Vegan sweet bakery report

A new report from Baker & Baker shows significant opportunity for growth in the vegan sweet bakery market. Research in the report ‘Bakery Bites – the rise of the flexitarian: the growing interest in vegan sweet bakery products’ was undertaken by FMCG Gurus.

“We’ve launched the Bakery Bites report concept at a time when so much is happening within the bakery sector, with the aim of sharing insights across the industry,” explained Helen Sinclair, UK Marketing Manager at Baker & Baker. “The first Bakery Bites report focuses on the vegan sweet bakery market, and the findings highlight a significant opportunity for bakeries, food service operators and retailers who offer quality vegan products that do not compromise on taste.”

Approximately 1000 UK consumers were surveyed in the second quarter of 2022. The main finding of the survey is that there is continued, rapid growth in flexitarians. 34% of consumers across the UK said they follow a diet around the avoidance or moderation of animal-based products, compared with 28% of people who stated it two years earlier.

In the sweet bakery category respondents were asked, “Why would you be more likely to purchase a sweet bakery product if it carried a vegan-friendly claim?” The top three reasons consumers gave outside of diet were: better for the environment, fewer bad ingredients and more natural/less processed.

In response to the question “You state that you would be less likely to purchase a sweet bakery product if it carried a vegan-friendly claim. Why is this?” The top three answers given, excluding diet were: taste, lack of understanding around vegan, and price.

“Flexitarian and vegan diets are now mainstream and will continue to grow,” added Helen Sinclair. “We launched our range of UK vegan products earlier in the year based on offering products that also delivered on quality and taste.”

More Bakery Bites reports will be published throughout 2022/2023 looking at other issues impacting the bakery industry.

To read the sweet vegan bakery report view it here.

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Media contact

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

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