Délifrance reports a passion for pastries

British consumers have a big appetite for pastries, according to new a report from Délifrance which revealed that viennoiserie is outpacing overall bakery market growth in both the foodservice and retail channels. Prove It: Viennoiserie looks at the products and factors driving growth in this colourful and exciting category. Insights revealed in the report include: 

• A third of pastry consumers have increased the amount of pastry products they eat 
• The proportion of shoppers buying pastry products on impulse has risen 
• Price has overtaken freshness as the second most important factor – after quality – when buying pastries 
• Seven out of 10 consumers would like to know more about the sustainability of the baked goods they buy 
• Four out of 10 consumers are tempted to try a pastry product based on how good it looks 

These topics and many more are examined in the report, which has been compiled following a survey of some 1,000 UK adults who regularly eat viennoiserie products and offers insight into consumer behaviour in and out of home. The report also uses Délifrance internal market estimates and insight, external market data and the experience and views of food trends experts Harris & Hayes. 

'Avibrant category'
"We look at the trends and products shaping this vibrant category, from continued consumer demand for exciting and indulgent treats to the role of sustainability and pricing," said Délifrance marketing director Stéphanie Brillouet. "We also examine the key factors driving purchasing decisions in both foodservice and retail, including where consumers are buying their pastries, where and when they are eating them, and what they are looking for from viennoiserie." 

And it seems that what many look for are classic treats, with pain au chocolat and the plain croissant being clear favourites. However, innovation continues to play a vital role in ensuring the category remains vibrant and relevant, as Harris & Hayes put it: "Pastries continues to be an exciting, innovation-led category, which is a beacon of escapism and indulgence in difficult economic and geopolitical times."

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