Nestlé Professional reflects booming sweet bakery market

Research released by Nestlé Professional shows that branded confectionery can play a significant role in boosting the enjoyment of sweet bakery. Sweet bakery is now the second biggest segment in the UK snack market and ‘treating’ one of the top deciding factors for consumers.

The research highlights opportunities for foodservice and retail to satisfy consumers and boost turnover by providing sweet bakery products that feature popular confectionery brands.

Nestlé Professional monitored more than 41,000 online conversations that took place during May and June 2023, which mentioned muffins, cookies, doughnuts and brownies. Compared with unbranded baked good, branded mentions showed an 11% increase in mentions. Overall sentiment also increased in positivity by 2%, proving the ability of brands to boost sweet bakery’s ‘wow factor’.

These findings accompany the foodservice launch of a new cookie range co-created by Nestlé Professional and Rich’s. One of the UK’s favourite sweet bakery formats, the new cookies incorporate ROLO, AERO or MATCHMAKERS and are responsibly sized to offer consumers a permissible indulgence.

To celebrate their launch and help operators capitalise on the booming sweet bakery market, Nestlé Professional has developed ‘Sweet Baked Goods: Evolving tastes and trends’. With insights and market data on who is eating sweet bakery, what products and occasions are most popular and where they’re consuming it.

Nestlé Professional also collaborated with bakers, Cherrytree Bakery, earlier this year to create their ROLO muffins and KITKAT bunny muffins for Costa. Now they are working on further sweet bakery products, to provide treats for coffee shops, retail and foodservice operators and are set to launch later this year.

“When consumers buy sweet bakery, they’re looking for something extra special and exciting. Well-known and loved brands like AERO, ROLO and MATCHMAKERS hold a special place in the hearts of consumers – no doubt explaining their allure in sweet baked goods,” explained Danielle Cartney, BDI Category Lead, Nestlé Professional UK&I. “Operators have been using our branded dessert ingredients for 15 years, creating desserts and snacks that combine their craft with our confectionery. We’ve also delivered successful collaborations with leading operators and retailers: muffins with Costa Coffee, doughnuts with Krispy Kreme, and McFlurries with McDonalds, to mention just a few.

“Now we’re delighted to co-launch these exciting new cookies to convenience and foodservice. And to help operators satisfy growing consumer demand for a treat, we’ve pulled together all the insight they might need.”

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Media contact

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

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