Research Reveals the Quality Indicators of Baked Goods that Consumers Recognise

New research by Tate & Lyle Sugars has identified a significant opportunity for operators to boost their revenue through embracing quality ingredients.  The study of 2,000 Brits found that 82 per cent are confident they can taste the difference between baked goods crafted with premium ingredients versus standard. What’s more, they’re willing to pay more for the higher quality bakes.

With almost two thirds of those surveyed purchasing baked goods at least once a week, there is a clear revenue opportunity available to operators.  78 per cent are willing to pay more for baked goods with quality ingredients, with 26 per cent happy to spend over £1 extra on baked foods they deem as premium.

Looking deeper into purchasing decisions, taste is the key driver with one third of Brits rating it as the most important quality indicator.  This purchase indicator affects operators’ choice in sourcing ingredients, as high-quality will provide well-finished, consistent bakes that cater to the consumer demand for top-tier products, as well as reducing waste by driving customer loyalty.

Alongside this, there are other factors customers will take into consideration when determining the quality of a baked good; professional endorsements by celebrity chefs or renowned bakeries being one. Clear ingredient labelling along with callouts such as ‘made with ingredients used by top chefs’ resonate with over one third of consumers, providing operators an easy display adaptation that will in turn boost profits.

Baked goods labelled “made with pure cane sugar” will stand out to potential customers, as 53 per cent recognise pure cane sugar as a quality ingredient that enhances baked goods’ taste, and 22% view the ingredient as premium. In fact, 34 per cent of consumers are willing to pay up to £2 more for products labelled as such.

For garden centres the revenue opportunity is clear: investing in quality ingredients and proudly communicating this to the end customer not only improves products’ taste, but also drives profit-making opportunities.

Research conducted by Censuswide on behalf of Tate & Lyle Sugars

To find out more, please visit wearetateandlylesugars.com.