A round of hot, buttered toast, perhaps with a dollop of thick-shredded marmalade, may be many people’s favourite way to start the morning. But nowadays, according to one of the giants of the bakery business, toast and trimmings are only part of the picture.
“Wrapped bakery is the number one reason consumers visit convenience stores before 9am each morning, making the breakfast occasion a crucial footfall driver,” said Megan Harrison, brand and portfolio director for Warburtons.
“But breakfast isn’t just about toasting bread. Warburtons Crumpets are the number one traditional breakfast SKU across the country, selling more than 48m units in the last year.”
And Mariam French, head of marketing UK at Aryzta, the company behind Cuisine de France, also suggests changing trends in the breakfast market are producing new opportunities for bakery products beyond bread. She reckons that’s especially true for bake-off pastries.
“According to market research, more than half of adults opt to eat breakfast out of home, with two out of every 10 consumers eating out two to three times a week, be that at coffee shops or just travelling back and forth to work,” she said.
With many people now choosing to eat breakfast on the go opportunities have increased for convenience retailers looking to maximise food-to-go and in-store bakery sales, she suggests.
“We would always recommend having a good selection of breakfast pastries that can be eaten on the move, as convenience and choice are key factors for shoppers when making their selection.”
Cuisine de France says some of its best-selling pastry products are its croissant, pain au chocolat, almond croissant, chocolate croissant, pain aux raisin, maple pecan plait and royal Danish pastry at recommended retail prices of between 80p and 95p.
