Sweet ambition: What’s driving growth in the out-of-home sweet bakery market?
New research from Nestlé Professional® reveals how evolving consumer habits are creating fresh opportunities in sweet bakery.
From cookies and muffins to doughnuts and pastries, sweet bakery remains a firm favourite across the out-of-home (OOH) sector. But what’s changing is when, why, and how people are choosing these treats.
According to Nestlé Professional’s latest insights report, Sweet ambition: Growing sweet bakery opportunities in out-of-home (UK), sweet bakery is now a £2.7 billion category, with strong growth driven by changing behaviours and rising demand for convenient, quality treats.
Afternoon treating tops the list
The research, based on a survey of 1,000 UK consumers, found that afternoon treating is now the number one occasion for sweet bakery purchases, worth £328 million.
Cookies are leading the way, with double-digit growth in both value and volume over the past year, as consumers increasingly opt for indulgent yet familiar favourites.
Visual appeal, trusted brands, and mindful choices
What’s influencing purchase decisions?
- 83% of consumers say appearance matters, with younger audiences especially drawn to visually appealing treats.
- 60% prefer familiar brands, reflecting a desire for products that combine excitement with reassurance.
- There’s also a growing demand for options that align with personal values, such as lower sugar, plant-based, and sustainably packaged products.
As habits shift, so too does where sweet bakery is enjoyed. More than half of all OOH sweet bakery purchases are now consumed at home, highlighting the importance of products that travel well, stay fresh, and deliver consistent quality
A Category Rich With Opportunity
Josh Lewis, Desserts Category Lead at Nestlé Professional
“Sweet bakery plays a growing role in people’s everyday routines, whether it’s a cookie with a coffee or a moment of pause in a busy afternoon. What’s changing is how and where people are enjoying these treats. Over half of sweet bakery bought out of home is now eaten at home, which means formats need to travel well, look appealing, and deliver on taste and quality.
Consumers are also becoming more mindful. They still want to enjoy something satisfying, but they’re looking for options that reflect their values, like lower sugar, plant-based or sustainably packaged products. For operators, this opens up real opportunities to offer variety, drive footfall and stay relevant.”
Practical insight for operators
Whether you’re looking to refresh your bakery range, better meet changing demands, or tap into fast-growing formats, the Sweet Ambition report offers actionable insights to help you grow.
