Retail Sweet Bakery: Unlocking Growth in Store
Sweet bakery is a high-impact category in retail, driven by impulse, occasion and familiarity. Our latest report explores how supermarkets can unlock further growth — through branded products, smarter fixtures and formats shoppers already love.
The Opportunity
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£2.7bn out-of-home sweet bakery market
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50% of shoppers choose supermarkets first
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28% of occasions already happen in retail
Sweet bakery is already built into the grocery shop — making it a natural space for growth.
What Matters Most to Shoppers
Shoppers want products that are easy to find, easy to choose and easy to add to basket.
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Visual appeal drives choice
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Value, freshness and convenience lead decisions
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Purchases span everyday treats and shared moments
What Matter Most to Shoppers
Branded bakery doesn’t just attract attention — it drives confidence, trade-up and conversion. In fact, 63% of shoppers are more likely to buy when they recognise a familiar brand, with brands acting as shortcuts to quality and taste while helping shoppers navigate busy fixtures more quickly.
Key Growth Levers
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Focus on popular formats like doughnuts, cakes and cookies
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Use clear zoning and merchandising
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Introduce seasonal and limited-time flavours
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Offer sharing and flexible formats
Nestlé Professional's Advantage
With trusted brands like KitKat, Aero and Smarties, we help retailers elevate their bakery offer, build shopper confidence and unlock incremental value. Consumer demand is already there, with 54% of shoppers wanting to see Nestlé brands in sweet bakery, making branded bakery a powerful way to drive engagement and growth.
Download the Full Report
Get the full insights and practical recommendations to grow your sweet bakery category.