Fewer consumers are buying in-store bakery products than a year ago, with the sharpest drops in everyday staples like sliced bread and bagels as shoppers shift from routine to occasional purchases.
"In-store bakeries win next by shifting from impulse-driven treats to intentional, multi-occasion solutions consumers trust and return to."
Varchasvi, Research Analyst
Fewer consumers are buying in-store bakery products than a year ago, with the sharpest drops in everyday staples like sliced bread and bagels as shoppers shift from routine to occasional purchases. Consumers are becoming more intentional, planning purchases and reducing impulse buys, especially as budgets tighten and priorities shift toward value.
The biggest opportunity lies in trading consumers up to higher-quality, fresh bakery items and reclaiming foodservice occasions, as shoppers show a clear willingness to switch from packaged goods and even restaurants to in-store bakery when value and convenience align. At the same time, the biggest threat is declining purchase frequency driven by budget pressure, planned shopping behaviors and reduced impulse buying – forces that limit everyday consumption and push the category toward occasional relevance.
For the purposes of this Report, Mintel has used the following definition:
ISBs are bakeries within supermarkets, mass merchandisers or club stores that offer an assortment of bakery products, such as breads, cakes, pies, bagels, cookies, doughnuts and muffins. Unlike the bread aisles found in these stores, ISBs generally have a dedicated counter space with staff to assist customers, and often bake products on site. In addition to the ISBs themselves, where appropriate, leading suppliers to ISBs are also discussed.
The following are excluded from this Report, with the exception of comparisons to in-store bakeries:
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