Birds Bakery reveals Christmas behaviours

Recent investigation conducted by Birds Bakery sought to understand why consumers indulged in treats around the festive period, particularly around Christmas – to explain why British consumers indulge themselves even more.

Treating ourselves isn’t limited to December alone. A 2023 study carried out by YouGov revealed approximately 37% of British consumers buy something sweet, such as chocolate or cake, at least once or twice. The statistics highlight our intake may increase significantly at certain points during the year.

To meet demand during one of the busiest times during the period for bakeries, Birds Bakery will be making over 500,000 Christmas products this year, including 350,000 mince pies. The classic mince pie took the title of Britain’s favourite sweet pie last year, and enjoying them was listed as one of the best parts of CHristmas.

“The bakery market is constantly evolving, but one trend we’ve noticed year on year is that people love to treat themselves and others. Like other retailers, we like to introduce seasonal product ranges alongside our classics, as we know our customers love a themed item – be it Christmas, Easter or Halloween,” said Lesley Bird, COO at Birds Bakery. “This year our Christmas range includes a whole host of festive goods including chocolate Santas, Rudolph cupcakes and shortbread trees, which we’re delighted to see customers already enjoying.

“We are excited to welcome both new and regular customers to our shops this Christmas, and hope they continue to treat themselves throughout the year. We all need that sweet boost every so often!”

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Media contact

Caitlin Gittins
Editor, International Bakery
Tel: +44 (0) 1622 823 920

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