Brits plump for speciality bakery lines

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Bakery is rising to a new occasion. As fewer standard loaves go through tills, brands are capitalising on the growth of more speciality items – from brioche and crumpets to doughnuts and flatbreads.

These formats have enjoyed a 2.4% rise in volumes, equating to an extra 9.1 million kilos through tills. Krispy Kreme, Deli Kitchen and St Pierre are among the brands to have grown volumes by double digits or more.

It’s a trend summed up by Colin Bebbington, commercial director at market leader Warburtons: “The bakery occasions category – which includes pittas, bagels and crumpets – has grown as consumers continue to look for more variety at mealtimes.”

Warbies had its “best-ever” year following investment in marketing, quality improvements and service, he adds. Recent launches such as August’s Protein Flatbreads and the following month’s Belgian Waffles (see Top Launch, below) are selling well.

At the same time, Brits continue to move away from the classic wrapped loaf – resulting in a 2.4% volume loss for the sector. Top 10 brands Hovis, Kingsmill, Roberts and Brace’s have all shifted fewer kilos.

Even worse for Hovis, it’s shed £37.7m – the biggest absolute value loss by any food brand in Top Products 2024. But there are signs of a turnaround, insists Mark Brown, who joined the brand this year as its first chief marketing officer. “As cost of living pressures ease, shoppers are becoming more open to trying new products from brands they trust,” he says.

As such, Hovis added the “premium yet affordable” Farmhouse Batch white loaf in September, in a bid to build on the growth enjoyed by its artisan-inspired Half Cobs and Rustic Bloomers.

For fellow struggler Kingsmill, reduced distribution at Tesco has been a key factor in its £15.1m decline. Owner Allied Bakeries is banking on an upcoming campaign to boost the brand.

Over at Roberts, NPD is cited as the key to its revival next year. Its £12m decline was driven by a devastating fire at its Northwich bakery in summer 2023 – which led to supply issues and the temporary delisting of some products. The business is back to full strength, it says, and ready to innovate.

Top Launch 2024

Belgian Waffles | Warburtons

Warburtons Choc Chip Belgian Waffles - pack shot 2100x1400

To capitalise on the popularity of high street dessert shops, Warburtons brought these sweet waffles to Britain’s supermarkets in September. Belgian Waffles are sold in Choc Chip and Pearl Sugar variants, in either a four-pack of 55g (rsp: £2.50) or an individual 70g waffle (rsp: £1.15). They’ve received a “fantastic response” from shoppers since their debut in Tesco, says Warburtons commercial director Colin Bebbington. “Some are even saying they’re better than waffles in Belgium.”