery products, which items do they value most, and how do they prefer to buy them?

Taste & freshness remain key

When purchasing bakery items, taste and freshness remain the most important selection criteria for British consumers, confirming the results of the latest Taste Tomorrow research. Price completes the top 3 in the UK.

The importance of healthiness is growing, especially for breads, with consumers increasingly looking for food that bolsters their health & immunity.

While hygiene is also considered, it is a lesser selection criterion, possibly because of pre-existing high standards.

UK: consumer expectations for Bakery in the ‘new normal’

Winning bakery products

Product preferences of British consumers are evolving. The corona crisis is expected to boost sales of products that are: 

  • Healthy: breads with more grains and high in fibre, and cakes with less sugar and fat are topping consumers' wish lists to improve their diet. 

  • Packed: in contrast to other countries surveyed so far, British consumers prefer packed breads & cakes with 4 to 7 days shelf life. 

  • Indulgent. 

  • Local, considered more authentic. 

  • Affordable, with one out of two families paying more attention to the amount spent on food.

UK: consumer expectations for Bakery in the ‘new normal’

Winning sales channels

Purchasing behaviours are also changing, and online is expected to attract more bakery shoppers after the crisis. 49% of British consumers agree that all stores and restaurants should be able to deliver at home.

UK: consumer expectations for Bakery in the ‘new normal’

Home baking 

While staying at home during the lockdown, 56% of British consumers were home baking. Home bakers use mixes (39%) and/or bake from scratch (81%) and prefer to purchase their ingredients in supermarkets.

Discover more consumer insights

The UK was one of the eight stops in Puratos’ quest to understand global consumers in the ‘post-corona period’. Discover the consumer surveys in:

Stay tuned

In the coming months, we will continue to explore and gather in-depth insights into global and local consumer behaviour, attitudes, choices and trends related to Bakery categories.

Contact your local Puratos representative