{"id":27250,"date":"2025-07-01T13:38:52","date_gmt":"2025-07-01T12:38:52","guid":{"rendered":"https:\/\/insider.thewholesalegroup.co.uk\/?p=27250"},"modified":"2025-07-02T07:16:54","modified_gmt":"2025-07-02T06:16:54","slug":"sweet-bakery-in-2025-what-chefs-need-to-know","status":"publish","type":"post","link":"https:\/\/insider.thewholesalegroup.co.uk\/articles\/brands\/sweet-bakery-in-2025-what-chefs-need-to-know\/","title":{"rendered":"Sweet Bakery in 2025: What Chefs Need to Know"},"content":{"rendered":"\n<p>The sweet bakery scene in the UK is shifting, and if you&#8217;re running a caf\u00e9, bakery or foodservice outlet, now\u2019s the time to take notice. These are the latest insights from <a href=\"https:\/\/www.nestleprofessional.co.uk\/sites\/default\/files\/2025-06\/Nestl%C3%A9-Professional-Sweet-Ambition-Bakery-Report-UK.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Nestl\u00e9 Professional\u2019s report<\/a>. From cookies and doughnuts to croissants and muffins, sweet bakery items aren\u2019t just occasional indulgences\u2014they\u2019re becoming part of everyday life.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"788\" height=\"394\" src=\"https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/07\/bakery-graph-788x394.webp\" alt=\"\" class=\"wp-image-27270\" srcset=\"https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/07\/bakery-graph-788x394.webp 788w, https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/07\/bakery-graph-500x250.webp 500w, https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/07\/bakery-graph-200x100.webp 200w, https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/07\/bakery-graph-768x384.webp 768w, https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/07\/bakery-graph.webp 1500w\" sizes=\"(max-width: 788px) 100vw, 788px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Afternoon Wins the Day<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Afternoon has now overtaken lunch as the top time for enjoying sweet bakery treats. Between 2pm and 5pm, people are reaching for cookies, biscuits and doughnuts more than ever. Whether it\u2019s a quick coffee break or a moment of calm at a desk, this time slot offers a golden chance for operators to boost sales.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Cookies Leading Growth, But Others Are Rising<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Cookies are leading the sweet bakery category in terms of both value and growth. Representing the most valuable subcategory in the market\u2014\u00a3328 million in spend and growing. That said, muffins and croissants are gaining ground. Croissants in particular have found new popularity as an all-day option, especially at breakfast where eating out is up over 13%.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"788\" height=\"394\" src=\"https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/07\/treating-with-purpose-788x394.webp\" alt=\"\" class=\"wp-image-27266\" srcset=\"https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/07\/treating-with-purpose-788x394.webp 788w, https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/07\/treating-with-purpose-500x250.webp 500w, https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/07\/treating-with-purpose-200x100.webp 200w, https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/07\/treating-with-purpose-768x384.webp 768w, https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/07\/treating-with-purpose.webp 1500w\" sizes=\"(max-width: 788px) 100vw, 788px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Treating with Purpose<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Today\u2019s consumers are treating themselves with intention. About 28% buy sweet bakery items to brighten their day, and 26% enjoy them simply as a treat. But it&#8217;s not just about sugar hits. People are also looking for healthier and more balanced options\u2014lower in sugar, higher in protein, and often plant-based.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">The Look Still Matters<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>If it doesn\u2019t look good, it probably won\u2019t sell. A huge 73% of consumers say appearance influences their decision to buy. Think coloured glazes, neat packaging, and eye-catching displays. Consider clear wrappers or treat boxes to show off your bakes and drive impulse buys.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"788\" height=\"394\" src=\"https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/07\/coissants-788x394.webp\" alt=\"\" class=\"wp-image-27268\" srcset=\"https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/07\/coissants-788x394.webp 788w, https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/07\/coissants-500x250.webp 500w, https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/07\/coissants-200x100.webp 200w, https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/07\/coissants-768x384.webp 768w, https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/07\/coissants.webp 1500w\" sizes=\"(max-width: 788px) 100vw, 788px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Sustainable and Local Are Key<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>A third of consumers now look for sustainable packaging and locally sourced ingredients. Ethical sourcing\u2014like fair wages and responsibly grown cocoa\u2014is also high on the list, particularly among younger buyers. If you\u2019ve got the right credentials, make sure your customers know.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">At Home and On the Go<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Over half of sweet bakery purchases made outside the home are now eaten at home. That means takeaway-ready packaging is more important than ever. But there\u2019s still a solid 27% of people eating treats on-the-go or at the point of purchase\u2014so quick service and grab-and-go setups should not be overlooked.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"788\" height=\"394\" src=\"https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/07\/brand-trust-788x394.webp\" alt=\"\" class=\"wp-image-27269\" srcset=\"https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/07\/brand-trust-788x394.webp 788w, https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/07\/brand-trust-500x250.webp 500w, https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/07\/brand-trust-200x100.webp 200w, https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/07\/brand-trust-768x384.webp 768w, https:\/\/insider.thewholesalegroup.co.uk\/wp-content\/uploads\/2025\/07\/brand-trust.webp 1500w\" sizes=\"(max-width: 788px) 100vw, 788px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Brand Trust Drives Sales<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Brands matter. Especially to under-35s, who are much more likely to pick a product they recognise. If you stock branded treats\u2014or work with recognised suppliers\u2014it can help win over younger, more frequent treaters.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Final Thoughts for Your Kitchen<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>If you&#8217;re thinking about how to stand out this year, here are a few solid moves:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Offer a variety of formats\u2014single serves, sharing packs, and pre-portioned treats.<br><\/li>\n\n\n\n<li>Keep both familiar favourites and trend-led flavours in rotation.<br><\/li>\n\n\n\n<li>Match bakes with coffee or tea to increase basket spend.<br><\/li>\n\n\n\n<li>Use your displays and packaging to show off your best-sellers.<br><\/li>\n\n\n\n<li>Highlight any sustainable practices or ingredients you use.<br><\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Sweet bakery is no longer just about treats\u2014it\u2019s part of daily routines and lifestyle choices. Get it right, and it could be a reliable revenue stream all day long.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The sweet bakery scene in the UK is shifting, and if you&#8217;re running a caf\u00e9, bakery or foodservice outlet, now\u2019s the time to take notice. These are the latest insights from Nestl\u00e9 Professional\u2019s report. From cookies and doughnuts to croissants and muffins, sweet bakery items aren\u2019t just occasional indulgences\u2014they\u2019re becoming part of everyday life. Afternoon [&hellip;]<\/p>\n","protected":false},"author":705,"featured_media":27267,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[386,504,503],"tags":[535,566,536,567],"keydate":[],"member-selection":[],"supplier_sponsor":[846],"class_list":["post-27250","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","category-brands","category-trends","tag-british","tag-cake","tag-european","tag-menu-planning","supplier_sponsor-sponsored-nestle-professional"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sweet Bakery in 2025: What Chefs Need to Know - The Wholesale Group - Chefs&#039; Insider<\/title>\n<meta name=\"description\" content=\"Latest insights from Nestl\u00e9 Professional on sweet bakery trends for 2025. 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